👉 Artificial intelligence marketing - Optimize 360 👈

Artificial intelligence marketing - Optimize 360

Evolution of the digital landscape: From the creation of the digital aspect to today's marketing

The digital aspect and artificial intelligence marketing are not to be neglected in our constantly evolving modern world.

Below, we explain how the digital landscape has evolved since its beginnings, focusing on the creative and marketing aspects, and listing the many key terms related to this universe, such as digital, SEO, social media, inbound marketing, online marketing and so on. webmarketingautomation, content marketing, SEO and search engines, emailingmarketing automation, e-commerce, etc.

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Creating the digital look:

In the early days of digital marketing, almost all companies realised the importance of positioning themselves on the web to reach their target audience. As a result, they developed marketing strategies to raise their profile and generate traffic to their website. Natural referencing and keywords have become essential levers for improving their visibility on search engines.

The emergence of digital marketing :

Then, with the advent of digital marketing, new digital channels and tools were introduced to reach prospects and build customer loyalty. The social media have taken on a dominant role in digital strategies, notably YouTube, Instagram, Facebook and now TikTok, offering opportunities to interact with consumers, enabling brands and companies to get close to them and promote their products and services.

As a result, marketing activities have diversified, ranging from emailing to marketing automation, online advertising and social networking campaigns.

Digital transformation and the customer experience:

Digital transformation has profoundly changed the way companies communicate and interact with their audiences. Digital marketing strategies have become important for developing a strong brand image, creating relevant content and engaging customers throughout their buying journey. Targeting and personalisation techniques have made it possible to achieve more precise results and improve conversion rates.

New trends and prospects :

Today's marketers must continue to adapt to the ever-changing digital landscape. But it's not just SEO that counts, as marketers increasingly integrate mobile marketing, big data and analytics techniques to refine their strategies: Influencers are playing a growing role in promoting products and services, and marketing campaigns are relying more and more on strategic content and brand content.

Specialist digital marketing agencies offer invaluable expertise in defining and implementing these effective strategies.

I. Creating the digital aspect

A. The first steps towards digitisation

The advent of the Internet and its initial impact

As you will have gathered, with the advent of the Internet, businesses began to recognise its potential in terms of communication and marketing. This opened up new opportunities to reach consumers and prospects around the world.

The first websites and their simplicity

The first websites were often very simple, with basic designs, little interactivity and sometimes very heavy visuals. Companies began to create sites to present their products and services, providing an online presence and a means of communicating with customers.

Web development tools and basic site creation

Web development tools have evolved to make it easier to create websites. Programming languages such as HTML and CSS have enabled developers to design basic but functional sites. Of course, other programming languages also exist: Javacript, Python, C#, C++, PHP...

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B. The rise of technology and user experience

The evolution of web design and ergonomics

Over time, web design has evolved to become more aesthetic, intuitive and user-centred.user experience. Companies and brands have started to pay particular attention to the user-friendliness and intuitive navigation of their sites, hence the importance of correcting the download time of a site's pages, compressing visuals and much more! And to do all this, don't forget to call on the services of a digital SEO and digital marketing agency.

The importance of responsiveness and responsive design

With the proliferation of mobile devices, it has become important to create responsive websites that can adapt to different screen sizes. Responsive design has become a key element in delivering a consistent user experience across all devices.

To find out whether your website is responsive, there are several tools available! For example:

✅ Pagespeedinsight

✅ IONOS

II. The evolution of digital marketing

A. The importance of personalisation and automation

Personalisation in digital marketing

Companies have started to use data and analysis tools to personalise their marketing strategies. They adopted a customer-centric approach, providing offers and content tailored to individual needs and preferences. We explain!

Marketing automation

Marketing automation has become common practice for businesses, enabling them to plan and implement marketing campaigns more effectively and efficiently. This includes the automation of emails, the management of leadscustomer segmentation and performance monitoring.

III. Current trends in digital marketing

A. The emergence of influencer marketing and content marketing

Influencer marketing

As you probably all know, influencer marketing has grown in popularity with the advent of social media influencers. Companies work with these influencers to promote their products and services to their engaged audiences. Take the example of'OréalSephora, Lashilé, NordVPNHivency, Soshape, Wandernana, etc etc.

