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 speak then of web marketing or cyber marketing. However, over time and with the advancement of technology, its scope of intervention has widened. 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 main objectives of digital marketing
The various disciplines of digital marketing essentially aim to develop your customer relationship. The purpose of this manoeuvre is to optimize the reputation of your brand and boost your turnover. From thread to the needle, these are:
- Increase traffic to your site: 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 is obvious that you plan to increase your customer portfolio. And e-marketing allows you to achieve this goal by offering you the opportunity to turn visitors to your site 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.
What methods are used in e-marketing?
To optimize your chances of achieving your goals, the idea is to adopt a strategy that uses several digital channels. Among the many prescribed methods, the main ones are:
SEO
This practice brings together all the practices aimed at improving natural referencing on Google and other search engines. It is mainly a question of optimizing your contents so that they are relevant in the eyes of Internet users and search engines. In addition to the content, your site must have a thematic silo architecture with a coherent internal link structure. Finally, popularity is also a very important factor which requires obtaining external links from qualitative sites.
The SEA
SEA also called paid referencing, mainly designates marketing techniques that allow you to profit from the activity of searching for information on search engines. In practice, you buy keywords to advertise online with Adwords.
The SMO
Acronym for Social Media Optimization, 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.
E-mailing
This practice remains an effective means of communication to contact your prospects. However, you should be careful not to send unwanted e-mails which very often annoy your recipients and could damage your reputation.
Web analysis
Also called web analytics, this discipline consists in analyzing the behaviour 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.
The display
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.
Digital marketing in perpetual evolution
Over the years, the methods used in digital marketing have diversified. Today, we are talking about brand content, content marketing, inbound marketing, or even influence marketing. More and more practises have gained their independence while others are emerging. To cope with it, there are not 36 solutions, you must adapt to the existing environment and constantly innovate by anticipating technological developments and consumer behaviour.
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