Facoltà: Ingegneria Gestionale per la Produzione Industrial
Collocazione: 17068
Autore: Carniel Marco
Data: 13/12/2018
Titolo: Marketing strategy for an ICT based start-up company
Relatore: Buonanno Giacomo
Autorizzazione per la consultazione: SI
Le tesi si possono consultare unicamente in sede
The paper entitled “marketing strategy for an ICT based start-up company” is about the design, the creation and the implementation of the marketing strategy for Sofìa, a small tech company controlled by Bottega52 and specialized in remote access control systems based on cloud platform and smartphone devices through smart locks. The paper tries to give an answer to the following question: “Is inbound digital marketing more effective than classical marketing to enhance profit and brand awareness for a small company?” After the introduction of the marketing mix, a lot changed and, nowadays, digital marketing is the real centre which everything revolves around in every kind of organizations. In particular, digital marketing could be divided into two main strategies: outbound marketing, which is the classic approach to marketing where the salesmen walk up to customers’ door, phone or television trying to sell products, and inbound marketing, a strategy empowered thanks to the internet, based on the creation of content that is able to tackle customers, and their needs, inviting them to walk up to suppliers’ door to buy desired products. As you can see, these two strategies, even if in contrast, can be used in parallel in order to maximize the performance of the overall marketing strategy that the company wants to implement. In fact, the main elements that the marketing unit exploited, in addition to design methodologies, are the following: sales letters, blog, website and performance analysis tools. As it’s possible to see, there is a mix of the two strategies: the only outbound marketing technique used was sales letter, all the other ones are related to inbound techniques. This was due to a specific strategy that Sofia’s managers had planned, regarding three primary objectives: an increment in lead generation, brand awareness and profit. More specifically: the team created 6 different templates of sales letter, two for each customer segment Sofìa was interested in (BnB, Hotel and Coworking). A blog was opened and filled with content that was good for casual readers and potential customer: this was done both for enhancing the brand on specific use cases and for incrementing SEO that would gain organic search for the website. Lastly, the website was completely redesigned regarding user experience and content trying to mirror behaviours of Sofìa’s personas. At the end of the project after all of the marketing improvements, the company was able to analyse all the outcomes of the overall strategy via different KPI (number of visitors, bounce rate, time spent on the website and e-mail received) As explained by numbers this is the proof that inbound marketing strategy, when correctly combined with outbound ones, could be much more effective than classical approaches. Moreover, this is a good example to explain how to enhance the profit of a small company as well: starting from marketing could be the real key to better understand your customer and enhance their trust towards the brand. All this will improve brand awareness and reputation in a market where companies rise and fall every day.