There are several advantages to using an influencer:

➡️ Internet user confidence

➡️ Increase in sales

➡️ Reaching an audience that's just like you

➡️ Developing your community on social networks

Artificial intelligence marketing - @pexels-mikael-blomkvist-6483627

Content marketing

Content marketing has become a key strategy for attracting, engaging and retaining customers. Companies create informative, entertaining and relevant content to grab consumers' attention and inspire them to take action. Whether it's on social networks or on the search engines Google, Bing, Yahoo, Safari, ... because prospects are everywhere!

B. The importance of data analysis and artificial intelligence

Data analysis

When it comes to digital marketing and SEO, data analysis is essential. Companies use tools such as Google Analytics to collect and analyse data on user behaviour, conversions and campaign performance. This enables them to make more informed decisions, optimise their marketing strategies and, above all, understand the needs of Internet users (= Return on Investment = ROI). After all, that's the whole point!

Artificial intelligence (AI)

So, let's talk about this famous AI!... theIA is increasingly used in digital marketing to automate tasks, improve personalisation and predict consumer behaviour. Visit chatbotsfor example, use theIA to offer real-time assistance to customers, while recommendation engines use AI algorithms to suggest relevant products and content.

IV. The importance of marketing strategy in the digital environment

Digital marketing strategy

In the digital environment, companies are almost 'forced' to put in place a solid marketing strategy. This involves defining clear objectives, identifying targets, choosing appropriate digital channels, creating relevant content and using effective marketing tools such as the paid referencing (AdWords), e-mail marketing and retargeting.

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Customer loyalty and relations

Customer loyalty is an aspect of digital marketing that should not be missed. Why? Companies need to develop strategies to cultivate lasting relationships with their customers, offering a quality service, responding to their needs and building loyalty through exclusive offers, loyalty programmes and personalised communication.

II. The evolution of digital marketing - a little culture, that's good for you!

A. Traditional marketing in the digital age

In the evolution of marketing, the shift from traditional to digital marketing has been a wise one in the sense that traditional media, such as television, radio and newspapers, have a limited impact compared to digital channels.

Online marketing is often less expensive than traditional methods, making it accessible even to small businesses.

Early digital marketing techniques included the use of banner ads, emails and SEO techniques to improve the visibility of websites on search engines. 📈

B. Reminder of the different forms of artificial intelligence marketing

The marketing of search engines (SEO and SEA) : Search Engine Optimisation (SEO) aims to optimise the positioning of a website in search engine results, while Search Engine Optimisation (SEO) aims to optimise the positioning of a website in search engine results. paid referencing (SEA) allows you to distribute sponsored ads on search engines. 💻

Content marketing and inbound marketing: Content marketing involves creating and sharing relevant, high-quality content to attract and retain customers. Inbound marketing aims to attract prospects with valuable content and convert them into customers in addition to companies' use of social networks.

Influencer marketing: Influencers on the social media play an important role in digital marketing. Companies work with influencers to promote their products and services to their audiences.

Marketing automation and personalised campaigns: Marketing automation tools allow you to automate certain marketing tasks, such as sending personalised emails based on user behaviour. This saves time and provides a more personalised customer experience.

C. Current trends in artificial intelligence marketing

The rise of video marketing and visual content: Online videos have become a powerful marketing tool for capturing users' attention. Platforms such as YouTube and TikTok have become important channels for distributing video content.

Optimisation for mobile devices and geolocation: With the increasing use of smartphones, businesses need to ensure that their websites and campaigns are adapted to mobile devices. What's more, geolocation makes it possible to target users based on their geographical location.

Data-driven marketing and performance analysis: Companies use analysis tools to measure the performance of their campaigns and make data-driven decisions.

The emergence of artificial intelligence and machine learning in marketing: Artificial intelligence and machine learning are increasingly being used in digital marketing. These technologies make it possible to personalise user experiences, automate marketing tasks and optimise campaigns based on data. Examples: Google Bard, ChatGPT, PoeSage, etc.

Emphasis on the importance of keeping up to date with the latest trends and innovations:

In an ever-changing digital landscape, the most important thing is to stay up to date with the latest trends and innovations in digital marketing. But why? Quite simply, because the aim is to :

  • Meeting consumer expectations Consumers are constantly exposed to new technologies, platforms and online experiences. They are looking for innovative and personalised brand experiences. By staying on top of the latest trends, you can ensure that you meet changing consumer expectations and remain competitive in the marketplace.
  • Exploiting new opportunities New trends and innovations in digital marketing can open up new opportunities to reach and engage your target audience. For example, the emergence of social media has opened up new possibilities for interacting with customers, while advances in artificial intelligence and automation have improved the effectiveness of marketing campaigns.
  • Stand out from the competition Staying up to date with the latest trends can help you stand out from the competition with innovative strategies and tactics. This can help you attract consumer attention, generate engagement and reinforce your brand image as a thought leader in your field.
  • Optimising performance New trends and innovations in digital marketing can often lead to significant improvements in performance. For example, the use of advanced targeting and personalisation techniques can increase conversion rates, while the adoption of new advertising platforms can help you reach new audiences and maximise your return on investment.

