CEU Electronic Theses and Dissertations, 2021
| Author | Ondruska, Matyas |
|---|---|
| Title | The Digital Marketing Plan of Alkubot |
| Summary | This paper will focus on the digital marketing strategy of Alkubot, which is a SAAS startup company that is an exceptional startup. It has a wonderfully designed website, a great idea behind its service, and the initial funding provided by Hiventures, except for a solid, well-established digital marketing plan. Since the startup had to change its original e-commerce platform from WooCommerce to Shopify, the funding became an issue, therefore the paper had to focus on the digital marketing strategy taking into consideration, that the startup will not be willing to pay for any marketing related activities, such as pay per click, pay per incentive, or search engine optimization. This is partly due to the fact, that after paying for the former, no result has been achieved. The paper can be divided into six major parts. The paper begins with a short introduction, followed by the brand audit which is evaluating the as-is situation with the help of the SWOT analysis. It goes a step further by matching Alkubot’s opportunities and threats with its strengths and weaknesses and based on them, suggests actionable strategies. The next section of the paper observers the current state of the e-commerce industry and aims to predict the future of it in the short term. The following part of the paper focuses on the market-, and the product analysis of the startup, followed by the competitor analysis. The consecutive chapter concentrates on the content strategy of the startup, followed by the marketing campaign, that has been described for Alkubot. Finally, the paper outlines the KPIs, which are considered to be the most favorable for measuring and monitoring the startup’s goals and business objectives. Keywords: Alkubot, chatbot, e-commerce, digital marketing, marketing, startup, Shopify |
| Supervisor | Farkas, Tibor |
| Department | Economics MSc |
| Full text | https://www.etd.ceu.edu/2021/ondruska_matyas.pdf |
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