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This thesis has been written as a roadmap for the Cluster TWEED in order to develop a whole digital marketing strategy for their brand “REWallonia”. The different steps to follow have been detailed in order to achieve the mission given by the company to the student. It first starts with a situation analysis: micro, macro and internal analyses are performed in order to have a better understanding of the environment in which the organization operates. The second step was then to set appropriate objectives aligned with the general business strategy of the company, taking into account the strengths and weaknesses of TWEED. Those objectives are mainly digital marketing objectives as improving the ranking of the website on Google, attract the visitors to our website and make them stay on it and finally turn those users into advocates of our brand. The third step was to define strategies to reach those objectives. For this, various tools are used such as a Search Engine Optimisation strategy, email marketing, website design and usability, social media marketing, etc. The fourth step is to set Key Performance Indicators to measure the results.

Digital marketing --- Website --- SEO --- Backlinks --- Search engines --- Content marketing --- Content management --- Databases --- Social networks --- Social media marketing --- Tags --- Taxonomy --- Email marketing --- Community management --- Sciences économiques & de gestion > Marketing