International Companies’ Perception of Digital Marketing Strategies and Their Implementation

Detta är en Magister-uppsats från Lunds universitet/Företagsekonomiska institutionen

Sammanfattning: The purpose of the study was to investigate how well international companies have adapted to the digital revolution and find the reasons behind implementing or neglecting certain digital marketing strategies. The study also looked at the impact such strategies have on the brand. Both quantitative and qualitative research methods were applied during this study. A web asset audit developed by The Duffy Agency was the foundation to assess the web presence of 12 international companies. Semi-structured interviews with 5 marketing employees were used to gain insight to the reasons behind their decisions. The findings show that in general companies are on their way to adapting to the digital revolution. They understand the importance of the web for business. Findings indicated that companies with well experienced employees and management with the right attitude adapted better. The study should be of use for both practitioners and academics. Applying a practical framework in academic research gives academics a broader understanding of how the business world is adapting to the digital revolution. Practitioners may benefit from the findings which show how a strong web presence can influence consumers’ perceptions of the brand and why it’s important for businesses’ to be present in the digital world

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