Digital Marketing Strategy for Siegfried AG
The client is a firm in the pharmaceutical sector that provides products and services to big, emerging and small to mid-size pharmaceutical companies. The firm is constantly growing and aims to be the most suitable partner for its customers. As of current, the client does not put a great focus towards digital marketing and considers to change this aspect in the future. Therefore, this thesis will analyse the status quo of digital marketing and branding, and give concrete suggestions to improve those areas.
Peter Hartmeier, 2019
Bachelor Thesis, Siegfried AG
Keywords: digital marketing, social media, branding, pharmaceutical industry
While being extremely successful in its field, the firm lags behind in aspects such as creating awareness for its brand and using digital media solutions to communicate more efficiently with stakeholders. The client currently devotes only few financial and personal resources towards digital marketing and it never had a big relevance in the marketing strategies of the past years.
This thesis aims to help the company in improving its brand awareness, acquiring and retaining customers, and attracting potential employees by using digital media solutions.
To gather information, a series of interviews have been conducted. The interviewed partners come from the clients communication and sales departments. In a next step, the current state of digital marketing, branding and sales processes has been written down, analysed and summarized in a strengths/weaknesses analysis. To get a broader perspective, an analysis of how market competitors perform in those areas has been performed. To find out the most important touch points for a customer and potential employee, different personas with an individual customer journey have been mapped out.
With all the information mentioned above, suggestions regarding branding and digital marketing have been made.
The results of the thesis were that the client should narrow down its branding focus to highlight certain important aspects more prominently. Further, digital marketing measures should be used to share interesting content that promotes the clients brand to make it more attractive for relevant stakeholders. A strong emphasis should be placed on video production and the implementation of tools like webinars, newsletters and blogs. The clients branding currently focuses on attributes such as quality, efficiency, integrity, or trust, but lacks the human component behind the business. It is therefore recommended that more branding activities are focused on topics such as the cause of the firm’s operations and the people behind it. The client should also focus on its social media platforms that are catered towards the business company and the company website which makes a very professional impression of the firm. Some social media platforms have very few interaction and are therefore not representative of the client's firm status and size, and it should be considered to divest them. In general, the client will have to make investments into personnel and third party services to implement the suggestions made and create a successful digital marketing strategy
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation