Digital marketing, web marketing, e-marketing: how to find your way today in such a wide field of appellations? With the digital explosion of the last twenty years, the concept of digital marketing has broadened considerably and now includes all marketing-related practices that use web media and channels.
Build Your Web Presence with Digital Marketing
Almost all companies now have a website, an essential tool for being visible and for meeting consumer expectations.
Very quickly, the development of search engine algorithms revealed that a website alone was not enough on its own. To make themselves known on the Web and target the consumer, strategies have been developed gradually, included in what is called digital marketing.
WHY DO DIGITAL MARKETING?
THE BENEFITS OF DIGITAL MARKETING
Why do companies use digital marketing or use a digital marketing agency? Quite simply because a digital strategy offers multiple advantages, applicable to all types of businesses, of different sizes and means:
Digital marketing allows direct interaction with the customer
The information obtained about consumers helps you to adapt the offer and to offer a personalized product or service that meets their needs
Digital marketing promotes customer loyalty and satisfaction through a lasting and quality relationship
It also saves cost and budget: offering a website costs less than setting up a physical store
Digital marketing creates 7/7 availability for your business
The international opening 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 possibilities (for the company, but also for employees thanks to telework)
Digital marketing also makes it possible to target new customers, detect leads and thus differentiate themselves from the competition through a tailor-made strategy.
THE DIFFERENT LEVERS OF DIGITAL MARKETING
SEO: SEO AND SEA
SEO is essential to increase traffic to your site: good SEO allows you to position yourself in the top results of search engines.
SEO (Search Engine Optimization) refers to methods related to natural referencing (netlinking, content marketing, etc.), while SEA is paid referencing (display only, selective display, etc.).
SEA saves time, but is not self-sufficient: buying AdWords campaigns will not be very useful for a site empty of relevant content or information. On the other hand, it improves your SEO by filling the gaps in SEO. The two methods are therefore perfectly complementary.
DIGITAL AND SOCIAL MEDIA MARKETING: WHICH STRATEGY TO ADOPT?
Understand by SMO the wider field of searches via social networks, more and more popular with the use of hashtags for example.
The social networks allow among others to increase traffic to your site through the publication of regular posts about your business.
DIGITAL MARKETING: ONLINE PUBLIC RELATIONS, WHAT TO DO?
Public relations is an important strategy in the vast field of digital marketing. What are online PR? They aim to develop the image of your company on the Internet, namely its e-reputation.
In reality, a PR campaign builds your credibility on the web: if the Internet talks about you via different channels, you stand out. Online communities and blogs are the main supports for developing your public relations and sharing the values of your business.
Affiliation is a contract between a merchant site and partner sites affiliated with its program: in concrete terms, this means that a partner site hosts affiliated content (banners, links, product catalogs) which will redirect the visitor to the merchant site. This marketing method increases the acquisition of traffic.
What are the advantages?
Affiliation offers a win-win relationship: if you are the merchant site, you increase your traffic, while the partner site earns a commission on each click or sale from its site;
The commissions are variable or fixed sales or clicks.
NATIVE ADVERTISING WITHIN YOUR DIGITAL MARKETING STRATEGY
Native advertising is a form of advertising that was created with or against the massive arrival of banner ads on the web. The idea is to produce an advertisement that does not appear to be an advertisement.
By integrating naturally on a media site, in the form of “brand content”, native advertising integrates with existing content and appears as an additional source of information.
Native advertising can take a variety of forms:
Sponsored commercial links that appear in search results;
Sponsored tickets: sponsored content that you see regularly on social media
Recommendation widgets: disseminated on quality sites;
Sponsored lists: on Google, Amazon, Etsy
Companies are increasingly using it in the face of the increase in ad blockers and the promotion of content on the Internet.
DIGITAL MARKETING STRATEGY: THE IMPORTANCE OF E-MAILING
E-mailing refers to marketing campaigns disseminated in the form of e-mails, with the aim of promoting a company, a product or a service by directly addressing a user via his e-mail address. Long king of acquisition strategies, e-mailing however suffered from the automatic blockers of mailboxes which immediately sent them to spam.
Is the email dead? Well no! An e-mailing campaign would even be more effective than a sponsored campaign on social networks. Even today, e-mail offers a very direct form of contact with your customers and prospects in B2B.
THINK ABOUT MOBILE MARKETING IN YOUR DIGITAL STRATEGY
The invasion of smartphones in our daily lives has brought about a new form of mobile marketing. The numbers do not deceive: in 2018, global Internet traffic via computer represented only 46%, compared to 54% for mobile devices.
By 2021, mobiles are expected to reach 61% of global Internet traffic.
Faced with such a preponderance, some companies ended up developing a “mobile first” strategy: that is to say that the main part of the efforts and investments is intended for mobile users.
To establish a “mobile first” strategy, the methods vary from responsive design to the creation of mobile applications.
THE IMPORTANCE OF MARKETING AUTOMATION
An automated marketing that would do everything for you? Not exactly, but almost! This method automates certain tasks, analyzes the data collected and then personalizes your communication.
How does marketing automation work? The marketing automation gives the opportunity to study at first the behavior of leads or customers by analyzing their behavior in front of the various options.
Marketing automation analyzes:
The reactions to e-mailing playing time, CTR, etc.
The behavior on social media: engagement, number of likes, shares, comments, etc.
In a second step, it allows you to adapt your inbound marketing strategy according to the statistics generated automatically: to give a concrete example of the results of marketing automation, 80% of the leads rejected by the salespeople become customers within 24 months.
Content marketing versus inbound marketing?
Are content marketing and inbound marketing two opposite strategies or conversely closely linked?
The content is in a way the fuel of your inbound marketing strategy: the two are therefore rather linked.
If you are developing an inbound marketing strategy, content is a key component.
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