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Developing a digital marketing plan: the case of CubiCasa OY to the United States of America market

2021Comunicação em conferência Acesso aberto
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dc.contributor.authorZaikauskas, Adomas
dc.contributor.authorCorreia, Ricardo
dc.contributor.authorCunha, Carlos R.
dc.date.accessioned2021-12-20T14:53:24Z
dc.date.available2021-12-20T14:53:24Z
dc.date.issued2021
dc.description.abstractThis paper present a deep enterprise analysis for the development of a digital marketing plan for CubiCasa OY to the Unites States of America market, aiming to help bringing new customers, living in the US and interested in creating floor plans, to the company. It was analyzed the current situation of the CubiCasa OY in the US market, collected and analyze data provided by current CubiCasa OY customers and provided a managerial solutions for CubiCasa OY digital marketing plan for the period from 2021.01.01 – 2021.12.31. Qualitative research method was used. Semi-structured surveys were sent by Google forms to eight customers who use floor plan creation tools and operate in the US. Survey questions were created by using the RACE model and 6M marketing communication model. Date collected and analyzed was later used to create a managerial solution for CubiCasa OY digital marketing plan to the US market. Findings showed the main indicators affecting the customer's purchasing process. Additionally, digital channels and advertisement techniques that should be used to gain more floor plan creators in the US market have been suggested. Still this paper focus on the deep analysis undertake comprehensive process for the definition of a full digital marketing plan.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationZaikauskas, Adomas; Correia, Ricardo; Cunha, Carlos R. (2021). Developing a digital marketing plan: the case of CubiCasa OY to the United States of America market. In In 37th International Business Information Management Association Conference. p.6522 - 6531. ISBN 978-0-9998551-6-4pt_PT
dc.identifier.isbn978-0-9998551-6-4
dc.identifier.urihttp://hdl.handle.net/10198/24528
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIbimapt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectDigital marketingpt_PT
dc.subjectCase studypt_PT
dc.subjectQualitative researchpt_PT
dc.subjectDigital channelspt_PT
dc.titleDeveloping a digital marketing plan: the case of CubiCasa OY to the United States of America marketpt_PT
dc.typeconference paper
dspace.entity.typePublication
oaire.citation.conferencePlaceCordobapt_PT
oaire.citation.endPage6531pt_PT
oaire.citation.startPage6522pt_PT
oaire.citation.title37th International Business Information Management Association Conference (IBIMA)pt_PT
person.familyNameCorreia
person.familyNameCunha
person.givenNameRicardo
person.givenNameCarlos R.
person.identifier2752542
person.identifierR-001-NSC
person.identifier.ciencia-id8C10-37EE-796D
person.identifier.ciencia-id2316-5664-FF6F
person.identifier.orcid0000-0002-0132-4002
person.identifier.orcid0000-0003-3085-1562
person.identifier.ridH-2678-2014
person.identifier.scopus-author-id37085131800
person.identifier.scopus-author-id57202512811
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication99a2c38b-f63f-444f-809e-e3a9f73e732f
relation.isAuthorOfPublication14626e32-5646-48ad-9242-30944450dd8e
relation.isAuthorOfPublication.latestForDiscovery14626e32-5646-48ad-9242-30944450dd8e

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