g

2022/2023

MASTER THESIS

Implementing a marketing
strategy in the digital age

Presented by: Afaf SAAD ZAGHLOUL

Major: Marketing and International Commerce
10th Semester

Supervised by:

Ms. QAFAS Ahlam, Professor at ENCG Kenitra

Mr. TAZI Mohammed, Associate Director at LMS Formation
 Dedicated to

The people who have played a significant role in my life and helped me in
achieving this milestone.
First and foremost, I would like to dedicate this thesis to my family. My parents,
siblings, and grandparents who have been a constant source of love and support
throughout my academic journey. They have always believed in me, encouraged
me, and provided me with everything I needed to succeed. Their unwavering
support has been invaluable, and I could not have achieved this without them.
I would also like to dedicate this thesis to my mentors. Their guidance, feedback,
and insights have been instrumental in shaping my research and developing my
skills as a researcher. I am grateful for their patience, wisdom, and encouragement
throughout this process.
In addition, I would like to dedicate this thesis to my friends, who have provided
me with the emotional support and camaraderie that I needed to stay motivated and
inspired. They have been a constant source of joy and laughter, and their presence
has made my graduate school experience all the more enjoyable.
Overall, this thesis is dedicated to the people who have believed in me, supported
me, and helped me to become the person I am today. Thank you for being a part of
my journey.
 Acknowledgements

I would like to take this opportunity to express my sincere gratitude and

appreciation to all those who have contributed to the successful completion of this
thesis.
First and foremost, I would like to thank my supervisor, Pr. QAFAS Ahlam, for
her guidance, support, and patience throughout the entire process. Her insights,
feedback, and knowledge were invaluable, constructive and very informative. I am
grateful for her contributions in this project.
I would also like to thank the faculty and staff at ENCGK for providing me with a
challenging and inspiring academic environment. Their dedication to teaching and
research has been a constant source of motivation for me.
Last but not least, I would like to thank LMS Formation for providing the
opportunity and the right environment for my research. Without their support and
insights, this research would not have been possible.
In conclusion, I am deeply grateful to everyone who has contributed to this thesis
in one way or another. Thank you for your support, encouragement, and
contributions. I will always be grateful for your help.
 Résumé

Ce mémoire de master tente de répondre à une question simple mais complexe :

quelles sont les meilleures étapes à suivre pour développer et mettre en œuvre une
stratégie de marketing numérique B2B ? Après avoir présenté les dernières
discussions dans le domaine du marketing numérique, nous essayons de répondre à
la question de recherche à travers des études de cas détaillées. Elles nous ont appris
qu'une campagne de marketing numérique réussie doit donner un sentiment de
communauté aux consommateurs et leur permettre de créer un lien avec la marque.
Deuxièmement, une campagne sera couronnée de succès grâce à un message
convaincant et à l'appui de célébrités. Enfin, l'élaboration d'une stratégie de
marketing numérique dans un contexte B2B peut se faire en quatre étapes simples :
création de profils d'acheteurs, définition d'une proposition de valeur unique,
sélection des meilleurs canaux numériques et réflexion sur les bonnes tactiques. Ce
faisant, nous sommes en mesure d'élaborer un message marketing qui nous
permettra de créer un lien personnel avec nos consommateurs, d'en cibler de
nouveaux et de nous différencier de nos concurrents par les moyens les plus
rentables.

Mots clés : marketing numérique, B2B, buyer persona, campagne de marketing,

stratégie de marketing, canaux numériques.
 Abstract

This master thesis tries to answerer a simple yet complex question on what are the
best steps to follow to develop and implement a B2B digital marketing strategy.
After presenting the latest discussions in the field of digital marketing, we try to
answer the research question through detailed case studies. They taught us that
successful digital marketing campaign need to give a send of community to the
consumers and allow them to create a bond with the brand. Secondly, a campaign
will be successful thanks to a compelling message and celebrity endorsements.
And thirdly, developing a digital marketing strategy in a B2B setting can be done
through 4 simple steps: creating buyer personas, defining a unique value
proposition, selecting the best digital channels and brainstorming the right tactics.
In doing so, we are able to elaborate a marketing message that will allow us to
create a personal bond with our consumers, target new ones, differentiate ourselves
from our competitors through the most cost-effective means.

Key Words: digital marketing, B2B, buyer persona, marketing campaign,

marketing strategy, digital channels.
 List of figures

Figure 1: Overview on LMS Group’s internal structure-------------------------------------------5

Figure 2 Evolution of Google's logo------------------------------------------------------------------16
Figure 3 The new 4Cs of marketing mix (Shifting From The 4P’s To The 4C’s, 2019)--17
Figure 4: Coca-Cola's "Share A Coke" campaign ad----------------------------------------------22
Figure 5: Coca-Cola interacting with client---------------------------------------------------------23
Figure 6 Customer's posting on social media using #ShareACoke----------------------------24
Figure 7: Personalized Coca-Cola labels using-----------------------------------------------------24
Figure 8: Traffic to the Coca-Cola website before and during campaign---------------------25
Figure 9: Michael Jordan's logo with Nike's slogan-----------------------------------------------26
Figure 10: Nike's different advertising channels---------------------------------------------------27
Figure 11 Increase in Nike's sales from 2005 to last year----------------------------------------28
Figure 12: Amazon's personalized recommendations---------------------------------------------29
Figure 13: Amazon's global annual revenues 2004/2022----------------------------------------30
Figure 14: Survey Results showing customer fidelity of amazon------------------------------31
Figure 15: Skillsoft's thought leadership content marketing campaign-----------------------40
Figure 16: Illustration of ABM strategy--------------------------------------------------------------41
Figure 17: Engagement rates of Skillsoft's E-learning platform during the campaign (htt1)
----------------------------------------------------------------------------------------------------------------- 42
Figure 18: emailing campaign created by me-------------------------------------------------------47
 Table of contents
Dedicated to......................................................................................................................2
Acknowledgements........................................................................................................... 3
Résumé.............................................................................................................................. 4
Abstract............................................................................................................................. 5
List of figures....................................................................................................................6
Introduction...................................................................................................................... 1
Presentation of the host organization.............................................................................4
Marketing Overview........................................................................................................6
PART 1: Review of literature........................................................................................11
Section 1: Digitalization of Marketing..........................................................................12
Section 2: Moving from Traditional to Digital Marketing............................................13
Section 3: Digital marketing tools.................................................................................19
Section 4: Examples of successful digital marketing strategies and tactics...................21
Part 2: Project presentation..........................................................................................32
Part 3: Study and Research during my internship......................................................34
Section 1: B2B Digital Marketing.................................................................................34
Section 2: Case Study...................................................................................................37
Section 3: Developing a digital marketing strategy for LMS Training.........................43
Conclusion......................................................................................................................53
Bibliography.....................................................................................................................1
Annexe 1:..........................................................................................................................4
Annexe 2:..........................................................................................................................6
Annexe 3:........................................................................................................................10
 Introduction
Hello, and welcome to the world of digital marketing! Digital marketing has transformed how
companies promote and sell their goods and services. As customers spend more time online,
digital marketing has become integral to the marketing mix in recent years.

The Internet has and continues to impact consumer behavior. Nowadays, many people use their
mobile phones for research, to purchase products and services, and to communicate with
companies. This shift in consumer behavior has provided companies with new opportunities to
engage with their target audience through digital marketing. The scale of this change is
particularly remarkable when you consider that there are 5.16 billion internet users worldwide,
accounting for 64.4 percent of the global population. The impact of this change is significant. As
internet usage continues to rise, companies that prioritize digital marketing will have an
advantage in attracting and engaging consumers. By using a range of digital channels and
techniques, companies may deliver a tailored experience to their consumers, which can enhance
loyalty and notoriety and drive sales.

The purpose of this master's thesis is to investigate the power of digital marketing in today's
corporate environment. This thesis will specifically examine how businesses may use digital
marketing to reach their target audience, enhance engagement and loyalty, and drive revenue
growth.

Furthermore, the thesis will investigate how companies may create and assess effective digital
marketing strategies. This will include a discussion of the many digital marketing tools and
approaches available and an assessment of best practices and case studies from successful digital
marketing initiatives.

Finally, this thesis will evaluate the challenges and opportunities associated with digital
marketing and offer recommendations for organizations looking to improve their digital
marketing efforts. Through this comprehensive investigation, the thesis aims to contribute to a
deeper understanding of the function and potential of digital marketing in the modern business
world.

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This master's thesis will provide a comprehensive introduction to digital marketing, its
importance in today's business environment, and strategies for businesses to succeed in the
digital age.

1. Problem definition

Marketing is defined as more of an art than a science, with no clear formula for success that
assures results and eliminates the risk of failure. This is especially true in digital marketing,
where success depends on an ever-changing set of technology tools and unexpected customer
behavior. As a result, to respond to changes in the digital world, digital marketers must be
versatile and prepared to experiment with new technologies and strategies.

