Abstract

Title: Digital marketing communications in startup companies

Author: Jacob Petersson

Supervisor: Olga Rauhut Kompaniets

Keywords: Startup companies, digital marketing, media channels, brand, stakeholders.

Problem formulation: What marketing communication do startup companies use today in digital forums and how important is it for the relationship with the stakeholders?

Purpose: The study will investigate digital marketing communications for startup companies in southern Sweden. Furthermore, the study intends to contribute to a model that helps start-ups to achieve successful marketing communication in digital forums.

Delimitation: The study was limited to smaller startup companies in southern Sweden.

Method: The author has conducted a qualitative study with an abductive research approach. The theory was collected through a literature review of previous research studies and books. The empirics were collected through semi-structured interviews with ten respondents from different startup companies.

Conclusion: The study willdigital marketing communications for startup companies in southern Sweden. Furthermore, the study intends to contribute to a model that helps start- ups to achieve successful marketing communication in digital forums.The results point to the importance of using social media and the website asmedia channels in digital marketing communication. By starting early with digital marketingcommunication, startup companies can begin branding. Furthermore, the results indicate thatthe main purpose of digital marketing communication is to reach out to stakeholders andcreate a relationship. A conclusion that can be drawn is that there is a need to strengthencontinuous work with digital marketing communications in startup companies.