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Marknadsföringsverktyg på Internet och dess värde vid olika delar i köpbeslutsprocessen samt vid olika distributionskanalsstrategier

Björklund, Charlotte (2011) MIO920
Production Management
Abstract
With the increasing Internet usage and the increase of W-commerce in Sweden, online
marketing has become an essential and crucial activity for most industries and companies.
Online marketing has developed rapidly and there are today a big number of digital channels
and tools to add into the marketing strategy in order to meet the changing consumer
behaviour.
Today we are starting to see a number of digital channels and tools that have been established
in the Swedish online marketing industry and the purpose of this Master Thesis is to analyze
and map the most important of these tools. The tools have been analyzed through theoretical
models such as the consumer buying process and distribution models in order to:
1. Demonstrate the... (More)
With the increasing Internet usage and the increase of W-commerce in Sweden, online
marketing has become an essential and crucial activity for most industries and companies.
Online marketing has developed rapidly and there are today a big number of digital channels
and tools to add into the marketing strategy in order to meet the changing consumer
behaviour.
Today we are starting to see a number of digital channels and tools that have been established
in the Swedish online marketing industry and the purpose of this Master Thesis is to analyze
and map the most important of these tools. The tools have been analyzed through theoretical
models such as the consumer buying process and distribution models in order to:
1. Demonstrate the values of these tools for companies with different distributions strategies
2. Demonstrate the values of the tools in different stages in the buying process.
This investigations’s analysis is based on an e-commerce and online marketing study. Input to
this study have been public sources such as articles, studies and research about online
marketing. Additionally primary sources such as observations of online marketing activites of
particular companies has been registrated in order to exemplify how different marketing
strategies are performed depending on distribution channel strategy.
The result of this investigation indicates that there are distinct differences in different
companies’ online marketing strategies depending on their distribution channel strategy.
Another important result shows that where the consumer is in the buying process is a key
factor for the choice of marketing tool. For companies and industries with a significant part of
their products and services sold online this study indicates that marketing tools with a high
value late (close to purchase) in the buying process is of high importance (For example SEM
and Price Comparison sites). On the other hand – for companies and industries with a small
part of products and services sold online this study indicates that it is more important to focus
on tools with a high value early in the buying process (For example display ads and
advertising networks). (Less)
Please use this url to cite or link to this publication:
author
Björklund, Charlotte
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
other publication id
11/5383
language
Swedish
id
1970507
date added to LUP
2011-06-17 08:05:58
date last changed
2011-06-20 12:33:05
@misc{1970507,
  abstract     = {With the increasing Internet usage and the increase of W-commerce in Sweden, online
marketing has become an essential and crucial activity for most industries and companies.
Online marketing has developed rapidly and there are today a big number of digital channels
and tools to add into the marketing strategy in order to meet the changing consumer
behaviour.
Today we are starting to see a number of digital channels and tools that have been established
in the Swedish online marketing industry and the purpose of this Master Thesis is to analyze
and map the most important of these tools. The tools have been analyzed through theoretical
models such as the consumer buying process and distribution models in order to:
1. Demonstrate the values of these tools for companies with different distributions strategies
2. Demonstrate the values of the tools in different stages in the buying process.
This investigations’s analysis is based on an e-commerce and online marketing study. Input to
this study have been public sources such as articles, studies and research about online
marketing. Additionally primary sources such as observations of online marketing activites of
particular companies has been registrated in order to exemplify how different marketing
strategies are performed depending on distribution channel strategy.
The result of this investigation indicates that there are distinct differences in different
companies’ online marketing strategies depending on their distribution channel strategy.
Another important result shows that where the consumer is in the buying process is a key
factor for the choice of marketing tool. For companies and industries with a significant part of
their products and services sold online this study indicates that marketing tools with a high
value late (close to purchase) in the buying process is of high importance (For example SEM
and Price Comparison sites). On the other hand – for companies and industries with a small
part of products and services sold online this study indicates that it is more important to focus
on tools with a high value early in the buying process (For example display ads and
advertising networks).},
  author       = {Björklund, Charlotte},
  language     = {swe},
  note         = {Student Paper},
  title        = {Marknadsföringsverktyg på Internet och dess värde vid olika delar i köpbeslutsprocessen samt vid olika distributionskanalsstrategier},
  year         = {2011},
}