The checker notified that that website of Bulba has some Uniform Resource Locators, URLs, that are not fitting for search engine optimization. These URLs should be examined and fixed accordingly. Another important issue was that usual keywords are not displaying in meta-tags. The most important keywords should be visible in the meta-tags in order for Google to determine the topic of the website. In addition, there is not any meta-description tag on the page. Meta-descriptions that are written well can help to increase clicking rates for the website as well as provide helpful information. Finally, the website is notified to use render blocking resources. By deleting render blocking resources from the page, it can assist in loading the website much faster thus giving a better user experience. (SEO Site Checkup 2022.)
tracked regularly, most preferably at least every couple of weeks in the beginning of implementing the new marketing plan.
4 Conclusions and Recommendations
In this chapter this thesis will be evaluated with a project assessment, recommendations for further research and a conclusion.
4.1 Project assessment
The aim of this thesis was to create a practical B2C digital marketing plan for the case company, Bulba. The thesis studied different marketing channels in the theoretical framework for Bulba to utilize in the Finnish aromatherapy market. The digital marketing plan was conducted using the SOSTAC© marketing planning model.
The theoretical framework researched different digital marketing elements and how to use and benefit from using them in online platforms. Basic digital marketing concepts were studied along with analytics tools and key performance indicators. The research revealed how important paid marketing is nowadays, even for small companies. However, better organic reach can be achieved by focusing on brand awareness in social media and collaborating for example with influencers.
The final digital marketing plan is comprehensive and believed to be highly beneficial for the future marketing activities of the case company. The marketing plan followed the SOSTAC© planning model, which includes detailed instructions for planning in every part of the model. It contains the essential components for a marketing plan and is clear and easy to follow, which is why it was initially chosen for this digital marketing plan for a small company. It could go even deeper into the strategy and theory; however, the case company did not have a previous marketing plan in place, therefore this kind of plan with simple and straightforward directions was well fitting.
The materials in this research were collected by studying books, online articles, e-books, and blogs related to different marketing concepts. The aim was to get information that is as new as possible to ensure that the material is valid and trustworthy. Even though a lot of new knowledge about digital marketing develops every year, there are some fundamental materials that are valid even decades later, like for example the SOSTAC© planning model.
4.2 Recommendations For Further Research
This topic certainly has opportunities for further research. While researching, there were noticed a definite lack of marketing in the aromatherapy industry. Therefore, this lack could be utilized by researching channels and new ways to market aromatherapy machines in the target segments.
In the field of aromatherapy, there can be various research done that could then be used in marketing. There has not been made a lot of research on aromatherapy in the Finnish language, which is something that could be improved. The target segments are interested in the possible benefits of essential oil and aroma diffusers, hence there should be more information available in the language of the market to ensure more reliable and ethical industry.
Topics for research could be for example, the effect of aromatherapy on stress, insomnia, and mental health problems along with researching how diffusers and essential oils can help alleviate the problems of dry room air and certain allergies related to respiratory and nasal conditions. If the research offers desirable results, they can then be taken advantage of to market aromatherapy products better in the Nordic countries.
4.3 Conclusion
This project was started in the end of January of 2022 and lasted a little over 2 months. The main objective of this case-study was to create a digital marketing plan to increase brand awareness, sales and communications for the case company. This object was achieved and is ready to be implemented by the business owners of Bulba.
The motivation to do a study about this exact topic was the passion for meditation and essential oils. The case company was found accidentally while looking for a good aroma diffuser online. There was not that much selection in the Finnish market, therefore it was easy to compare products and manufacturers. While the products of the case company were beautiful and high quality, the lack of Bulba’s online presence was immediately identified and then a collaboration begun.
This project has given a deeper knowledge about marketing in general as well as thought some more detailed insights on certain topics that can be well utilized in the future of a business career. The project was a great finish to almost 3 years of studies and complemented the other marketing related courses well.
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