What is the right digital marketing strategy for a B2B company? Analysis of Infrabel’s case

Files

Supervisors: Schuiling, Isabelle
Faculty: Louvain School of Management
Degree label: Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract: Today’s competitive environment never stops to intensify. Each company must differentiate itself from the others to sell its products or services and achieve profitable turnover. That is why marketing exists. Among this marketing, the technologies and internet has given birth to digital marketing, which today occupies a central place in the strategy of any company wanting to be seen and known. Therefore, the possibilities of digital communication and the methods used haven’t stopped growing and becoming more complex over time. Infrabel, like many others, has seen its marketing deeply influenced by the coming of digital. This thesis will explore the integration of digital marketing in the functioning of a B2B company. A comparison will be made between the studied literature and the empirical situation. Finally, this report will propose adaptations to Infrabel’s digital marketing and provide ways to achieve them.