Developing a digital marketing framework for resource-limited small businesses - An exploratory case study into a Finnish local maternal physical therapy entrepreneur.

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Journal Title

Journal ISSN

Volume Title

School of Business | Master's thesis

Authors

Date

2024

Department

Tieto- ja palvelujohtamisen laitos

Major/Subject

Mcode

Degree programme

Information and Service Management (ISM)

Language

en

Pages

45 + 8

Series

Abstract

This thesis paper introduces a new digital marketing framework tailored for resource-limited small businesses and evaluates its effectiveness through a case study of a Finnish maternal physical therapy entrepreneur. The primary goal of this thesis is to enable small and medium-sized enterprises (SMEs) to establish and enhance their digital presence in a cost-effective and resource-efficient way. The research presents the BRACE framework, an adaptation of the existing RACE framework. The BRACE framework incorporates an additional Baseline stage to establish a robust digital marketing foundation and refines the RACE framework's preliminary plan phase to better address the needs of resource-limited SMEs. Key findings reveal that the BRACE framework effectively enhances digital presence, as evidenced by improvements in various relevant metrics, including reach, user engagement, and SEO. The study also demonstrates how Search Engine Marketing (SEM), Search Engine Optimization (SEO), Content Marketing (CM), and Social Media Marketing (SMM) can be effectively utilized to drive traffic and conversions. The research concludes that a structured digital marketing strategy, such as the BRACE framework, provides a practical solution for SMEs to compete in the digital marketplace. Future research could build on these findings by exploring the framework’s application across various industries and resource levels.

Description

Thesis advisor

Rossi, Matti

Keywords

SEO, SEM, SMM, digital marketing, brand building, customer behavior

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202408255583

Collections

[gradu] Kauppakorkeakoulu / BIZ