Der Einsatz digitaler Marketingmaßnahmen zur Steigerung der Markenbekanntheit österreichischer Start-up-Unternehmen

Abstract

This bachelor thesis examines which digital marketing strategies are particularly effective in increasing brand awareness for start-up companies in Austria. In an economically challenging environment, it is especially important for start-ups to gain market visibility and reach potential customers through targeted measures. Brand awareness is considered a key prerequisite for long-term success in the market. The thesis is divided into two main parts. The first part provides an overview of the theoretical foundations of brand awareness, the characteristics and challenges faced by start-ups, and the role and development of digital marketing in Austria. Special attention is given to the analysis of digital marketing tools such as social media marketing, search engine marketing, content marketing, and influencer marketing in terms of their suitability for building brand awareness. The second part includes an empirical part based on guided expert interviews with five Austrian start-up founders. The goal was to gain practical insights and connect them with the theoretical findings. The collected data was evaluated using qualitative content analysis. The results indicate that digital marketing strategies are particularly valuable for start-ups to achieve reach and visibility even with limited budgets. At the same time, common challenges were identified, including limited resources, lack of expertise, and difficulties in measuring marketing success. Overall, the findings suggest that carefully selected and wellimplemented digital marketing activities can make a significant contribution to strengthening brand awareness.

Date of Award	2025
Original language	German (Austria)
Supervisor	Patrick Pöchlauer (Supervisor)