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It is clear that during the last few years, there has been an increase in the email complexity. However, an element that remained constant is the effectiveness of Email Marketing as a Digital channel. Indeed, it is still one of the best in terms of ROI but if marketers want to succeed in today’s Email Marketing, they need to produce well designed and extremely personalised emails, almost like a one-to-one communication with each of their subscribers. One of the tools that can help them in achieving such effectiveness is an Email Service Provider. Unfortunately, it is not an easy task to find one that perfectly match their needs due to the number of platforms available on the market.
To conduct this project, I first started by selecting the platforms and then defined specific criteria on which I would compare them. In this evaluation process, five main criteria (“Platform”, “Features”, “Integration”, “Support” and “Pricing”) and multiple sub criteria were considered. A decision matrix was later used to evaluate and rank the six platforms. The data needed to fill the matrix were gathered by two surveys.
The first survey was sent to Email Marketing experts to collect the weights of importance of each criterion. A total of 34 experts answered the survey and provided me with weights that I considered as industry “default”. The second survey was sent to users to obtain the ratings of the selected platforms and 44 of them answered the survey. I believe the use of multiple experts and users helped me get different viewpoints and experiences and therefore, reduced my single- person opinion.
The combination of the two inputs resulted in a weighted score attributed to each ESP. This long process helped me find the strengths and weaknesses of the different platforms and gave me essential information about which one could fit what type of clients.

Digital Agency, Email Service Provider, Email Marketing, Evaluation, Comparison, Ranking --- Sciences économiques & de gestion > Marketing

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EPIC web agency is a Belgian creative agency that crafts high quality digital projects for its clients. EPIC works with national and international clients. In the framework of a long-term development objective, this project aims to assess the opportunity that EPIC could have in Italy and in particular in Veneto, region of the north-east of the country.
In order to approach the management problem, the student has divided the work into three phases. The first phase proposes a situation analysis of the company in order to gain a comprehensive view of its micro and macro environment. Among the most important emerging elements, EPIC technical & design expertise and methodology needs to be cited.
The second phase approaches the Italian market by first assessing the competition landscape in the region and second, by building a four axes model with the aim of identifying promising sectors in Veneto. The four axes, the four building blocks of the model are built according to EPIC business, as resulting from the first phase: Digital inclination axis, Growth axis, Export axis and Financial & Economic axis. Secondary data about sectors meeting the criteria were collected and filled into the model. Then, by crossing the four axes, the model shows the resulting sectors that EPIC should first consider exploring: industrial goods, technology, food & beverage and more specifically, the wine industry.
In the third phase, the student conducts a qualitative research on the wine industry. The objective of this phase is, from one side, to provide EPIC with a solid research structure to eventually apply it later to other sectors in the area and, from the other side, to give a concrete example on how EPIC can leverage the results of the model to further investigate its opportunities in that market. Finally, insights from the qualitative analysis allows to provide primary considerations with regard to the wine sector. In short, this latter does not offer ample opportunities, unless large enterprises are targeted and some particularities of this industry kept in mind.
The conclusive part combines together the insights from the different phases to produces conclusions and recommendations in relation to the general opportunities that the wine and other sectors in Veneto might offer and some crucial positive and negative aspects to which EPIC needs to be alert of if it finally decides to enter the Italian market.

Company Development --- Digital Agency --- Italy --- Market Opportunity --- Market Research --- Veneto --- Wine sector --- Sciences économiques & de gestion > Marketing

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This thesis focuses on a specific digital company, Emakina, taken as benchmark for a market development strategy in the European market. On one side there is the ambition of the company to be the Top European digital communication agency; on the other side, there is the justification, with theoretical models, of the feasibility of this strategic decision.
The document, in the introduction chapter, gives an overview of the European digital market with key takeaways and facts.
Always in the first section, Emakina is introduced explaining what they do and which are the main services they offer, then it will be explained RECMA and its ranking criteria to better understand how RECMA works and to define which indicators will be improved.
In the exposition section, the document focuses its attention on the mission Emakina wants to accomplish: be in the first position of the RECMA ranking in the “independent digital communication agencies in Europe” category; in the last report, in 2011, it was in position number three.
As a result, it will be applied a market development strategy to expand the geo-coverage of the company. The chosen countries for the expansion are Germany and UK. It will be assessed the attractiveness of the markets and the competitiveness of the company thanks to the use of some theoretical models, having always a look on what and how the direct competitors of the ranking are acting.
Finally, in the last section, are given recommendations to the company to solve the problem in question.

Company competitiveness • Digital agency • Digital business • Emakina • European competition • Expansion • External environment • Geo-coverage • Germany • Internal capability • Market attractiveness • Market development strategy • Ranking criteria • RECMA • United Kingdom --- Sciences économiques & de gestion > Marketing