Optimizing Digital Marketing Strategies for Enhancing Sales Performance

Abstract

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.