Fundamental Factors for a viable Digital Media Strategy for Koppelmann Optik

Abstract

This thesis shall focus on factors that would be incremental in developing a digital media strategy for Koppelmann Optik AG. Digital media became one of the main topics that companies have to address for the increasingly growing digital markets. Digital media offers vast market and also customer targeting opportunities. Given Koppelmann Optik already thought of possibilities to address the topic but resources appeared to be a crucial and delaying factor in developing a proper digital media strategy, this project shall also focus on internalising digital media processes. The primary purpose of this paper shall identify digital marketing activities and state of the art methods that would suit Koppelmann Optik’s current business set-up. Following the starting point, one could argue that this project somehow links to the topics of business, marketing, communications as well as content design. First, one should be introduced to the topic of digital media where as well as digital and social media and influencer marketing shall be defined. Secondly, a brief introduction of secondary data should provide an overall understanding of the topic. Third, a competitor analysis shall build a sound base to compare the secondary data obtained with the competitor's applied strategies in the market. Considering competitors' strategies, a company could attempt to identify similar tactics to surpass their competitors and capture targeted customers. Fourth, research question and methodology shall provide further insights into planned procedures and methods used as well as introduce the use of a survey to gather primary data. Primary data received shall be aligned with the theories provided in the theoretical framework. Evaluation of secondary data on literature available on the topic presented in the form of a literature review shall deepen the readers understanding of the subject followed by the theoretical framework explaining theory and models such as the PESO -, Social Business – and Social Media Four-Step Model which constitutes the central part of the thesis. Upon setting out the theories and evaluating the facts, results of a survey shall be analysed and discussed thoroughly resulting in a sound conclusion providing insights into impassable factors Koppelmann Optik AG should emphasise in developing a digital media strategy. Consequently the primary objective of this bachelor thesis is to provide the foundation of a viable digital media strategy (specify factors as suggested by the PESO model, leverage, integrate and improve current channels, define and recommend additional instruments, and propose state of the art methods and practices) for Koppelmann Optik AG and thereby support Koppelmann Optik AG in their development of a strategy, to scale services online, engage a social media dialogue, and to reach broader and even new target audiences.