Planning an Online Marketing Strategy in Russia : Case: Valkeakosken Valtikka Oy
Shishkova, Victoria (2013)
Shishkova, Victoria
Hämeen ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013112818802
https://urn.fi/URN:NBN:fi:amk-2013112818802
Tiivistelmä
Current thesis is commissioned by hotel Waltikka located in Valkeakoski
town, Pirkanmaa region. The purpose of the thesis is to discover possible
ways of online marketing to Russia in order to increase the amount of individual
tourists staying at the hotel. The objectives of the present Bachelor’s
thesis are (1) to observe theory of digital marketing concerning the
nature of digital consumer, components and objectives of digital marketing,
social media, email marketing, online advertising, mobile marketing,
and measurement of digital marketing communications; (2) to conduct a
research for the purpose of finding out the current situation at Waltikka
hotel; (3) to analyze the data gathered from the research in order to find
problems and challenges that Waltikka is facing at the moment when conducting
marketing online; (4) to propose a development plan and recommendations
for the future online marketing communications of Waltikka
based on the conducted research results and introduced theory.
Budgets spent by companies for digital marketing increase each year,
whereas, spending for other advertising decreases across all channels. Digital
marketing allows close interaction with a help of multiple channels
and creates applications for marketers. Online consumers are same humans
but possess different behavioral traits when searching for a product
or service online. That is the reason why the model of the online buying
behavior is introduced in this thesis in addition to components of digital
marketing and its measurement. For the purpose of desk research, a number
of books, professional blogs and previous research papers on digital
marketing have been examined. Primary research was conducted in a
form of face-to-face interviews, phone interviews and email questionnaire.
In order to examine Waltikka’s online audience, data gathered from
Waltikka’s Google Analytics account have been analyzed.
With a help of research conducted, the needs of Russian individual customers
were identified so as their Internet usage habits which formed the
proposed improvements to Waltikka’s digital marketing communications
town, Pirkanmaa region. The purpose of the thesis is to discover possible
ways of online marketing to Russia in order to increase the amount of individual
tourists staying at the hotel. The objectives of the present Bachelor’s
thesis are (1) to observe theory of digital marketing concerning the
nature of digital consumer, components and objectives of digital marketing,
social media, email marketing, online advertising, mobile marketing,
and measurement of digital marketing communications; (2) to conduct a
research for the purpose of finding out the current situation at Waltikka
hotel; (3) to analyze the data gathered from the research in order to find
problems and challenges that Waltikka is facing at the moment when conducting
marketing online; (4) to propose a development plan and recommendations
for the future online marketing communications of Waltikka
based on the conducted research results and introduced theory.
Budgets spent by companies for digital marketing increase each year,
whereas, spending for other advertising decreases across all channels. Digital
marketing allows close interaction with a help of multiple channels
and creates applications for marketers. Online consumers are same humans
but possess different behavioral traits when searching for a product
or service online. That is the reason why the model of the online buying
behavior is introduced in this thesis in addition to components of digital
marketing and its measurement. For the purpose of desk research, a number
of books, professional blogs and previous research papers on digital
marketing have been examined. Primary research was conducted in a
form of face-to-face interviews, phone interviews and email questionnaire.
In order to examine Waltikka’s online audience, data gathered from
Waltikka’s Google Analytics account have been analyzed.
With a help of research conducted, the needs of Russian individual customers
were identified so as their Internet usage habits which formed the
proposed improvements to Waltikka’s digital marketing communications