Recommendations for an online communication concept
This bachelor thesis gives recommendations for an online communication concept. Focusing on the webpage and Socia Media as the main channels of communication.
Köpfli Corinne Jeannette & Ferrante Lea, 2017
Bachelor Thesis, Amviso Lichtlösungen
Betreuende Dozierende: Rodolfo Ciucci
Keywords: online communication, LED, SME, marketing communication, B2B
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Since the foundation of the company, the company has been operating on a project based approach receiving jobs by cold-calling clients. The client has not strategically used the webpage as a means of communication to attract future clients and has only started to use Social Media as a channel of communication without certainty if Social Media is used in the business-to-business environment the client is operating in.
The literature research examined the state of art in the LED market, defined key elements of B2B communication including Social Media and outlined the main elements of a webpage. The authors used these findings to create questions for telephone interviews with current, potential and lost customers of the company. These results were used to develop a web survey for the customer base of Amviso. The research closed with a benchmarking of the company with two competitors. The gathered data were then applied to a stakeholder analysis, SWOT analysis, touch point analysis and GAP analysis.
The results of the research have shown that there are other means of communication in the LED lighting business-to-business environment that are valued more by the client's target group than a webpage. Furthermore, it has also been identified that the use of Social Media is not a relevant tool in business-to-business communications in the LED lighting industry. Nevertheless, there is a potential for the company to use the web page in order to attract visitors and increase the visibility of the firm.
Based on the results of the literature research and the analysis, the authors created recommendations for the key messages, core structure and content of the company's web page as well as for the usage of Social Media. Furthermore, the authors gave recommendations for the future outlook including an online communication concept, a social media concept and search engine optimization which could all lead to an improvement of the company's online visibility.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation