• business
• design
• innovation
• model
• strategy

The purpose of this thesis is to analyse the main digital marketing strategies in a multi-sided platform. The starting point of this study was my internship experience in the company, Zankyou Ventures, based in Madrid. This company is a wedding platform that aggregates two different markets. The market of the grooms, who want to create their personal website, telling their story and adding the wedding details for their guests. And, the market of the wedding suppliers, for instance: hotels, photographers, wedding-planners, etc., who offer their services to the couples. Zankyou is a typical two-sided platform. This dissertation wants to be the connection between the theme of the multi-sided platform and the digital marketing one. Indeed, i noticed that in the economic literature the majority of the business studies are focused or on the first, explaining the structure and especially the choice of the price strategy and the cross-network effects. Or on the digital marketing and its progress. But the enquiries that treat both the arguments are very few.
The main aim of this paper is to try to show and to demonstrate that some digital marketing strategies are efficient for a company that is a companies' incubator, as Zankyou Ventures. Moreover, explaining that the management of this type of business model, not only required the study of a specific price strategy but also an accurate marketing plan, according to the different markets of the network.
The thesis could be a sort of “How To” guide with theoretical concepts and practical examples, useful for giving advices to companies, that have to manage many markets and want to enjoy the potential of the internet platform and its tools.For the creation of this dissertation I used the theoretical knowledges learnt during my university exams and the empirical competences that I have gained during my intern-ship.
The organization of the work consists of 3 chapters and two different analytic approach.
For the first part of the paper, i have decided to use a theoretical approach. I will start with an overview of the business model design e innovation, outlining every type of economy and their main features. The second section of the chapter 1 continues with the introduction of the multi-sided platform, in particular focusing on the cross-side network effects. Therefore, i will change the topic presenting the digital marketing, principally: the concept, the digital marketing mix and the preeminent characteristics. Leaving behind the academical context, I will move to an empirical approach with the presentation of Zankyou Ventures, explaining the company structure, the main activities and its business model as a multi-sided platform. In the second section of the last chapter, i will deal with the marketing strategies in a multi-sided platform. After the explanation of each actions, I will give examples of how to adapt the digital marketing strategies to the different markets.

The purpose of this thesis is to analyse the main digital marketing strategies in a multi-sided platform. The starting point of this study was my internship experience in the company, Zankyou Ventures, based in Madrid. This company is a wedding platform that aggregates two different markets. The market of the grooms, who want to create their personal website, telling their story and adding the wedding details for their guests. And, the market of the wedding suppliers, for instance: hotels, photographers, wedding-planners, etc., who offer their services to the couples. Zankyou is a typical two-sided platform. This dissertation wants to be the connection between the theme of the multi-sided platform and the digital marketing one. Indeed, i noticed that in the economic literature the majority of the business studies are focused or on the first, explaining the structure and especially the choice of the price strategy and the cross-network effects. Or on the digital marketing and its progress. But the enquiries that treat both the arguments are very few. The main aim of this paper is to try to show and to demonstrate that some digital marketing strategies are efficient for a company that is a companies' incubator, as Zankyou Ventures. Moreover, explaining that the management of this type of business model, not only required the study of a specific price strategy but also an accurate marketing plan, according to the different markets of the network. The thesis could be a sort of “How To” guide with theoretical concepts and practical examples, useful for giving advices to companies, that have to manage many markets and want to enjoy the potential of the internet platform and its tools.For the creation of this dissertation I used the theoretical knowledges learnt during my university exams and the empirical competences that I have gained during my intern-ship. The organization of the work consists of 3 chapters and two different analytic approach. For the first part of the paper, i have decided to use a theoretical approach. I will start with an overview of the business model design e innovation, outlining every type of economy and their main features. The second section of the chapter 1 continues with the introduction of the multi-sided platform, in particular focusing on the cross-side network effects. Therefore, i will change the topic presenting the digital marketing, principally: the concept, the digital marketing mix and the preeminent characteristics. Leaving behind the academical context, I will move to an empirical approach with the presentation of Zankyou Ventures, explaining the company structure, the main activities and its business model as a multi-sided platform. In the second section of the last chapter, i will deal with the marketing strategies in a multi-sided platform. After the explanation of each actions, I will give examples of how to adapt the digital marketing strategies to the different markets.