Advanced online customer acquisition campaign for Company X

Marketing is a multidimensional concept and different companies invest in the sectors most relevant to their business’s goals. In addition to visible efforts such as advertising, marketing includes numerous procedures that companies use to create added value for their stakeholders. Digital marketing is marketing communications where information technology and electronic channels, such as the Internet, are used. \n \nThe thesis is conducted as an action based research and the final product was a digital advertising campaign for a travel industry company X and its customer program Y. The aim was to execute an advertising campaign that reaches its goal of increasing the amount of customer program members. In addition, the thesis aims to illustrate the possibilities of digital marketing and aid the reader to understand what can be reached in digital marketing through the use of modern tools and techniques. \n \nLiterature and electronic sources were used as references in the thesis. The advertising campaign’s digital execution was planned and executed as a collaborative effort by media agency Toinen Helsinki Oy, online marketing agency Ainoa Helsinki Oy, and digital marketing agency Kuubi. \n \nThe campaign process was executed during the Spring of 2012. The process was executed by the advertiser, advertising agency, digital marketing agency, media agency and online marketing agency. The advertiser briefed the agencies, out of which the advertising agency planned the campaign’s appearance. Digital marketing agency produced the basis for the campaigns digital adverts, and created the campaign site. Media agency and online marketing agency planned and bought the campaign’s media. Online marketing agency created the final adverts, tracked and optimized the campaign throughout the campaign period, and reported the results to the advertiser. \n \nRadio and multiple digital channels were chosen as the campaign’s channels. Display, Facebook, text link advertising and direct e-mail marketing were included in the campaign’s digital execution. In total, 12 media were used in display advertising. \n \nThe campaign period was 18.4–31.5. When reporting the results, it could be established that the digital campaign exceeded all of its goals.