Suomen Digimarkkinointi Ltd (SDM) and researchers from the Jyväskylä University School of Business and Economics (JSBE) in Finland collaborated on the book “Digimarkkinointi” published by Alma Talent in 2022. The book, which has attained widespread respect and recognition in Finland, is now available as a peer-reviewed English edition published by the esteemed Edward Elgar Publishing.

One of the book’s authors is Heikki Karjaluoto, a marketing professor at the Jyväskylä University School of Business and Economics, who was subsequently appointed to lead the new “Technology Management” engineering diploma program. He noted a lack of a seminal digital marketing book in Finnish, and no suitable books in international markets to be translated.

SDM contributed their latest experiences from their client projects to the book. The idea originated from SDM’s Commercial Director, Niko Lahtinen.

“Using engineering logic, I understood the entirety of digital marketing channels and tools and saw the connections to the strategy, leading to the initial concept of the MVG-MRACE® model. We refined it with SDM’s Strategy Lead Kimmo Pulkka, Karjaluoto from the University of Jyväskylä, and Associate Professor Joel Mero,” summarises Lahtinen. 

The “customer-first” -attitude works in any country

The “Digital Marketing Strategy – Create Strategy, Put It Into Practice, Sell More” book is a product of collaboration between academic experts and industry professionals, making it exceptional even internationally. 

The authors hope the book will support digital marketing expertise, education, and related research. The book combines strategy and practice and intends to help companies and organizations achieve sustainable growth independently and collaborate with digital marketing service providers.

One of the companies effectively using the MVG-MRACE® model is a Finnish pension insurance company Varma. Tuomas Salomaa, in charge of the company’s digital marketing, values the model’s agility and customer-centricity.

“We introduced new channels and developed buyer personas to ensure our marketing is customer-centric. The so-called “customer-first”-attitude works in any country,” reminds Salomaa, who also has six years of experience in digital marketing in Malaysia.

The book’s original publisher is happy that the book has been such a big success.

“It’s important for us to publish content in Finnish and leverage the experiences of Finnish companies. A good way to enter international markets is to first test the topic’s viability domestically,” says Maria Ampiala, the Business Director of Alma Talent.

Order the book:

From Edward Elgar Publishing >>

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More information:

Niko Lahtinen, Suomen Digimarkkinointi Ltd (SDM),, ph. +358 50 320 0919

Heikki Karjaluoto, University of Jyväskylä,, ph. +358 40 5767814