However, developing a sound digital marketing plan is one method to reduce risk and boost the
probability of success. Setting goals, defining the target audience, selecting relevant digital
channels, developing compelling content, and assessing campaign effectiveness are all part of the
process. By following these steps, businesses can ensure that their digital marketing efforts are
focused and effective and that they can adjust their approach as needed in response to changing
circumstances. A successful digital marketing plan can assist businesses in connecting and
interacting with their intended audience., building brand loyalty, and driving revenue growth.

Although digital marketing can be unpredictable and ever-changing, developing an effective

digital marketing strategy that aligns with business objectives and achieves desired results is
possible. To this end, this thesis aims to address the following question through extensive
research:

How to develop and implement a marketing strategy in the digital age?

In order to properly find the answer to the problem above, we must first understand the
following:

• Why is it important to have a marketing strategy?

• What is the difference between B2B and B2C digital marketing?

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 2. Research objectives

The objective of this thesis is to achieve the following goals:

 Examine the current state of digital marketing and its importance in contemporary
business contexts.
 Analyze the different components of a successful digital marketing plan and identify the
best practices for each component.
 Investigate the factors that impact consumer behavior in the digital age and their
relevance in developing effective digital marketing strategies.
 Assess the effectiveness of various digital marketing channels and determine which ones
suit specific corporate goals.
 Develop and implement a framework for establishing a successful digital marketing plan
tailored to the unique requirements of a business or industry.
 Evaluate the impact of a digital marketing strategy on business performance and key
success factors.

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 Presentation of the host organization
1. History:

Since its creation in 1983, LMS has been dedicated to promoting and supporting changes in
organizations, culture and management practices in Morocco. Associated with major projects of
national and international interest, the group has managed to capitalize on experiences and know-
how that make it a notable and well-known reference on the Moroccan market for consulting,
training, recruitment, marketing and information systems.

The fields of intervention of LMS were structured initially in departments, then in branches, and
finally, since 1996, in 6 autonomous companies representing specialized competence centers and
operating in network according to the principle "autonomy in synergy".

LMS offers a wide range of training courses that can be adapted to the needs of each
organization and is distinguished by an approach focused on mobilizing human capital to
implement changes organizational changes and have a lasting impact on performance.

Today, LMS Group, having seized a large share of the market, is the leader in what it does. With
many partnerships and a large international network, the company is positioned in the Moroccan
market as a luxurious service, capitalizing on its 40 years of expertise and its reputable service.

Here are some past milestones that LMS has been able to achieve:

 1983: Creation of LMS Consulting

 1990: Creation of LMS group and its spin-off into multiple branches
 1995: Refocusing the core business and selling the communication and audit departments
 2005: Creation of the LMS ORH group with 3 subsidiaries: LMS ORH, LMS Formation,
LMS Assessment
 2013: Celebrating its 30th anniversary
 2015: Launch of Digital HR activity

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 2. Structure:

Figure 1: Overview on LMS Group’s internal structure

- LMS ORH: Consulting

Its interventions in the areas of strategy, organization, human resources management, HR

information systems and transformation have enabled the branch to position itself as a reference
player in the consulting sector in Morocco and to build lasting partnerships with all its clients.

- ORH Assessment: Recruitment

ORH Assessment is a recruitment consultancy that also offers assessment mass recruitment
services. In addition to recruitment, ORH Assessment assists its clients in developing their
recruitment policy and building management teams.

- LMS Formation: Human capital

LMS Formation operates in different types of training courses, namely:

 Inter-company training cycle;

 Intra-company training;

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  Certification and diploma training;

Marketing Overview

1. Definition and origin:

“Marketing refers to activities a company undertakes to promote the buying or selling of a

product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a company.”
(Antal, n.d.)

According to this broad definition, marketing is the collection of actions a company undertakes
to encourage the acquisition or sale of its products or services. This includes various operations
such as advertising, personal selling, and customer product delivery. The ultimate goal of
marketing is to increase sales and income for the organization.

“Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.” (AMA, 2017)

The main takeaway from the American Marketing Association's definition is that marketing is a
broad activity that encompasses a wide range of activities, institutions, and processes. It aims to
create, convey, deliver, and share value-added solutions for customers, clients, partners, and
society. Finally, marketing is about meeting the wants and aspirations of customers while also
having a positive influence on society.

Marketing dates back to ancient civilizations, when traders and merchants bartered and sold
goods in local markets. During the late 1800s and early 1900s, marketing emerged as a separate
field of study and practice in the United States.

John Wanamaker, an American department store owner who is credited with establishing the
first modern advertising campaign in the 1870s, was one of the earliest pioneers of contemporary
marketing. Wanamaker understood the value of advertising and created eye-catching displays
and phrases to entice customers to his store. (Alaili, 2023)

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In the early 1900s, other business leaders, such as Henry Ford, also recognized the importance of
marketing in creating demand for their products. Ford famously said, "Any customer can have a
car painted any color that he wants, so long as it is black," emphasizing his focus on mass
production and efficiency. (WikiQuote, n.d.)

During the mid-twentieth century, marketing practice shifted significantly from its conventional
sales-focused approach to a more strategic discipline involving research, planning, and analysis.
The advent of television and other mass media channels opened up new avenues for firms to
reach a larger audience with their advertising messages.

Since then, marketing has grown into a complicated and dynamic field that includes everything
from digital and social media to experiential and influencer marketing. The marketing
environment is projected to continue altering in unforeseen ways as technology progresses and
customer behavior evolves, creating new difficulties and possibilities for firms.

2. Evolution of marketing:

Throughout the last century, marketing has developed from a purely sales-focused activity to a
more strategic discipline, including research, planning, and analysis. The following is a thorough
review of marketing's evolution over time.

- Early beginnings of marketing:

Marketing may be traced back to ancient civilizations, where traders and merchants bartered and
sold items in local markets. However, the contemporary notion of marketing as a distinct
discipline of study and practice emerged in the United States in the late 19th century.

- The emergence of mass media:

Marketing moved from a purely sales-focused activity to a more strategic discipline that included
research, planning, and analysis in the mid-20th century. With the emergence of television and
other forms of mass media, businesses were able to reach a bigger audience with their
advertising messages.

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 - Marketing research and segmentation:

Marketing research evolved as an essential tool for businesses to study consumer behavior and
preferences in the 1950s and 1960s. Surveys, focus groups, and experiments were among the
sophisticated data collection and analysis tools created by researchers.

Companies began to segment their markets and develop tailored marketing tactics as they better
understand customer behavior. This strategy entailed identifying separate groups of consumers
with similar wants and preferences and adapting marketing messages and products to their
requirements.

- The rise of branding:

Branding evolved as an essential component of marketing strategy in the 1980s and 1990s.
Companies began to invest substantially in developing brand equity, which is the value that a
brand brings to a product that goes beyond its practical advantages. Branding entailed creating a
distinct character and personality for a product or service and communicating that brand via
advertising, packaging, and other marketing materials.

- The digital revolution:

The introduction of the Internet and other digital technologies in the late twentieth and early
twenty-first centuries altered marketing. Thanks to digital marketing, companies can reach
customers through various internet platforms, including social media, email, and search engines.

In addition to allowing businesses to access a larger audience, digital marketing opened new
avenues for data collection and analysis. Companies might follow customer activity online,
analyze the efficacy of real-time marketing initiatives, and make data-driven judgments
regarding future marketing plans.

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 - Today's marketing landscape:

Marketing has evolved into a complicated and dynamic subject that includes everything from
digital and social media to experiential and influencer marketing. Marketing will continue to
develop in tandem with technology and customer behavior.

One of the most demanding responsibilities for marketers today is adapting to a quickly changing
digital marketplace. The emergence of mobile devices and social media has altered how
customers connect with companies, and marketers must keep on top of these changes to remain
relevant.

Another significant marketing trend nowadays is the increased emphasis on sustainability and
corporate social responsibility. Consumers are more worried about the environmental and social
effects of the items they purchase, and firms that practice socially responsible marketing are
more likely to succeed in the long run.

In summary, technical improvements, changes in consumer behavior, and the creation of new
research and analysis have all contributed to the evolution of marketing.

3. Digital Marketing:

Digital marketing uses digital technology to advertise items or services, such as the Internet,
mobile devices, social media platforms, search engines, and digital channels. It includes a wide
range of methods, including search engine optimization (SEO), pay-per-click advertising (PPC),
email marketing, and social media marketing.

Digital marketing also provides a range of tools for measuring the effectiveness of marketing
campaigns in real time. Businesses can monitor the number of individuals visiting their website,
the level of engagement on their social media posts, and the return on investment (ROI) for their
advertising campaigns. This data enables companies to make data-driven decisions about future
marketing strategies.

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Another essential aspect of digital marketing is its ability to target specific audiences with
tailored messaging and offers. Companies can create personalized campaigns that interest their
intended audience through tactics such as segmentation and personalization.

However, digital marketing also presents some challenges for marketers. With so many digital
channels and platforms available, it can take time to determine which ones are most effective for
reaching a particular audience. Additionally, the rise of ad-blocking software and the increasing
online noise can make it difficult for companies to cut through the clutter and reach consumers
effectively.

