L'owned, l'earned et le paid media pour faire rayonner les médias de RTL sur ses plateformes ou sur celles des autres

Abstract

Context – Nowadays, digital marketing appears to be very important player in the media industry but further in most companies all over the world. Digital marketing tends to be the new way of doing marketing. Traditional marketing is, step by step, replaced by the digital way. Every kind of industries or companies need to grant money for the marketing. Thanks to to digital platforms such as websites and social networks for example, it is now possible to advertise a product in a cheaper way than before. All in all, with respect to their unique characteristics, digital marketing is attracting more and more supporters as a consequence to its high potential of growth. Purpose – The objective of this thesis is to show and create ways to improve the competitiveness of companies particularly the company I worked for, RTL Belgium. First, the goal is to understand and analyze the company and the market in order to know the potential and the gaps we can fill afterwards. Doing this work, it is also important to have a clear photography or understanding of the audience of RTL because the segmentation is a key point when we analyze companies like RTL. All the methodology is based on a long period of time which correspond to the duration of my internship. In other word, the project starts from September to May. Then, the figures appearing in the report progress month by month along this period of time. Findings – The majority of the results appears to be quite straightforward, sometimes personal but always with the goal to improve the company’s health. In addition, the results are stated like recommendations or advices for the company. My goal, after having analyzed the whole market and the whole company, is to fill the gaps that exist into the company. Thus, my findings are the results of analysis and researches but also the result of my imagination and my creation because in order to improve a particular point of a company in the digital way, it is important to be creative. Value - The findings of that study may turn out to be very interesting for announcers. Thanks to the increase of users going on the website, the traffic will increase and it is correct to say that the more people are going to the website, the more important is the financial pressure on the announcer who wants to publish and advertisement on our website. Therefore, the value is first the improvement of the platforms, the increase of loyal users and the increase of financial resources.