Starptautiskā zīmola “Zalando” Latvijā īstenotā e-pastu mārketinga komunikācijas analīze
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Starptautiskā zīmola “Zalando” Latvijā īstenotās e-pasta mārketinga komunikācijas analīze” pētījuma problēmas aktualitāte ir saistīta gan ar straujo digitalizācijas attīstību, gan arī ar mārketinga nozares attīstību, kas nozīmē, ka veidojot komunikāciju izmantojot e-pastu, uzņēmumam komunikācija nemitīgi ir jāpilnveido.
Pētījuma mērķis ir, pamatojoties uz teorētisko materiālu analīzi un ekspertu viedokļiem, analizēt starptautiskā zīmola “Zalando” Latvijā īstenoto e-pasta mārketinga komunikāciju, sniegt tā novērtējumu un izvirzīt priekšlikumus tā pilnveidošanai.
Darba pirmajā daļā tiks izmantota monogrāfiskā pētījuma metode, lai, balstoties uz teorijas pamata, aprakstītu un padziļināti izpētītu darba pētījuma objektu – e-pasta mārketingu. Darba otrajā daļā tiks izmantota sekundārā datu analīze un satura analīze (kontenta analīze). Sekundārā datu analīze tiks izmantota, lai izpētītu starptautisko zīmolu “Zalando”, raksturotu tā darbības sfēru, vērtības un unikālās pārdošanas īpašības, kā arī zīmola e-pasta mārketinga noteiktās vadlīnijas un to izmantošanu uzņēmumā. Ar sekundāro datu analīzes metodi tiks analizētas e-pasta mārketinga tendences pasaulē. Satura analīze tiks izmantota apskatot starptautiskā zīmola “Zalando” īstenoto e-pasta mārketinga komunikāciju Latvijas tirgū. Darba trešajā daļā, izmantojot kvalitatīvo pētījumu metodi, autore analizēs piecu nozares ekspertu sniegto vērtējumu par “Zalando” e-pasta mārketinga komunikāciju un analizēs tā pilnveidošanas iespējas.
Veicot pētījumu secināts, ka atbilstoši “AIDAR” patērētāju ceļa modelim un aktuālajām nozares tendencēm “Zalando” e-pasta mārketinga stratēģiju sastāda soļi kā rezonanse, interese, vēlme, rīcība un noturēšana. Pētījuma gaitā katram no šiem e-pasta veidiem tika definēti trūkumi un ieteikti uzlabojumi. Rezonanses veidošanai tika definēti divi trūkumi - vēstuļu abonēšanas veidlapa ir sarežģīta, detalizēta, kā arī tajā lietots neveikls latviešu valodas stils. Interese galvenokārt tika novērtēta pietiekami atzinīgi, taču ekspertu viedoklis bija, ka intereses izraisīšanas nolūkos uzņēmumiem ieteicams izmatot vietējā tirgus ietekmētāju saturu. Bez tam tika norādīts, ka iespējams domāt par intereses un vēlmes pozīciju apvienošanu. Attiecībā par klienta noturēšanu, ekspertu ieteikumi norādīja uz nepieciešamību vēstules papildināt arī ar dzimšanas dienas apsveikumiem un neaktīva klienta ceļa atgriešanas stratēģiju.
Darba apjoms ir 69 lapaspuses, tajā ir 15 tabulas, 12 attēli, 72 literatūras avoti un 15 pielikumi.
The significance of the bachelor’s thesis “Analysis of an international brand’s “Zalando” email marketing communication in Latvia” lies within the rapid digital technology growth and marketing communication development, meaning that brands who are using email marketing as a part of their marketing communication plan, need to be constantly improving it and adapting to the newest industry trends. The objective of the study is to analyse the e-mail marketing communication implemented by the international brand Zalando in Latvia, to evaluate it and to put forward proposals for its improvement, based on the analysis of theoretical materials and expert assessments. In the first part of the paper, the monographic research method was used to describe and study the object of the thesis - email marketing - from the basis of theory. In the second part of the thesis secondary analysis was used to study the international brand “Zalando”, to describe its scope, values and unique selling points, as well as the brand's email marketing guidelines and their use within the company. Likewise, it was also applied to analyse global trends in email marketing. Content analysis in the second part was used to look at the email marketing communication implemented by “Zalando” in the Latvian market. In the third part of the thesis, qualitative research method was used in a form of a structured interview, to get five industry expert assessment on “Zalando's” email marketing communication and analyse the opportunities for its improvement. The research concludes that according to the “AIDAR” consumer journey model and current industry trends, “Zalando's” email marketing strategy consists of steps such as awareness, interest, desire, action and retention. To conclude the research, author defined gaps and recommended improvements for each of these types of emails. For resonance, two weaknesses were identified: the subscription form is complex, detailed and uses an awkward style of Latvian language. Interest was mostly rated as positive, but the experts were of the opinion that companies should use the content of local market influencers to generate interest. In addition, it was pointed out that it is possible to think about combining the positions of interest and desire. Regarding customer retention, the experts' recommendations also pointed to the need to complement the letters with birthday greetings and a reactivation strategy for an inactive customer journey. The thesis is 69 pages long, with 14 tables, 12 figures, 72 references and 15 annexes.
The significance of the bachelor’s thesis “Analysis of an international brand’s “Zalando” email marketing communication in Latvia” lies within the rapid digital technology growth and marketing communication development, meaning that brands who are using email marketing as a part of their marketing communication plan, need to be constantly improving it and adapting to the newest industry trends. The objective of the study is to analyse the e-mail marketing communication implemented by the international brand Zalando in Latvia, to evaluate it and to put forward proposals for its improvement, based on the analysis of theoretical materials and expert assessments. In the first part of the paper, the monographic research method was used to describe and study the object of the thesis - email marketing - from the basis of theory. In the second part of the thesis secondary analysis was used to study the international brand “Zalando”, to describe its scope, values and unique selling points, as well as the brand's email marketing guidelines and their use within the company. Likewise, it was also applied to analyse global trends in email marketing. Content analysis in the second part was used to look at the email marketing communication implemented by “Zalando” in the Latvian market. In the third part of the thesis, qualitative research method was used in a form of a structured interview, to get five industry expert assessment on “Zalando's” email marketing communication and analyse the opportunities for its improvement. The research concludes that according to the “AIDAR” consumer journey model and current industry trends, “Zalando's” email marketing strategy consists of steps such as awareness, interest, desire, action and retention. To conclude the research, author defined gaps and recommended improvements for each of these types of emails. For resonance, two weaknesses were identified: the subscription form is complex, detailed and uses an awkward style of Latvian language. Interest was mostly rated as positive, but the experts were of the opinion that companies should use the content of local market influencers to generate interest. In addition, it was pointed out that it is possible to think about combining the positions of interest and desire. Regarding customer retention, the experts' recommendations also pointed to the need to complement the letters with birthday greetings and a reactivation strategy for an inactive customer journey. The thesis is 69 pages long, with 14 tables, 12 figures, 72 references and 15 annexes.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
E-pastu mārketings, CRM, mārketinga komunikācijas stratēģija, tiešais mārketings, Email marketing, CRM, marketing communication strategy, direct marketing