Selecting Most Appropriate Online Marketing Platforms for Delivering Value Propositions
Jahan, Gazi Ishtiak
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In this modern era of technological evolution, our day to day lives is surrounded with Internet, gadgets, smartphones and laptops. We are so much obsessed with technology and those devices have become part and parcel of our everyday lives. This obsession with technology has created a unique opportunity for marketers to keep in touch with customers and to feed them promotions and offers continuously. Online marketing platforms are not only allowing marketers to implement and analyze marketing strategies but also helping them to research customer behavior, and to receive suggestions and feedback. The objective of this thesis is to select most appropriate marketing platforms for delivering value propositions to the different group of customers. The study introduces the concept of strategic benchmarking process for selecting the platform. Moreover, an additional step was included in the process which reflects the selection criteria and justifies the framework. Through the framework, marketers could identify their most suitable platform to reach to their customers. It allows businesses to optimize the marketing budget and helps to bring additional earnings for the company. The study claims that overall marketing costs of a small and medium sized enterprise could be curtailed and net earnings could be increased. One of the key findings of this study was to reduce the overall marketing expenses without impacting much on generated revenue. This finding could benefit small and medium sized enterprises, and for those who have limited marketing budget to reshuffle their marketing strategies. The result of the study shows that proposed framework was effective to determine most appropriate platform for the case company. The implemented strategy and online platform helped the company to reach to their target customer. Furthermore, the framework helped to bring additional savings from the monthly expenditure. Due to the limitation of marketing budget and lacking of strategy implementation know-how in other platforms, the study was limited to one platform.