Digital Marketing of Industrial Company: Case Oplatek Group Oy

Digital marketing began increase the value efficiently. The tool of online interaction reduces costs and meets the needs of consumers successfully. When B2C companies adapt to the transformation, B2B scope fluctuates in the decision of investigating the digital strategies. The purpose of the study was to implement digital marketing strategies for Oplatek Group Oy and present digital opportunities for B2B industrial companies. Consequently, other companies can analyse how to manage their process of entering digital networks step by step. At the same time, other companies can examine challenges faced by the case company. The client company is a Finnish B2B company that produces goods and services in the field of Optics and Optomechanics. In the theoretical part of the thesis the following areas are described: brand identity, web development and digital marketing. Secondary research was used to show if there was strong demand for Oplatek’s online presence. For revealing the character of the company, the brand identity was employed. Hence, the influence of observed features on the web appearance was presented in the paper. The process of web implementation along with search optimization strategies was elaborated. Social media channels were analyzed with optimal solutions for customization. The study results indicate the significance of investing in digital marketing for B2B industrial companies. The research on Oplatek revealed the competitive advantage of web and digital marketing collaboration for generating leads. The outcomes identified the need for brand adjustments, modifying each step at a time and verifying the customer’s recognition about the brand. Further study is needed to establish how long the strategies work, as the digital methods are constantly changing