Digital Marketing Strategy : Social media and its contribution to competitiveness

Purpose The purpose of this study is to explore how the use of social media can contribute to a firm‟s competitive position and identify the key factors that lead to a successful use of social media. Research 1. How can social media within digital marketing strategy contribute to Swedish SME‟s ability to compete? 2. Which are the key factors for successful application of social media for Swedish B2B companies? Methodology The study has used a qualitative research with both semi structured interviews and email correspondence. Three Swedish SME‟s that operate within the manufacturing industry were selected as case companies. Findings Social media can contribute to a firm‟s competitive position as long as the firm has a well-established network and has studied the adequate platforms to utilize before the implementation. Social media can also increase brand awareness among B2B companies. Managerial implications Companies which are working in an international context can find it beneficial to integrate social media platforms due to its strengthening effects on relationships, both new and existing. Companies should also investigate the different digital platforms that are available in order to find the applications that adapt best to the company and its industry before the implementation. Theoretical implications By applying social media to a firm‟s network it will increase brand awareness and make the network with stakeholders stronger. This study verifies previous research that claims that digital marketing strategies can act as an instrument of competitiveness. Limitations The amount of companies investigated in this study is too small to generate representative results that can act as a guidance for other companies in other industries. Only B2B companies from one Swedish region were studied and they all belonged to the manufacturing industry. Future research It is of high interest to verify this research with more profound qualitative and quantitative research, especially with a greater sample of case companies. Keywords: Digital marketing strategy, social media, networking, relationships, brand awareness