Digital Marketing in Start-Ups : The role of digital marketing in acquiring   and maintaining business relationships

Sammanfattning: This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improving and implementing their marketing strategies. Furthermore, business relationships have always taken an essential role among companies especially today due to the heightened level of digitalization. This case study attempts to answer two main research questions which this paper investigates on. To provide an exhaustive answer to the research questions: “How digital marketing contributes to acquiring business customers in B2B start-up context?” and “How digital marketing contributes to maintaining business customers in B2B start-up context?”, digital marketing approaches of eight respondents, theoretical implications and additional information will be examined in the upcoming chapters. The study concludes, that it was found that digital marketing is understood as an innovative and effective method for attracting, maintaining and building business relationships. However, the lack of resources is one fundamental reason why start-ups have difficulties in acquiring and maintaining business customers in practicing through digital marketing. Additionally, it was found that digital platforms and tools such as websites, industry specific platforms, and blogs provide the highest advantage for start-ups. Moreover, social media platforms like Instagram, LinkedIn and Facebook were in most use for presenting content that is informative, educational and honest. Digital marketing strategies in acquiring and maintaining business relationships are indicated in the analyses which give sufficient details in answering the research questions. The paper will provide suggestions for doing further research in improving the current topic in digital marketing.