Digital marketing refers to all marketing actions using digital communication channels to promote a brand or product. Also called digital marketing or e-marketing, it is essentially based on media related to the Internet, but also those related to smartphones, tablets and other connected objects. What differentiates it from web marketing which relies solely on the web .
increase the company’s notoriety and improve its brand image .
Digital marketing is so broad that it is within the reach of all companies , regardless of size and field of activity. On the other hand, digital marketing strategies are not alike from one company to another.
In the B2B sector, e-marketing focuses on lead generation and then hands it over to the sales team. On the other hand, in a B2C company, the digital marketing strategy aims to attract Internet users to its website and transform them directly into customers without going through a salesperson.
Why is it essential to do digital marketing?
Quite simply because digital is becoming essential for companies. It is impossible to ignore the digital channel when we know that 84.4% of French people are connected to the internet in 2021. The average time spent by an individual on the web is 2h 27 per day.
Thus, the web offers a huge opportunity to gain visibility . In addition, digital marketing allows a company to be constantly accessible on the web, unlike offline communication media. It makes it possible to reach a large number of Internet users, and therefore potential customers, all over the world 24 hours a day, 7 days a week.
In addition, digital technology boosts customer relations . Thanks to this tool, a feeling of proximity and trust is established between consumers and businesses. The messages sent to the Internet user are more personalized and the services are becoming tailor-made to adapt to each person’s consumption habits. The result: high satisfaction and retention rates.
Another good reason to do digital marketing: that of cost. The platforms used in e-marketing are much less expensive than a media plan in the press , on TV or on the radio, the amounts of which are inaccessible for SMEs. With a good digital strategy, small businesses can compete with bigger ones.
Then, launching a new product on the market becomes easier and faster with digital. With just a few clicks, you can advertise on search engines or social networks.
Finally, the e-marketer can use web analytics tools as he sees fit to measure the performance of an advertising campaign and improve his strategy. Which is difficult to do with advertising on TV or paper.
The methods deployed in digital marketing
An e-marketing strategy is based on a multitude of internet media and digital platforms. The choice of these channels must be well thought out to achieve the desired results. The key is to go where the target is mostly present.
The different digital marketing channels
In many ways, a company’s website is the keystone of your digital marketing actions . It’s hard to talk about online marketing without mentioning this channel. Indeed, it is on your website that Internet users will find information about your brand and your products . It is also on this space that the target customers will buy or get in touch with it. And it is especially on this place that they will judge your company. This is why it is important to take care of the design, architecture and content of a website.
The blog is a complementary tool to the website. Maintaining a blog has the advantage of giving credit to your business. By regularly publishing articles, you highlight your expertise while giving a serious and dynamic image to your brand. Each article posted is likely to improve your visibility on the web, and ultimately to bring new potential customers.
The presence on social networks is essential for a successful digital marketing strategy. With more than 49.6 million active users in France, these platforms are formidable tools for gaining visibility on the web.
In addition, they facilitate exchanges with your target and allow you to create a community around your brand.
The mobile application plays a strategic role in digital marketing. The reason ? It is that Internet users currently tend to connect to the Internet via smartphone than on computers. The mobile application is therefore an excellent channel to get closer to your targets and meet their needs.
Content marketing is based on the creation and publication of quality content to attract traffic, acquire leads, inform them and convert them into customers. This may include, among other things: