This thesis shall focus on factors that would be incremental in developing a digital media strategy for Koppelmann Optik AG. Digital media became one of the main topics that companies have to address for the increasingly growing digital markets. Digital media offers vast market and also customer targeting opportunities. Given Koppelmann Optik already thought of possibilities to address the topic but resources appeared to be a crucial and delaying factor in developing a proper digital media strategy, this project shall also focus on internalising digital media processes. The primary purpose of this paper shall identify digital marketing activities and state of the art methods that would suit Koppelmann Optik’s current business set-up. Following the starting point, one could argue that this project somehow links to the topics of business, marketing, communications as well as content design. First, one should be introduced to the topic of digital media where as well as digital and social media and influencer marketing shall be defined. Secondly, a brief introduction of secondary data should provide an overall understanding of the topic. Third, a competitor analysis shall build a sound base to compare the secondary data obtained with the competitor's applied strategies in the market. Considering competitors' strategies, a company could attempt to identify similar tactics to surpass their competitors and capture targeted customers. Fourth, research question and methodology shall provide further insights into planned procedures and methods used as well as introduce the use of a survey to gather primary data. Primary data received shall be aligned with the theories provided in the theoretical framework. Evaluation of secondary data on literature available on the topic presented in the form of a literature review shall deepen the readers understanding of the subject followed by the theoretical framework explaining theory and models such as the PESO -, Social Business – and Social Media Four-Step Model which constitutes the central part of the thesis. Upon setting out the theories and evaluating the facts, results of a survey shall be analysed and discussed thoroughly resulting in a sound conclusion providing insights into impassable factors Koppelmann Optik AG should emphasise in developing a digital media strategy. Consequently the primary objective of this bachelor thesis is to provide the foundation of a viable digital media strategy (specify factors as suggested by the PESO model, leverage, integrate and improve current channels, define and recommend additional instruments, and propose state of the art methods and practices) for Koppelmann Optik AG and thereby support Koppelmann Optik AG in their development of a strategy, to scale services online, engage a social media dialogue, and to reach broader and even new target audiences.

In a first step, the author aimed to analyse and evaluate Koppelmann Optik AG's existing marketing and media channels and any content available, followed by a competitor analysis. Subsequently, a literature review focusing on digital media related topics provides a first understanding of the topic. Furthermore, a theoretical framework comprising different but complementary models delivers insights and theoretical knowledge which, together with a thorough analysis, results in a practical application of theories, information available and received. An analysis of content available and the theoretical framework applied shall lead to a definite recommendation to define a digital media strategy for Koppelmann Optik AG. Personal opinion, experience and ideas of the author are involved towards the end of the paper and provided in a discussion part. The author remained in regular contact with the client during the course of the project. In particular, close collaboration with the management board and was intended. This lead to close collaboration and a fast information flow so intermediate results were evaluated, presented and discussed accordingly.

The paper concludes recommendations and practical examples based on theoretical models, as well treated in the thesis, which would allow Koppelmann Optik AG to have a more precise idea of a successful campaign and strategy. The paper further covers essential topics such as Search Engine Optimisation, paid advertising, social media marketing, influencer marketing and employee ambassador programs aligned to the PESO Model which all together would contribute to a beneficial and yet not too cost intensive marketing opportunity. To conclude, the development of a digital media strategy is time-consuming and requires specific efforts. Thus an internal or external consultant would be recommended to develop and maintain the strategy. A consultant could free up resources at Koppelmann Optik and simultaneously train and supervise employee ambassadors as well as manage individual campaigns.