Digital Marketing Strategy Plan Case company: The Northern Parts of the World Heritage Struve Geodetic Arc Project

Today, an online presence is an integral part of every successful business. The most popular and successful companies are widely represented on the Internet and they understand the importance of using new technologies and information technology tools to be able to compete in the market, expand their audience and improve their business. In addition, companies providing goods and services cannot fully conduct online business without proper digital marketing tools. The main objective of this research project was to develop a digital marketing strategy plan, including proposing recommendations and suggestions for the use of appropriate social media for a tourism project. Additional objectives of this study include social media posting guidelines and tactics, promoting a website using search engines, improving visibility to potential customers using search engine advertising, and improving email marketing. Methods such as quantitative and qualitative methods, as well as observing and benchmarking in the tourism business were used to study various digital marketing technologies and develop all the proposed recommendations and ideas that the case company can implement to improve their business. Primary and secondary data were used in the data collection process. All primary data were collected by the method of interviewing and survey. Secondary data were collected by examining articles, literature, and research papers. After a full and in-depth analysis of the theoretical part, the results of the interviews and the survey, a digital marketing strategy plan was developed and proposed. This strategy plan is unique and applies only to the case company