This thesis was written for a Finnish scuba diving school, Koh Tao Divers, located in Thailand. Koh Tao Divers has a strong and loyal customer base in Finland, and they want to maintain a fruitful and long-lasting relationship with them.

The commissioning company wants to have clear and concrete marketing communications practices to support their customer relationship management. Therefore, the objective of this thesis is to define the best digital marketing communication guidelines for the commissioning company. The subject is limited to digital ways of marketing communication, and the target audience is the company’s current customers.

This bachelor’s thesis is written during autumn 2018, and is a practice-based one that includes a theoretical framework and qualitative research. The theoretical framework consists of the most relevant research related to the topic. First, topics related to maintaining a customer relationship are discussed, and afterwards marketing communication solutions are suggested. The empirical material in gathered from both my own observations and the qualitative research conducted. The research follows the Zipper method, meaning that theory and practice are presented together throughout the work. The qualitative data was collected through interviews of eight commissioning company’s customers. All interviews were conducted between the 25th of September and the 4th of October 2018.

Clear and practical guidelines for digital marketing communication are developed, based on the key findings of the study. The theoretical framework, as well as the empirical data, support the fact that digital marketing communication is related to creating, maintaining and strengthening customer relationships. Koh Tao Divers’ customers are active on the social media, and this is seen as the most effective way to keep in contact with the commissioning company. Word of mouth and personal recommendations are determined to have a strong effect on customers’ buying behavior. The guidelines produced leave room for imagination and for the company’s personal preferences. They are also subject to further development and available to companies in other industries.