Digital Marketing Case Study

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One of the aspects that made my experience truly interesting was the opportunity to confirm concretely the theories of digital marketing in a particular case, through the use of different tools for the specialized channel and for the B2B channel. Lindt is a historic company, with a conventional approach to communication and, before my consulting project, had a low inclination towards "digital world of communication." The work I performed with the managers of the two channels allowed them to drive the management of Lindt Italy towards digital communication. Khalahota & Whinston argued that using web marketing you can combine an increase in the volume of sales "through lower costs and faster speed" and at the same time create relationships…show more content…
The marketing plan includes a series of activities that try to make the relationship between the company and the clients profitable and efficient. The marketing strategy is based on a combination of tools and specific goals by segments (the B2C channel and the B2B channel). However, even though the current communication of Lindt is conventional, the marketing departments with whom I worked believe that, generally speaking, the results they obtained are very satisfactory because the turnover growth rates of recent years are very high. Nevertheless, Lindt has never conducted a competitive analysis, nor has ever carried out market research to better understand the clients and make an assessment of its communication strategy and marketing strategy. The analysis of sales has always been based on quantitative elements, and only rarely Lindt conducted qualitative analyses. Consequently, the current orientation of Lindt is conventional (responsive marketing…show more content…
In the following paragraphs I will illustrate in detail the results of my project. In order to anticipate clients’ needs, I proposed to Lindt to explore emotions of the specialized channel’s clients, taking into account emotional connections. The research conducted by Harvard University bases its theories on the identification of emotional motivators affecting customer's behavior. During the consulting project, with specific reference to the B2C channel, I tried to identify some of these motivators to implement the new approach to market orientation. If the client is not “digitally connected” to the company, or does not want to be “emotionally connected”, it is not possible integrating a digital communication to the conventional marketing plan of the of Lindt. In fact, as I discussed in the literature review, the identification of emotions that are proven, relevant, perceived and expected by clients, is relevant to implement a digital communication

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