An overview of popular social networks: their interests and concepts

There are many social networks that are currently popular and used around the world. Here is a list of some of them, along with a brief explanation of their interest and concept:

  • Facebook 📲: Facebook is the world's largest social network, with billions of users. It allows you to create a personal profile, connect with friends, share content, join groups and follow pages of interest. Facebook is used to stay in touch with friends and family, discover content and interact with brands.
  • Instagram 📲: Instagram is a platform based on sharing photos and videos. It stands out for its visual aspect and focus on aesthetics. Users can follow other accounts, like and comment on posts, and use hashtags to discover content related to their interests. Instagram is popular with influencers, content creators and brands who want to visually share their story and engage their audience.
  • Twitter 📲: Twitter is a microblogging social network where users can share short messages called "tweets". These tweets can contain text, images, videos or links. Twitter is known for its real-time nature and its ability to react quickly to current events. It is used to share news, follow public figures, participate in conversations and interact with brands.
  • LinkedIn 📲: LinkedIn is a professional networking platform. It allows users to create a professional profile, connect with colleagues, explore job opportunities, share professional articles and join discussion groups. LinkedIn is used to build professional relationships, find career opportunities and strengthen your professional image online.
  • YouTube 📲: YouTube is a video-sharing platform. Users can watch, upload and share videos on a wide variety of topics. YouTube is used for entertainment, learning, content discovery and building fan communities. It is also popular with content creators who want to monetise their videos and interact with their audience.
  • TikTok 📲: TikTok is an application for sharing short, fun videos. Users can create videos by adding music, effects and filters, and share them with their community. TikTok is known for its creative and viral content, and is popular with young users. It offers creators a platform to express themselves and go viral.
  • Snapchat 📲: Snapchat is an ephemeral messaging app where users can send photos, videos and messages that disappear after a certain amount of time. Snapchat also offers stories, filters and augmented reality features. It is popular for its informal nature, spontaneous content and playfulness.
  • Pinterest 📲: Pinterest is a platform for discovering and sharing images. Users can pin images to boards organised by theme and share them with other users. Pinterest is used to find inspiration, discover project ideas, plan events and explore specific interests such as fashion, interior design and cooking.

⚠️ Attention Social networks: The above list is not exhaustive, as there are many other social networks specialising in specific areas, such as Snapchat, WhatsApp, WeChat, Reddit, Tumblr and so on. Each social network has its own characteristics and advantages, and the choice to use one or the other depends on each individual's personal or professional goals. 🤳

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We offer you a list of terms commonly used in the natural search engine optimization (SEO) and paid search engine optimization (SEA) sectors:

SEO (natural referencing) :

Keywords Terms or expressions used by users when searching online.
HTML tags Code elements used to structure and present the content of a web page to search engines.
Meta tags Specific HTML tags that provide search engines with information about the content of a page.
Backlinks Links from other websites pointing to your site, indicating its popularity and authority to search engines.
On-page optimisation The optimisation of content and technical elements on a web page to improve its ranking in search results.
Off-page optimisation Actions taken outside the website to improve its visibility and online reputation, such as acquiring backlinks.
SEO audit A complete analysis of a website to identify technical problems, gaps in content and opportunities for optimisation.
SERP (Search Engine Results Page) The results page displayed by a search engine in response to a search query.
CTR (Click-Through Rate) The click-through rate, which measures the percentage of users who click on a link in the search results in relation to the total number of impressions.
Indexation The process by which search engines discover, analyse and add web pages to their database.

SEA (paid search): 💰

CPC (Cost Per Click) : The cost paid by the advertiser each time a user clicks on their ad.
PPC (Pay Per Click): An online advertising model where advertisers pay only when their ad is clicked.
Advertising campaign A series of ads and associated parameters created as part of a specific advertising strategy.
Quality Score A score awarded by advertising platforms to assess the relevance of an ad in relation to the keywords and landing page.
Landing Page The web page to which users are redirected after clicking on an ad.
CTR (Click-Through Rate) The click-through rate, which measures the percentage of users who click on an ad in relation to the total number of impressions.
Print The number of times an ad is displayed to users.
Bid: The maximum amount that the advertiser is prepared to pay for an impression or a click on an ad.
Remarketing An advertising strategy that targets users who have already interacted with a previous website or ad.
A/B testing A test method in which different versions of an advert or landing page are compared to determine which performs best.

