Definition of digital marketing: refine your digital strategy

by our Digital Marketing Agency Optimize 360

Digital marketing: definition

The world of marketing has undergone a revolution in recent years with the advent ofInternet and digital technologies.

Le digital marketingalso known as digital or online marketing, has become a key element in the a key element in ensuring the visibility and success of companies. But what exactly is its definition? What are the different channels used?

How do you put in place an effective strategy? In this article, our Digital Agency takes a look at what digital marketing is and how it can benefit your business.

Definition of digital marketing

Digital marketing covers all marketing and communication techniques and actions carried out via digital media and channels.

It encompasses all aspects of promoting a product or service through electronic media such as computers, smartphones and tablets.

The main aim of this discipline is, of course, to improve brand awareness and generate new customers or prospects to increase sales.

Different digital channels

Digital marketing covers several forms of communication and can be classified according to the following channels:

1. Website : A brand's main shop window, it is essential for presenting its offering (products or services) and attracting visitors who are likely to convert into customers.
2. SEO : Search Engine Optimization (SEO) is a set of techniques and actions designed to improve the positioning of a website in search engine results in order to increase its visibility.
3. Social networks : FacebookTwitter, Instagram, LinkedIn... They allow you to create and animate a community by sharing content, to exchange with your customers and gather their opinions, and to create a strong image on the Web. They are also increasingly used to buy products or services directly.
4. E-mailing : It's an effective form of digital communication for building customer loyalty, generating additional sales or informing your target audience of news or promotions.
5. Affiliation : This involves setting up a partnership with other sites that link to your own site in return for payment or commission.
6. Influencer marketing : Develop partnerships with well-known influencers or bloggers in its field to promote its products or services to their audience.

Choosing the right techniques for your strategy

To develop a successful digital marketing strategy, you need to determine which channels and actions are most relevant to your objectives. Depending on your needs and your market, you will need to choose from the following techniques and tools:

1. Content marketing : it's all about creating and distributing content with high added value on the Web to attract, seduce and retain your audience while improving your SEO. Your blog articles, videos or infographics need to be regularly updated.
2. Social Media Marketing (SMM): is about using social networks to publicise your offer, interact with your community, develop your reputation, and manage your brand image or brand awareness. e-reputation through a defined action plan.
3. Search Engine Advertising (SEA) : is based on the distribution of paid advertisements that appear first in search engine results for selected keywords. It is often combined with an effective SEO strategy.
4. Inbound marketing : This approach aims to naturally attract potential customers to its website by offering content tailored to each stage of the customer journey, and then converting them into leads and build loyalty.

Why monitor your performance?

In order to assess the effectiveness of a digital marketing campaign, it is essential to put in place KPIs (Key Performance Indicators). These make it possible to measure the impact of the various actions undertaken and, consequently, to determine the effectiveness of the campaign.adapt your strategy depending on the results obtained.

The benefits of digital marketing for your business

By adopting a digital marketing strategy tailored to your objectives, you can bring the following benefits to your business:

• Reduce costs: Compared with traditional methods, digital marketing campaigns often require a smaller budget.
• Targeting customers: The Web makes it possible to reach a very specific audience and tailor your offering to customers' needs and expectations.
• Increase your visibility: Thanks to search engine optimisation (SEO), social media and online advertising, it's possible to considerably raise your company's profile.
• Building customer loyalty: By communicating regularly with your customers via newsletters or social networks, you can maintain their interest and encourage loyalty.
• Measuring effectiveness : Digital marketing campaigns offer the possibility of real-time monitoring and analysis, enabling the actions taken to be continually improved.

Integrating the digital marketing as part of its corporate strategy.

By mastering its concepts, tools and techniques, you will be able to develop your reputation on the Web and boost your sales performance.