Mise en place d¿une stratégie de marketing digital pour la partie hôtelière de Naxhelet
Pailhe, Pauline
Promotor(s) : Gruslin, Claire
Date of defense : 3-Sep-2019 • Permalink : http://hdl.handle.net/2268.2/7988
Details
Title : | Mise en place d¿une stratégie de marketing digital pour la partie hôtelière de Naxhelet |
Author : | Pailhe, Pauline |
Date of defense : | 3-Sep-2019 |
Advisor(s) : | Gruslin, Claire |
Committee's member(s) : | Ghilissen, Michael
Mawhin, Marie Danthinne, Julien |
Language : | French |
Number of pages : | 91 |
Keywords : | [en] Inbound marketing [en] social networks [en] Persona [en] user experience [fr] parcours client [fr] stratégie de contenu [fr] canaux de communication |
Discipline(s) : | Business & economic sciences > Marketing |
Target public : | Student Other |
Institution(s) : | Université de Liège, Liège, Belgique |
Degree: | Master en sciences de gestion, à finalité spécialisée en Marketing |
Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] The aim of this thesis is to suggest to Naxhelet a digital marketing strategy that allows the company to communicate with their clients with varied needs and expectations, through a unique message which reflects the company’s values and positioning.
In recent years, the customer journey has completely changed: the customer combine online and offline channels and expects a fluent multi-channel experience. In order to ensure this, companies make a mistake by bombard them with ads by adopting a mass marketing strategy. For the customers, this strategy is considered as bullying. For this reason, the most efficient marketing strategy are based on qualitative content which attract prospects in a natural way to the brand. It refers to an “Inbound Marketing” strategy.
First, it was necessary to redefine the customer segments in order to be more coherent with the company’s activities. Needs and behaviours of each segment have been identified to realise the content strategy.
Then, we had to determine the main objectives in order to set up the strategy in an operational way through various tools.
Finally, once the strategy is elaborated, key performance indicators were
determined in order to measure the strategy’s effectiveness to follow its
progress according to the fixed objectives.
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