Digital Marketing Strategy for the company efreight: A Conceptual Solution
The project encompasses the development of a digital marketing strategy for the company efreight including recommendations of digital marketing efforts, relying on the findings from primary data from the target group. The insights serve as guidance for future digital marketing efforts.
Dominique Bögli & Domenic Largiadèr & Cécile Minder & Mark Thommen & Sean Schneider, 2020
Projektarbeit/Praxisprojekt, efreight AG
Betreuende Dozierende: Patrick Angehrn
Keywords: Digital Marketing Strategy, SOSTAC, Digital Channels, Social Networks, Communication
The company efreight offers a software solution, enhancing the transparency within the supply chain by centralizing the transport handling and monitoring in real-time. As a young start-up company, founded in 2017, efreight lacks prominence within the B2B transportation sector. Besides beneficial synergies and customer endorsement, the shift towards digital practices within the marketing environment forces efreight to follow new paths to ensure brand awareness, maximized customer experience, and engagement. The creation of a digital marketing strategy opens opportunities for long-lasting customer relationships and word-of-mouth in the transportation sector.
As a fundamental background on the broad topic of digital marketing strategies, a literature review based on secondary data from literature research was conducted. Primary data was gathered from nine interviews with decision-maker in the transportation segment across different SMEs in Switzerland from various industries. The subsequent analysis enabled a deep insight into the customer journey of the target group. The SOSTAC planning framework was utilized to formulate a digital marketing strategy tailored to the target group and its buying behaviors.
It has been discovered, that the online presence of competitors is of professional nature, represented by structured content and design across multiple digital channels. The strategic orientation of the competitors follows a broad approach by serving multiple geographical markets. By considering the insight from the analysis of primary data gathered from the target group, it can be concluded, that digital channels are highly favored to gather information about complex IT systems. Various digital channels, such as LinkedIn, YouTube, Google, Email have been identified as important throughout the customer journey, serving various purposes. Different expectations in terms of preferred content and format types need to be considered.
It is proposed to follow a concentrated marketing strategy focusing on the target group of decision-makers in the transportation division of SMEs in Switzerland in defined industries due to the size and limited budget of the client. Various tactics, such as advertisement campaigns, organic content creation, the optimization of customer experience across multiple digital channels, are proposed according to defined objectives.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation