A FEASIBLE AND EFFECTIVE OVERALL
DIGITAL MARKETING PLAN FOR
GLOBALVISOR
July 7th, 2022
Bachelor of Business Administration Thesis
Degree Programme in International Business
Luck Swinkels
500809536
,ABSTRACT
Amsterdam University of Applied Sciences
Degree in International Business
Thesis Timeframe: February 22nd, 2022 – July 7th, 2022
Thesis 62 pages, Appendices 15 pages
Luck Swinkels, 500809536:
Globalvisor: A feasible and effective digital marketing plan for Globalvisor
Company Coach: John Smith
Internship Company: Globalvisor
AMSIB Supervisor: Dirk Bout
AMSIB Assessor: Victor Nijenhuis
2
,Executive summary
An international consulting and training company, Globalvisor has offices in Asia, the Middle East,
and Europe. A situational analysis revealed that the business will require a novel and distinctive
digital marketing approach to achieve its ambitious growth ambitions in the upcoming years. These
tactics were implemented because of the company's aspirational expansion ambitions for the
upcoming years. Digital marketing communication channels will be the main focus of the marketing
strategy, and they will either need to be established from scratch or enhanced. The study's main
objective is to obtain a deeper understanding of how digital marketing communication tools may
meet the needs of the company and work in its favour while also producing new qualified leads.
Since they are the most successful and efficient for a company's digital strategy, this thesis
concentrates on digital marketing tools. However, the company's website, blog, and social media
platforms are covered but mobile and email marketing are not. The thesis study used a mixed-
methods methodology that incorporates secondary data, and both quantitative and qualitative data
to produce a digital marketing communication plan. Both quantitative and qualitative secondary
data are used in this kind of research. Examples of conceptual strategies include the RACE model,
the Multi-channel Marketing Growth Wheel model, and the SOSTAC model. The results show that
Globalvisor would be able to handle its digital marketing activities more effectively if it adopts the
new digital marketing strategy. It serves as a road map for carrying out fruitful digital activities and
outlines the advantages and potential of digital strategy. Implementation will result in greater
efficiency and be in accordance with the company's stated goals thanks to the current structure.
3
, Table of Contents
ABSTRACT .................................................................................................................................... 2
EXECUTIVE SUMMARY ................................................................................................................. 3
1. INTRODUCTION ........................................................................................................................ 6
1.1 BACKGROUND OF THE STUDY ......................................................................................................... 6
1.2 GLOBALVISOR ............................................................................................................................ 6
1.3 PROBLEM ANALYSIS ..................................................................................................................... 7
1.3.1 CURRENT SITUATION .............................................................................................................................. 7
1.3.2 DESIRED SITUATION ............................................................................................................................... 7
1.3.3 THE GAP BETWEEN THE CURRENT AND DESIRED SITUATION .............................................................................. 8
1.4 MAIN RESEARCH QUESTION ........................................................................................................... 8
1.5 ORGANIZATION OF THE REPORT ...................................................................................................... 8
2: THEORETICAL FRAMEWORK ..................................................................................................... 9
2.1 INTRODUCTION .......................................................................................................................... 9
2.2 THEORETICAL PERSPECTIVES ON THE TOPIC ........................................................................................ 9
2.2.1 INTRODUCTION TO DIGITAL MARKETING ...................................................................................................... 9
2.2.2 OVERVIEW OF TRADITIONAL VS. DIGITAL MARKETING ..................................................................................... 9
2.2.3 MARKETING IN A B2B CONTEXT.............................................................................................................. 10
2.2.4 DIGITAL MARKETING COMMUNICATION TOOLS ........................................................................................... 11
2.2.5 STRATEGIC MARKETING PLANNING........................................................................................................... 13
DIGITAL MARKETING STRATEGY ....................................................................................................................... 13
2.3 SELECTION AND JUSTIFICATION OF THEORY TO BE APPLIED ................................................................... 16
2.4 LIMITATIONS OF THE SELECTED THEORY .......................................................................................... 17
2.5 SUB-QUESTIONS ....................................................................................................................... 17
3. METHODOLOGY .................................................................................................................. 18
3.1 INTRODUCTION ........................................................................................................................ 18
3.2 RESEARCH QUESTIONS AND APPLIED METHODS................................................................................. 18
3.2 RELIABILITY AND VALIDITY........................................................................................................ 20
3.4 RESEARCH ETHICS ..................................................................................................................... 20
3.5 CONCLUSION ........................................................................................................................... 21
4. RESULTS .............................................................................................................................. 23
4.1 INTRODUCTION ..................................................................................................................... 23
4.2 THE INTERNAL AND EXTERNAL FACTORS IN THE DIGITAL ENVIRONMENT THAT AFFECT GLOBALVISOR ........... 23
4.3 REALIZABLE AND MEASURABLE GOALS THAT SHOULD BE ESTABLISHED ................................................. 28
4.4 THE STRATEGIES THAT GLOBALVISOR CAN EMPLOY TO REALIZE AND ACCOMPLISH THESE GOALS ................. 30
4.6 RELIABILITY AND VALIDITY .......................................................................................................... 33
4.7 CONCLUSION ........................................................................................................................... 33
4
DIGITAL MARKETING PLAN FOR
GLOBALVISOR
July 7th, 2022
Bachelor of Business Administration Thesis
Degree Programme in International Business
Luck Swinkels
500809536
,ABSTRACT
Amsterdam University of Applied Sciences
Degree in International Business
Thesis Timeframe: February 22nd, 2022 – July 7th, 2022
Thesis 62 pages, Appendices 15 pages
Luck Swinkels, 500809536:
Globalvisor: A feasible and effective digital marketing plan for Globalvisor
Company Coach: John Smith
Internship Company: Globalvisor
AMSIB Supervisor: Dirk Bout
AMSIB Assessor: Victor Nijenhuis
2
,Executive summary
An international consulting and training company, Globalvisor has offices in Asia, the Middle East,
and Europe. A situational analysis revealed that the business will require a novel and distinctive
digital marketing approach to achieve its ambitious growth ambitions in the upcoming years. These
tactics were implemented because of the company's aspirational expansion ambitions for the
upcoming years. Digital marketing communication channels will be the main focus of the marketing
strategy, and they will either need to be established from scratch or enhanced. The study's main
objective is to obtain a deeper understanding of how digital marketing communication tools may
meet the needs of the company and work in its favour while also producing new qualified leads.
