« Back

Dufour Arnaud

Professeur HES associé

Main skills

Professeur HES associé

Desktop: S205

Haute Ecole d'Ingénierie et de Gestion du Canton de Vaud
Route de Cheseaux 1, 1400 Yverdon-les-Bains, CH

Institute
MEI - Institut d'ingénierie des Médias

BSc HES-SO en Ingénierie des médias - Haute Ecole d'Ingénierie et de Gestion du Canton de Vaud

Marketing digital
E-Commerce

MSc HES-SO en Business Administration - HES-SO Master

E-Commerce

2025

Audience behavior, customer journey and the omnichannel strategy

Book chapter ArODES

Arnaud Dufour

Dans Accart, Jean-Philippe, Marketing for Libraries and Information Services (12 p.). 2025, London, UK : Iste Ltd

Link to the publication

Summary:

Digital technology has infiltrated the majority of human activities, profoundly changing most of our private and professional endeavors. The New Public Management liberal school extends the marketing of products and services approach to the public services, assimilating customer relations to users and citizens. In the non-commercial context in which most libraries operate, sustainability and development are generally conditioned by the use of the services proposed by the audiences, a use that marketing seeks to encourage. Marketing maps the customer relationship more broadly, focusing on the interactions between the organization and its targets over the long term. In order to cope with the availability of multiple channels, customers must make choices and organizations must ensure that channels offer consistent information and services. A library that offers an online lending service in addition to its usual service will tend towards being omnichannel.

Responsible (digital) marketing

Book chapter ArODES

Arnaud Dufour

Dans Accart, Jean-Philippe, Marketing for Libraries and Information Services (11 p.). 2025, London, UK : Iste Ltd

Link to the publication

Summary:

This chapter suggests different possibilities for reducing the impact of marketing, while remaining aware that it is only one of the many components of the impact of a library's activities, or of any cultural institution for that matter. In the field of eco-web design, it is interesting to evaluate a website's environmental impact a posteriori. The fields of responsible marketing and communication are still emerging. The increasing perceptibility of climate change and the awareness it brings with it, in relation to the other dimensions of the environmental “permacrisis”, call for more voluntary actions on the part of marketing managers, including when these actions are in line with demarketing, encouraging sobriety in practices and frugality in uses, aiming for a voluntary and assumed decrease in performance indicators, which so far have only been analyzed in terms of growth.

From marketing to digital marketing

Book chapter ArODES

Arnaud Dufour

Dans Accart, Jean-Philippe, Marketing for Libraries and Information Services (19 p.). 2025, London, UK : Iste Ltd

Link to the publication

Summary:

The digital transformation and digital marketing are supported by a range of information technologies. The key role of a digital marketing department is to build, nurture, manage and commercially animate a set of digital communication and interaction channels which make up its “digital ecosystem”. Performance measurement is essential for the management of marketing activities. In the digital field, measuring devices enable real-time monitoring with high precision. Customer experience consistency across the various touchpoints of the digital ecosystem and beyond, in all interactions with a brand, including the real world, is ensured by a set of guidelines for graphic charters, editorial charters and prescriptions as well as operating guides aimed at making the expression of the brand and the behavior of its representatives consistent. Newsletters are still an invaluable tool for digital marketing. Social media has generated lots of interest in the field of digital marketing.

Marketing and artificial intelligence

Book chapter ArODES

Arnaud Dufour

Dans Accart, Jean-Philippe, Marketing for Libraries and Information Services (7 p.). 2025, London, UK : Iste Ltd

Link to the publication

Summary:

For several year, software publishers specializing in marketing solutions have been promoting the integration of artificial intelligence services into their tools. Using artificial intelligence (AI) tools such as ChatGPT directly is a common approach, but it is also possible to use generative AI integrated into digital marketing tools. These generative AI applications around content are essential, and constitute an area in which marketing and communication professionals can easily begin to use them with reasonable budgets and a prompt return on investment. Advances in audio and video generation also make it possible to produce sounds, music and video sequences that can be used in the context of marketing. Marketing teams are under intense pressure to integrate these generative AIs into their practices and gain in efficiency. By becoming a possible substitute for the search engine, a tool such as ChatGPT could eventually divert traffic and advertising revenue from Google.

