2 research outputs found
Helsinki Startup City Guide
No full textThis thesis is a product-oriented thesis. The aim of the thesis is to create valuable and quality content for the commissioning party, StartUs. The content is educational and takes form as a guide. The guide was done with the support of Haaga-Helia StartUp School.
The theoretical framework consists of startup and content marketing theory, and is essential in providing the reader of this thesis the understanding of why the guide is important for the commissioning party and its target audience.
Defining a startup can be tricky as there are several different definitions to what is a startup. In addition, not all startups are alike as there are multiple types of startups each of its own goals and definition of success. All of the startup types can benefit from incorporating lean startup methodologies. Some of the core principles of the lean startup methodology are Customer Development and the build-measure-learn loop both of which ultimately allow startups to avoid failing and creating a greater demand for their product or service through the understanding of the true needs of the customers.
Nowadays, content marketing is imperative for a company in order to gain visibility and reach the right audience. In order to stand out from competitors and achieve the attention of consumers and fulfill the company’s business goals, relevant and valuable content must be produced and distributed.
The product of this thesis is the Helsinki Startup City Guide. It is a practical guide for startup enthusiasts and everyone interested and considering to establish a startup company in Helsinki. The guide lists the most relevant information one must know about the startup ecosystem of Helsinki.
This thesis and the product were produced within three weeks due to limited time constraints. Both the author and the commissioning parties are pleased with the end result of the product
Utilization of personalization in marketing automation and email marketing
No full textThe utilization of personalization in marketing automation and email marketing is yet to be studied meticulously. The purpose of the paper is to build on existing literature and examine on how marketers practice the utilization of personalization in marketing automation and email marketing in order to pinpoint relevant and contemporary solutions for marketers regarding the phenomenon.
Literature regarding CRM, personalization and marketing automation is briefly reviewed and a multiple-case study is conducted to empirically highlight the effective ways and challenges of utilization of personalization in marketing automation and email marketing in order to maximize its potential.
The main findings indicate that personalization is perceived important especially when its benefits can be quantified and measured (e.g. increases in revenue and ROI). However, when it comes to the utilization of personalization in marketing automation and email, the potential is recognized but in practice it remains partially underutilized. Customer knowledge has a crucial role in personalization. Data unification and normalization are essential to effectively utilize customer knowledge for personalization in marketing automation and email marketing, but the findings indicate that this is challenging in practice. Thus, the marketers’ capabilities to personalize and act in real-time are hindered. Addressing the data related challenges that were found in this study should be a top priority for any marketer aiming to personalize effectively in marketing automation and email.
In terms of originality and value, this study advances the understanding of personalization and its utilization in marketing automation and in email marketing and provides actionable insight that marketers can benefit of
