How to optimize the digital marketing of a B2B2C company ? Case study : Knauf Belgium

Details

Supervisors

Schuiling, Isabelle

Faculty

Louvain School of Management

Degree label

Master [120] en ingénieur de gestion

Abstract

This thesis is a case study Knauf Belgium, the Belgian branch of a worldwide leader in the building materials sector. The objective of this case study is to understand how to optimize the digital marketing of a B2B2C company. Therefore, after a thourough literature review on digital marketing and its specificities for B2B companies, we have performed different analysis on the two major platforms of digital marketing: the website and the social media. In these, we have looked at the platforms of Knauf Belgium and analyzed what they could do differently to optimize their digital marketing. For the website, we have used two powerful online tools to gather data and insights: Google Analytics and WooRank. For the social media, we have analyzed data of the Knauf Belgium Facebook page from Facebook Insights and performed a qualitative analysis of recent Facebook and Instagram posts made by Knauf Belgium. In the end, we presented two additional recommendations and concluded the thesis with a summary of our learnings and recommendations, aswell as the limitations we encountered while writing this thesis.