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Micro-Enterprises’ Digital Marketing Tools for Building Customer Relationships

Author

Listed:
  • Tuulia Nikunen

    (University of Oulu, Finland)

  • Martti Saarela

    (University of Oulu, Finland)

  • Eeva-Liisa Oikarinen

    (University of Oulu, Finland)

  • Matti Muhos

    (University of Oulu, Finland)

  • Lari Isohella

    (University of Oulu, Finland)

Abstract

The digital marketing environment is changing rapidly, and, for micro-enterprises, digital marketing is currently a vitally important opportunity. Attracting customers, engaging customers’ interest and participation, retaining customers, learning customers’ preferences and relating to customers are key strategies in building strong customer relationships. However, many enterprises ignore longer-term aspects of managing customer relationships. The study sought to contribute to a more in-depth understanding of micro-enterprises’ current strategies in terms of new digital marketing tools that foster stronger customer relationships. Based on interviews of two digital marketing service providers, this paper describes how their micro-enterprise clients use digital marketing tools through the five elements of building customer relationships. The findings highlight the importance of a practical understanding of digital marketing tools, as the digital marketing environment changes rapidly. The human capital and digital tool knowledge of micro-enterprises’ owner-managers have a great impact on these firms’ digital marketing and, ultimately, their success.

Suggested Citation

  • Tuulia Nikunen & Martti Saarela & Eeva-Liisa Oikarinen & Matti Muhos & Lari Isohella, 2017. "Micro-Enterprises’ Digital Marketing Tools for Building Customer Relationships," Management, University of Primorska, Faculty of Management Koper, vol. 12(2), pages 171-188.
    • Handle: RePEc:mgt:youmng:v:12:y:2017:i:2:p:171-188
    DOI: 10.26493/1854-4231.12.171-188
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    References listed on IDEAS

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    Cited by:

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    2. Donatella Depperu & Giacomo Magnani & Lisa Crosato & Caterina Liberati, 2021. "Growth of Firms in a Fragmented Cultural Industry: Italian Commercial Art Galleries’ Competitive Strategies," Sustainability, MDPI, vol. 13(9), pages 1-19, April.

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