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Expanding the customer base of sensurity through digital strategy

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Expanding the customer base of sensurity through digital strategy

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Samenvatting

The Perimeter Security industry is experiencing rapid growth as the need for security measures is growing which is a result of the rising threat of terrorist attacks and shift in governmental regulations in regard to security. Sensurity is a new player in the perimeter security market where it tries to grow through distributing its newly developed Microwave Intrusion Detection Systems. Currently, the company does not have a digital marketing strategy to generate sales through its existing distribution network to remain solvent. Therefore, the research focusses on identifying what digital strategy Sensurity should adopt to stay financially solvent by the end of 2018 to foresee positive response from its investors. In order to identify and set-up digital measures that work, quantitative research has been conducted in form of a survey about preferred product offering, a regression analysis of digital strategies, and quantitative analytics in regard to the existing customer base of Sensurity. For the survey the preferred product offering among prospects has been investigated to get a grasp of how Sensurity could optimize its current product offering. Moreover, the most fitting digital strategies were identified first, and additionally were implemented and monitored to consequently draft a regression of each strategy to compare cost-efficiency among strategies for generating high quality visitors to the company website. Lastly, the target market for Sensurity has been identified and compared with its current customer base to see which customer groups have proven to best serve criteria from this target market. The research has shown that only 27% of the prospects are familiar with Microwave Intrusion Detection Systems. Where prospects prefer a low TCO as prime decision making factor for choosing a perimeter security solution. Then, the survey revealed that a prospect would prefer a local approach from an experienced partner in the perimeter security industry. Furthermore, regarding the digital strategies, the most fitting strategies for Sensurity have been identified as SEO, PPC, and Email marketing where each strategy has been tested. It appeared that SEO was the most cost-efficient solution among the 3 strategies, where all strategies depicted a strong positive correlation between the independent variable, investment costs and dependent variable, non-bounce visitors. Moreover, the target groups found most relevant have been identified in the industries, industrial, commercial, and transportation.

Sensurity is recommended to narrow down its approach in taking digital marketing measures given that the company is operating in a small market. Therefore, the company has to identify unique target groups where it can consequently frame its unique needs and value proposition to best serve the target group with a product offering and digital strategy. Hereafter, Sensurity is advised to adjust its existing product offering, where it directly promotes an integrated security solution on its website, providing the potential customer with a complete solution. Moreover, the company can deploy several digital strategies, where SEO should be used to create unique landing pages per target group, PPC can be used to target keywords used by target groups where a display campaign can increase awareness around advanced Microwave Intrusion Detection Systems, then email marketing can be used to purchase mailing lists for each target group, delivering personalized messages and emphasising the unique needs of the prospect.

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OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
InstituutAcademie voor Economie & Management
PartnersSensurity Ltd., Belfast, Ierland
Gepubliceerd in
Datum2018-06-26
TypeBachelorscriptie
TaalEngels

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