Wever & Ducré BVBA was founded in Belgium in 1984 and was acquired by XAL Holding GmbH in 2011. The company’s product range focuses on indoor, outdoor, and decorative (architectural) lighting. Wever & Ducré is currently only active in the B2B lighting industry but strives to enter the B2C market in Belgium and Northern Germany by 2021. The main objective of the present master’s thesis is to elaborate an online marketing concept for the regions Belgium and Northern Germany, with the subsequent implementation of which B2C customers can be generated for a company currently only active in the B2B industry.The present thesis is divided into two main parts: Part I aims to provide a theoretical basis by defining terms, techniques, and constructs used in the course of an online marketing concept creation process. The result of the comprehensive literature research is a seven-step concept structure that serves as the starting point for part II of the elaboration. Part II of the thesis deals with the company-specific development of an online marketing concept that should contribute to achieving the predefined company objective to tap a new customer group. The starting point for the empirical concept creation is the definition of a B2C customer group: For this purpose, a mixed-method approach is used to define personas, in which both secondary and primary research are combined: A market segmentation (secondary research) was carried out for Belgium and Northern Germany. By defining knock-out and attractiveness criteria, one promising segment could be identified for each market. With the help of 10 qualitative interviews from Belgium and 5 from Northern Germany, two personas could be defined. Persona characteristics served as the basis for selecting marketing strategies.Literature sources indicate that it is not expedient to exchange online marketing strategies with each other, but that they should be used in parallel – however, prioritised in order. The following priorities were determined based on the research results, industry experience, and a cost-utility-analysis (incl. preference analysis) for weighting: SEO, content marketing, SMM, affiliate marketing, EMM. A two-year budget plan, as well as a dynamic action plan, were drawn up with the resources available.