Launching a Product in the USA Market of Online Marketing Automation Services

Student: Akhmetzianov Roman

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Marketing (Master)

Year of Graduation: 2018

This article includes the theoretical and practical sides of promoting the new product to the market. Practical part contains the process description of crating the marketing mix for the digital product of Carrot quest. There are two segments that were found: SaaS and e-commerce. Each segment has its own way of positioning to and marketing channels to distribute this positioning. SaaS-companies are more sophisticated in digital marketing and their products, that is why the mix of pull-and push-marketing strategy should be executed. On the other hand, e-commerce-companies, due to CMS that they use, find out the software they use mostly in the marketplace of such CMS. The article ends with the Return on Marketing Investment estimation for 2 months.

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