Digital marketing or digital marketing is a universe that brings together multiple practices using digital channels. The aim of achieving specific and, if possible, measurable objectives. But what exactly is digital marketing and what does it encompass?
What is digital marketing?
Digital marketing refers to all marketing techniques used on digital media and channels to promote products and services. In digital marketing, an essential notion stands out, interactivity.
Digital marketing, unlike traditional marketing, puts the customer at the heart of its strategy. Marketing applications linked to the Internet and those linked to new information and communication technologies.
Emailing marketing
Emailing is a form of digital marketing that includes all uses of email in the field of online advertising. The use of emailing is today linked to issues of customer loyalty, customer activation, etc.
- This practice includes relational, transactional uses (newsletters), or prospecting uses or sponsorship practices.
- We recorded 131 billion emails sent in 2016 for a turnover of 105 million euros on the 22 routers members of the SNCD.
- Emailing still retains an important place in the field of digital marketing.
Natural referencing or SEO
Natural referencing or SEO is one of the branches of Search engine marketing. This concept of digital marketing refers to all the techniques used to optimize a website or pages.
Natural referencing or SEO includes the optimization of the pages of a site and the search for external links. The financial stakes linked to this practice can be considerable since they largely depend on the visibility of a structure on the internet.
Remember that there are 2 possibilities to find a company on the internet:
Either you know it and you enter its url or name directly on Google,
Either you enter a query on a search engine and you find the company among the results.
The content produced by the company will thus have to answer the questions that Internet users are asking about your activity.
Commercial links in digital marketing
In the field of digital marketing, sponsored links represent the second branch of search engine marketing. Sponsored links are advertising links in text format, displayed on search engine results pages.
In the USA, mobile search represents 16 to 22% of advertising expenditure.
There are several forms of display advertising:
- The classic display
- The video display
- The display displayed on a computer
- The display on mobiles and tablets
Among all these fields, the video display has dominated this market for several years. The 17th edition of the e-pub observation notes that the online advertising market recorded growth of 7% in France, representing a turnover of 3.5 billion euros.
Membership
Affiliation aims to promote products and services using what affiliate partners offer. In general, the merchant site provides its partners with advertising banners or text links. Affiliates are compensated by commissions on sales, visits, or if business contacts to process are generated through their affiliate links.
Content marketing
Content marketing, in other words content marketing, refers to all practices aimed at providing prospects or customers with a certain number of important contents. The work around content marketing is relatively specialized, because it is a question of meeting specific needs by attracting the customer to oneself.
The exhibition and dissemination of content have become popular thanks to the development of the Internet. In this digital marketing market, content marketing strategies are generally developed within the framework of B2B or B2C marketing.
Content marketing has several objectives:
- Generate more visits and leads
- Provide customer support
- Encourage a lot of sales thanks to product descriptions and videos
- Promoting a brand etc.
The social marketing
In digital marketing, the notion of social marketing has two definitions depending on its context of use. The first context, it concerns marketing actions aimed at promoting social causes. In a broader sense, mobile marketing could be defined as all marketing actions aimed at people on the move.
Marketing via social networks
Digital marketing via social networks is all online sites that allow you to build a network of friends or professionals.
- These conversational platforms provide their members with interactive communication tools and interfaces.
- The most used social networks with us are: Facebook, Twitter, Instagram, Snap, Linkedin and Youtube.
- Their large audience makes them essential marketing and advertising media for many digital marketing players.
SMS marketing
SMS marketing refers to the sending of short messages to prospects and for commercial purposes. It is one of the 3 pillars of digital promotion.
With similarities to emailing, SMS (Short Message Service) is a communication tool widely used by companies wishing to communicate quickly with a specific target.
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