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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.

Inbound marketing --- social networks --- Persona --- user experience --- parcours client --- stratégie de contenu --- canaux de communication --- Sciences économiques & de gestion > Marketing