Overall, digital marketing has become essential to most marketing strategies in today's digital
age. With its ability to reach a broad audience, measure results in real-time, and target specific
audiences, digital marketing can help companies achieve their marketing goals cost-effectively
and efficiently.

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 PART 1: Review of literature

Nowadays, as our online experience does not consist of only checking e-mails anymore, the
shift is being made from traditional to digital media. Businesses are competing to grant new
innovative ways to shop, learn, and explore, which calls for a new discipline: digital marketing.

Digital marketing consists of understanding how people interact with media, each other, and
the world around them; it has helped revolutionize the economic landscape in many ways: not
only does it allow companies to communicate with their audience, which is nowadays connected
in real-time, but it also allows them to penetrate new markets.

Consumers, for their part, now have access to a vast amount of information concerning
products, services, and prices on which they base their choices, and companies can update their
offer and image and interact with audiences using new tools alongside old marketing techniques.

As the time we spend online increases, so do the digital opportunities it provides. During
these opportunities, digital technologies also bring many threats to light. Social media has
become part of everyone’s daily lives, and engaging people through these platforms has proved
challenging.

In this section, we will address the influence of digitalization on marketing disciplines and
the shift from traditional to digital marketing. We will also study examples of successful digital
marketing strategies and tactics to understand the importance of digitalization better when
integrated as a tool in marketing techniques.

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Section 1: Digitalization of Marketing

Digitalization has transformed marketing, which has transformed how firms promote their
products and services. The influence of digitalization on marketing may be investigated further
by examining many marketing components, such as advertising, consumer interaction, data-
driven marketing, artificial intelligence, virtual and augmented reality, and e-commerce.

Digitization has dramatically impacted advertising, which is a crucial aspect of marketing. Print
advertisements and billboards have mostly been supplanted by online advertising strategies such
as search engine marketing, social media advertising, and programmatic advertising. These
innovative tactics are more cost-effective and can target a wider audience than conventional
advertising methods. (Bapat)

Digitalization has also altered how businesses interact with their clients. Businesses may now
communicate with their consumers more personally through social media platforms, allowing
them to create connections and acquire insights into their customers' preferences. Furthermore,
businesses may leverage multiple digital marketing platforms to give individualized information
and offer to their clients, improving the customer experience.

Another area of marketing that has been transformed by digitization is data-driven marketing.
Businesses may acquire insights into their consumers' preferences and produce tailored
marketing messages by collecting and analyzing data about their customer activity. This has
resulted in a move toward more personalized marketing, in which companies produce
customized marketing messages for individual clients based on their interests and behavior.
(Jeffery, 2017)

In digital marketing, artificial intelligence has emerged as a game changer. Artificial

intelligence-powered technologies can evaluate consumer data, forecast customer behavior, and
automate marketing operations, allowing firms to develop more tailored marketing messages and
improve marketing campaigns. Chatbots enabled by AI, for example, may respond to consumer
inquiries in real-time, giving a better customer experience. (Conick, 2017)

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Virtual and augmented reality (VR/AR) experiences have also emerged as a novel approach for
businesses to interact with clients. Customers may connect with companies in new and exciting
ways using VR/AR experiences, giving a more immersive and engaging marketing experience.
An instance of AR being used by a furniture retailer is to display how furniture would appear in a
customer's home before they buy it. Moreover, digitalization has facilitated businesses using e-
commerce to sell their goods and services to consumers directly. Online marketplaces like
Amazon enable businesses to sell products 24/7 and reach customers globally. E-commerce has
become a crucial part of businesses' digital marketing strategies, and it is estimated that global e-
commerce sales are expected to reach $6.5 trillion by 2024, up from $5.1 trillion in 2021. (Lin,
n.d.)

The impact of digitalization on marketing can also be seen in how businesses measure their
marketing campaigns' success. Traditional metrics such as reach and frequency have been
replaced by more sophisticated metrics such as engagement, click-through, and conversion rates.
These metrics provide businesses with a better understanding of the effectiveness of their
marketing campaigns and enable them to make data-driven decisions.

Section 2: Moving from Traditional to Digital Marketing

In a traditional sense, marketing relies on several channels, including newspapers; TV and radio,
billboards, sales force, brochures and letters..., which evolve and adapt depending on spaces,
cultures, and technological developments, offering increasingly innovative and revolutionary
new tools. Until the 1990s, firms only used traditional marketing channels in their strategy; the
only ones that existed until then. The advent of the internet has completely changed everything.
While individuals have been able to increase their social interactions and well-being through the
internet, building a digital life for themselves, companies have not been left behind on their side.
Marketing has been so impacted that new terms have been attributed to it, such as digital
marketing.

1. From segmentation and targeting to customer community confirmation

Traditionally, the marketing process starts with segmentation. Segmentation is the practice of
dividing a larger market into smaller, homogenous groups of consumers who share similar
characteristics such as demographics, psychographics, behaviors, or geographic location. The

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purpose of segmentation is to identify groups of customers with similar needs, preferences, and
behaviors so that marketing efforts can be tailored to them more effectively. By segmenting the
market, marketers can develop a more targeted and relevant marketing strategy, improve the
efficiency of their marketing campaigns, and ultimately increase the effectiveness of their
marketing efforts. (Zaiton Osman, 2020)

Segmentation is typically followed by targeting which is the process of selecting specific

segments of the market, identified through the previous step, that a brand wants to focus its
marketing efforts on. Once the segments have been identified, the brand can develop a tailored
marketing mix that caters to the specific needs and preferences of the chosen segments. The goal
of targeting is to allocate resources in the most efficient way possible and to improve the
effectiveness of marketing efforts by delivering the right message to the right audience at the
right time. Targeting allows brands to concentrate their resources on the most promising
segments, thereby increasing the likelihood of success and improving the return on investment
(ROI) of marketing activities. (Zaiton Osman, 2020)

Once the segments are identified and the targets are clear, the last step is positioning. Positioning
is the process of creating a distinctive image and identity for a brand in the minds of its target
customers relative to its competitors. It involves identifying the unique features and benefits of
the brand and crafting a messaging strategy that communicates these attributes effectively to the
target audience. The goal of positioning is to differentiate the brand from its competitors and
create a perceived value in the minds of consumers that makes it the preferred choice. (Zaiton
Osman, 2020)

STP marketing (Segmentation, Targeting and Positioning) is an effective strategy that helps
businesses to identify and target specific customer segments with tailored marketing. By
delivering relevant messages and positioning the brand effectively, STP marketing can result in
higher engagement, conversion rates, and customer loyalty, leading to increased profitability and
success. However, STP marketing create a one-sided relationship between a brand and its
customers, similar to a hunter-prey relationship. Marketers make unilateral decisions on segment
variables without customer consent, leading to irrelevant messages that customers perceive as
spam. This results in customers feeling intruded upon and annoyed.

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In the digital economy, customers form communities that serve as the new segments. Unlike
traditional segments, communities are self-defined and naturally formed by customers. These
communities are resistant to irrelevant advertising and spam and will reject any attempt by
companies to intrude into their relationships.

To effectively engage with a community of customers, brands must ask for permission.
Permission marketing involves seeking customers' consent before delivering marketing
messages, requiring brands to approach customers as friends rather than hunters. Customers are
given the option to confirm or ignore friend requests, exemplifying the relationship between
brands and customers. While companies can continue using segmentation, targeting, and
positioning, transparency with customers is crucial. (GODIN, 2014)

2. From brand positioning and differentiation to brand clarification of characters and

codes

Traditionally, a brand encompasses a set of visual elements such as a name, a logo, and a tagline,
which differentiate a company's product or service from its competitors. It also acts as a
repository for the value created by the company's branding efforts. However, in contemporary
times, a brand has evolved to represent the overall customer experience delivered by a company.
Thus, a brand can serve as a strategic platform since any company activities will be linked to the
brand.

The concept of brand is closely linked with brand positioning, which has been recognized as the
battle for the customer's mind since the 1980s. To establish strong equity, a brand needs a clear
and consistent positioning, as well as an authentic set of differentiators to support it. Marketers
must convey a compelling promise to win the customers' minds and hearts, but to exhibit true
brand integrity and win their trust, they must also fulfill this promise with a solid and concrete
differentiation through their marketing mix. Ultimately, successful brand positioning requires
marketers to deliver on their promises, ensuring that customers associate their brand with
positive experiences and emotions, resulting in strong brand loyalty and equity. (Thompson,
2004)

In today's digital economy, customers have more power and tools to evaluate and scrutinize a
company's brand-positioning promise. This is largely due to the transparency afforded by social
media. Unlike before, brands can no longer make false or unverifiable promises without being

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called out by the community. Therefore, companies must be truthful and authentic in their brand
positioning to earn the trust of their customers. Brand positioning can only be effective if it
aligns with the values and beliefs of the community and is supported by their consensus. Without
this community-driven consensus, brand positioning amounts to nothing more than corporate
posturing. (László Kovács, 2022)

In today's ever-changing market environment, simply repeating a brand's identity and positioning
may no longer suffice. Technological disruptions and rapidly evolving trends require brands to
be dynamic and adaptable to different situations. However, the brand's core character and codes
must remain consistent. The brand's character defines its authentic purpose, and when it remains
true to its roots, its outward appearance can be flexible. For example, Google has countless logo
adaptations while still maintaining their solid and recognizable brand identities. By balancing
consistency with flexibility, brands can remain relevant and successful in a constantly evolving
marketplace.

