Stratégie de communication digitale en B2B : cas d'application Listen

Abstract

The digitization of communication is impacting the way companies are interacting with their audiences. This involves new habits and behaviours by the users. Listen, a Belgian market research and consultancy agency, is now facing some challenges regarding its communication strategy. The company, which has been growing strongly since 2004, has always relied on word of mouth from its satisfied customers to attract new ones. The market research industry is characterized by an increasingly competitive environment fed by data ubiquity due to the arrival of new technologies. Therefore, it is more important than ever for the company to differentiate itself from its competitors. Listen has decided to implement a structured digital communication strategy by developing the concept of content marketing. As a market research agency, Listen indeed generates a lot of insights about consumers, employees, companies and society in general. Therefore, the goal of the project is to highlight the qualitative content that the company generates in order to raise awareness among its targets and to develop its business activity in the long term. To understand the needs and expectations of Listen’s target, we first conducted qualitative research involving semi-structured interviews. We then confirmed the identified tendencies through an online survey conducted in collaboration with the Chamber of Commerce and Industry of Liège, Verviers, and Namur. The results demonstrate that Listen’s target is looking for relevant, timely, qualitative, useful and reliable content. They also emphasise the importance of humanizing the customer experience. We identified some key performance indicators and the necessary resources to implement the strategy successfully. The last part of this report discusses how we handled the ethical dimension within this project. This report provides some concrete recommendations on ways for Listen to develop a relevant and consistent digital communication strategy. The studies helped us to define the customer journey and to identify the key touchpoints for Listen. The advice given through the report will help to guide the future strategic choices and to support the expansion of the company.