Digital Marketing Plan for Chez Marius

The field of marketing is changing constantly due to the introduction of new technologies and new services. This means that marketers need to keep up with the changes to stay relevant to their customers and keep attracting new ones. Digital marketing covers just one part of marketing, but during the 21st century, it has certainly increased its importance. This project-based thesis takes a deeper look into the field of digital marketing. The goal is to find the best practices for marketing activities in different online platforms and for meas-uring them. The finished product will be a digital marketing plan for a Finnish kitchenware retailer. The theoretical framework studies the SOSTAC® marketing planning model created by PR Smith. Thereafter, different digital marketing channels and methods are researched. The research is done by reviewing digital marketing literature and online resources. The project objective is: to create a B-to-C digital marketing plan for Chez Marius, a Finnish kitchenware retailer. The digital marketing plan will be created with the help of the theoreti-cal framework. The finished digital marketing plan looks to give clear guidelines that the case company can follow in its daily marketing activities. The implementation of the plan is left for the case company. The finished product introduces a digital marketing plan for the case company. The studied theories, methods and channels are looked at with the case company in mind. The digital marketing plan gives the case company guidelines on how to implement digital marketing, some examples of content creation in different channels and information on measuring digital marketing activities