Figure 2 Evolution of Google's logo

3. 4 P’s to 4C’s

The marketing mix is a vital tool that enables companies to plan their product offerings and
strategies effectively. Typically, it comprises four critical elements, also known as the four P's:
product, price, place, and promotion. In the product phase, companies develop and create

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products based on market research that reflects customers' needs and wants. Companies maintain
complete control over product-related decisions from the inception to the production stage.

The next phase involves setting the product price, which requires the use of a combination of
pricing methods, including cost-based, competition-based, and customer value-based. Of these,
the customer value-based pricing method is crucial, as it is based on customers' willingness to
pay and is the most significant factor influencing pricing decisions. (TWIN, 2023)

Once companies decide what to offer in terms of product and price, they must determine how to
offer it, involving the "place" and "promotion" aspects of the marketing mix. Companies must
decide on the product's distribution strategy, ensuring that it is easily accessible and available to
customers. This requires a thorough analysis of target markets, consumer preferences, and
buying behaviors. (TWIN, 2023)

Promotion is another critical element of the marketing mix, which involves communicating
relevant information about the product to the target audience through advertising, public
relations, and sales promotion. By designing and aligning the four P's optimally, companies can
create compelling value propositions that attract customers and make selling less challenging.
(TWIN, 2023)

The evolution of a connected world has led to a transformation in the concept of marketing mix,
which now requires greater customer participation. As a result, the traditional 4Ps of marketing
mix have been redefined to the 4Cs of marketing mix, which includes co-creation, currency,
communal activation, and conversation.

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 Figure 3 The new 4Cs of marketing mix (Shifting From The 4P’s To The 4C’s, 2019)

a. Co-creation

Co-creation is a product development strategy that involves collaborating with customers to

create new products or improve existing ones. It is a process that allows companies to gather
ideas and feedback from customers early on in the development process, resulting in higher
success rates for new products. Co-creation also allows customers to customize and personalize
products and services, creating a sense of ownership and attachment to the brand. It is a powerful
tool for building stronger relationships with customers and improving the overall customer
experience. (Gkofa, 2020)

b. Currency

Currency refers to the value that customers perceive in the product or service being offered. This
value can take many forms, such as monetary value, time savings, convenience, or social status.
Essentially, currency reflects how much a customer is willing to pay for the product or service,
based on the perceived benefits and overall value proposition. By focusing on currency,
companies can better understand their customers' needs and preferences, and develop products
and services that provide a superior value proposition. (Gkofa, 2020)

c. Communal activation

Communal activation is one of the 4Cs in the marketing mix that has emerged in the digital era.
It refers to the ways in which brands engage and activate communities of customers and fans to
co-create, share, and promote brand-related content and experiences. Communal activation
recognizes that consumers are not just passive recipients of marketing messages but active
participants who shape brand perceptions and help to spread brand awareness. By fostering a

18
sense of community around a brand, companies can leverage the power of word-of-mouth
marketing, social influence, and user-generated content to increase brand loyalty and drive sales.
(PAMASTILLERO, 2017)

d. Conversation

Conversation refers to the ongoing dialogue between a brand and its customers. It involves two-
way communication, where both parties engage in a meaningful exchange of ideas, feedback,
and information. The goal of conversation in marketing is to establish a relationship of trust and
loyalty with customers, allowing for deeper engagement and increased brand advocacy. Brands
can initiate conversation through various channels such as social media, customer service, and
community engagement, and by providing valuable content and personalized experiences. By
actively engaging in conversation with customers, brands can gain valuable insights into their
needs and preferences, and continuously improve their value propositions. (Jarad, 2020)

By incorporating a connected marketing mix, which includes the 4C's, companies can greatly
improve their chances of thriving in the digital economy. However, to truly succeed, the
traditional approach to selling must also be transformed. In the past, customers were seen as
passive recipients of sales tactics. But in today's connected world, the focus is on creating a
mutually beneficial exchange where both the company and the customer actively obtain
commercial value. Through increased customer participation, companies are able to foster
transparent commercialization and engage their customers in meaningful ways.

Section 3: Digital marketing tools

Michael Porter said: "The key question is not whether to deploy Internet technology- companies
have any choice if they want to stay competitive- but how to deploy it" (Porter, 2001)

People’s attention is divided due to being flooded by media channels and the tools available, in
addition to traditional media, we now have social networks, emails, web tools and more,
competing ferociously for our attention. Keeping the customer’s interest to stimulate sales later
on is the goal of every marketing plan, in doing so, different digital tools are used to build a
bridge between brand and customer in order to maintain long-term relationships with them.

In this section we will explore some of these tools and the opportunities they provide.

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 1. E-mail marketing

E-mailing is one of the oldest digital marketing tactics. It's a form of direct marketing that uses
digital mailing technologies to deliver a message to a specific target.

Due to it being cost effective, highly targeted, customizable on a mass scale and completely
measurable, E-mail marketing remains one of the most effective tools a digital marketer can use
despite the bad image it has - it can sometimes be associated to spam-. It can either be used to
build a relationship with existing -if our goal is to sell them more products- or potential
customers -if our goal is customer acquisition-. (Email Marketing, n.d.)

2. The website

While planning to build an online presence, creating a website is the first thing that comes to
mind. It’s considered to be the heart of every digital marketing strategy, the destination to which
all the other tools and tactics will lead and a platform where potential customers can find
everything, they need to know about a brand online.

A website can help guide and inform customers while giving them options to call, make
appointments, find the physical shop or buy products online and it should be structured
according to which of these elements seems more crucial. The goal is to make it easy to use and
navigate to ensure a good user experience.

3. Search engine optimization

Search engine optimization -or SEO- is great way to target people who are already looking for a
similar business to the one provided. It’s essential to any online marketing strategy. After
creating a website, one should assure its visibility on the web, that’s where SEO comes in to
play: It’s the practice of optimizing a website to rank higher on the search engine results pages
for relevant search terms. (What Is SEO – Search Engine Optimization?, n.d.)

4. Search engine marketing

A search engine’s most important job is to show people relevant results for what they’re looking
for, advertisements are not an exception. Unlike ads one might see in magazine or newspaper,
search advertising is keywords based. The ads that appear complement the search results page

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with the ultimate goal of helping the users find what they’re looking for. It helps connect
businesses to customers who have shown interest in their products and services and/or are
already in the buying circle.

Every time someone searches for something, advertisers compete to allow their ads to appear on
the results page. The search engine looks into two details before displaying an ad: The bid and
the quality. (Search Engine Marketing (SEM): What It Is & How to Do It Right, n.d.)

5. Online advertising

Online -or display- advertising can be considered as the digital version of billboards, text ads or
tv commercials. Businesses pay whoever owns the ad space in order to have their ads be seen by
potential prospects. With the right strategy, display advertising proves to be very effective in
targeting people who will be interested in certain offers. It can take many forms: banners, text-
based ads or videos… but the end goal remains the same: To raise brand awareness. (Online
Advertising, n.d.)

6. Affiliate marketing

Affiliate marketing is the process of getting someone to promote a business in exchange for a
commission. This tool is most efficient for raising brand awareness and generating sales.

7. Social media

Social media is now a big part of our lives, millions of people are connected to social media
platforms and it seems to have become something we can’t live without. This showcases a huge
opportunity to businesses.

Social media allows us to share, interact and exchange information. It can be a platform that
allows brands to talk to their customers and potential prospects, to reach more people, maintain
strong connections, build trust and figure out what people like/expect.

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Joining the right social media sites, sharing content and joining in to lively conversations can be
radical to the success and prosperity of a business. (Social Media Marketing for Businesses, n.d.)

Section 4: Examples of successful digital marketing strategies and

tactics

Digital marketing has become an essential part of business strategy for companies of all sizes
and industries. With the increasing use of technology and the internet, digital marketing offers a
way for businesses to reach and engage with customers more effectively than ever before. In this
case study, we will examine some examples of successful digital marketing strategies and tactics
deployed by companies. By analyzing these strategies, we can gain insight into the key factors
that contribute to their success and identify best practices that can be applied to other businesses.
From Coca-Cola's "Share a Coke" campaign to Amazon's personalized approach, these examples
demonstrate the power of digital marketing to drive brand awareness, engagement, and sales.

 Coca-Cola's "Share a Coke" Campaign:

Share a Coke was a marketing campaign that Coca-Cola GB launched in 2013 and 2014. This
campaign encouraged customers to personalize Coke bottles with their own names or the names
of their friends and family. This connection led to increased customer loyalty, with sales
reportedly rising by 2.5% in the US and 11% in the UK during the campaign period. (Heble,
n.d.)

