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In recent years, the consumer’s behaviours have changed dramatically. Indeed, since the advent of the digital age with the development of social networks and web 2.0, the consumer is a real chameleon. He is unpredictable, with a constant demand for personalized services and interaction with companies. Thanks to this digitisation, the consumer has a large amount of information at his disposal. He can interact, give his opinion (whether positive or negative) via digital communication channels such as social networks. 
As part of the last year of my Master's degree in Digital Marketing & Sales Management at HEC Uliège, I have the opportunity to do a professional internship at Belourthe, a company specialising in the cereals and frozen foods sector. The company is facing a challenge regarding its Oufti brand (frozen fruits coated with chocolate). Indeed, in this digital context, Oufti must be able to establish the appropriate digital strategy for its consumers, its market, etc. This thesis is therefore entitled "What digital strategy should be implemented to ensure Oufti's success?"
In this paper, you will first discover an analysis of the company and the brand in general (sales analysis, benchmark, etc.). In the second part of this research, the results of a qualitative survey of 5 professionals from the cinema/retail sector will be presented as well as a quantitative survey of 222 consumers of Oufti products. The goal is really to discover the profile and habits of the Oufti consumer in terms of digital communication. Finally, these results will be translated into recommendations via a customer journey. 
Through this research and literature, this thesis proposes managerial solutions to Belourthe in order to start building an appropriate digital strategy for Oufti.

frozen sector --- digital marketing strategy --- cinema --- retail --- customer's behaviours --- customer journey --- social media --- Sciences économiques & de gestion > Marketing

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Orthodyne, une entreprise active dans le domaine de la chromatographie en phase gazeuse, aimerait accroître son assise sur son marché en utilisant des techniques de marketing digital. Par conséquent, la mission confiée est la suivante : définition et mise en place d’une stratégie de marketing digital pour une PME à caractère international.

Pour accomplir cette mission, ce mémoire suit un flux logique en s’articulant autour de différents chapitres. 
Tout d’abord, l’introduction définit le contexte général, la mission et les objectifs. Ensuite, une section est dédiée à l’analyse de la situation où Orthodyne est examinée à l’aide de différents modèles. Cette étude permet ensuite d’identifier et de définir clairement les besoins à travers la formulation de différents business cases. 

Par ailleurs, une section théorique passe en revue les différentes méthodes de marketing digital pouvant répondre aux besoins d’Orthoyne. La (re)structuration d’un site internet et l’acquisition de trafic sont deux points qui seront abordés théoriquement dans ce chapitre.

Une fois la compréhension théorique développée, une stratégie digitale est définie pour être ensuite appliquée au cas pratique. Une section est également dédiée aux aspects éthiques et soutenables des pratiques mises en œuvre.

Enfin, ce travail se termine alors par la rédaction de recommandations opérationnelles pour guider les futures actions de l’entreprise analysée. Orthodyne is a medium-sized business that recognised a need to design and implement a digital marketing strategy. The mission of this project-dissertation was to define and implement a digital marketing strategy for this international business.

It begins with the environmental situation where the needs and issues are set out following a review of them. This was done in order to come up with a tailor-made digital marketing strategy for the company. Specific objectives, methods and KPIs were then set up to suit Orthodyne’s profile and market.

Following this, various digital concepts and activities matching the needs were theoretically analysed through a detailed review of the literature. These digital concepts include among others the (re)structuration of an online platform and different ways of attracting traffic to a website. The aim of the literature review was to gain a broader understanding of the differing digital marketing activities before putting them into practice.

Thirdly, in the practical chapter, it was demonstrated how the digital marketing strategy could be implemented. 

Finally, this project-dissertation highlights the ethical and durable dimensions of the activities implemented and suggests short-term and long-term recommendations to steer the company and guide it in the future.

digital marketing strategy --- search engine marketing --- search engine optimisation --- search engine advertising --- website restructuration --- social media --- traffic acquisition --- brand awareness --- brand image --- brand visibility --- Orthodyne --- marketing digital --- stratégie de marketing digital --- référencement --- structuration d'un site web --- réseaux sociaux --- acquisition de trafic --- notoriété --- image de marque --- visibilité en ligne --- Orthodyne --- Sciences économiques & de gestion > Marketing