Développement d'un plan marketing de communication digitale pour une entreprise B2B (le cas ID-SOFT). Aller au-delà de l¿appréhension des médias sociaux dans l'industrie B2B.

Abstract

Context: The implementation of a communication plan is necessary for companies in the aim of improving their brand equity (by creating brand awareness and linking the brand POD and POP with the consumers). However the digital revolution has changed the way the consumers interact with the brand. This changing media landscape forced the companies to re-evaluate their way to communicate. Digital Marketing communication tools and social media platform provide new channels to enable this interaction. A strategic approach using the social media is more common in the B2C industry than in the B2B industry. In the B2B companies the use of social network is weak and underestimated. The academic literature show it ID-soft don't know how to implement a digital marketing communication plan to bring B2B customers on their e-commerce website. It is a digital way to improve the company. The actual digital marketing strategy of Id-soft is totally new (as you could see in the description part) and they are aware they have to improve it Project: The project will be to find how a B2B company could develop a digital marketing communication using social network (but not only) in order to get the greatest commercial impact possible. As well as how to exploit the amount on data available on social media.Through a study we will define the segmentation of the SME market (new market for ID-soft), the targeted market and the product positioning. It will allow to adapt adequately the communication program to the new market. We will analyse the weaknesses and the strengths of the actual communication strategy. We will also define why the B2B companies do not use the full potential of the social media. Finally we will study how to develop a communication plan using the social media in line with the complexity of the B2B industry.