Quel rôle peut-on attribuer aux canaux de marketing direct en opposition à la publicité et aux canaux digitaux de masse dans un processus d'achat de produits et services de télécommunication?

Abstract

During these recent years, direct marketing has become increasingly important in the sector of new technologies to enable companies to differentiate themselves from their competitors. In order not to be overtaken by the increasingly strong and evolving competition in the saturated marketing of the telecommunications, Proximus is convinced that the competitive advantage no longer comes only from the product itself, but from its combination with an optimal customer relationship. The main objective of this project thesis is to deal with the different one-to-one marketing channels, as well as the important opportunities that enable to further personalize the relationship between the company and its customers through interactive and facilitative communication. In the first part of this project thesis, a literature review was conducted to give an overview of the different one-to-one channels with their advantages and disadvantages. Then, a market research was carried out in order to find out the preferences from the Proximus customers in terms of one-to-one channels and personalization of the communication content. In order to compare customers’ opinions with their real behaviour in practice, analyses of one-to-one campaigns using traditional channels were performed in terms of acquisitions, churns and net adds of customers. On the other hand, new campaigns using innovative and digital channels were carried out in order to estimate their potential and evaluate the best way to integrate them into Proximus one-to-one communication. On an ethical and legal point of view, this project thesis analyzes the concrete implications of the new General Data Protection Regulation (GDPR) on the direct communications of Proximus with its customers. Finally, based on these different approaches, recommendations were made in order to further optimize the one-to-one communications from Proximus.