Over the past two decades, digital marketing has become increasingly important in business. A real performance lever, it guarantees the promotion of your brand and the optimization of your reputation.
Definition and challenges of digital marketing
Also called e-marketing or digital marketing, digital marketing brings together all the marketing practices used on digital media and channels. In general, it is assimilated to everything that comes close or near to the Internet: we then speak of web marketing or cyber marketing. Over time and with the advancement of technology, its scope of intervention has widened, however. Today, other media are also popular, including mobile applications and video games. With each new trend, marketers are forced to review their working methods. It therefore seems difficult to give an exhaustive list of the various fields on which digital marketing is based.
In an environment where digitalization has gone up a gear, e-marketing has become an essential means of communication. Today more than ever, companies need to take care of their e-reputation and establish a permanent interaction with their customers if they want to have a place in this new digital era. Soon, almost all consumers will only use digital channels to shop. Without resorting to digital marketing, in particular via a web marketing agency, a business is simply doomed to failure.
The various disciplines of digital marketing essentially aim to develop your customer relationship. The purpose of this maneuver is to optimize the reputation of your brand and boost your turnover. Thread by needle, these are:
Increase your site traffic: One of the main objectives of digital marketing is to generate leads on your site. Through various SEO techniques, you can make it attractive and well positioned on the search engines.
Turning Visits into Purchases: By running campaigns on the Internet, it’s obvious that you’re considering expanding your customer portfolio. And e-marketing allows you to achieve this goal by giving you the opportunity to turn your site visitors into prospects.
Build customer loyalty: By working in particular on your brand image, you make sure to gain the trust of your customers.
Influence your target: Digital marketing allows you to create a community, especially on social networks, that is committed to your brand. In some contexts, you can use this influence to trigger a need in potential future clients.
This practice brings together all the practices aimed at improving natural referencing on Google and other search engines. The main thing is to optimize your content so that it is relevant to internet users and search engines. In addition to content, your site must have an architecture in thematic silos with a coherent internal link structure. Finally, popularity is also a very important factor which requires obtaining external links from qualitative sites.
The SEA, also called paid referencing, mainly designates the marketing techniques which make it possible to profit from the activity of search for information on search engines. In practice, you buy keywords to advertise online with Adwords.
Acronym for Social Media Optimization, the SMO designates all the techniques and actions intended to develop notoriety on social media. In the exercise of this discipline, you use different social networks to reach your targets. Be sure to distribute qualitative content to create the engagement of your customers and prospects.
This practice remains an effective means of communication to contact your prospects. However, you should be careful not to send unwanted e-mails that very often annoy your recipients and could damage your reputation.
Also called web analytics, this discipline consists in analyzing the behavior of your audience on your site in order to detect points to improve or modify. To do this, you must, among other things, determine the time spent by each Internet user, the interface they use and the bounce rate.
This term designates forms of digital advertising that mainly use graphic or video elements. Formerly called online advertising, the display includes banners, paving stones and skins.
Over the years, the methods used in digital marketing have diversified. Today we’re talking about brand content, content marketing, inbound marketing, or even influencer marketing. More and more practices have gained their independence while others are emerging. To deal with it, there are not 36 solutions, you must adapt to the existing environment and constantly innovate by anticipating technological developments and consumer behavior.