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Marknadsstrategi för lead generation: En studie om digitala marknadsstrategier och dess effekt på marknadsleads
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Market strategy of lead generation : A study about digital market strategies and its effects on market leads (English)
Abstract [sv]

Titel:                                 Marknadsstrategi för lead generation: En studie om digitala marknadsstrategier och dess effekt på marknadsleads

Nivå:                                 C-uppsats, kandidatexamen i Företagsekonomi

Författare:                        Anna Pettersen och Emma Ståhl

Handledare:                     PhD Agneta Sundström

Examinator:                     PhD Lars-Johan Åge

Datum:                             2014-Juni

Syfte:                                Syftet med denna studie är att öka förståelsen för hur företag planerar, tillämpar och utvärderar strategier för digital marknadsföring med avsikt att generera leads.

Metod:                              Flerfallstudien är av kvalitativ karaktär. Empirin samlades in genom en primär datainsamling av tio semistrukturerade intervjuer utförda på tio olika företag med verksamhet inom svenska IT-industrin. Genom ett rutnät har vi kodat och analyserat insamlad primär data för att finna teman och mönster som mynnade ut i en kärnkategori; Effekt.

Resultat & slutsats:        Studien visar att de medverkande respondenterna anser att lead generation och digital marknadsföring är viktiga områden för deras företag. Respondenterna väljer att basera sin planering för marknadsstrategier på intuition och tillämpar strategier genom ”trial and error”. Vidare lägger respondenterna sparsamt med tid på att utvärdera sina strategier.

Studiens bidrag:              Studien bidrar till en ökad förståelse för vilken effekt företagens planering, tillämpning och utvärdering av digitala marknadsstrategier har på lead generation.

Fortsatt forskning:          Vi föreslår att fortsatt forskning undersöker hur mycket affärssamarbeten mellan företag påverkas av kulturella skillnader, och vad företagen kan göra för att undvika problem kopplat till detta.

Nyckelord:                       Digital marknadsföring, Marknadsstrategier, Digitala verktyg, Lead generation, Marknadsleads, Business-to-business

Abstract [en]

Title:                                 Market strategy of lead generation: A study about digital market strategies and its effects on market leads

Level:                                Bachelor thesis in Business economics

Authors:                           Anna Pettersen and Emma Ståhl

Supervisor:                      PhD Agneta Sundström

Examiner:                        PhD Lars-Johan Åge

Date:                                 2014-June

Aim:                                  The aim of this study is to increase understanding of how companies plan, implement and evaluate strategies for digital marketing in order to generate leads.

Method:                            This multiple case study has a qualitative research approach. The empirical data were collected through a primary data collection of ten semi-structured interviews conducted in ten different companies with locations in the Swedish IT-industry. Through a grid where we coded and analysed the collected primary data, themes and patterns were found that emerged in to a core category; Effect.

Result & conclusion:      This study shows that the participating respondent consider digital marketing and lead generation to be of high importance for their company. The respondents choose to base their design for marketing strategies on intuition, and they apply their strategies by “trial and error”. Further, the respondents spend a small amount of time on evaluation of strategies.

Contribution:                  This study contribute to a higher understanding of what effect a companies design, application and evaluation of digital marketing strategies have on lead generation

Further research:            We suggest that future research examines what businesses can do to receive feedback from customers, and how important this benefit is in lead generation.

Key words:                       Digital marketing, Market strategies, Lead generation, Digital tools, Market leads, Business-to-business

Place, publisher, year, edition, pages
2014. , p. 52
Keyword [en]
Digital marketing, Market strategies, Lead generation, Digital tools, Market leads, Business-to-business, B2B
Keyword [sv]
Digital marknadsföring, Marknadsstrategier, Digitala verktyg, Lead generation, Marknadsleads, Business-to-business, B2B
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-16989Archive number: FE1: 89/2014OAI: oai:DiVA.org:hig-16989DiVA, id: diva2:726008
Subject / course
Business administration
Educational program
Business administration
Supervisors
Examiners
Available from: 2014-07-01 Created: 2014-06-17 Last updated: 2014-07-01Bibliographically approved

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