TY - THES ID - 126314692 TI - Mise en place d¿une stratégie de marketing digital pour la partie hôtelière de Naxhelet AU - Pailhe, Pauline AU - Gruslin, Claire AU - Ghilissen, Michael AU - Mawhin, Marie AU - Danthinne, Julien PY - 2019 PB - Liège Université de Liège (ULiège) DB - UniCat KW - Inbound marketing KW - social networks KW - Persona KW - user experience KW - parcours client KW - stratégie de contenu KW - canaux de communication KW - Sciences économiques & de gestion > Marketing UR - https://www.unicat.be/uniCat?func=search&query=sysid:126314692 AB - 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. ER -