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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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L'owned, l'earned et le paid media pour faire rayonner les médias de RTL sur ses plateformes ou sur celles des autres

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Bontemps, Cyril ULiège
Promotor(s) : Ghilissen, Michael ULiège
Date of defense : 2-Sep-2016 • Permalink : http://hdl.handle.net/2268.2/1856
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Title : L'owned, l'earned et le paid media pour faire rayonner les médias de RTL sur ses plateformes ou sur celles des autres
Translated title : [fr] L’OWNED, L’EARNED ET LE PAID MEDIA : UNE STRATÉGIE PAYANTE POUR RTL BELGIQUE
Author : Bontemps, Cyril ULiège
Date of defense  : 2-Sep-2016
Advisor(s) : Ghilissen, Michael ULiège
Committee's member(s) : de Moerloose, Chantal ULiège
Peiffer, Véronique ULiège
Stevens, Noëlle 
Language : French
Number of pages : 70
Keywords : [fr] Syndication – Paid – Owned – Earned – Content – Adblock – Media - Mobile
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Digital Marketing and Sales Management
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[fr] 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.


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  • Bontemps, Cyril ULiège Université de Liège > Master sc. gest., fin. spéc. digit. mark. & sale (ex 2e ma.)

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