Analysis of digital marketing strategy of certain healthcare companies in the Hungarian SME environment

Bácsai-Nagy Domonkos (2021) Analysis of digital marketing strategy of certain healthcare companies in the Hungarian SME environment. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

In the last two decades, marketing technology has evolved more than in the previous century, primarily due, of course, to the revolution of the digital age. However, so much progress not only offers new opportunities for marketers, but also presents them with new challenges. As the world of online marketing becomes more complex, it is becoming increasingly difficult to predict what will happen in the coming period.A company can only expect success and growth if it can prepare its strategy in time for all that the future has to offer. This, of course, is not an easy task, as no one anticipates it in time, and even new, promising trends are not guaranteed to be among us in months to come. Fortunately, many significant trends are already active, which are sure to have a significant impact on the world of online marketing next year.In the thesis I presented the digital marketing technologies of companies manufacturing and distributing healthcare products within the Hungarian SME sector.As a basis for this, the process of strategy creation, the concept of marketing strategy and the integration of digital marketing into business operations were presented.In the research part of the thesis, I used a qualitative method, within the framework of which I conducted a total of 6 interviews with the leaders and strategic managers of small companies selling Hungarian healthcare products in order to get first-hand information on the methods they use to participate in the market. I first asked them about the digital marketing methods used. The interviewed companies are:-  Epb. Kft.-  Hellovital.hu Kft.-  Green Blood Kft.-  HUMAC Hungary Kft.-  Webprosper Kft.-  ProVitamix Kft.During the analysis, I divided the questions and answers into categories, classified the responses, and then compared them. The following were the categories based on these:1. The effect of the Internet usage on the consumer: In this category we can reveal User habits, characters, and similarities among customers.2. The effectiveness of EBM models: In this section we can learn about marketing models and their usefulness in the phases of customer behaviour.3. Digital marketing trends in Hungary: In this section we can draw conclusions about the currently most popular marketing trends in the Hungarian market and their development.4. Pros and cons of search engine advertising: In category 4, we get important information about the pros, cons, and forms of SEA.5. Suggestions of marketing strategies: In the last category, we will get useful information about the most important correlations between the SEA and EBM models and the interaction of these tools.Accordingly, I found that certain companies which prepared and adequately planned there digital marketing strategy faced less disadvantages regarding their costs. In addition to that, it is also a clear that digital marketing trends specifically in the Hungarian market are significantly developing.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	business marketing, Digital marketing, e-business, e-marketing - elektronikus marketing, Healthcare industry, marketing, marketing tools, medium-sized businesses, online marketing, SEA, SEO, vállalati marketing stratégiák
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 07. 11:27
Utolsó módosítás:	2022. Már. 07. 11:27

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