Over the past two decades, digital marketing has become increasingly important in business. A true lever of performance, it guarantees the promotion of your brand and the optimization of your reputation.
The rise of digital media (web, mobile) in lifestyle habits today has many repercussions on the techniques and processes that companies must use to reach their targets. Digital marketing refers to all strategies to be implemented on digital media, in order to optimize:
Definition and challenges of digital marketing
Digital marketing includes all marketing practices used on digital media and channels. In general, it is likened to anything near or far to the Internet: it is called web marketing or cyber marketing. With the passage of time and the advance of technology, its scope of intervention has however widened. It therefore seems difficult to give an exhaustive list of the different areas on which digital marketing is based.
Digital marketing, web marketing, e-marketing: how to navigate today in such a wide field of appellations? With the digital explosion of the last twenty years, the concept of digital marketing has expanded and now includes all marketing practices that use media and web channels.
In an environment where digitalisation has taken the next step, e-marketing has become an essential means of communication. Almost all consumers will only use digital channels to make their purchases. Without resorting to digital marketing, a business is simply doomed to failure.
Why do companies use digital marketing? Simply because a digital strategy offers multiple benefits, applicable to all types of companies, size and different means:
Digital marketing allows direct interaction with the customer;
The information obtained from consumers helps you to adapt the offer and to propose a personalized product or service that corresponds to their needs;
Digital marketing promotes loyalty and customer satisfaction through a long-lasting, quality relationship;
It also saves money and costs: buying a website is cheaper than setting up a physical store;
Digital marketing creates availability 7 days a week, 24 hours a day from your business;
Openness to the international is facilitated;
The gain in visibility improves your brand image and makes it possible to reach a wider audience;
Digital marketing offers many more facilities and opportunities (for the company, but also for employees through tele-working);
The results on the performance of your business are much more accurate than before thanks to the analysis of the KPIs;
Digital marketing also makes it possible to target new customers, to detect leads and thus to differentiate themselves from the competition thanks to a tailor-made strategy.
The main goals of digital marketing .
The various disciplines of digital marketing essentially aim to develop your customer relationship. The goal of the manoeuvre is to optimize the reputation of your brand and boost your turnover. From one thing to another, it’s about:
Increase your site traffic
One of the main goals of digital marketing is to generate leads on your website for your business. Thanks to various SEO techniques, you can make it attractive and well positioned on the search engines.
Turn visits into purchases
E-marketing allows you to achieve this goal by giving you the opportunity to turn visitors to your site into prospects.
Build customer loyalty .
Influence your target .
All these elements must be incorporated into the marketing strategies of brands and companies or their image will run out of steam in favour of fierce competition through different media such as:
Outdoor advertising panel
Point of sale TV .
What methods are used in digital marketing?
To maximize your chances of achieving your goals, the ideal is to adopt a strategy that uses multiple digital channels. Among the many prescribed methods, the main ones are:
This practice includes all practices to improve SEO on Google and other search engines. It’s mainly about optimizing your content so that it is relevant to users and search engines. In addition to content, your site must have a thematic silo architecture with a consistent internal link structure. Finally the popularity is also a very important factor that requires to obtain external links coming from qualitative sites.
Buzz Marketing: Also called viral marketing, which involves taking actions to improve the company’s knowledge in view of prospects / customers to improve or reposition its image or that of its products to a target audience. This medium positions the target at the heart of the relationship, becoming the main vectors of brand communication.
The general commission of terminology and neology recommends the use of “electronic word of mouth” to define this support.
Acronym for Social Media Optimization, the SMO is the set of techniques and actions designed to build awareness on social media. In the exercise of this discipline, you use different social networks to reach your targets. Be sure to broadcast qualitative content to create the commitment of your customers and prospects.
This practice remains an effective means of communication to contact your prospects. However, care should be taken not to send unwanted mails that often annoy your recipients and could damage your reputation.
The web analysis
Also called web analytics, this discipline is to analyze the behaviour of your audience on your site in order to detect areas for improvement or modification. To do this, you must, among other things, determine the time spent by each user, the interface he uses and the bounce rate.
This term refers to forms of digital advertising that primarily use graphic or video elements. Formerly called online advertising, the display includes banners, pavers and skins.
Digital marketing in perpetual evolution .
Over the years, the methods practiced in digital marketing have diversified. Today, we talk about brand content, content marketing, inbound marketing, or even influence marketing. More and more practices have gained independence while others are emerging. To face it, there are not 36 solutions, you must adapt to the existing environment and innovate continuously by anticipating the technological evolutions and the behaviors of the consumers.