With more than 4 billion users worldwide, the Internet has become an essential mass media when it comes to promoting its business or its products. Faced with such a boom, digital (or digital) marketing has developed in order to effectively use digital media and channels during communication or marketing campaigns.
Digital Marketing, Digital Marketing: what definition?
We differentiate traditional marketing from digital marketing because the two do not communicate on the same media. Digital marketing therefore refers exclusively to the practices and strategies implemented on digital media and channels.
Just like traditional marketing, digital marketing aims to strengthen brand awareness and increase its visibility. In addition, it allows you to acquire new leads and promote offers. Indeed, the digital landscape being highly competitive, it is essential to stand out.
Unlike traditional marketing, digital marketing is intended to be interactive with future or current customers. Indeed, the latter’s strategy places the customer at the center of its design.
The different media and channels of digital marketing
Search engines: SEA and SEO
The google.fr site has a traffic amounting to more than 2.5 billion visits. It is therefore essential to appear in the first search results. There are two options for your site to appear in the best position in search results.
The first, ephemeral and expensive, refers to search engine advertising ( SEA ), which means advertising on search engines. By the means of keyword buying, your site will appear as a well-placed ad in the search results. However, keywords are bought using an auction system. This practice can therefore prove to be costly when positioning oneself on keywords where competition is fierce. It is important to set a budget and precise objectives in order to see your SEA strategy succeed.
The second option is more sustainable and does not require the purchase of keywords, but requires more work than the first. This is the search engine optimization ( SEO ) also known as natural referencing. Thus, the more a site has a good natural referencing, the better it will be placed in the search results. This is determined by the search engine’s algorithm that evaluates the relevance of the page to the query in question. Several means contribute to the natural referencing of a website.
Social networks: SMM and SMO.
The social networks have become a fully fledged media. In fact, 58% of French people are active users of social networks such as Facebook, Instagram or Twitter among others (Hootsuite and We Are Social study, 2018). Thus, communicating on these media is an excellent way to increase its visibility and strengthen its notoriety, while creating a community.
It is therefore recommended to optimize your website so that its content is easily shareable on social networks. This technique is known as Social Media Optimization ( SMO ), and refers to adapting the website and its content (blog posts, photos, videos, etc.) to social networks, so that they can be easily relayed.
Posting content from your website on social media encourages people to visit it and helps spread that content through user shares. In addition, the publication of relevant content for your target on various social networks is an excellent way to interact with them, to make your brand / company known, and to strengthen its notoriety. This type of strategy is known as Social Media Marketing ( SMM ).
Almost 54% of emails sent by businesses are promotional emails. Despite the emergence of various digital marketing strategies, a well-thought-out email campaign is proving to be very effective. Indeed, according to top digital marketing consultant in india, the return on investment of a well-run emailing campaign can reach 122%.
There are 3 main roles assigned to emailing campaigns. The first is logically the sending of advertisements and offers. The second role refers to customer loyalty. Finally, the third, corresponds to the creation of a relationship of trust in order to convert prospects into customers.
A marketing campaign is all the more effective if it is targeted. Thus, the more we know our audience, the better! With the rise of digital platforms, the collection of data such as age, sex or geographical origin, among others, is within the reach of all companies. Google Analytics allows you, for example, to collect several data from visitors to your site. This data will allow you to deliver the right message, to the right person, at the right time.
Although it is easy to collect some data, it is necessary to use it well. Respect for the law and the privacy of your customers must frame the collection and use of data.
There are two different meanings of the term local marketing. In this article, we will focus on just one of the definitions.
Local marketing refers to the digital marketing actions used to reach a local target. It is about reaching a population in a determined geographical area. Thus, if you have a physical point of sale in a given city, it is interesting to develop a digital campaign with the objective of reaching the people of that city. Several tools are at your disposal for this. For example, local referencing on search engines or online directories, or the use of geolocation data are good ways to develop your digital local marketing strategy.
A definition of marketing automation would be: the automation of marketing campaigns for the purpose of generating leads . In short: you will send communication messages automatically, at the right time and to the right person.
To do this, we can use a marketing automation tool and attach it to an effective inbound marketing strategy. Inbound marketing will allow you to identify specific customer segments and assess the maturity of visitors within these segments. You will thus be able to build scenarios adapted to the progress of the prospect in his journey and help him progress towards your solution, all without the intervention of your sales team (until your lead is ready).
Example of marketing automation :
You are selling a marketing automation solution. You have determined that your target is marketing directors, but also managers of SMEs and mid-caps. Thanks to your blog, you have many quality articles allowing your visitors to understand marketing automation and its challenges.
At the end of your articles with a download banner you offer a white paper on the implementation of a marketing automation strategy. Visitors can download it on a dedicated landing page against their email address and thus enter into an automation process.
They will receive more specific content on a regular basis: A guide to the 5 mistakes to avoid when getting into marketing automation, a 45-minute webinar presenting the action plan to get started with one of your customers, then you invite the prospect for an online demonstration of your tool.