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Applying of Digital Marketing to Promote Innovative Products of Technological Startups

Student: Ivannikova Elena

Supervisor: Elena Dunenkova

Faculty: School of Innovation and Entrepreneurship

Educational Programme: Research, Development and Innovation Management in Company (Master)

Year of Graduation: 2019

The goal of the Graduation work is the development a media plan for promoting the product of the Hands.ru technology startup. The problem lies in the fact that more than 95% of all startups in the world cease to exist, of which 14% because of the wrong development of a marketing strategy. Startups need to choose the right promotion channels. During the study, the author analyzed the technology start-ups, their business models and basic methodologies. The digital marketing market was reviewed, the main channels with their advantages and disadvantages were identified. The author of the work conducted interviews with directors and marketing specialists in technology companies. As a result, the stages of drawing up a media plan for technology startups were formed. The developed recommendations are applied by the author for the technology startup Hands.ru. A global goal for 3 years was formulated, and goals for the quarter were drawn from it. To achieve them, the author worked out all the stages of preparing a media plan and presented the final version for the quarter, including the selected digital channels and KPIs for them. As a result of drawing up a detailed media plan, the author made recommendations on evaluating the effectiveness of advertising campaigns and end-to-end analytics. In addition, an assessment was made of the results of implementing a media plan for the general business indicators of the technology startup Hands.ru. During the work, various research methods are used, in particular, analysis and synthesis of literature on the research problem, qualitative and quantitative analysis of the results obtained. To study the topic, such general scientific methods were used as analysis, systematization and generalization of information, comparative historical method, as well as systemic and functional approaches.

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