Digital marketing research to boost Finnish industrial companies

A one million euro research project at the Jyväskylä University School of Business and Economics will help companies utilise digital channels and social media.

The Jyväskylä University School of Business and Economics (JSBE) in central Finland will lead a EUR 1 million research project into digital marketing and communications, which will develop the marketing know-how of Finnish industrial companies. The research will examine the relationship of digital marketing to other communications and create tools for utilising digital channels and social media in sales, marketing and product development.

The project is funded by Tekes – the Finnish Funding Agency for Technology and Innovation, and has 13 participating companies from Finland: Elematic, Moventas, Rautaruukki, The Switch, UPM, Vapo, Wärtsilä, BrandSon, DiVia, Movya, Radikal, Sanoma and Tieto. Finnish industrial companies are known around the world for the quality of their products and for keeping their promises. According to Professor Heikki Karjaluoto at JSBE, who is in charge of the research project, this quality should also be visible in the companies’ electronic and customer communications.

“The research will examine how new media and methods can save costs, how they support traditional sales work, product development and the strengthening of the organisations’ dialogue with their customers,” says Karjaluoto. Kimmo Kanerva, Marketing Director at Rautaruukki Corporation, believes that the project will enable the development of new digital customer service concepts and result in faster and more agile business practices that will boost competitiveness.

The Jyväskylä University School of Business and Economics (JSBE) is an innovative and international scientific community with 1200 students and 80 staff members.

Sources: Markkinointi&Mainonta, JSBE