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Effektiv crossmedia - Att äta kakan och ha den kvar: En kvalitativ studie om hur småföretag kan effektivisera sin marknadsföring
Umeå universitet, Samhällsvetenskapliga fakulteten, Institutionen för informatik.
Umeå universitet, Samhällsvetenskapliga fakulteten, Institutionen för informatik.
2018 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

Crossmedia is a phenomenon that is widely used for marketing despite the fact that far from everyone are familiar with the word. Crossmedia has many advantages if used effectively, although this is not always the case. Small business owners are facing many challenges, among which limited time and budget are the most common. Research shows that marketing is a challenge for small businesses and that they often lack concrete plans and strategies. It also suggests that some sort of guidance, for example in the shape of DIY-tools, would be beneficial for small business owners since hiring communication agencies usually is too expensive. Three local small business owners have been interviewed in this study in order to investigate the thoughts they have about marketing and to what extent they use crossmedia. It was found that all respondents use crossmedia to some extent and that all of them experience challenges related to marketing. All respondents also agreed that the need for assistance in marketing exists among small business owners. With this in mind, a checklist has been created as a part of this study to assist small business owners in their marketing practice and help them implement successful use of crossmedia. Surveys have been used to evaluate the checklist and the results show additional support for the thesis that this kind of help is useful for small business owners.

sted, utgiver, år, opplag, sider
2018. , s. 45
Serie
Informatik Student Paper Bachelor (INFSPB) ; 2018.16
Emneord [sv]
crossmedia, marknadsföring, digital marknadsföring, småföretag
HSV kategori
Identifikatorer
URN: urn:nbn:se:umu:diva-147990OAI: oai:DiVA.org:umu-147990DiVA, id: diva2:1209762
Eksternt samarbeid
Lokala småföretag
Utdanningsprogram
Digital Media Production
Veileder
Examiner
Tilgjengelig fra: 2018-05-24 Laget: 2018-05-24 Sist oppdatert: 2018-05-24bibliografisk kontrollert

Open Access i DiVA

Effektiv crossmedia(13035 kB)392 nedlastinger
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