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Comment les startups implémentent leur communication digitale auprès de leurs clients et potentiels clients ?

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Poncelet, Marine ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 24-Jun-2020/26-Jun-2020 • Permalink : http://hdl.handle.net/2268.2/8903
Details
Title : Comment les startups implémentent leur communication digitale auprès de leurs clients et potentiels clients ?
Translated title : [fr] Comment les startups implémentent leur communication digitale auprès de leurs clients et potentiels clients ?
Author : Poncelet, Marine ULiège
Date of defense  : 24-Jun-2020/26-Jun-2020
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Wouters, Sandrine ULiège
Iannello, Salvatore 
Language : French
Number of pages : 166
Keywords : [en] startups, digital communication, digital marketing, customer communication, Internet
Discipline(s) : Business & economic sciences > Marketing
Target public : Professionals of domain
Student
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] Nowadays, we live in an interconnected world. Through the Internet and new technologies, we all have access to an abundance of information everywhere and all the time. As a result, this has changed consumers behaviour. The way businesses interact with their customers has also changed dramatically.

Startups, which often have budget, time or knowledge constraints, should take advantage of the Internet, social networks and all these new means of communication, which are often affordable. Therefore, this study tries to understand how they communicate with their customers and potential customers through digital ?

This research work is based on a literature review followed by an exploratory qualitative study. In this study, ten Belgian or Luxembourg startups revealed their way of communication, their reasons and motivations for using specific tools. Also, their barriers and their expectations for the future with regard to their communication were explained. We had the possibility to compare their answers, make links with the literature review, and try to understand their choices.

At the end of this research, startups we met revealed to us that they are aware of the need to be present on the Internet. They proved that they were establishing concrete actions in order to be active on the Internet. However, despite these efforts, most of them realize that they have things to improve and install in order to be even more efficient in terms of digital communication. As a result, with the complementarity of primary and secondary data, a non-exhaustive list of recommendations for these startups has been proposed to startup managers in order to take advantage of this digital communication.


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  • Poncelet, Marine ULiège Université de Liège > Master sc. gest., à fin.

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  • Total number of views 202
  • Total number of downloads 44










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