Les pratiques et besoins des Petites et Moyennes Entreprises en matière de web marketing

Abstract : Within the framework of the validation of my master degree in Marketing of the Innovation in the ESM-IAE, I made my training course of the end of study during six months at Akiliweb, a webmarketing agency situated in Metz.During this training course, was confided to me the responsibility of the marketing studies. It is exactly from this point of view that I took place to make an analysis of the situation of the company and the context in which it is. So, it quickly appeared to me, and it was confirmed to me, that because of the youth of the company, this one smelt certain difficulties to obtain new customers. That is why we searched with my guardian the best support that I could bring, to optimize the prospecting of new customers.After reflection, it seemed that the realization of a study, through the shape of a questionnaire, could be profitable to the company. Indeed, we had to do a questionnaire, connected with internet, from which the main purpose would be to obtain information on what are the practices, the needs and the projects of the SME (SMALL AND MEDIUM- SIZED ENTERPRISE) in webmarketing. By this way, we have got major data that the agency will be able to use to optimize its speech of prospecting according to the answers obtained from every pooled company. Thus, the subject of this report concerns this study. Indeed, in a first part, we begin by realizing a general presentation of the webmarketing and its main concepts. After, we explain the main objectives of the agency within the framework of this study. Finally, we attempt to detail the methodology which was implemented to realize a quality study, without forgetting to explain the main difficulties which were able to be met in duration of the execution of the search. In a second part, we take time to detail the most relevant results which bring out from the survey to be then able to use them to analyze the main future prospects which could highly interest Akiliweb. Thus, to facilitate the work of the agency, we divided the survey in different groups: internet in global, the tools of the webmarketing , the social networks and the e-reputation. If we must establish a balance sheet of the obtained results, we can say that the perspectives are rather favorable to the agency for a positive prospecting. Indeed, we notice that an interesting percentage of SME (SMALL AND MEDIUM-SIZED ENTERPRISE) are aware about stakes and opportunities which represent the webmarketing, especially in term of visibility for the company.
Document type :
Master thesis
File URL :
http://docnum.univ-lorraine.fr/prive/ESM_M_2010_PARANT_AURELIA.pdf
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https://hal.univ-lorraine.fr/hal-01947470
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Submitted on : Thursday, December 6, 2018 - 6:34:25 PM
Last modification on : Friday, December 7, 2018 - 1:01:40 AM

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Aurélia Parant. Les pratiques et besoins des Petites et Moyennes Entreprises en matière de web marketing. Gestion et management. 2011. ⟨hal-01947470⟩

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