Quel community management pour les villes et les territoires ? :

Book ArODES

les débuts timides de la communication numérique des collectivités de Suisse romande

Michael Perret, Thomas Jammet, Natalie Sarrasin, Arnaud Dufour

2025, Neuchâtel, CH : Alphil - Presses universitaires suisses, 148 p.

Link to the publication

Summary:

Comment les collectivités publiques de Suisse romande utilisent-elles les médias sociaux pour promouvoir leur identité et favoriser l’engagement et le dialogue avec leurs publics ? C’est à cette interrogation que répond ce livre, en mettant en dialogue des travaux de recherche et des considérations pratiques de spécialistes du terrain. La place des médias sociaux et du community management dans le domaine de la communication publique a été peu traitée jusqu’à présent… surtout en Suisse. Pourtant, ces espaces numériques apparaissent aujourd’hui incontournables, aussi bien pour les villes que pour les destinations touristiques, soucieuses de leur image et des interactions avec leurs usager∙es et client∙es. L’ouvrage aborde les enjeux des différents codes et bonnes pratiques de ces plateformes pour la communication publique, ainsi que la nécessité de les employer en association avec d’autres canaux numériques. Fruit d’une journée d’étude co-organisée en avril 2024 par des enseignant∙es-chercheur∙euses de quatre hautes écoles romandes faisant partie de la Haute école spécialisée de Suisse occidentale (HES-SO), ce livre propose une incursion inédite dans l’univers de l’animation de communautés en ligne, de ses débuts à ses évolutions récentes.

Comportements des publics, parcours d'achat et omnicanalité

Book chapter ArODES

Arnaud Dufour

Dans Accart, Jean-Philippe, Marketing appliqué des bibliothèques et services d’information (14 p.). 2025, London, UK : ISTE Editions

Link to the publication

2020

La marque qui murmurait à l'oreille du client

Book chapter

Dufour Arnaud,

Dans François H. Courvoisier, Zalust Zorik, Direct to Consumer : à la conquête du client horloger. 2020, Le-Mont-sur-Lausanne : LEP Éditions Loisirs et Pédagogie

Link to the publication

2018

Analyse des pratiques de traçage numérique des clients observables sur les sites web des marques horlogères

Book chapter

Dufour Arnaud

Dans François Courvoisier, Kalust Zorik, Marketing horloger : L'intelligence digitale. 2018, Le Mont sur Lausanne : LEP Loisirs et Pédagogie

Link to the publication

2025

Organisation de la 2ème Journée de la recherche en community management (JRCM’25)

Conference

Perret Michael, Jammet Thomas, Sarrasin Natalie, Dufour Arnaud

2ème Journée de la recherche en community management (JRCM’25), 09.09.2025, HE-Arc, Neuchâtel

Link to the conference

Summary:

Sujet : Organisation de la 2ème Journée de la recherche en community management (JRCM’25), une initiative de la HEG Arc, la HETS-FR, la HEIG-VD et la HES-SO Valais-Wallis.

Contexte : La Journée de la recherche en community management se conçoit comme une plateforme d’échange intellectuel dédiée aux défis et et opportunités de l’animation d’une communauté de client·es ou d’usager·ères sur le web. Cette 2ème journée vise à stimuler les réflexions autour des aspects émergents et des bonnes pratiques du community management d’institutions culturelles ou de celles faisant la promotion de la culture. En favorisant le dialogue entre chercheur·euses, communicant·es de telles institutions et spécialistes des médias sociaux, la journée entend proposer de nouvelles idées, susciter des débats constructifs et élargir la compréhension collective de l’impact des réseaux sociaux sur l’animation et la gestion de communautés en ligne.

Achievements

PEOPLE@HES-SO
Directory and Skills inventory

Dufour Arnaud

Professeur HES associé

Main skills

Digital Marketing

E-Commerce

Marketing Technologies

Data marketing

On-line advertising

Customer eXperience

Marketing Ethics

Professeur HES associé

PEOPLE@HES-SO Directory and Skills inventory

Dufour Arnaud

Professeur HES associé

Main skills

Digital Marketing

E-Commerce

Marketing Technologies

Data marketing

On-line advertising

Customer eXperience

Marketing Ethics

Professeur HES associé

PEOPLE@HES-SO
Directory and Skills inventory