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Search Engine Advertising --- Onlinemarketing

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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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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

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Dit boek wil je niet leren schrijven. Dat kan je al. Dit boek wil je wél de technieken aanreiken om met de juiste set van woorden je lezer in beweging te brengen. In actie. Maar dat is niet evident. Want ook al lezen we veel meer dan vroeger, we lezen ook veel oppervlakkiger. Vluchtiger. Je lezer kijkt en klikt zo weg als hij niet meteen een meerwaarde ziet om verder te lezen. Net daarom is copywriting de overtreffende trap van schrijven. Het is dansen op dunne lijnen van bondig, concreet en eenvoud. En tegelijk de lezer, het merk en de deadline recht in de ogen kijken. Maak kennis met de basics van copywriting toegelicht met voorbeelden, onderzoek en oefeningen. Vertaald naar digital copy: SEO, SEA, UX, Conversion Copy en Social Copy. Maar ook Storytelling en Campagne Copy over baselines en headlines wordt stap voor stap toegelicht. En leer zelf om de tone of voice in kaart te brengen. https://www.standaardboekhandel.be/p/schrijf-ze-onder-tafel-9789463934664

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