Since they are the most successful and efficient for a company's digital strategy, this thesis
concentrates on digital marketing tools. However, the company's website, blog, and social media
platforms are covered but mobile and email marketing are not. The thesis study used a mixed-
methods methodology that incorporates secondary data, and both quantitative and qualitative data
to produce a digital marketing communication plan. Both quantitative and qualitative secondary
data are used in this kind of research. Examples of conceptual strategies include the RACE model,
the Multi-channel Marketing Growth Wheel model, and the SOSTAC model. The results show that
Globalvisor would be able to handle its digital marketing activities more effectively if it adopts the
new digital marketing strategy. It serves as a road map for carrying out fruitful digital activities and
outlines the advantages and potential of digital strategy. Implementation will result in greater
efficiency and be in accordance with the company's stated goals thanks to the current structure.
3
, Table of Contents
ABSTRACT .................................................................................................................................... 2
EXECUTIVE SUMMARY ................................................................................................................. 3
1. INTRODUCTION ........................................................................................................................ 6
1.1 BACKGROUND OF THE STUDY ......................................................................................................... 6
1.2 GLOBALVISOR ............................................................................................................................ 6
1.3 PROBLEM ANALYSIS ..................................................................................................................... 7
1.3.1 CURRENT SITUATION .............................................................................................................................. 7
1.3.2 DESIRED SITUATION ............................................................................................................................... 7
1.3.3 THE GAP BETWEEN THE CURRENT AND DESIRED SITUATION .............................................................................. 8
1.4 MAIN RESEARCH QUESTION ........................................................................................................... 8
1.5 ORGANIZATION OF THE REPORT ...................................................................................................... 8
2: THEORETICAL FRAMEWORK ..................................................................................................... 9
2.1 INTRODUCTION .......................................................................................................................... 9
2.2 THEORETICAL PERSPECTIVES ON THE TOPIC ........................................................................................ 9
2.2.1 INTRODUCTION TO DIGITAL MARKETING ...................................................................................................... 9
2.2.2 OVERVIEW OF TRADITIONAL VS. DIGITAL MARKETING ..................................................................................... 9
2.2.3 MARKETING IN A B2B CONTEXT.............................................................................................................. 10
2.2.4 DIGITAL MARKETING COMMUNICATION TOOLS ........................................................................................... 11
2.2.5 STRATEGIC MARKETING PLANNING........................................................................................................... 13
DIGITAL MARKETING STRATEGY ....................................................................................................................... 13
2.3 SELECTION AND JUSTIFICATION OF THEORY TO BE APPLIED ................................................................... 16
2.4 LIMITATIONS OF THE SELECTED THEORY .......................................................................................... 17
2.5 SUB-QUESTIONS ....................................................................................................................... 17
3. METHODOLOGY .................................................................................................................. 18
3.1 INTRODUCTION ........................................................................................................................ 18
3.2 RESEARCH QUESTIONS AND APPLIED METHODS................................................................................. 18
3.2 RELIABILITY AND VALIDITY........................................................................................................ 20
3.4 RESEARCH ETHICS ..................................................................................................................... 20
3.5 CONCLUSION ........................................................................................................................... 21
4. RESULTS .............................................................................................................................. 23
4.1 INTRODUCTION ..................................................................................................................... 23
4.2 THE INTERNAL AND EXTERNAL FACTORS IN THE DIGITAL ENVIRONMENT THAT AFFECT GLOBALVISOR ........... 23
4.3 REALIZABLE AND MEASURABLE GOALS THAT SHOULD BE ESTABLISHED ................................................. 28
4.4 THE STRATEGIES THAT GLOBALVISOR CAN EMPLOY TO REALIZE AND ACCOMPLISH THESE GOALS ................. 30
4.6 RELIABILITY AND VALIDITY .......................................................................................................... 33
4.7 CONCLUSION ........................................................................................................................... 33
4
