A model for applying digital marketing tools to enhance start-up strategies Muhammad Sameh Abdel Rahman

Supervisor: Tarek Khalil

Thesis (M.A.)—Nile University, Egypt, 2017 .

"Includes bibliographical references"

Contents:
Chapter 1- INTRODUCTION 1
1.1 Background 1
1.2 Definition of Marketing 2
1.3 Marketing before the internet 2
1.4 Marketing AFTER the internet 2
Chapter 2 - Literature Review 6
2.1 Introduction 6
2.2 Digital Marketing components 6
2.2.1 The Websites and their contents 7
2.2.2 The Web Landing Page 9
2.2.3 E-mail Marketing 10
2.2.4 Paid Advertising and Organic Advertising 10
2.2.5 The Search Engine Optimization and Search Engine Marketing: 11
2.2.6 The Social Media and Social Media Marketing: 12
2.2.7 Lead Management: 12
2.2.8 Webinars: 13
2.2.9 Videos: 13
2.2.10 Analytics: 13
2.3 Understanding the Consumer Decision Making Process on the internet 20
III
2.3.1 The consideration phase: 22
2.3.2 The evaluation phase: 22
2.3.3 The buy phase: 23
2.3.4 The bond phase: 23
2.4 Online Listening Tools: 24
2.5 Understanding the issue of Trust on the internet 24
Chapter 3: The Problem 26
3.1 The Problem 26
3.2 Objectives of the Study 27
3.3 Importance of the Study 28
Chapter 4: Research Methodology 29
4.1 Step One: Desk Research 29
4.2 Step Two: Research Contribution 29
4.3 Step Three: Applying the process 29
Chapter 5: The proposed Process 30
5.1 Introduction: 30
5.2 The proposed Process: 31
5.2.1 Goals & Objectives: 31
5.2.2 Action Plan and estimated budget: 32
IV
5.2.3 The Evaluation Phase: 32
5.3 Applying the process (Field Research) 32
5.3.1 The Setting: 33
5.3.2 The application of the proposed process in comparison to the classical
approach: 36
5.3.3 Definitions: 40
5.3.4 The Results and Analysis 54
5.3.5 Summary of the results of the field research 61
Chapter 6 - The Conclusion: 62
Chapter 7 - Major Problems and Limitations 63
Chapter 8 - FutureWork 64
Appendix: References:

Abstract:
In the present era of digital world, digital marketing plays a vital role in the successes of businesses. Presently, many business men and most startups don't know much about digital marketing and how to make use of it and to apply it properly. Lack of such knowledge can affect negatively the success of starting new businesses and the growth of existing businesses.
Traditionally, they use classical processes for strategy setting up, planning, budget allocation and optimization, ..etc. This also extends to the business operation requirements and expansion, as well as investment in resources needed and hence the business feasibility and finally the whole business strategy.
In this research work, the digital marketing principles and components are discussed thoroughly showing the different tools presently available to predict the market response (e.g. Google’s). The discussions and literature surveys lead to the development of the proposed process.
The study sets out to develop a process for startups to be adopted in developing a better strategy for their businesses by making use of the digital marketing components. The research work concluded by proposing a process that can be implemented specially by the startups.This proposed process was conducted on a real startup business, in which questionnaires were designed to understand and know how startups traditionally develop their business strategies and business model. This is called in the thesis the “classical approach”.
This research work clearly identifies and quantifies the major difference between the proposed process, which uses the digital marketing components, and the classical approach. These differences were reflected in the allocated budget, the revenues and expenses of the business to the favor of the proposed process.
The results of the study indicated that there is a significant impact of the digital marketing on the startups’ strategies which affects the startups business model. The results of applying the digital marketing components in the proposed sequence showed that when a startup initially focuses only on specific services or product, it may save a lot of resources and cost. It may result in better optimization of its marketing budget and resources. The proposed process also identified the best location (country), the startup better focus on when launching its service or product.
The research work has concluded that the digital marketing and the way to manage it play an inevitable role and major contribution to the way entrepreneurs can start and manage their businesses successfully. In-depth understanding of the digital marketing tools will enable start-ups to track and understand well the consumer behavior and psychology. Accordingly, one will be able to formulate a realistic marketing and sales plan that result in a sustainable and effective return on investment and growth.

Text in English, abstracts in English.