Digital marketing, a challenge of the future

The development of Digital Marketing

More than 800,000 sites are created every day and 63% of blogs have more influence than paper magazines. Digital marketing has existed for several years but has only really developed with the rise of social networks , digitalization and the digitization of business processes . Although traditional marketing remains essential to the successful development of a business, more and more digital marketing is being considered. This stems from the very concept of marketing which is to get closer to the consumer. Since the consumer is now mostly online, it is necessary to adapt and find new ways to promote a product or service. Today, all structures have reduced their traditional marketing budgets for digital marketing by at least 12.5%, an increase of 1.5% compared to 2019.

• What is the challenge of digital marketing within a company, a start-up or a brand?

What is digital marketing?

Digital marketing is effective and efficient communication . It makes it possible to highlight the added value of a company through digital channels so that the target customer perceives this value and is interested in the brand. This therefore amounts to using all marketing techniques to promote products and services on social networks , on the internet or in the media .

Unlike traditional marketing, digital marketing proposes to place customers at the heart of its business strategy . Indeed, the KPIs ( Key Performance Indicators ) make it possible to measure the evolution of a data, and within the framework of the digital strategy, we find KPIs essential to the evolution of a company or a start-up. .

By applying a strategy based on digital marketing, a company has several objectives: to reach the right people, meet their needs and improve its visibility. It is then applied in different forms.

• Natural referencing strategy, SEO (Search Engine Optimization) is about optimizing a website or a web page by improving its visibility via its natural referencing . Natural referencing makes it possible to better position a website so that it is as close as possible to the searches carried out by your target. To find a company on the internet, either we already know it, or we are looking for its field of activity, which is why it is appropriate for a company to establish a digital SEO strategy to appear on the first page of searches. To do this, you must try to anticipate the searches that will be carried out and set up external links or keywords that will allow you to find the site. There are many benefits to SEO.

• Paid referencing strategy, SEA (Search Engine Advertising) : this involves creating and optimizing advertising campaigns on the various search engines. For Google, advertisers use the auction system to advertise through Google Ads (aka Google Adwords). We then use different measures such as CPC (cost per click) or CPA (cost per acquisition). It is said that paid referencing is essential for the strategic and marketing development of a company because it allows instant visibility and above all to meet a real, urgent and immediate need.

• Personal branding : it is about developing your personal brand. Show your expertise, capitalize on your brand, create content. One thus develops one’s personal identity, whether for entrepreneurs or for employees of a company. LinkedIn plays a key role in Personal branding since this professional network offers many opportunities to highlight your profile.

We will therefore use different digital channels:

• The website : it is essential in order to have a page allowing to gather several information, what we offer and who we are. Storytelling models, for example, are very popular on trendy websites. The idea is to tell the story of the brand and to promote it through its website.

• Social networks : Instagram allows a brand to attract potential customers and to make itself known thanks to the aesthetic way of presenting products. Twitter meanwhile plays an equally important role because it allows you to follow the news and to direct your publications towards the news of the company, we speak of micro-blogging. LinkedIn makes it possible to develop the professional network of a brand or a company.

• Digital billboards and online advertisements : this involves using paid referencing to appear at the top of advertisements as well as on advertisements on various social networks.

What are the advantages of digital marketing?

• Create a target contact : precisely reach a contact, whether customer or prospect.

• Improved brand image : The digital strategy and communication duo combine their strengths to create a stronger brand image. The brand image being the first information perceived by the consumer of a company, its digitization will allow it to be part of modernity and the continuity of digital changes . This also attests to the ease with which companies can adapt, to meet consumers’ needs as closely as possible. Responsiveness and efficiency contribute to the enhancement of a brand image.

• Competitive advantage : the budget is less of an obstacle than traditional communication campaigns. Thus, it is easier to access several types of markets and large markets. Even if your structure does not have the same resources as some large groups, there is less inequality in terms of digital strategy. Any company can get started and see the results of its strategy by observing an evolution of its KPIs. The fact remains that some large groups with very large communication budgets impose themselves in their sectors and leave little room for small structures. However, with the use of the internet, it is possible to stand out by finding an unexplored communication gap .

• The complementarity between SEO and SEA allows the development of the digital strategy : natural referencing (SEO) improves the quality score (Quality Score) of paid advertising. The Quality Score is calculated based on competition, ad relevance and landing page availability, and the average click-through rate expected by the ad. Conversely, SEA is used to find the relevance of the keywords to be used for SEO-optimized content. This can be used as a “monitoring” tool to understand user expectations. Thus, the two complement each other by allowing in fine to rule out the competition and make a brand visible. This improves the ROI (Return on Investment).

• Creation of inbound marketing : it is a question of attracting the customer directly to his company via the digital marketing strategy. Inbound marketing then involves knowing your potential customers via Personae , that is to say the robot portrait of a prospect. It is then a question of attracting , converting , engaging in order to finally retain the visitor.

What are the digital marketing trends in 2020?

• Videos, micro-videos or stories : Videos would be almost 260% more effective than other types of content. Stories of less than 10 seconds or quick videos are becoming easier to create and are quickly consumable and influence consumption. Originally initiated by Snapchat, this format is adopted by many other networks, including Instagram. Instagram stories are used by more than 500 million people daily and 83% of Instagrammers say they discover new products and services on the app. Using this format to promote a product or service would then increase the final purchase by 144% . In this, digital marketing is much more than a plus, but an essential means of selling today.

• The “Podcast” format : This is an audio-only format that allows unlimited creativity. Indeed, the podcast audio format adapts and takes on different dimensions depending on the subject: whether it’s funny, light-hearted or even on current, social or economic themes. It is a format that allows free expression while giving indications on a product, a field, a skill or even which allows to inspire and influence. This is an opportunity for a company, a brand or even a start-up to defend its brand identity through a podcast reflecting its values and assets .

ESCadrille supports you in this digital transformation and in your communication & WebMarketing strategy

At ESCadrille, we have two departments that work on these issues on a daily basis. First, the IS and digital strategy division, which is partly responsible for setting up these various campaigns while constantly analyzing the market and the data. Then, the communication pole takes place by developing a communication strategy that takes up the digital strategy put in place. This division also relies on figures such as the bounce rate , commitment in particular to be able to adapt its communication with the various stakeholders of ESCadrille.

Are you an entrepreneur or are you a company that has been developed for a long time but you do not yet apply digital marketing in your communication processes? ESCadrille can help you with its webmarketing and digital transformation services as well as by proposing a communication plan. The latter is more than necessary to reach new markets but also to increase its visibility.

Our strength lies in the analysis of your data and your networks to recommend the best possible communication strategy. Communication makes it possible to create a community of users around its structure, it is an essential issue. We then speak of content marketing Developing a communication plan aims to plan a communication strategy (which media to choose? how?) There are 3 steps to take into account:

1. Develop the various communication actions
2. Make a publication plan
3. Budget communication within the company.

In this, ESCadrille can help you and develop a communication plan adapted to your structure. Calling on us means trusting 42 years of expertise, project implementation and professionalism. Learn more about our solutions.