Digital MarketingMarketing PlanRestaurant IndustrySocial Media
LAB University of Applied Sciences
In recent years, the fast expansion of restaurant operations has posed several obstacles to creating successful marketing tactics when targeting prospective client groups. To develop a reasonable digital marketing strategy, also businesses must assess the market and understand the demands of their customers and their competitors. The case study of this thesis is developing a digital marketing plan for a restaurant called X, located in Helsinki, Finland. The primary objective of this thesis research is to carry out a depth analysis of the digital marketing forms that are currently being utilized, as well as the deficiencies that are currently available, and to devise an additional effective strategy to attract more customers, in addition to raising brand awareness on digital platforms. The thesis will include two major sections: theoretical and empirical. The theoretical section will explain the definitions of digital marketing, its other components, analysing tools, and the planning model framework. The empirical part will examine the data and analytics received from the restaurant's digital platforms, the responses to the customer survey, and answers from the interview with the restaurant representative to develop a realistic marketing strategy for the business.