Today's digital channels: concepts, advantages and opportunities for online communication

Below are some of the most popular digital channels, along with their concepts and interests:

Website A website is an online platform that represents an entity, whether a company, an organisation or an individual. It is used to present information, products, services, news, etc. Websites provide online visibility and are often the focal point of an entity's digital presence.
Social networks Social networks are online platforms where users can create profiles, make connections, share content and interact with other users. The most popular social networks include Facebook, Twitter, Instagram, LinkedIn, YouTube, etc. They offer an opportunity to create a community, engage users, promote content and build brand awareness.
Blogs Blogs are websites or sections of websites dedicated to the regular publication of content in the form of articles, opinion pieces, tutorials and so on. Blogs allow individuals and businesses to share their expertise, provide useful information and build a relationship with their audience. They can also help to improve natural referencing by generating quality content.
E-mails E-mail remains an essential communication channel for businesses and organisations. It can be used to send personalised messages, newsletters, promotional offers, notifications, etc. E-mail marketing can be used to maintain customer relations, drive traffic to a website, promote products or services, etc.
Online advertising Online advertising encompasses ads placed on various digital channels, such as search engines, social networks, websites, mobile applications and so on. It enables users to be specifically targeted according to their interests, demographics and online behaviour. Online advertising offers extensive reach, precise targeting and the ability to measure performance.
Mobile applications Mobile applications are software designed specifically for use on mobile devices such as smartphones and tablets. Applications provide an interactive and personalised experience for users, delivering services, information, entertainment, specific functionality and more. They can enhance engagement with users and provide a seamless user experience.
Online video Online video has become an extremely popular channel for communication and entertainment. Platforms such as YouTube and Vimeo allow individuals and businesses to share videos, promote content, showcase products, provide tutorials and more. Online video offers an engaging way to communicate messages and engage users.

The benefits of these digital channels may vary depending on an entity's specific objectives, but in general they offer the following advantages:

Extended scope : Digital channels enable us to reach a wide audience on a global scale, without geographical limitations.
Interaction and engagement: They offer the possibility of interacting with users, gathering comments, answering questions and creating a relationship with the audience.
Precise targeting Digital channels offer advanced targeting capabilities, enabling specific messages to be delivered to particular audience segments.
Performance measurement The performance of marketing campaigns and actions can be measured and analysed using a range of metrics, enabling strategies to be optimised accordingly.

The evolution of digital marketing has transformed the way companies communicate and interact with their audiences. Digital channels offer numerous opportunities to reach new targets, build customer loyalty and measure campaign performance.

Because, yes, digital marketing plays a central role in today's marketing strategies. Companies need to develop a solid digital presence, use digital tools effectively, and constantly adapt to technological developments and the expectations of connected consumers.

So why choose Optimize360?

Quite simply, because :

Expertise in 360° digital strategy Optimize360: Optimize360 specialises in complete digital strategy, which means they can help you with all aspects of online marketing, from website creation to social media management, natural and paid search engine optimisation and e-reputation management.

Creation of high-performance websites : Optimize360 is capable create high-performance websites tailored to all areas of activity.

Search engine optimisation (SEO) Optimize360 has the best SEO tools on the market to help you reach the top positions in Google's natural search results. They can set up effective referencing strategies to increase the visibility of your website.

Paid search (SEA) If you want to acquire new customers quickly, Optimize360 can help you maximise the return on investment from your paid search campaigns. They are experienced in managing campaigns Google Ads and Social Ads.

Social media strategy Optimize360 can advise you on the social networks best suited to your business and help you manage them professionally. They can set up effective strategies for developing your presence and engaging your audience on social platforms: TikTok, Instagram, Facebook, YouTube, Pinterest, Twitter and much more!

E-reputation management : Optimize360 has powerful tools for monitoring and manage your e-reputation. They can provide detailed audits and regular monitoring to ensure you maintain a positive image online!

Customer experience and testimonials Optimize360 highlights their clients' successes and the concrete results they have achieved thanks to their digital strategies. They post testimonials and case studies on their website to demonstrate their expertise and their ability to generate results for their clients.

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