Optimizing Digital Marketing Strategies Through Digital Tools

Abstract

e world of business has undergone a significant growth with the evolution of digital marketing and its diverse tools especially those that integrate AI tools, helping businesses increase visibility and build long lasting relationships with customers. Among these businesses are coworking spaces that have emerged as solutions for freelancers, startups, small businesses, and even large corporations seeking flexibility and collaboration outside the confines of traditional office setups. However, as their popularity increases and the market becomes more and more competitive, smaller and newly established businesses in the field are faced with the challenge of standing out among competitors and increasing their visibility in order to reach local entrepreneurs, remote workers and businesses needing flexible office solutions. Throughout this work, we explore the digital tools used in My Dare Coworking’s marketing strategy and measure its current impact in order to be able to make specific and relevant recommendations to optimize the efficiency of these tools. In order to do that, an empirical case study was conducted during my internship at My Dare Coworking. This case study is conducted through a qualitative approach of research, using a combination of methods: a semi-structured interview with the general manager of My Dare. This interview contains 20 questions in total and was built on five axes. The second method applied is the performance of an in depth analysis of its current content strategy using performance metrics provided by online analytics tools. This approach helped us get detailed insights of My Dare’s current performance and identify areas of improvement. The findings of this qualitative research were then used to build a new digital marketing strategy and measure its impact during the first 10 days of its implementation.