Content Marketing Strategy : Case: Mr Green Ltd
Heinonen, Elina (2017)
Heinonen, Elina
Tampereen ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201704215122
https://urn.fi/URN:NBN:fi:amk-201704215122
Tiivistelmä
The objective of this study was to gather information on the current marketing situation of Mr Green online casino in order to create a clear content marketing strategy for a target market. Mr Green offers online gambling products in various different countries in European Union. The company has recently implemented a new localization strategy, and needed a structured content marketing plan to support the central marketing and growth strategy. The purpose of the study was to improve the customer acquisition and retention flows to gain a bigger market share and to generate more revenue.
This study was carried out as a case study. The data was analyzed using qualitative content analysis. The theoretical part studies the marketing environment by using generally acceptable environment and communication tool analyses. The concepts related to the analyses and this thesis were explained in the theoretical frame. The current marketing mix components were studied and the most suitable tools were applied in the final product to reach the objectives of the study. The concluding content marketing proposals were shaped due to their economic efficiency and practicality.
The last part of this thesis discusses the key findings to improve the growth within the Finnish market, by implementing the suggestions found in the final product. With the information obtained from the analyses in the theoretical frame of the study, the author is able to form development ideas contributing to the overall growth strategy of the commissioner. The final product, content marketing strategy, will be left out from the appendices of this thesis due to the confidentiality policy of Mr Green. The conclusions of the study are found in the conclusions and discussion chapter.
The author will be using the study as a basis for her content marketing decisions in Finland. The final product reflects the central marketing strategy of the company, and can be implemented in unison. The content marketing strategy is relevant only during the situation the company was in while conducting the study. Further research is required annually to follow the industry development and to forecast the needs in the near future.
This study was carried out as a case study. The data was analyzed using qualitative content analysis. The theoretical part studies the marketing environment by using generally acceptable environment and communication tool analyses. The concepts related to the analyses and this thesis were explained in the theoretical frame. The current marketing mix components were studied and the most suitable tools were applied in the final product to reach the objectives of the study. The concluding content marketing proposals were shaped due to their economic efficiency and practicality.
The last part of this thesis discusses the key findings to improve the growth within the Finnish market, by implementing the suggestions found in the final product. With the information obtained from the analyses in the theoretical frame of the study, the author is able to form development ideas contributing to the overall growth strategy of the commissioner. The final product, content marketing strategy, will be left out from the appendices of this thesis due to the confidentiality policy of Mr Green. The conclusions of the study are found in the conclusions and discussion chapter.
The author will be using the study as a basis for her content marketing decisions in Finland. The final product reflects the central marketing strategy of the company, and can be implemented in unison. The content marketing strategy is relevant only during the situation the company was in while conducting the study. Further research is required annually to follow the industry development and to forecast the needs in the near future.