The client is currently not following a marketing strategy and has undervalued the importance of such in the past, due to which the main customer acquisition was based on networking by individuals with former ties to such clients. The contracting party now developed a new website and wishes to use it as a new, important lead generating tool. To increase the success of this implementation, an online marketing strategy and an online communication channel mix based on the website was developed to support the customer acquisition process.

The author conducted secondary literature, third-party websites, internal data provided by the contracting company and analyzed the current state of the client, as well as online communication channels of identified main competitors for comparison. The online marketing strategy proposed was based on an academic model. Tools and techniques to reach the defined objectives have been analyzed and weighted by their impact on the designated strategy and were explained by their relevance and potential optimization. An action plan for the implementation was formulated for a time-span of two years.

The main findings show that current measures are not being actively maintained and managed to reach their full potential. The client shows a lack of customer-oriented marketing activities which thus resulted in a not diversified customer portfolio. The analysis of secondary literature suggested that the focus thus shall lay on a performance-oriented marketing strategy. The designated techniques for such a strategy are namely search engine marketing with its two components search engine optimization and advertising. The tools to be implemented in order to achieve success with the proposed strategy thus shall be the social media channels Facebook and LinkedIn, a company-owned website and the implementation of an e-newsletter for the client. An intensified content publication on the proposed channels shall lead to an increase of traffic and call-to-action on the newly developed website. The channels must be actively managed in order to increase brand awareness and to allow for customer engagement. The measures suggested shall be implemented in a time span of two years in order to show increased lead generation and thus customer acquisition.