The application of Internet marketing communication channels in increasing brand awareness : Lipton case
Kisurina, Anastasiya (2013)
Kisurina, Anastasiya
Mikkelin ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305179312
https://urn.fi/URN:NBN:fi:amk-201305179312
Tiivistelmä
The main objective of the research was to analyse the most effective and prospective e-marketing communication channels that would be of great importance in planning brand promotion campaigns in 2013 and several years ahead. The research was based on the case campaign study for Lipton, with the company-employer full service digital marketing agency situated in Moscow, Russia – Nectarin.
The thesis consists of four main parts through which a reader can promote his knowledge on the current marketing communication tools and their application in real-life brand promotion campaigns. The theoretical part explains the main concepts of the research: digital marketing, online marketing communication channels, branding, and brand awareness. The accent in the theory is put on the discussion of the role of social media marketing, website designing, and game-thinking mechanics application in brand promotion.
The empirical part includes the description of case study research design, data collection methods utilized, the operating principle of the digital marketing agency Nectarin, and its project campaign via Internet for Lipton brand, Unilever. In the methodology chapter there is also a depiction of the Lipton tea production line and the target customer groups of the campaign that were concentrated in Russia.
In the results the talk is concentrated on presenting the information obtained by the data collection methods. All in all, it is about the Lipton campaign’s deployment and its success, about the effectiveness of the marketing communication channels applied, its measurement principles, and the potential additions to the brand promotion activities proposed by the marketing professionals. The conclusion chapter includes the response to the main objective of the research and provides several recommendations to the company-employer on the effective communication techniques in marketing of 2010s. The limitations of the research are also discussed in this final part.
The research conducted is precise in the current marketing conditions, although as the marketing communication mechanisms and techniques are rapidly developing these days, its results might be considered useful and applicable for 2-3 years ahead. This feature is possible mostly because of the up-to-date data researched on the growing in popularity marketing communication ways, as social media and game application, quizzes and quests are.
The thesis consists of four main parts through which a reader can promote his knowledge on the current marketing communication tools and their application in real-life brand promotion campaigns. The theoretical part explains the main concepts of the research: digital marketing, online marketing communication channels, branding, and brand awareness. The accent in the theory is put on the discussion of the role of social media marketing, website designing, and game-thinking mechanics application in brand promotion.
The empirical part includes the description of case study research design, data collection methods utilized, the operating principle of the digital marketing agency Nectarin, and its project campaign via Internet for Lipton brand, Unilever. In the methodology chapter there is also a depiction of the Lipton tea production line and the target customer groups of the campaign that were concentrated in Russia.
In the results the talk is concentrated on presenting the information obtained by the data collection methods. All in all, it is about the Lipton campaign’s deployment and its success, about the effectiveness of the marketing communication channels applied, its measurement principles, and the potential additions to the brand promotion activities proposed by the marketing professionals. The conclusion chapter includes the response to the main objective of the research and provides several recommendations to the company-employer on the effective communication techniques in marketing of 2010s. The limitations of the research are also discussed in this final part.
The research conducted is precise in the current marketing conditions, although as the marketing communication mechanisms and techniques are rapidly developing these days, its results might be considered useful and applicable for 2-3 years ahead. This feature is possible mostly because of the up-to-date data researched on the growing in popularity marketing communication ways, as social media and game application, quizzes and quests are.