The Use and Effectiveness of Digital Marketing. Case - Foundation for the Arts and Humanities

In the course of completing this paper, the topic of digital marketing was studied, including such areas as digital marketing in general and its basics, advantages of us-ing digital marketing, digital marketing tools, digital marketing application including planning and implementation, evaluation of a digital marketing campaign effective-ness, and, finally, the matters and ideas that ensure digital marketing success. All of these constitute the theoretical part of this thesis. The reason for the choice of the concepts and ideas that were studied in the theoreti-cal part of this thesis is directly linked to its purpose. The purpose of this thesis was to study the subject of digital marketing, familiarize with it and identify issues that make digital marketing campaigns successful. In addition to that, another purpose of this thesis was to generate a guideline to creating well-balanced digital marketing campaigns. The empirical part was meant to combine the knowledge of the subject that I had gained with the actual business reality of the case company and compare them. In order to achieve that, I used qualitative research. More specifically, an interview based on the theoretical part of the thesis was designed, and it covered most of the areas specified there. A marketing manager of the case company was contacted. The first half of the empirical part of the thesis is a report of interview responses, and the second one is the analysis of those. Finally, in the last chapter of the thesis, recommendations for the case company in the form of ideas for improvement were provided. Questions listed in the ‘Objectives’ part of the thesis were answered, and a guideline specified in the ‘Purpose’ section of the thesis was drawn. The final outcome is to be provided to the case company