Digital Marketing Strategy with Swedish blown-film and extrusion market in focus for Advanced Coating Solutions Oy

Digital marketing is the promotion of the brands by using of the internet, social media, mobile devices, search engines, and other channels to connect with existing and potential customers. The most common digital marketing types are SEO, PPC, content marketing, social media marketing, email marketing, inbound marketing, etc. For the past couple years the entire business world shifted from offline to online mode. There are two reasons for that – pandemic and megatrends. Companies want to be there, where their customers already spend most of their time – on the Internet. As a result the need for digital marketing rose to an all-time high. The subject of this thesis was chosen as a response to the megatrends and needs of the commissioning company to expand to a new market. The main goal of this thesis was to create a feasible digital marketing strategy for the commissioning company to improve online presence, to enter a new market, and to drive qualified leads. The commissioning company offers maintenance services to blown-film and extrusion companies. For building a successful marketing strategy it was crucial to gain understanding of the market in question and discover if there was a need for the services of similar type. The knowledge base of this thesis discloses digital marketing concepts, identifies marketing strategies, means and methods used in the business-to-business sector, and how they can be implemented digitally. As research focus was on the content and social media marketing, it was important to shed light on the platforms that were most popular in Sweden and which can be used for digital marketing in the business-to-business sector to promote services of the commissioning company. The research methods chosen for studying the digital marketing and Swedish blown-film and extrusion market were interviewing and other marketing-related sources. Two semi-structured interviews were conducted with representatives of organizations operating in the Swedish plastic industry. The goal of the interviews was to collect the in-depth information about Swedish blown-film market and problems the blown-film manufacturers faced at the production site. Other sources like marketing-related books, magazines, articles and other documentation were also used for making this study up-to-date and relevant, for clarifying the main concepts, and for completing the knowledge base