Digital marketing plan & implementation for an active start-up e-commerce business

This thesis was for Kenkäboxi.fi, an e-commerce retailer (e-tailer) company importing shoes from China and selling them for consumers in Finland via its online store. Kenkäboxi.fi has been active for four months, and it has not got enough sales so far. It has been focusing its digital marketing on two channels only, which has not fulfilled the initial expectations. Therefore, the author of this thesis, the owner of this one-person e-commerce company, has to create a more comprehensive digital marketing plan for Kenkäboxi.fi’s future, the main goal to be in the increasing number of sales. The author familiarized himself with the most common B2C digital marketing tools and channels and used different theories about its target audiences buying behaviors to support its final digital marketing decisions. Also, the author implemented one qualitative research and one quantitative research in the form of an interview and a business proposal. The quantitative research was for the current customers of Kenkäboxi.fi. The objective was to ensure that the current sales funnel from the advertisements to the final purchase was perfectly functioning. The quantitative research resulted from the familiarization of the target audiences and the digital marketing options available. The author proposed different (suitable) people to become an influencer for Kenkäboxi.fi on their social media platforms. The author got valuable information about his company’s functions, suggested improvements, and future possibilities in digital marketing from these researches. As a result, the author decided to start using influencers in its digital marketing and divide the current budget into multiple channels that could perform better than the current ones. In the author’s opinion, this thesis was essential for the future of his company and a successful ending for the author’s educational process at TAMK