Developing marketing plan for b2b startup - Дипломная работа

Chapter 2 includes the introduction of the theory, theoretical perspectives on the theory, selection and justification of the theory to be applied. In Chapter 3 author will provide a necessary analysis of the current situation in the market, Pass24 position and propose a relevant marketing plan to answer the main research question. Chapter 2. Theoretical framework 2.1 Introduction of the theory Theory is crucial to business research. Theory guides research and helps create ideas. Consequently, theory will provide evidence and support with arguments for the designated research. The chosen theory in this chapter will give a clear view on the topic of the thesis and will direct the research to the creation of the secondary questions. The secondary questions of the report will provide the required data and a structured answer to the main question. The following chapter will firstly introduce and explain the different selected theories. Subsequently, different theoretical perspectives will be given on the topic. Afterwards the selection and justification of the theory to be applied will be presented, together with the limitations of the selected theory. 2.2 Theoretical perspective on the topic 1 Internet marketing theory According to Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston and Richard Mayer in their book: Internet Marketing: Strategy, Implementation and Practice, the internet and digital media have transformed marketing and business. Customers have a much wider choice of products, services and prices from different suppliers and the means to select and purchase items more readily (Chaffey,2010). Hence, in this thesis RACE framework will be used in establishing the major digital marketing goals, organizing KPI dashboard and curating proposed strategies. To attract prospects and convert them into clients we need to contemplate the five areas of RACE planning: o Plan - The digital marketing strategy starts with setting up goals, defining essential metrics, choosing the right channel. o Reach - On this stage company should focus on growing brand awareness through increasing the online visibility of web sites. o Act -Creating engaged leads by engaging interaction of prospects with company’s posted content. o Convert - this stage requires converting leads into paying clients. o Engage - Encouraging customers to buy again and to become advocates who recommend the brand and share its content. 5 Social Media Framework. Many business organisations are delving into the world of Social media and looking to use this as an efficient and profitable platform for their business operations and marketing strategies. However, with the increasing popularity of the world of social media come many different challenges and opportunities. In order to understand the right way to utilise the applications of social media, one must have a proper understanding of what is social media and what groups of applications precisely falls under the social media umbrella (Kaplan, 2010).