Digital marketing plan case : Bitumipojat Oy
Jokila, Jenna (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060714720
https://urn.fi/URN:NBN:fi:amk-2021060714720
Tiivistelmä
The purpose of this thesis was to create a digital marketing plan for the commissioner, Bitumipojat Oy, because they did not have a marketing strategy before. The company’s online store has been operating for few years, and they needed a marketing plan to increase their sales and attract new customers. Bitumipojat wanted to know what marketing tools they needed to achieve these objectives.
The theoretical framework outlines the different tools used in digital marketing, such as social media marketing, customer reference marketing, search engine marketing and content marketing. The digital marketing plan’s conceptual framework was created based on SOSTAC and Marketing Mix. The author conducted a quantitative research by designing a questionnaire to gather information about the target audience’s social media and buying behaviour and their search habits, which gave the necessary information to create the digital marketing plan.
Secondary data research showed the importance of website optimization and social media marketing, and the company’s content should include photos, videos, and articles. It was found out that Bitumipojat has the values, the target audience value, them being a good product quality, quality of service, seller’s expertise, and reasonable price level, but they have not utilized it in their marketing before.
Based on the situational analysis, the company has an excellent opportunity to differentiate and grow their business since their competitors do not do active digital marketing. The literature review and collection of questionnaire data made it possible for the author to create a SOSTAC model-based digital marketing plan. The plan includes all the recommended tools and strategies the company should utilize to grow their business. After using the digital marketing plan and growing the company, it is suggested that they conduct new research about their custom- ers to gain more customer data and create new target group segments.
The theoretical framework outlines the different tools used in digital marketing, such as social media marketing, customer reference marketing, search engine marketing and content marketing. The digital marketing plan’s conceptual framework was created based on SOSTAC and Marketing Mix. The author conducted a quantitative research by designing a questionnaire to gather information about the target audience’s social media and buying behaviour and their search habits, which gave the necessary information to create the digital marketing plan.
Secondary data research showed the importance of website optimization and social media marketing, and the company’s content should include photos, videos, and articles. It was found out that Bitumipojat has the values, the target audience value, them being a good product quality, quality of service, seller’s expertise, and reasonable price level, but they have not utilized it in their marketing before.
Based on the situational analysis, the company has an excellent opportunity to differentiate and grow their business since their competitors do not do active digital marketing. The literature review and collection of questionnaire data made it possible for the author to create a SOSTAC model-based digital marketing plan. The plan includes all the recommended tools and strategies the company should utilize to grow their business. After using the digital marketing plan and growing the company, it is suggested that they conduct new research about their custom- ers to gain more customer data and create new target group segments.