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 Figure 4: Coca-Cola's "Share A Coke" campaign ad

Coca-Cola's "Share a Coke" campaign was a highly successful digital marketing strategy for
several reasons.

Firstly, the campaign was highly personalized and allowed customers to create an emotional
connection with the brand. By printing customers' names on the bottles, Coca-Cola was able to
connect with its customers on a more personal level and make them feel special. The campaign
also provided an opportunity for customers to share their Coca-Cola experience with friends and
family, which further strengthened the emotional connection to the brand.

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 Figure 5: Coca-Cola interacting with client

Secondly, the campaign was highly shareable on social media platforms. Customers were
encouraged to share pictures of their personalized Coca-Cola bottles on social media, using the
hashtag #ShareACoke. This created a buzz on social media and increased brand awareness
among a wider audience, as customers shared their Coca-Cola experiences with their followers.
This led to over 500,000 photos shared on social media platforms in the US alone, increasing
brand awareness and engagement among a wider audience. (Chauhan, 2020)

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 Figure 6 Customer's posting on social media using #ShareACoke

Thirdly, the campaign utilized user-generated content to further engage with customers.
Customers were encouraged to create their own personalized Coca-Cola labels using an online
tool, which they could then share on social media. This allowed customers to feel like they were
a part of the campaign and contributed to its success. The online tool received over 1 million
visits and generated over 155,000 virtual Coke cans and bottles.

Figure 7: Personalized Coca-Cola labels using

Fourthly, the campaign was memorable and innovative, standing out in a crowded marketplace.
The personalized bottles differentiated Coca-Cola from its competitors and created a unique
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experience for customers, resulting in an 870% increase in traffic to the Coca-Cola website
during the campaign period. (Chauhan, 2020)

Figure 8: Traffic to the Coca-Cola website before and during campaign

Finally, the campaign was well-executed across multiple channels, including social media,
television, and in-store displays, resulting in a 19% increase in sales volume during the campaign
period.

In summary, Coca-Cola's "Share a Coke" campaign was a successful digital marketing strategy
due to its personalized and emotional connection with customers, shareability on social media
platforms, use of user-generated content, innovation and differentiation, and well-executed
multi-channel promotion.

 Nike's "Just Do It" campaign

. Nike's "Just Do It" campaign is widely regarded as one of the most successful digital marketing
strategies in history. Launched in 1988, the campaign became an iconic representation of the
Nike brand and has had a significant impact on the company's growth and success.

The success of the "Just Do It" campaign can be attributed to several factors.

26
Firstly, the campaign's emotionally compelling message resonated with audiences worldwide.
The slogan "Just Do It" was designed to inspire people to take action, and it was delivered with
powerful images and storytelling. This message helped Nike build a strong emotional connection
with its audience, which is a key component of successful marketing. (Soloman)

Secondly, Nike leveraged celebrity endorsements to build credibility and authority in the sports
industry. The campaign featured some of the world's most popular athletes, including Michael
Jordan, Bo Jackson, and John McEnroe. These endorsements helped Nike reach a wider audience
and establish itself as a leader in the sports industry. (Soloman)

Figure 9: Michael Jordan's logo with Nike's slogan

Thirdly, the "Just Do It" campaign was a multi-channel marketing effort, featuring TV
commercials, print ads, billboards, and product placements. Nike also leveraged social media and
influencer marketing, partnering with bloggers and social media influencers to reach younger
audiences. This multi-channel approach ensured that the campaign reached a diverse range of
audiences across various touchpoints. (Soloman)

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Figure 10: Nike's different advertising channels

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Finally, brand consistency was a crucial factor in the success of the "Just Do It" campaign. Nike
ensured that the messaging, visuals, and tone were consistent across all channels and
touchpoints. This consistency helped create a unified brand experience for customers, which is
vital in building brand loyalty. (Soloman)

The "Just Do It" campaign had a significant impact on Nike's brand and sales. Within a year of
the campaign launch, Nike's sales increased by 35%, and the company's market share grew from
18% to 43% in just four years. The campaign helped establish Nike as a global brand, with high
brand recognition among consumers.

Figure 11 Increase in Nike's sales from 2005 to last year

In conclusion, Nike's "Just Do It" campaign is a prime example of successful digital marketing.
The campaign's emotionally compelling message, celebrity endorsements, multi-channel
marketing, and brand consistency all contributed to its success. The campaign resulted in
increased brand recognition, market share, and sales, cementing Nike's position as a leader in the
sports industry.

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  Amazon's personalized approach

Amazon is a giant in the e-commerce industry and has been successful in implementing various
digital marketing strategies over the years. One of their most successful campaigns is their
personalized approach to marketing. Amazon's personalized marketing strategy has been a major
factor in the company's growth and success, and it has helped them maintain their position as a
dominant player in the e-commerce industry.

Amazon's personalized marketing approach is based on using customer data to provide

personalized recommendations and offers to each individual user. The company collects and
analyzes data on each customer's browsing history, purchase history, and other relevant
information to create tailored offers and product recommendations. This personalized approach
has several benefits for both Amazon and its customers. (Kingsnorth)

Figure 12: Amazon's personalized recommendations

One of the key benefits of Amazon's personalized approach is that it helps to increase customer
engagement and loyalty. By providing personalized recommendations and offers, Amazon is
able to create a unique and personalized experience for each customer, which helps to build a
strong emotional connection between the customer and the brand. This emotional connection is a
key component of building customer loyalty and can lead to increased customer retention and
repeat purchases. (Kingsnorth)

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Another benefit of Amazon's personalized approach is that it helps to increase customer
satisfaction and reduce shopping cart abandonment rates. By providing personalized
recommendations and offers, Amazon is able to make the shopping experience more enjoyable
and convenient for customers. This, in turn, can lead to increased customer satisfaction and a
reduction in shopping cart abandonment rates.

Figure 13: Amazon's global annual revenues 2004/2022

Amazon's personalized marketing approach has also been successful in increasing sales and
revenue. The company's use of customer data to create personalized recommendations and offers
has led to a significant increase in sales. According to a study by Accenture, personalized
product recommendations account for 35% of Amazon's total revenue (Cooper, 2018). This
demonstrates the effectiveness of Amazon's personalized marketing approach in generating sales
and revenue.

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 Figure 14: Survey Results showing customer fidelity of amazon

In conclusion, Amazon's personalized marketing approach is a prime example of a successful

digital marketing strategy. The company's use of customer data to create personalized
recommendations and offers has helped to increase customer engagement and loyalty, reduce
shopping cart abandonment rates, and increase sales and revenue. This personalized approach
has been a major factor in Amazon's growth and success in the e-commerce industry, and it is
likely to continue to be a key element of their digital marketing strategy going forward.

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 Part 2: Project presentation
Creating and implementing a marketing plan in the digital era is a hard and diverse task that
organizations of all sizes confront. Traditional marketing methods are no longer adequate to
attract and keep clients as the world grows more digital. Businesses must react to changing
market conditions by incorporating digital marketing methods into their entire marketing
strategy. The purpose of this master's thesis is to investigate how firms may create and
implement an effective marketing strategy in the digital era. The research will concentrate on
identifying major digital marketing trends, examining effective digital marketing techniques, and
determining how to put them into action. This master thesis will give vital insights for firms
looking to prosper in the quickly expanding digital economy by tackling this critical issue.

In this section, we will present the project of my master thesis to put into context and answer the
following question:

How to develop and implement a marketing strategy in the digital age?

We will also examine the key rules or steps to respect in order to develop an effective marketing
strategy that aligns with the aspired objectives which will be determined before elaborating the
strategy. And finally, it is important to explain and justify the methodology that will structure
how we carry out this research.

 Methodology and objectives

The approach chosen for the master thesis on how to develop and deploy a marketing strategy
includes a detailed case study of a company that performs similar activities as the host company
but operates in a different market, as well as a study on how to implement a digital marketing
strategy based on existing research in the field. Based on an external diagnosis, this technique is
intended to give a full knowledge of the host company's potential and to determine the best
methods for building and delivering a successful marketing plan.

The case study will allow for an in-depth examination of a firm that has previously executed a
successful marketing strategy, as well as the identification of the important variables that led to
its success. The research on digital marketing strategy implementation will give a theoretical

33
framework for establishing a successful marketing strategy in the digital era. By combining these
two techniques, we will be able to create a "magic recipe" for building a marketing plan that is
personalized to the host company's individual needs and goals.

Overall, this technique has been meticulously crafted to deliver significant insights and practical
advice for firms looking to establish and implement effective marketing strategies in the digital
age.

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 Part 3: Study and Research during my internship
My internship at LMS Formation was the most important experience of my academic career. I
contributed in many projects, collaborated with many of my colleagues and was under the direct
supervision of the associate director Mr. TAZI Mohammed.

