Résumé:
This research presents an in-depth exploration of the impact of digital marketing on
the sales performance of Hisense. The primary objective is to unveil the intricate interplay
between these two vital components of modern business operations and provide actionable
insights to enhance business outcomes. The study is divided into two main parts, the first
chapter serves as a foundational exploration through a literature review about digital
marketing, sales performance and the intersection between sales and digital marketing
strategies, highlighting synergies, challenges, and opportunities in aligning these domains.
The second part of the research unfolds through an empirical case study conducted
during an internship at Hisense Algeria. This segment is structured into three distinct
sections, providing an analytical deep dive into Hisense’s current digital marketing strategy,
scrutinizing its strengths, weaknesses, and areas for improvement; and finally, a detailed
exploration of the case study’s findings.
Employing a mixed research methodology, the study combines quantitative and
qualitative methods to triangulate insights and ensure robustness in the findings. Quantitative
data is sourced from a comprehensive questionnaire distributed both online and in-person to
a diverse sample of 405 individuals, while qualitative insights are gleaned from in-depth
interviews with key stakeholders, including the marketing manager and commercial
responsible at Hisense Algeria. Additionally, a data-driven analysis is conducted utilizing
company-provided metrics such as social media engagement, budget allocations, and
monthly sales figures. The culmination of the study is a series of suggested
recommendations aimed at optimizing Hisense’s digital strategy to bolster sales performance
and enhance overall business outcomes.
Key findings highlight the importance of social media engagement, search engine
optimization, and online review management. While Hisense's current strategy has increased
visibility, there is room for improvement, such as enhancing content and exploring influencer
partnerships. Data analysis shows that increased digital marketing budget and social media
interactions positively affect sales growth. The study offers practical recommendations to
optimize Hisense's digital marketing strategy and provides insights for future research in this
area.
