Digital marketing and brand image in online business : A study of Alma Artes company in Nepal
Pathak, Prashanta; Gaire, Saksham (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202101251503
https://urn.fi/URN:NBN:fi:amk-202101251503
Tiivistelmä
The thesis studies the role of digital marketing tools helping business in creating brand image. Digital marketing has brought a lot of changes in the past two decades. With the unpredictable growth in the digital revolution, the business and organization are changing its marketing behaviour from traditional marketing to digital marketing.
The main aim of the thesis is to explore how Alma Artes company, a luxury product online retailer can improve its brand image by implementing better digital marketing tools in Nepal. During pre-analysis, Alma Artes was facing a lot of challenges building better goodwill and brand image of the company. The literature review of this thesis consists of major aspects of digital marketing and branding. Further-more, there are some examples of the best digital marketing approach carried out by different companies to strengthen their company values and brand image. All the theoretical framework data were collected through articles, books, journals, magazines and online resources.
The research part of the thesis was done by using both qualitative and quantitative methods. The data were collected through an online survey of Alma Artes customers as well as through interviews with employees of Alma Artes and three external digital marketing experts in Nepal.
The research revealed that the digital marketing activities inside Alma Artes were poor on implementing better marketing tools, maintaining regular flow of content, search engine optimization (SEO) and web-sites resulting less visibility of brand in digital media. Alma Artes could invest in developing powerful content and should look for any additional opportunities that can attract new customers increasing its brand value and audience towards the company.
The main aim of the thesis is to explore how Alma Artes company, a luxury product online retailer can improve its brand image by implementing better digital marketing tools in Nepal. During pre-analysis, Alma Artes was facing a lot of challenges building better goodwill and brand image of the company. The literature review of this thesis consists of major aspects of digital marketing and branding. Further-more, there are some examples of the best digital marketing approach carried out by different companies to strengthen their company values and brand image. All the theoretical framework data were collected through articles, books, journals, magazines and online resources.
The research part of the thesis was done by using both qualitative and quantitative methods. The data were collected through an online survey of Alma Artes customers as well as through interviews with employees of Alma Artes and three external digital marketing experts in Nepal.
The research revealed that the digital marketing activities inside Alma Artes were poor on implementing better marketing tools, maintaining regular flow of content, search engine optimization (SEO) and web-sites resulting less visibility of brand in digital media. Alma Artes could invest in developing powerful content and should look for any additional opportunities that can attract new customers increasing its brand value and audience towards the company.