My tasks were heavily focused on business development from a digital marketing optic. LMS is
very well positioned in the national market, as we will see in a more detailed SWOT analysis of
the company, which gives it a sizable market share. It mostly deals with organizations and
entities from private sector as the public sector usually allocates annual budgets for the kind of
service LMS offers. In hindsight, LMS generates 85% of its revenues from its clients in the
private sector. With that in mind, we will need to research and study everything about digital
B2B marketing as well as get inspired from collecting data about previous studies and successful
B2B digital marketing campaigns from a company that operates in a different market, as in not a
direct competitor of the host company, as we depend on a benchmarking approach to elaborate
clear steps or ingredients to follow in order to solve this master thesis’ problem.

Section 1: B2B Digital Marketing

1. B2B vs B2C Digital Marketing:

Individual consumers are the primary target audience for B2C digital marketing. To raise brand
recognition and generate traffic and sales, B2C enterprises frequently employ social media
platforms, influencer marketing, and paid search and display advertising.

In contrast, B2B digital marketing is more sophisticated and entails longer sales cycles. B2B
organizations utilize digital marketing to cultivate client connections and demonstrate
competence through content marketing such as whitepapers and case studies. They may also
employ account-based marketing to target certain high-value accounts and create leads through
LinkedIn and paid search advertising. Overall, B2B digital marketing tactics are more focused on
providing clients with tailored solutions and developing long-term connections. (Osten, n.d.)

35
There main distinctions between B2B and B2C digital marketing:

 Audiences that have been specifically targeted.

 Methods of communication.
 Strategies that are specific.
 The implementation of certain strategies.

The persons in charge of making purchases for their firm are the target audience of B2B
marketing.

While there may be some overlap between B2B and B2C purchases, with some firms supplying
items or services to organizations and others to individual customers, marketing methods will be
distinct.

2. Examples of B2B digital marketing strategies:

- Content marketing:

B2B organizations often turn to content marketing to demonstrate thought leadership and
industry experience. This entails producing high-quality, instructive material such as
whitepapers, case studies, blogs, and videos that address their target audience's difficulties and
pain points. B2B organizations may create leads and develop trust and credibility with their
audiences by generating meaningful content that solves problems. (Shewan, 2022)

- Account-Based Marketing (ABM):

ABM is a B2B marketing technique that focuses on discovering and targeting high-value
accounts. B2B organizations utilize ABM to generate targeted marketing efforts for individual
clients rather than casting a wide net. This entails identifying key decision-makers and
developing customized content and messaging that addresses their specific demands and pain
areas. ABM is a good approach for B2B enterprises that have a long sales cycle and high-value
products or services. (Baker, n.d.)

- Display Advertising:

36
Display advertising can be used by B2B enterprises to target certain audiences and retarget users
who have previously visited their website. Display advertising include the creation of banner
adverts or other visual advertisements that show on websites and social media platforms visited
by the company's target audience. B2B enterprises may ensure that their advertising is viewed by
the correct individuals by targeting certain demographics or interests. Display advertising is a
powerful tool for increasing brand recognition and driving visitors to a company's website.
(Goodman, 2022)

3. How to develop a B2B digital marketing strategy?

 Step 1: Buyer personas

To effectively promote to other businesses, we must first identify our target clients, create
complete buyer personas that include demographic information, job titles, concerns, and
purchase behaviors, and make use of this data to inform our marketing messaging and content.

To guarantee that our communication with our target audience is productive and not wasted, we
must focus on a certain set of individuals rather than attempting to appeal to everyone. A buyer
persona, which is a figure with a distinct personality and features that represent the target
audience. Buyer personas are generally built in B2B marketing to reflect the primary decision
maker or customers of a product or service.

- Step 2: Unique value proposition

What sets our business apart from our competitors? This is the question we need to answer in
this step to determine our unique value proposition and use it to craft our messaging and content.
We must make sure to highlight the benefits that our products or services provide to our target
audience that only we can offer.

- Step 3: Digital channels

We need to figure out which digital platforms are best for reaching our target audience. Search
engine marketing, social media advertising, email marketing, and content marketing are all
examples of this. Considering the strengths and limits of each channel in order to select the ones
that would allow us to reach and interact with our target audience the most effectively.

37
 - Step 4: Tactics

We can create a complete marketing plan based on our target population, unique value
proposition, and digital media of choice. This should involve:

1. Generating high-quality content: This involves generating material that relates to the
needs and interests of our target audience. This can include blog entries, whitepapers,
case studies, films, and infographics.
2. Developing lead generation tactics: Creating a plan for capturing leads and converting
them into clients. This may include tactics such as email campaigns, webinars, and gated
content.
3. Implementing account-based marketing strategies: This strategy entails developing
customized marketing campaigns that target certain accounts or businesses. Targeted
advertising, customized communications, and customized landing pages are examples of
such tactics.
4. Leveraging analytics to measure and optimize our campaigns: It is critical to track and
assess the performance of our marketing activities in order to discover what is and is not
working. Tracking metrics such as website traffic, click-through rates, and conversion
rates are the most useful.

Section 2: Case Study

1. Overview on Skillsoft

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Skillsoft is a global pioneer in corporate learning and development, offering organizations of all
sizes innovative eLearning solutions. Skillsoft is one of the world's largest and most regarded
suppliers of digital learning solutions, with over 22 million users and over 7,000 clients in 160
countries.

For more than two decades, Skillsoft has been at the forefront of the eLearning industry, always
developing and adapting to suit the changing demands of organizations and learners. The
company's solutions include a large collection of on-demand courses, books, and videos on a
variety of topics, as well as unique learning tools and platforms that assist organizations in
managing and tracking their staff learning and development programs.

In addition to its core eLearning products, Skillsoft provides a variety of expert services, such as
content development, implementation help, and technical services. These services assist
organizations in maximizing the value of their investment in eLearning systems and ensuring
that their learning and development objectives are met.

2. Skillsoft's successful digital marketing campaign:

- The goal:

To create leads and raise brand recognition among its target demographic, Skillsoft started a
digital marketing campaign.

In order to create an effective digital marketing strategy, Skillsoft had to overcome various
obstacles. The company wanted to find a method to stand out and attract the attention of its target
audience in the extremely competitive market for corporate learning and development solutions.
Furthermore, the firm need high-quality leads that would turn into revenue, which necessitated a
highly focused and successful digital marketing campaign.

In other words, Skillsoft had a clear goal which was generating leads and raising brand notoriety.
The company knew exactly what it had to do to achieve this goal which made the next steps in
creating its digital marketing strategy for this campaign all the more determined. Skillsoft has to
find a way to broadcast its unique value proposition in order to differentiate the services it offers

39
from its competitors, which was very critical since the company operates on a highly-competitive
market.

- Target audience:

The digital marketing campaign launched by Skillsoft targeted business executives and decision-
makers in charge of employee training and development within their firms. Human resource
managers, learning and development experts, and executives who understood the value of
investing in employee development to promote corporate growth and success were among those
who participated.

The campaign also targeted professionals wishing to further their careers or enhance their work
performance by upskilling or reskilling themselves. Skillsoft's vast library of on-demand courses,
books, and videos covered a wide range of topics, from leadership development and soft skills
training to technical and IT training, making it a great resource for professionals in a variety of
sectors and job categories.

- Strategy and Tactics:

Skillsoft used a range of strategies to achieve its objectives, including content marketing, email
marketing, and social media marketing. One major strategy was the thought leadership
campaign, which involved the creation of a series of whitepapers, webinars, and other content
targeted at educating business experts on the value of investing in employee development. In
addition, Skillsoft used email marketing and social media marketing to increase engagement and
produce leads for its sales staff. The company employed targeted email campaigns to market its
content and solutions to certain parts of its audience, and it used social media platforms such as
LinkedIn and Twitter to connect with and promote its brand among business executives.

Sources for the screenshots below:

- https://www.youtube.com/watch?v=K9fCztty7nQ&loop=0
- https://www.skillsoft.com/resources/thought-leadership/leading-inclusively-how-a-
leadercamp-encouraged-meaningful-change
- https://www.skillsoft.com/skillsoft-labs/2021/02/skillsoft-adds-prominent-thought-
leaders-to-expert-insights-portfolio-in-the-last-quarter-of-2020

40
41
 Figure 15: Skillsoft's thought leadership content marketing campaign

Another tactic was the creation of an account-based marketing (ABM) strategy, which entailed
targeting certain high-value accounts with targeted marketing campaigns. Skillsoft collaborated
extensively with its sales staff to identify key decision-makers and influencers inside each target
client, and then created tailored marketing campaigns to address the customer's specific pain
points and difficulties.

One critical component of Skillsoft's ABM strategy is aligning their sales and marketing teams to
collaborate in identifying target clients and developing account-specific campaigns. This method
guarantees that their marketing and content are matched with the aims and objectives of the
target accounts, resulting in more successful engagement and conversion.

Skillsoft also uses data and analytics to assess the success of its ABM efforts. They measure
campaign engagement and conversion rates and utilize the data to continually modify their
strategy and optimize their outcomes.

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 Figure 16: Illustration of ABM strategy

- Results:
The results of the campaign were quite impressive, and it succeeded in achieving the main goal.
Account-based marketing (ABM) enabled Skillsoft to interact with target accounts more
successfully than their earlier marketing initiatives. The campaign resulted in over 1,200
engagements with target accounts via email, social media, and direct mail.

