Digital Advertising Strategy for a Local B2C Fitness Company in Finland. Case Company: MyEMS Oy

Digital marketing has created new opportunities for companies to advertise themselves. Depending on the size and characteristics of the companies, they face various challenges when marketing and advertising. Finding the right advertising strategy to leverage the opportunity that digital advertising provides is a crucial step for companies’ success in the digital environment. This thesis aims to discuss the different advertising options that businesses have when looking to implement social media in their paid advertising strategy for lead generation purposes. It is done for the commissioning company MyEMS Oy, which is based in Tampere, Finland. The objective of the research is to explore the optimal practices of digital advertising and strategy together with improvements that MyEMS Oy could use to attract potential clients with their advertisements. Based on the marketing and advertising literature review and website data analytics, a test campaign for the commissioning company was created and launched for 14 days. The campaign tested theories based on the findings in the review and analytics, combined with theoretical views from marketing literature. The findings of the test campaign suggested that the theories and assumptions, based on the available data, were correct. Due to the restricted time, the author recommends further testing to make concrete conclusions. The results of this test showed promising potential for MyEMS to increase the effectiveness of their digital advertising strategy by using well-thought-out advertising principles and collected data. The author made recommendations for improved advertisement performance and advertising strategy development. The findings and recommendations can be used as supplemental guidelines for creating and improving advertising strategies in a local B2C business. The results of this research and recommendations were delivered to the commissioning company