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Ce mémoire traitera des différents aspects et conséquences de la transformation numérique dans l'industrie de la presse, avant d'avoir une vue plus concentrée sur le cas de Sudpresse. En effet, l'entreprise a décidé de rebondir et de développer un nouveau modèle de revenus en lançant sur le marché ses Editions Digitales. Dès lors, ce mémoire commencera par avoir une approche plus théorique, en se basant sur la théorie du marketing mix. Ensuite, différentes analyses quantitatives et qualitatives seront menées afin de définir et de mesurer l'expérience consommateur. Enfin, ce mémoire tentera d'apporter des pistes de réflexion, en proposant des recommandations pertinentes pour le cas de Sudpresse.
New technologies --- Mobile devices --- Newspaper industry --- Marketing mix --- Digital transformation --- Sciences économiques & de gestion > Marketing
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This study, conducted as part of a master's program at the University of Liège, focuses on enhancing the digital communication strategy for S'pace, a leisure center under the Unibox group, to improve visibility and customer engagement. Currently, S'pace uses multiple digital channels including websites, Facebook, Instagram, and TikTok. Despite a strong Facebook following, issues with account sponsorship led to collaboration with Localisy to optimize digital reach. Each establishment's interconnected website facilitates navigation, with social media managed daily. Internal audits reveal that the marketing budget, allocated as a percentage of revenue, supports digital activities with a dedicated team and tools like Adobe Photoshop and Google Analytics. Strategic recommendations include setting clear objectives to position S'pace as a leading leisure destination, defining audience segments for targeted actions, optimizing channels by strengthening presence on Google and email marketing, and improving internal communication through monthly meetings between marketing and establishment managers. Additionally, developing personalized and engaging content tailored to audience profiles and implementing a Customer Relationship Management (CRM) system to automate and personalize customer interactions are crucial. These steps aim to significantly enhance S'pace's digital presence, customer engagement, and market position, providing a pragmatic approach for sustainable growth and competitive advantage
marketing digital --- stratégie digitale --- communication --- réseaux sociaux --- contenu --- Sciences économiques & de gestion > Marketing
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