The impact of digital communication on the performance of a company Case study: Topper Expansion

Abstract

The world has changed, society has evolved, and the advent of digital has changed our habits and our way of life; this evolution has brought critical changes to the notions of traditional marketing, therefore today we no longer talk about traditional communication where companies advertise through traditional media, like television channels or through newspapers and urban advertising. We have entered a whole new dimension where companies manage to reach a very large number of listeners in a very short period of time. In today’s market everything is fast, and most importantly everything is measurable, and so many communication opportunities are offered to companies thanks to the web and its functionalities. In this Master’s dissertation we discuss the concept of digital communication, and its impact on performance of ENDIWO company; we use a descriptive study to explain the link between these two elements, we proceeded our practical study by using two different tools: the first one is the analysis of data on the search ad campaigns and the company's website; and the second one is an interview with the Project Manager of the host company ENDIWO. Through which we were able to conclude that digital communication has a positive impact on the visibility of the company on the web by increasing traffic to the website and spreading brand awareness amongst internet users as well as on the conversion of customers