Rapport de stage Ingenico ePayment

I would like to thank all the people who contributed to my internship

Pierre-Antoine for this fantastic opportunity,

Marisa my internship Manager, for her trust, her advice, her support and her dedicated coaching,

Susanne for allowing to get familiar with new tools,

Kim for her attention,

And all the Marketing team for the knowledge they shared with me and the welcome they offered: David, Mat, Evgenia, Whitney, Jurriaan, Niels, Sam, Walter, Thibaut, Julie, Benedicte, Sangeetha, Lily, Fionn, Dario and Nicholas, Philippe, Sam and Walter.

SUMMARY

INTRODUCTION

THE COMPANY & ITS ENVIRONMENT: INGENICO EPAYMENTS:

A GLOBAL MARKETING AND COMMUNICATIONS DEPARTMENT WITH A LOCAL REACH

CONTENT CREATION FOR SOCIAL MEDIA

THE CHANNELS AND SOURCES

THE AUDIENCE TARGETED BY THIS CONTENT

WHAT MADE A GOOD POST?

SUPPORT & REPORT FOR SOCIAL MEDIA: RESULTS?

WORKING IN A TEAM: INTERACTIVITY AND COOPERATION FOR CREATIVITY

LEAD MANAGEMENT ACTIVITIES

RETRIEVING ASSETS FOR MIGRATION LEAD MANAGEMENT

A WALL OF THOUSANDS BRICKS

MONITORING ACTIVITY TO REDUCE MISTAKES AND GATHER MORE CONSISTENT FEEDBACKS

CONCLUSION

SOURCES

ANNEXES

DOSSIER MEMI - CULTURAL ANALYSIS

INTRODUCTION

THE COMPANY & ITS ENVIRONMENT: INGENICO EPAYMENTS

Ingenico ePayments is a provider of payment services. It offers a large portfolio of online and mobile solutions for national, international and alternative payments to address the requirements of all customers of the company to whom they provide their services. It is a Business to Business company, or B2B, which is part of a bigger group: Ingenico Group.

Ingenico Group is Public Company which means that they are present on the stocks market in France and whose shareholders can be anonymous and be both individuals or institutional investors. Ingenico ePayments is the online payment division of Ingenico Group, and is the outcome of the acquisitions of two previous companies: Ogone (acquired in 2013) and Global Collect (acquired in 2014). The Picture 1 (1) illustrates the history of the Group.

The online payments environment has faced these recent years a massive disruption with the multiplication of alternative payment methods and the introduction of several strong competitors.

Worldpay: global payments processing and solutions, founded in 1989. The company provide secure technology services for merchants enabling them to accept many types of payments in several channels all around the world. (2)

Adyen: payments Solution Company, founded in 2006. The company provides its customers with an online mobile and in store single solution to obtain payments from anywhere in the world. Has 250 payments methods and a global reach. (3)

Stripe: American company that professionalize in online payments and mobile apps, founded in 2011. The company is operating in 25 countries, all around the world (4). Gain the most of its market share by offering an easy and fast integrated solution.

Braintree: the company provide global commerce services for business, founded in 2007. The company is operating in more than 44 countries and offer many payments methods, fraud protections and other products. (5)

The payment eco-system is a very competitive sector with a growing number of actors. Ingenico ePayments is a Payment Service Provider (PSP) in charge to connect the merchant (multiple kind of online companies selling goods and services via online and mobile channels) with its end-customers. To operate for a payment using card it needs a connection with the Acquirer (merchant’s bank) and the Card Issuer (the end-customer bank) thanks to the Card Schemes (like Visa, Mastercard or Discover). Yet the digitalization of the economy allowed the rise of new series of payment solutions who enriched the portfolios necessary to operate and be competitive in the online payment world. Thus the competition for the online payment market is an intensive one with a growing potential, as the total volume of eCommerce is expected to overcome 4 trillion by 2020, and an always fiercer competition.

A GLOBAL MARKETING AND COMMUNICATIONS DEPARTMENT WITH A LOCAL REACH

I made my internship in the company in the Marketing team. The Marketing team has a wide scope of activities. It first implies all the activities necessary to the Strategic Campaigns established either in line with other departments in case of a product-centric campaign, or more independently for the thought leadership campaigns. The Campaigns entails different actions. First the generation of the Content itself, which requires selection of topics and takeaways, data collection and creation of the visual assets. Then then campaign must be broadcasted via a Landing Page and traffic must bust brought to it thanks to Email Campaign. The Marketing team is also in charge of Events Management in close relationship with Sales. Finally, the Digital team in charge of the Management of the websites is also part of Marketing. Each activity is amplified on a local level thanks to the Local Marketing Manager. Overall goal of the Marketing is to generate, manage, nurture and measure demand across the buyer’s journey and the customer life-cycle. To accomplish this goal they implement a strategy relying on content.

As a B2B company, Ingenico ePayments customers have a very complex and long Buyer's Journey. Indeed, the selection by a company of the payment solution is a decisive feature because it influences the entire business process: the margin, the security, the analysis of the consumer, the reach of the customer in terms of geography, the possible payment solutions offered to the end-consumer, the speed of process, the support that the end-customer can get but

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