En quoi l'activité digitale de Moustique peut-elle, notamment au travers des réseaux sociaux, contribuer au recrutement de nouveaux abonnés papier qui appartiennent à la nouvelle cible de Moustique ?

Abstract

Henceforth, digital management is a necessity for any company. We all know that we are using computers and smartphones more than ever before. Through them, Internet takes a growing part in our everyday lives. That is the reason why a well known 92 years old Belgian magazine called Moustique begun its digital activity. Moustique is a weekly French speaking press publication. Its core business is the treatment of societal actuality. In the current context of change, paper remains its main support. To promote it, beside non digital promotion tools, they dispose of a website, a social network presence, web contests, and an app. The objectives? To reach customer’s needs; attract new ones and be innovative! The problem? The employees don’t really know the impact of their digital activity on the recruitment of news subscribers. This is the subject of Gautier Bols’ thesis. He is a Belgian HEC-Liège student , who is finishing a Master in Marketing and Strategic Intelligence. The title of the thesis is “In what the digital activity of Moustique can, particularly through socials networks, contribute to the recruitment of subscribers for the paper edition who belong to the new target of Moustique?”. To answer it, Gautier Bols observed and analyzed the digital activities of Moustique. He also explored new models and possibilities. He realized a quantitative market research to assess the contest players’ propensity to subscribe to the Moustique magazine. The last part of the thesis is the realization of a qualitative market research addressed to the newsletter readers. The purpose is the assessment of the newsletter relevance and efficacy as a prospecting channel for news paper subscribers.