The focused strategy of the campaign assisted Skillsoft in achieving greater conversion rates than
their past marketing efforts. The campaign yielded 238 leads, with a conversion rate of 17.5%.
This was much above the industry norm for B2B lead generation, which is generally about 2 to
5%.

The strategy also contributed Skillsoft in improving customer retention by targeting existing
customers with targeted messages and content. Skillsoft was able to develop ties with existing
clients and persuade them to continue using their training products by engaging with them in this
manner. Customers responded well to the campaign, with many applauding the customized
approach and the relevancy of the information. This aided in increasing consumer happiness and
loyalty.

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 Figure 17: Engagement rates of Skillsoft's E-learning platform during the campaign (htt1)

Section 3: Developing a digital marketing strategy for LMS Training

1. SWOT Analysis:

Strengths: Weaknesses:

LMS provides a large library of courses and
training programs that spans a wide variety of
disciplines and is continuously updated. This
enormous content collection is a big benefit to
the organization and attracts a large number
LMS's business strategy is largely focused on
B2B clients, which might be a disadvantage if
the company is unable to recruit and keep a
sufficient number of clients in this sector.

44
 of clients. Because LMS's material is exclusively in
French, it may be difficult to attract clients
LMS has been in the training and e-learning that prefer or want information in other
sector for 40 years, since 1983, and has built a languages.
solid reputation for high-quality material and
service on a national scale. The training sector is extremely competitive,
and LMS confronts tough competition from
LMS's platform allows users to tailor their other industry leaders.
learning courses to their specific
requirements, which is a useful feature for
customers. The company also always
upgrades its E-Learning platform in order to
adapt to new trends and add new courses.

Opportunities: Threats:

The e-learning industry is likely to increase A downturn in the economy might diminish
dramatically in the future years, creating demand for training services, threatening the
enough opportunity for LMS to broaden its income and growth of LMSs.
reach and attract new customers.
As technology advances, the LMS platform
To broaden its client base, LMS might look at may become outmoded or less effective,
expanding into other areas such as non-profit especially if the firm fails to invest in new
organizations or small enterprises. technologies and developments.

To deliver greater value to clients, LMS may The LMS platform captures and maintains
consider integrating its platform with other user data, making it subject to data breaches
systems such as VR/VA experience. or hacks that might harm the company's brand
and undermine customer confidence.

2. Strategy:

The objective is to boost the company's digital visibility and generate leads. By emphasizing on
the digital print, the company can develop a strong online presence that successfully
communicates its brand and offers to the target audience. Strategic marketing efforts, effective
website design and content, an engaging social media presence, and targeted digital advertising
may all help. Furthermore, generating leads is an important goal since it entails catching
potential consumers' interest and transforming them into lucrative prospects.

45
As discussed previously, we will need to go through 4 main steps in order to elaborate a digital
B2B marketing strategy fit for LMS’s desired goals.

The first step is creating buyer personas. In order to do that we need to choose a target audience.
LMS deals with all companies, in all sizes. It has a preference in dealing with companies from
the private sector, but clients from public sector remain an important target for LMS as they help
greatly in establishing the company’s reputation within the country. For this particular campaign,
we will focus only on companies from the private sector, no matter their size. From this, we will
have to do some research and create buyer personas based on each targeted company’s decision
maker.

The second step is figuring out our unique value proposition. As we saw in LMS training’s
presentation, the company is the leader in what it does. Established in 1983, the company enjoys
a notoriety and a respected reputation on a national scale. This allows LMS to position itself as a
“luxurious service”. LMS monetizes this position through high quality programs and courses,
lead and taught by very well-known coaches with great reputations. LMS also has many
partnerships with 5-star business hotels where it hosts most of its seminars, conferences, courses,
and events. From this, we can say that LMS’s unique value proposition is high-quality luxurious
training programs that don’t only offer informative courses, but also benefits its clients’ brand
image for being associated to LMS.

The third step is choosing the most appropriate digital channels. Since we are going to aim for a
customized approach in order to elaborate the content of our campaigns, the best channels and
the most cost-effective would be the following: emailing campaigns, customized advertising and
social media posts mostly focusing on LinkedIn.

The final step is defining our tactics. It is the most important step as it embodies our strategy.
LMS primary goal is strengthening its digital print which would help in achieving its second
goal: generating leads. For this purpose, we will opt an ABM strategy and content marketing
through creating a customized approach to each potential client in order to generate leads
(posters and emailing campaigns), and creating content in the form of videos and social media
posts that highlight and accentuate LMS’s unique value proposition.

46
 3. Implementation:

During my 3 months internship, I contributed in 3 main projects. My main task was creating
content in the form of emailing campaigns, videos, social media posts, and customized ads. On
all 3 projects, I used the aforementioned strategy and applied it to all digitally-marketed content
created by me. I will go through each project while giving a general overview, highlighting my
contributions, how I applied the chosen strategy.

- Project 1:

One of the most important clients LMS has been working with is TotalEnergies, a major player
in the entire petroleum products market in Morocco. As part of its customer service-oriented
business policy, Total Morocco launched the "TOTAL Academy", a training center dedicated
entirely to the service station business. This initiative reflected Total Morocco's commitment to
investing in human resources as a guarantee of quality service to its customers. However, the
Academy was very costly to the company and it proved less effective as most of the company’s
employees were unable to benefit from this training due to transportation issues.

This is where LMS comes in with its 40 years of expertise. LMS came up with the idea of
renovating a caravan that can host comfortably 2 coaches who were to visit every important gas
station owned or managed by TotalEnergies within Morocco. The project’s missions revolved
around the development of technical and soft skills, as well as ensuring the accessibility and
availability of the training programs to all TotalEnegies’ employees.

In its first year, the project was highly successful with 1365 recorded beneficiaries, around 33
cities, and 129 gas stations were served in 323 days. These numbers were very promising which
prompted the client, TotalEnergies, to prolong the partnership with LMS for another 5 years of
service for the caravan.

My contribution in this project, aside from analyzing data collected, was to generate emailing
campaigns to be sent out to other companies that could be interested in a similar offer. After
careful consideration with my colleagues, we decided to target three major Moroccan companies:
ONCF, Royal Air Maroc and OCP. We chose these companies for one major criteria: their size.

47
The service we offer in this project is an e-learning program or a mobile academy embodied
through a caravan that will move from site to site. In order for the cost to be effective, and for the
project to be lucrative, the beneficiaries need to be important in numbers, which would entail
targeting companies that have a large number of employees and are well established throughout
the country. For these reasons, we were primarily focusing on converting ONCF into a client.

My task was elaborating an emailing campaign that would target ONCF’s director, Mohamed
Rabie Khlie, RAM’s human resources director, Rita CHRAIBI and Mostafa Terrab who is
OCP’s CEO. A buyer persona that could represent this group is someone who is very goal-
oriented, seeks continuous development with great attention to detail.

These companies are considered one of the major players in their fields and enjoy a very
respected image in Morocco. In order to appeal to them and customize my content’s message, I
opted for an emailing campaign style that would also reflect the image LMS’s services want to
offer, hence our unique value proposition. And since the decision makers mentioned before must
have had very successful careers in order to reach their positions, my content’s message would
have to accentuate on the importance of investing in human resources, which is aligned with the
service my host organization offers.

48
 Figure 18: emailing campaign created by me

The campaign was successful as it converted ONCF into a partner and a client. In collaboration
between the two companies, a training program was developed around four important values:
customer orientation, sharing, excellence and respect. LMS has defined them jointly with the
trainers and referents who will intervene. The project, which is set to launch in September 2024,
includes more than 100 modules designed by experts in the railway, managerial and other cross-
functional fields.

- Project 2:
49
CDG is a state-owned financial institution which manages long-term savings in Morocco. The
company has a large set of assets which allow it to act as one of the biggest investors in the
country especially in the tourism sector.

To support the deployment of the CDG Group's strategy, an ambitious group HR policy has been
defined, placing the employee at the heart of its transformation. The CDG Group aims to be a
learning organization. Thus, the Group Academy aims to support its employees throughout their
career and strengthen their expertise in order to polish company culture values and create a
harmonious team under the name of a "One CDG".

2 weeks prior, as CDG was developing its new HR policy, LMS was heavily focusing on
marketing one of its most exclusive offers targeting state-owned companies. The offer targets
managers from all branches within the same company, no matter their level. A 15-days training
program to turn managers to coaches that carries 3 primary levels each including 5 main courses,
with an evaluation at the end of each level. This offer could be customized depending on the
clients’ needs and preferences.

In collaboration with the project manager, Kaoutar Bendriouich, we created different

infographics and ads in the hopes of generating leads and attracting potential clients. The
following ads were created by me.

50
These ads were also included in an emailing campaign overseen by the artistic manager at LMS,
which attracted CDG to contact LMS inquiring about further information. I can happily say that
these customized ads and infographics were successful in attracting CDG and converting it to a
client as it signed a partnership with LMS for a training program to all its employees
strengthening CDG’s company culture.

The following is an extract from the training program’s brochure developed in collaboration
between LMS and CDG:

“Built in collaboration with the LMS firm with a view to supporting the group's employees in the development of
their managerial and cross-functional skills, the Passport system was developed on the basis of the group's skills
repository and makes it possible to cover all the requirements expected by category while distilling a common group
culture.”

- Project 3:

The last project was dedicated to marketing a special Ramadan-exclusive offer created by LMS.
I was approached by my supervisor Mr. TAZI who asked me to create templates for an emailing
campaign as well as informative videos that explain and highlight the unique value proposition
offered by LMS during the holy month.

The “Ftour-Entreprise” offer targeted all companies of all sizes that wished to bring their teams
together during Ramadan through workshops, conferences, team-building activities and many

51
other services carried by the LMS team. As always, this offer was to be marketed as a luxurious
service hosted in 5-star hotels and catered by the best restaurants.

The following are a few links to the videos I created to market the “Ftour-Entreprise” exclusive
offer:

- https://www.canva.com/design/DAFe3WTibtQ/LYHBrO8kvuo23sI6eXh28g/edit?
utm_content=DAFe3WTibtQ&utm_campaign=designshare&utm_medium=link2&utm_s
ource=sharebutton
- https://www.canva.com/design/DAFd1VMjWxw/MCPkkYtJgW-44PTkZycmAA/edit?
utm_content=DAFd1VMjWxw&utm_campaign=designshare&utm_medium=link2&utm
_source=sharebutton
- https://www.linkedin.com/posts/lms-formation_activity-7045335921298202624-akl4?
utm_source=share&utm_medium=member_desktop

Other than these videos that were largely posted and boosted through LinkedIn, I also created
many emailing campaigns and ads.

My contributions were very helpful in generating leads to LMS training as this marketed-content
attracted many clients during Ramadan. Aside from generating promising leads, advertising the
offer through LinkedIn raised brand awareness significantly, as one of the videos I made, posted
through the company’s official LinkedIn page went viral and gathered over 20,000 likes.

52
 4. Results:

During my internship, I came up with and implemented an effective digital marketing plan. One
of the most significant accomplishments was effectively transforming ONCF into a client. This
result was largely due to the outstanding performance of a prior project with TotalEnergies,
which created credibility and demonstrated our capabilities. In addition, we established an
effective emailing campaign aimed exclusively at firms like ONCF in order to generate leads.
The campaign's smart approach and captivating content eventually piqued ONCF's interest,
resulting in a beneficial collaboration.

Another significant result of the digital marketing strategy was CDG becoming a customer via
content marketing. We generated compelling and informative material to sell a new training
program offer, and CDG, which had a similar need, became intrigued and subsequently turned

53
into a client. This result demonstrated the value of content marketing in building thought
leadership and recruiting new consumers.

Furthermore, throughout Ramadan, our extensive digital marketing activities, which included the
production of infographics, videos, advertising, emailing campaigns, and posters, assisted LMS
in generating leads and increasing brand awareness. We were able to effectively reach and
engage our target audience thanks to the planned use of LinkedIn.

Overall, the digital marketing plan I devised and implemented throughout my internship
produced excellent results. By utilizing our prior achievements and developing a focused
emailing campaign, we were able to convert ONCF into a customer and demonstrate our ability
to generate leads and build beneficial connections. Furthermore, recruiting CDG through content
marketing demonstrated the importance of appealing and useful material in gaining the attention
of potential clients. Finally, the varied variety of marketing materials developed to promote a
Ramadan special offer successfully increased LMS awareness and produced leads. These
accomplishments demonstrate the power of a well-planned and implemented digital marketing
strategy in delivering concrete outcomes for organizations.

54
 Conclusion
In today's increasingly linked and technologically driven world, a digital marketing strategy is
critical. It functions as a road map for businesses and organizations to properly leverage the
power of digital media to reach their marketing goals. A well-crafted digital marketing plan
ensures that businesses remain relevant, competitive, and visible to their target audience in an era
where online platforms and social media dominate our everyday lives. Organizations may reach
a larger audience, connect with consumers in real-time, and establish enduring relationships by
leveraging numerous digital tools and tactics such as search engine optimization, content
marketing, social media advertising, and email marketing. Furthermore, a digital marketing plan
allows companies to measure and analyze their marketing activities, providing significant
insights into customer behavior, preferences, and market trends. This data-driven strategy
enables organizations to make educated decisions, improve marketing strategies, and maximize
their ROI. In summary, a complete digital marketing plan is a must-have for any company
hoping to flourish in the digital marketplace and achieve long-term success.

Creating a solid B2B digital marketing strategy entails a number of critical elements that
establish the groundwork for success. To begin, developing buyer personas is critical since it
allows organizations to identify and comprehend their target audience's wants, preferences, and
problem points. Organizations may successfully adjust their marketing efforts by diving into the
demographic and psychographic features of their target consumers. Following that, it is critical
to define a distinct value proposition in order to separate oneself from rivals and highlight the
particular benefits provided to clients. This phase entails determining the exact value or solution
that the company offers and promoting its relevance and superiority. Furthermore, picking the
most relevant digital platforms is critical to efficiently reaching the target audience. Businesses
may identify which channels correspond best with their consumer profiles and objectives by
assessing numerous platforms such as social media, email marketing, and content marketing.
Finally, picking the correct methods aids in the proper execution of the marketing plan. This
includes determining the best ways to engage prospects, such as tailored email marketing,
targeted ads, or content production. Businesses may establish a solid B2B digital marketing

55
strategy that successfully reaches their target audience and produces good outcomes by following
these four critical stages.

Despite its apparent efficiency and broad acceptance, digital marketing is not without constraints.
One of the most significant issues is the massive volume of internet material vying for customers'
attention. With so many businesses competing for attention, it may be challenging to distinguish
out and effectively engage people. Furthermore, data and analytics are widely used in digital
marketing, but privacy concerns and restrictions limit the collecting and use of personal
information. Furthermore, the ever-changing nature of technology necessitates constant
adaptation and learning, making it difficult for marketers to stay up with the newest trends and
methods. Given these constraints, one would question how firms can traverse the digital world to
make meaningful relationships with their target audience while respecting privacy and remaining
ahead of the curve.

56
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Annexe 1:
Annexe 2:
Annexe 3:
 Table of contents
Dedicated to....................................................................................................................................2
Acknowledgements........................................................................................................................3
Résumé............................................................................................................................................4
Abstract..........................................................................................................................................5
List of figures..................................................................................................................................6
Introduction....................................................................................................................................1
1. Problem definition................................................................................................................2
2. Research objectives..............................................................................................................2
Presentation of the host organization..........................................................................................4
1. History:.................................................................................................................................4
2. Structure:...............................................................................................................................5
Marketing Overview......................................................................................................................6
1. Definition and origin:...........................................................................................................6
2. Evolution of marketing:........................................................................................................7
3. Digital Marketing:................................................................................................................9
PART 1: Review of literature.....................................................................................................11
Section 1: Digitalization of Marketing.......................................................................................12
Section 2: Moving from Traditional to Digital Marketing........................................................13
1. From segmentation and targeting to customer community confirmation.......................13
2. From brand positioning and differentiation to brand clarification of characters and
codes.......................................................................................................................................15
3. 4 P’s to 4C’s.....................................................................................................................16
Section 3: Digital marketing tools.............................................................................................19
1. E-mail marketing.............................................................................................................19
2. The website.....................................................................................................................20
3. Search engine optimization.............................................................................................20
4. Search engine marketing.................................................................................................20
5. Online advertising...........................................................................................................21
6. Affiliate marketing..........................................................................................................21
 7. Social media....................................................................................................................21
Section 4: Examples of successful digital marketing strategies and tactics..............................21
 Coca-Cola's "Share a Coke" Campaign:.........................................................................22
 Nike's "Just Do It" campaign..........................................................................................25
 Amazon's personalized approach....................................................................................29
Part 2: Project presentation........................................................................................................32
 Methodology and objectives...............................................................................................32
Part 3: Study and Research during my internship...................................................................34
Section 1: B2B Digital Marketing.............................................................................................34
1. B2B vs B2C Digital Marketing:......................................................................................34
2. Examples of B2B digital marketing strategies:...............................................................35
3. How to develop a B2B digital marketing strategy?........................................................36
Section 2: Case Study................................................................................................................37
1. Overview on Skillsoft.....................................................................................................37
2. Skillsoft's successful digital marketing campaign:.........................................................38
Section 3: Developing a digital marketing strategy for LMS Training.....................................43
1. SWOT Analysis:.............................................................................................................43
2. Strategy:..........................................................................................................................44
3. Implementation:..............................................................................................................45
4. Results:............................................................................................................................51
Conclusion....................................................................................................................................53
Bibliography.................................................................................................................................54
Annexe 1:........................................................................................................................................4
Annexe 2:........................................................................................................................................6
Annexe 3:......................................................................................................................................10