Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Teconex is a company which mainly assembles and distributes electronic products and led
lighting solutions. For a few years, the led lighting branch has been experiencing a growth in
sales and, at the same time, fierce competition in the market. To remain competitive, nurture
relationship with customers and enter new markets, the company is wondering if digital
involvement could back these aspirations. There are clear evidences that Teconex lags behind
in terms of digital communication. Therefore, we established a digital marketing plan
supported by literature reviews, experts’ interviews, an internal Delphi survey and personal
interviews with customers.
This digital marketing plan was divided in six steps, accordingly to the SOSTAC framework.
Firstly, we performed a situation analysis. It confirmed our thoughts: Teconex must make
efforts and invest in web presence. Indeed, customers’ expectations and competitors Internet
predomination urge the company to at least align on counterparts.
Next, objectives and strategies were selected and explained, based on previous analysis.
These objectives were divided following to the RACE framework. Basically, digital
marketing objectives are categorized in four steps to help firms connect with customers
throughout different buying stages. Then, specific digital marketing channels were advised to
the organization, following its situation and requirements. These channels aim at reaching,
acting, converting and engaging different segments of customers of the sales chain. The next
step concerns the real implementation of these recommended tactics into actions. Decisions
must be made by the firm and we provided it with different options to help select best
solutions. Finally, a steady control of objectives and KPIs were advised. The last part of this
paper will deal with ethical issues the company could face while implementing our
recommendations.
In conclusion, it is not anymore a question of knowing whether going online is necessary for
Teconex; it is now more a question of what should be done and when, in order to remain
competitive and to satisfy customers’ needs and expectations. The completion of this work
can be considered a guideline for the firm Teconex to take future decisions about digital
communication implication.

digital marketing, digital communication plan, SOSTAC, RACE, content, B2B --- Sciences économiques & de gestion > Marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This project thesis was conducted in the frame of an internship for the project of la Ferme des Loups. The latter is a building, recently renovated to become a zytho-bistro-naturo-touristic complex in the village of Forêt. The main activity of the place will be driven by its microbrewery and the launch of a range of beers called “La Louve” (the she-wolf). Therefore, in order to start a marketing strategy, a set of 3 interactive digital communication tools were created: a legend (storytelling), social media accounts (Facebook and Instagram), and a website.
The aim of this paper is to find good practices for the three tools to properly develop and handle the marketing strategy of la Ferme des Loups. 
The scientific literature about the three topics was analyzed and allowed to note elements to take into consideration for each. Unfortunately, due to the Covid-19 crisis, the storytelling and social media parts could not be practically measured to confirm the theory and to see how it can specifically apply in this case. 
However, in addition to the scientific review, more practical insights could be collected for the website. Indeed, a benchmark analyzing 9 other microbrewery websites was conducted as well as a qualitative study with 15 respondents. It allowed to bring more specific information regarding the “conventions” used for these kinds of platforms, as well as the users’ expectations but also how they feel a microbrewery website should look like and provide information about. 
All the resources examined and analyzed compared with what had already be done about the legend, social media, and the website made it possible to provide practical and managerial recommendations to lead the marketing strategy with success moving forward.

microbrewery --- digital communication --- storytelling --- website --- benchmark --- social media --- tourism destination --- Sciences économiques & de gestion > Marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

With the rise of digital and social media companies are facing a whole new dimension. New technologies make it possible to reach a very large audience and to pass on messages in a few seconds all over the world. 
This transformation has not only affected companies, but also consumers in their daily lives, in their habits and way of life. Their buying behavior has been transformed by social media (Power & Phillips-Wren, 2011).
We live in a world of digital communication and social influence. Costumers have never had so much power and are becoming more demanding. Costumers also have become content creators and are closer than ever to businesses. 37% of the world’s population is active on social media (Solomon & Tuten, 2019). Social networks are indeed becoming crucial for some companies and are becoming part of their marketing strategies. 
There is growing interest in the influence of social media on consumer behavior and purchasing decisions.
Executive Summary:
With the rise of digital technologies and social media, companies are facing a whole new dimension. New technologies make it possible to reach a very large audience and to pass on messages in a few seconds all over the world. 
This transformation has not only affected companies, but also consumers in their daily lives, in their habits and way of life. Their buying behavior has been transformed by social media (Power & Phillips-Wren, 2011).
We live in a world of digital communication and social influence. Costumers have never had so much power and are becoming more demanding. Costumers also have become content creators and are closer than ever to businesses. 37% of the world’s population is active on social media (Solomon & Tuten, 2019). Indeed, social networks are becoming crucial for some companies and are part of their marketing strategies. 
There is growing interest in the influence of social media on consumer behavior and purchasing decisions.
While the first Internet users were mainly men (Tissier & Kimmel, 2002), today, at the global level, social networks are used almost equally by men and women. Since women got more rights and became more financial independent, marketing researchers have realized that gender is indeed a segmentation criterion that allows them to better target their audience. Understanding the differences between men and women allows them to establish appropriate marketing strategies.

consumer behavior, digital communication, social media marketing, social media, purchasing process, gender differences --- Sciences économiques & de gestion > Marketing