| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Clements, Kati", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Koskelainen, Tiina", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Helander, Pirjo", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-02-01T09:42:32Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-02-01T09:42:32Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/79595", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitaalisen markkinoinnin hy\u00f6dyt tunnistetaan nykyisin l\u00e4hes kaiken kokoisissa yrityksiss\u00e4. Monissa pienyrityksiss\u00e4 \u2013 etenkin palveluita tarjoavissa tai pieniss\u00e4 kivijalkaliikkeiss\u00e4, joissa ei ole verkkokauppaa kivijalkaliiketoiminnan lis\u00e4n\u00e4 - digitaalinen markkinointi on kuitenkin edelleen usein suhteellisen v\u00e4h\u00e4ist\u00e4 tai tehotonta. \nT\u00e4ss\u00e4 tutkielmassa perehdyt\u00e4\u00e4n digitaaliseen markkinointiin aiemman akateemisen tutkimuksen sek\u00e4 alan asiantuntijaorganisaatioiden k\u00e4yt\u00e4nn\u00f6n vinkkien avulla siten, ett\u00e4 painopisteen\u00e4 on pienyrityksen n\u00e4k\u00f6kulma. Tutkielmassa k\u00e4yd\u00e4\u00e4n l\u00e4pi digitaalisen markkinoinnin m\u00e4\u00e4ritelmi\u00e4 ja kuvataan muutamia yleisimpi\u00e4 digitaalisen markkinoinnin v\u00e4lineit\u00e4 sek\u00e4 valaistaan digitaalisen markkinoinnin strategian k\u00e4sitett\u00e4. Tutkielmassa esitell\u00e4\u00e4n my\u00f6s erilaisia pienyrityksen m\u00e4\u00e4ritelmi\u00e4 sek\u00e4 pyrit\u00e4\u00e4n avaamaan pienyrityksen liiketoiminnan mittaamisen k\u00e4sitteit\u00e4. Yleisesti ottaen liiketoiminnan parantamisella voidaan viitata my\u00f6s muuhun kuin myynnin kasvattamiseen, esimerkiksi yrityksen ty\u00f6nantajamielikuvan parantamiseen tai prosessien tehostamiseen. T\u00e4ss\u00e4 tutkielmassa kuitenkin liiketoiminnan parantamisella tarkoitetaan etup\u00e4\u00e4ss\u00e4 myynnin parantamista.\nTutkielmassa on teoreettinen osuus ja empiirinen osuus. Tutkielman empiirinen osuus on suunnittelutieteellinen case-tutkimus, jonka tavoitteena on m\u00e4\u00e4ritell\u00e4 k\u00e4yt\u00e4nn\u00f6nl\u00e4heinen sosiaaliseen mediaan painottuva strategia sille, miten pieni, erityisesti palveluita myyv\u00e4 yritys voi parantaa liiketoimintaansa digitaalisen markkinoinnin keinoin huomioiden mahdollisesti rajalliset resurssit.\nTutkielman perusteella voi p\u00e4\u00e4tell\u00e4, ett\u00e4 pienyritysten on mahdollista parantaa liiketoimintaansa, erityisesti myynti\u00e4, hy\u00f6dynt\u00e4en erilaisia digitaalisen markkinoinnin keinoja. Olennaista on kuitenkin tehd\u00e4 ensin kunkin yrityksen omiin olosuhteisiin ja tavoitteisiin perustuva digitaalisen markkinoinnin strategia ja sen perusteella valita kullekin yritykselle oikeat v\u00e4lineet ja toimenpiteet. Mahdollisiin ajank\u00e4ytt\u00f6\u00f6n liittyviin haasteisiin voi hakea apua esimerkiksi automatisoinneista tai digitaalisen markkinoinnin ulkoistamisesta alan ammattilaisille, osin tai kokonaan. Pienyrityksen on my\u00f6s hyv\u00e4 huomioida, ett\u00e4 digitaalisissa kanavissa keskeist\u00e4 on vuorovaikutteisuus \u2013 pelkk\u00e4 verkkosivuston tai sosiaalisen median profiilin olemassaolo tai muutama julkaisu silloin t\u00e4ll\u00f6in ei v\u00e4ltt\u00e4m\u00e4tt\u00e4 auta parantamaan yrityksen liiketoimintaa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The benefits of digital marketing are nowadays recognized in companies of almost any size. However, in many small enterprises - especially businesses selling services or small brick-and-mortar businesses that do not have e-commerce as an adjunct to the brick-and-mortar business - digital marketing is still often relatively scarce or inefficient. \nThis paper handles digital marketing with the help of previous academic research and practical tips from expert organizations in the field, focus being on small enterprise perspective. The paper reviews different definitions of digital marketing and describes some of the most common digital marketing tools. The paper also sheds light on the concept of digital marketing strategy and introduces various small enterprise definitions as well as aims to explain concepts of small enterprise business measurement. In general, the term business improvement can refer to more than just increasing sales, e.g., improving the employer image of a company or making processes more efficient. In this paper, however, business improvement primarily refers to sales improvement.\nThe thesis consists of a theoretical part and an empirical part. The empirical part of the thesis is carried out as a design research case study with the aim of defining a practical social media focused strategy for how a small company, especially one that sells services, can improve its business through digital marketing, taking into account potentially limited resources.\nBased on this study, it can be concluded that it is possible for small enterprises to improve their business, especially sales, by utilizing various digital marketing tools. However, it is essential to first make a digital marketing strategy based on each company's own circumstances and goals, and on those grounds, choose the right tools and activities for each company. For possible time management challenges, help can be sought, e.g., from automation or outsourcing digital marketing to professionals in the field, in part or in full. It\u2019s also good for a small business to keep in mind that interactivity is key in digital channels - the mere existence of a website or social media profile, or a few publications from time to time, may not help improve company\u2019s business.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-02-01T09:42:32Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-02-01T09:42:32Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "88", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Pienyrityksen liiketoiminnan parantaminen digitaalisen markkinoinnin avulla", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202202011357", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "student", "language": "", "element": "contractresearch", "qualifier": "initiative", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "WWW-sivut", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "liiketoiminta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pienyritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "myynti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
|