Having a website has become almost mandatory for businesses with the democratization of the internet. Essential to their visibility, a website can even be considered a shop window . But simply having a website isn't enough, especially given the development of search engine algorithms. This is where the various strategies within the framework of digital marketing .
What is digital marketing?
Digital marketing is a set of marketing activities applied through various digital media and channels . The goal is to promote a company's products or services through interactivity .
Digital marketing puts the customer at the center of its strategy and operates on the internet and new information and communication technologies . This branch relies on a wide range of techniques such as email marketing, search engine marketing, web analytics, content marketing, affiliate marketing, digital advertising, etc.
To connect businesses with their audience at any time and achieve a strategic objective, marketing works on different forms of content: website, blog, e-books, social networks, etc.
What are the advantages of digital marketing?
The way we communicate has evolved with the development of the internet. Consumption patterns have also been transformed. Consumers now spend twice as much time online as they did 10 years ago. As a result, this channel allows businesses to be easily visible to their customers. The challenge for businesses is to optimize their online presence to increase traffic and boost profits.
Digital marketing is also a way to create and unite a community around a brand. With a sense of belonging, loyalty becomes easier to cultivate. Digital marketing is therefore an effective way to increase a company's brand awareness .
What methods are used in digital marketing?
To achieve a convincing result in terms of visibility, the levers of action of digital marketing are there.
Search Engine Marketing (SEM)
Search ( SEM) is a technique that aims to improve a website's ranking in search engines . The goal is to appear on the first page of search results on Google, Bing, etc. SEM encompasses SEO ( Search Engine Optimization ) and PPC (Pay-Per-Click). SEO is free search engine optimization that improves content through keywords , internal and external . PPC is paid search engine advertising where the links used are sponsored . This is done through Google Ads ( ) or Bing Ads . The system involves setting a cost per click, and the winning bidder appears at the top of the search results list , above organic search results.
Content marketing
Content marketing involves creating and distributing content on your website or blog . It can take many forms: articles, images, white papers, multimedia, and more . It's relevant content that supports your product while addressing a specific problem . It's a way to attract your audience by providing added value. The other elements of your digital marketing depend on the quality of your content. Content marketing is the cornerstone of digital marketing .
Social Media Optimization
This is social media marketing. Social media platforms are powerful tools for increasing visibility for businesses. Interaction is the key to success in this type of digital marketing. Social networks are essential for engaging with your leads. They also ensure mass distribution thanks to their popularity. Several platforms can be leveraged : Facebook, Twitter, Snapchat, Instagram, LinkedIn, and others. It's important to note that each social network has its own specific use depending on the objective and type of marketing strategy. LinkedIn, for example, is more effective in B2B. Facebook, on the other hand, proves more advantageous in B2C. In social media marketing, your visitors contribute to your growth by " liking " your posts.
Emailing
Email marketing campaigns come into play as soon as a prospect provides their contact information . The process involves sending automated emails using marketing automation tools, either for occasional promotions or newsletters . This technique has proven its effectiveness. Email marketing is a way to stay in touch with prospects and build a relationship of trust. Adopting marketing automation facilitates continuous email distribution to nurture leads .
Mobile Marketing
Leveraging mobile phones is a crucial aspect of digital marketing . Phones are the most common way to connect to the internet. Statistics show that by 2024, the development of apps , SMS and instant messaging services, and the adaptation of interfaces to different devices are key to successfully implementing this type of digital marketing. Furthermore, mobile marketing allows for more precise targeting by segmenting specific audiences or utilizing geographic data.
Display advertising
Display advertising, or billboard advertising, encompasses all digital advertising that relies on visual appeal. It can take the form of a video , or more traditional formats like banner ads .
The emergence of programmatic advertising, where ads are optimized using algorithms and retargeting, has added complexity to this type of marketing . Measuring conversion rates and targeting consumers is also made easier.
Affiliation
This technique is based on outsourcing . Product promotion is handled by a third-party website that receives a commission on sales. This system relies on referrals. affiliate sites for recommending it.
Web analytics
Interpreting data gathered from consumer behavior and browsing habits is part of digital marketing. Analyzing this data can form the basis of a guide that aligns with your marketing strategy. It's not necessary to be everywhere at once and apply every technique. The strategy should be chosen based on your objectives.
