Mémoire-projet

Abstract

Digital marketing has today a major impact on any company’s way of operating regardless of its business sector, size, seniority. With the advent of the Internet, everything has been turned upside down and the stakes in the market have not been spared. For those who wish to prosper in the long term, digital transformation seems to be the only way out. Now, more then ever, companies must exploit digital marketing strategies which can lead to many benefits without breaking one’s bank account. In the following paper, many topics will be discussed for the construction industry, especially regarding the real estate world in Belgium. As a result of my following analyses, I have tried to answer the following questions: How to improve the digital presence of companies in the construction sector? What is the current positioning of companies in the construction / real estate sector from a digital point of view? Who are the personas of construction companies, and what do they expect? Which channels do they use to obtain information? Is it essential for players in the construction market to have a digital presence? How can we remove or reduce the barriers that construction companies have against digitalisation? What type of strategy would be interesting to implement in view of the results obtained? I first looked at the market situation, how it was evolving in Belgium, who the real estate market was aimed at. I then analysed the main aspects of digital marketing with the help of scientific articles, which I hope will enable a normal person to understand why digital marketing a good solution is to get known at the moment, and how it can be implemented within a company. To validate or invalidate the different theories stated, I analysed data available internally at Houyoux Constructions, the company where I spent my two years of alternance experience. I also used two competitive analyses, one of the company's direct competitors, i.e. general construction companies and property developers, and the other of indirect competitors, i.e. estate agencies and online property sales platforms. Finally, I concluded my analyses with an exploratory quantitative study to gather information on the Walloon real estate market, current trends and typical buyer profiles. I then, tried to submit recommendations and suggestions based on every element I have studied and analysed before gathering my thought into a conclusion. At the end of this work, I went through a reflexive assessment of the skills I have acquired throughout these two years of professional immersion at Houyoux Constructions. In this small report, all the managerial skills and actions that I have had the opportunity to carry out are illustrated.