Social networking service marketing as a tool for customer acquisition in the blind & visually impaired segment

The objective of the thesis is to find out the way how mobile game company can reach the blind and visually impaired customer segment by utilizing SNS platform and acquire new customers. The research presents how this customer segment communicates with each other online and the challenges they meet while they are on SNS platforms. By understanding the challenges of this customer segment while they are on SNS platforms and the preferences in marketing method, the case company, myTrueSound Oy can plan the marketing strategy. The data gathered from the surveys and the interviews presents that the blind and visually impaired people go through different challenges than sighted people which is why the accessibility is so important to them when they are online. Via quantitative data analysis, YouTube shows the most possibility to garner the potential blind and visually impaired customer segments. Even if the company develops mobile games that has no visual effects, publishing marketing content on YouTube with visual contents is meaningful. However, to be more efficient in marketing, collaborating with the blind and visually impaired YouTube influencers adds more value to it. The population of those influencers' followers consisted with higher number of the blind and visually impaired segment. At the same time, exploiting Facebook as the company's complementary SNS platform is also recommended. Facebook is highly used by the blind and visually impaired due to its accessibility. The company can hire Face book to make more buzz about games and trigger more discussions among the customer segment