The purpose of the research was to find out how digital and traditional marketing reach the customer base. The research was done for the shopping center Seppä located in Jyväskylä. Another goal was to find out what kind of communications habits customers have and how marketing communications could be improved.

The theoretical framework consisted of marketing communication and its reachability. The study was conducted as a quantitative research and data collection method was electronic questionnaire. The research data was collected in March 2020 over a period of two weeks through an open link shared on the shopping center´s Facebook and Instagram. In addition, a link to the survey was also sent to the newsletter subscribers. A total of 856 answers were received. The Research results were analyzed by using quantitative analysis methods, such as descriptive statistics and cross-tabulations.

The results of the study revealed that digital media channels, especially social media, reach the customer base best. Among the social media channels, Facebook and Instagram were the most reachable channels of shopping center marketing communications. The results of the customers’ communications habits revealed that digital channels were used more often than traditional channels.

However, traditional channels were valued as part of the marketing communications and the customers wanted to also continue receiving advertising from traditional channels. Based on the results, development proposals were given to improve marketing communication and its reach. The Development targets consisted of better utilization of social media, improved information and considering the adoption of a mobile application as part of a diverse and customer-oriented communication. The assignor will have the opportunity to utilize the results of the research to develop their marketing communication in the future.