Stratégie digitale de commercialisation d'une nouvelle solution de cyber-sécurité sur le secteur industriel

Abstract

This thesis has been written as a consultancy report for the company NRB. Based on a literature review and digital marketing concepts, this project-dissertation develops a digital strategy for one of the cyber-security solution of the company on the industrial sector. This strategy meets the business and marketing objectives of NRB. In the future, the strategy can be used as a roadmap to help the marketing department to support the buying process. Therefore, three distinct sections will be studied. The literature review starts with a discussion about the evolution of the business-to-business buying process through the digital revolution followed by the role of marketing in the buying process. Then, a study is conducted to analyze how the digital marketing and more specifically the social networks can support the marketing during the customer journey. The next section is composed of several chapters related to a pre-project study essential to the development of a relevant digital marketing strategy. First, a chapter is dedicated to an intern audit of the marketing department at NRB. Then, the portfolio cyber-security of NRB and its new solution called "Security Operation Center" is detailed. The third chapter is committed to the functioning of the industrial sector. Finally, an analyze of the pre-prospection process for the cyber-security solution and the results is conducted. In the last section, the digital marketing strategy is elaborated. It will begin by setting out the objectives and how the strategy will be formulated in terms of targets, messages and budgets. Then, the implementation of the strategy is detailed followed by the key indicators performance. The last chapter is a demonstration of how the management problem has been deal with a link to business ethics and sustainable development. The project-thesis is concluded with some personal recommendations and conclusions.