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Digital Marketing Strategy
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Course/level: 2FE16E, Bachelor Thesis

Authors: Bång Andreas & Roos Cajsa

Tutor: Krister Jönsson

Examiner: Pejvak Oghazi

Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study

Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels

Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy.

Research questions: 

RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy?

RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing?

RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels?

Purpose: 

The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy.

 

Methodology: Qualitative approach, multi case study, semi-structured interviews

 

Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels. 

Place, publisher, year, edition, pages
2014. , 115 p.
Keyword [en]
Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-35282OAI: oai:DiVA.org:lnu-35282DiVA: diva2:726192
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2014-06-19 Created: 2014-06-17 Last updated: 2014-06-19Bibliographically approved

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