What is digital marketing?

Over the past two decades, digital marketing has become more and more important in companies. A real performance booster, it guarantees the promotion of your brand and the optimization of your reputation.

Definition and goals of digital marketing:

Also called e-marketing or internet marketing, digital marketing includes all marketing practices used on digital media and channels. In general, it is assimilated to everything that is closely or remotely related to the Internet: we talk about webmarketing or cybermarketing.

However, over time and with the advent of technology, its scope of intervention has broadened. Today, other media are also in demand, 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 different fields on which digital marketing is based.

In an environment where digitisation has increased, e-marketing has become an essential part of communication. Today more than ever, companies need to maintain their
e-reputation and establish a permanent interaction with their customers if they want to have a place in this new digital age. Soon, almost all consumers will only use digital channels to make their purchases. Without using digital marketing, via a web marketing agency in particular, a company is simply doomed to failure.

The main objectives of digital marketing:

The various types of digital marketing are essentially aimed at developing your customer relationship. The purpose of this approach is to optimize the notoriety of your brand and boost your turnover. One thing leading to another, it's about::

-Increase your website traffic: One of the main objectives of digital marketing is to generate leads on your website. Thanks to various SEO techniques, you can make it attractive and well positioned on search engines.

-Turn visits into purchases: By running campaigns on the Internet, it is obvious that you are considering expanding your customer portfolio. And digital marketing allows you to achieve this goal by offering you the opportunity to transform your website visitors into prospects.

-Build customer loyalty: By working on your brand image, you ensure that you win the trust of your customers.

-Influencing your target audience: 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 among potential future customers.

What are the methods used in e-marketing?

To optimize your chances of achieving your goals, the best thing to do is to adopt a strategy that uses multiple digital channels. Among the many prescribed methods, the main ones are:

The SEO:

This method includes all practices that improve natural referencing on Google and other search engines. It is mainly about optimizing your content so that it is relevant to Internet users and search engines. In addition to content, your site must have a thematic structure with a coherent internal link structure. Finally, popularity is also a very important factor that requires external links from high-quality websites.

The SEA:

SEA (Search engine advertising), also known as paid referencing, mainly refers to marketing techniques that make it possible to take advantage of the search activity for information on search engines. In practice, you buy keywords to advertise online through Adwords.

The SMO:

Acronym for Social Media Optimization, the SMO refers to all the techniques and actions designed to develop reputation on social media. In the practice of this activity, you use the different social networks to reach your targets. Ensure that you deliver quality 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, be careful not to send unwanted emails that often upset your recipients and could ruin your reputation.

Web analysis:

Also called web analytics, this activity is about analyzing the behavior of your audience on your website in order to detect where you need to improve or change. To do this, you must identify, among other things, the time spent by each Internet user, the interface they use and the bounce rate.

The display:

This term refers to forms of digital advertising that mainly use graphic or video elements. Originally called online advertising, display includes banners, paving stones and packaging.

Digital marketing in continuous progress:

Over the years, the methods used in digital marketing have been diversified. Today, we talk about brand content, content marketing, inbound marketing, email marketing or even influence marketing. More and more practices have gained their autonomy while others are emerging. To cope with it, you must adjust to the existing environment and constantly innovate by anticipating technological developments and consumer behaviour.

What is digital marketing?