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It didn’t take long for companies to understand the opportunities residing within social media. Quickly, new businesses have been developed to benefit from them like Social Media Consultancy services. It represents, for LiveArea, the opportunity to develop while aligning to its vision of expansion to become a full-range agency. 
Therefore, this thesis aims to describe the development, the processes and the limitations encountered through a one-year project within the company. This work is composed of three main sections. 
The first section evaluates the stakes involved with the project through the analysis of both the inner and the outer contexts. Three audits are carried out on the strategy, on the organization and on the information system of the firm. These analyses confirm the need of a new social media consultancy department within LiveArea. 
The second section deals with the content of the project. Through (i) in-depth analyses of the market and demand for social media consultancy services, (ii) the assessment and selection of the most attractive technologies and (iii) the review of the critical factors of a successful adoption of such technologies, we propose two packages of social media consultancy services and discuss their implications for LiveArea. 
Finally, the third section describes the change management process put in place. We identify the stakeholders of the project and detail the means put in action to ensure the convergence of their interests in the project.

digital agency, digital marketing, social media, technology, analyses, digital strategy, business development --- Sciences économiques & de gestion > Stratégie & innovation

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Digital transformation is a must. Consumers have fully embraced the digital age, and companies have followed suit, deploying programs to adapt to the rapidly evolving marketplace. But the pace of technological change is such that digital trends are shaping the future, revolutionizing the business world and turning it on its head. How can business leaders operate, innovate and thrive in the present and future digital market? Digital Business Strategy - How to Design, Build and Future-Proof a Business in the Digital Age provides a practical step-by-step guide with frameworks, examples and real-world guidance to break down what is required to deliver complex business transformation. Six comprehensive sections delve into: understanding the drivers of the digital age, how to develop a digital strategy, the core competencies of a digital business, how to execute transformational change and build a digital culture, how to deliver value today while creating opportunities for tomorrow through ambidextrous roadmap planning and execution techniques, and preparing for the next wave of innovation. Digital Business Strategy is for C-Suite leaders, first-line management, entrepreneurs, SME business owners and students; anyone interested in shaping their team, business, service or proposition to be digitally sustainable and resilient in the present and future digital era.

Information technology --- Management. --- Business --- Marketing --- Data processing. --- Digital Business, Business Strategy. --- Digital Strategy. --- Digital Transformation. --- Digitisation/Digitalisation. --- Innovation. --- Technologie de l'information --- Gestion.

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Snel Grafics is a B2B belgian company operating in the field of offset and digital printing technology. In 1995, the firm was taken over by two new owners, former CEOs of photo-engraving companies. Along the years, they have been able to make the right decisions to ensure the development of their new acquisition. 
However, new challenges have recently emerged. On one side, Snel has been confronted to an internal problem: the productivity of its printing press cannot be optimized because of a bottleneck that takes place at the order stage and delays the production phase. Those delays are caused by customers who fail to respect the deadlines given to them to send their printing files, and whose files are often of poor quality. On another side, it is known that the boundaries between the physical and digital worlds are disappearing, which leads to the fragmentation of media and to globalization. This digital shift is followed by the printing sector: companies tend to diversify their offer by selling their products online through Web-To-Print platforms. 
This is why, in December 2017, Snel decided to rise up to this challenge by introducing their own e-commerce website: www.esnel.be. In order to launch that platform, they partnered with an external firm. The aim of esnel.be is to provide the internet user with standardized products that could easily fit in the production schedule. They target offline customers who buy standardized products from Snel while those products could be produced by eSnel, offline customers who already place orders on another online printing platform, as well as new professional prospects that exclusively order their printed products online. As an intern within the company, my job was to ‘develop a digital marketing strategy as a complement to an offline commercial approach’ for the new platform. To do so, I conducted a market study in order to learn about the audience’s needs and buying journey as well as about the competitors’ offers. Thanks to this market survey, I was able to segment the target audience based on their profile and expectations, and to suggest SMART objectives for the digital strategy. Only then was I able to start developing a digital marketing strategy that would reach the prospects at every step of their buying journey.

E-commerce --- Digital marketing --- Digital strategy --- B2B --- Web-To-Print --- Search Engine Optimization --- Search Engine Advertising --- Social Media Optimization --- Emailing --- Sciences économiques & de gestion > Marketing

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The intelligent corporates are becoming data-driven and AI-powered enterprises to compete, dfferentiate, and successfully reach consumers. This book develops a critical understanding of the digital marketing landscape. The author explores and examines the various aspects of digital marketing process and their implications. It takes an in-depth look at what firms can do to pioneer and successfully execute the digital marketing innovations in a mobile-synchronized and mobile-optimized world for building and sustaining the online customer relationship and loyalty. The author explores and analyzes the digital and social media dynamics for virtual world, including the mechanism involved in bringing targeted traffic and increasing brand awareness in the real-time programmatic and algorithmic world of communication, where the new digital world is progressively being propelled by the blockchain-enabled social media platforms. In this connected world, the consumers are connected with portals of interactive multi-smart shared interfaces. Kapoor discusses and demonstrates that the practitioners should direct their endeavours more toward fostering the positive brand image and the consumer-based brand equity than short-range transactions. This book is intended for a broad audience including students and professors in graduate business schools, and practicing business executives. The goal is to inform management practice and help current and future business leaders navigate through the competitive storms unleashed by digital technology for reaching market segments, for conducting market research, and for managing content, no matter what industry it is.

E-books --- Internet marketing. --- Social media --- Success in business. --- Marketing. --- Digital marketing. --- Mobile marketing. --- Artificial intelligence. --- Blockchain. --- Virtual world. --- Digital strategy. --- Digital and social media analytics. --- Customer value. --- Consumer experiences.