Mémoire-projet

Abstract

An era where digital transformation is reshaping industries, the digital marketing sector is evolving rapidly. This thesis focuses on identifying different customer profiles based on their digital maturity, specifically within the "Digital Booster" offer from the agency Expansion. By analyzing the behaviors and knowledge of website visitors, the offer can be optimized to adapt to each profile, thus providing the most relevant communication.

This study presents in-depth analyses and concrete recommendations aimed at strengthening the competitiveness and market position of digital marketing agencies. The main objective is to assess how to accurately identify visitor profiles in order to leverage targeted communication, thereby optimizing the offer and customer engagement practices.

Using a qualitative research approach, the study collected data through interviews with individuals from various professional backgrounds and levels of expertise in digital marketing. The findings show that, although the needs differ among respondents, they all share the belief that a strong online presence is essential to ensuring their company’s visibility.

Based on these conclusions, the thesis proposes a key strategy for the "Digital Booster" offer. This includes conducting a comprehensive diagnostic on the Digital Booster website to assess the digital maturity of visitors and tailor communication according to their profile.

This thesis emphasizes the importance of precise segmentation and a deep understanding of the target audience, as well as the effectiveness of a personalized communication strategy. This approach enables the delivery of a tailor-made service, enhancing the impact and relevance of the offer for a diverse and constantly evolving clientele.