Blog og viral markedsføring i små og mellemstore virksomheders perspektiv

Rasmus Salby Rasmussen

Student thesis: Master thesis


This thesis involves around connected marketing. Connected marketing have two different components viral and blog marketing. These two components are selected to highlight the use of marketing in a small and medium-sized business perspective. This thesis’ purpose is to help these companies to get started, with their marketing campaigns in either the viral or blog marketing perspective, with the help of direct guidelines and a framework hereof. This thesis begins by taking a look at different marketing purposes that could be interesting to point out when you use viral and blog marketing in a business. The primarily selected purposes are knowledge, sales, loyalty and brand. With the use of theory and relevant case studies, there will be discharged in an area where it could be interesting to collect more knowledge surrounding the individual marketing purposes. Furthermore is there a focus on the term, tone. This should be seen as a way to present your marketing way. The tone is highly valued, whereas several case studies have shown, that even big companies have had difficulties with their marketing campaigns, because of the choice of tone, have not had a good representing with the consumers. Therefore the different marketing purposes will be highlighted, for the purpose of the use of the tone, and based on the theoretical work behind the subject, there is chosen areas there could be interesting to be used in a marketing campaign. After the theoretical discussion, a theoretical framework is created, and multiple hypotheses combined with the framework, intend to be the foundation for assembling of qualitative data for the interviewed parties, via interviews with small and medium-sized businesses and consumers. The selected respondents are two small businesses that uses connected marketing in their campaigns, and three consumers who use viral videos and blogs in their daily living. The collected data from the respondents is compared with the framework, the hypotheses and the theory behind connected marketing, and here from leads to a specific framework and guidelines hereof. The guidelines should be seen as the main purpose of this thesis, with all the incorporated information about the use of viral and blog marketing in relation to small and mediumsized businesses. The framework is more of a visual presentation, with a few keywords about the use of the tools. The retrieved guidelines in this thesis analysis of practice and theory are as following: Blogs • Focus on pictures. Hereof a lot of the visual presentations, of what your company wants marketed. Authentic stories. Tell true stories about your company, and its purpose. Look at the blog as an opportunity to tell the truth about your product, the good and the bad. • Involve the users. Focus on the persons who comments on the blog, and dialogue with them, as this will clearly increase consumers' perception of your blog. • Portfolio management of blogs using external links that verify your company product information. • Link only forward to serious blogs. Absolutely no use of blogs that primarily have a setup that is created to make money, this will fall back to your own blog. • Focus on the right fit, focus on what blogs you can use to enhance the credibility to your own business blog, but keep the focus on whether they represent an image you can vouch for. • Have focus on they add credibility to your blog through the use of external links, may simultaneously be moving the focus away from your own brand. Viral • Start by assessing your product, think about how much consumers are likely to be involved. • In general, the campaign should focus on communicating messages in a humorous tone. • Understand your marketing purposes, knowledge is clearly possible to increase, but have no expectations that a funny video will rate you higher loyalty from your customers. • Focus on sharing, incorporating always easy opportunities to share campaign. • Think of creating a series of campaigns, so there is more than one to choose from on the network. • If the your product belongs in a category of low involvement, you should not be focusing on high informative campaigns.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2012
Number of pages85