The influence of digital marketing on brand awareness for the market entrance of Nothing Tech in the US smartphone market

Daniel Eduardo Vizcaino Rodriguez

Bachelor's thesis

Abstract:

In a competitive market, digital marketing plays a crucial role for companies to improve their presence and increase brand awareness. Nothing Tech is a British startup focused on the development of unique and innovative smartphones. During 2023 they decided to enter the US market with the presentation of the smartphone Phone 2(a). This market penetration represents a challenge for Nothing Tech to become a recognized brand in a competitive market. The literature review of this thesis explores the importance of digital marketing for increasing brand awareness, the current situation of the US smartphone market, and the digital marketing strategies implemented by Nothing Tech to join the USA market. The practical part consists of the development of a marketing plan for the phone 2(a) to improve the perception of the product and the brand in the areas of innovation and sustainability. Furthermore, through the application of the Analytical Hierarchical Process (AHP) it will be selected the most suitable social media network to reach the target audience and provide different types of creative content to interact with the users. As a result, social media marketing is a strong tool to establish a desired perception of the brand to enhance the brand awareness of a company in competitive markets.

Keywords

Digital marketing, technology industry, electronics industry, social networks, brand awareness, United States of America, advertisement, small companies, big companies

Language used: English

Date on which the thesis was submitted / produced: 26. 3. 2025

Thesis defence

• Date of defence: 21. 5. 2025
• Supervisor: Ing. Kristýna Kučírková, MSc
• Reader: Jared Daniel Jacques

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration