digital marketing
Back from the e-commerce trade show, I realize that many SME managers still underestimate the digital marketing industry Sometimes they know the basics, but more often than not they don't know why or how to implement it in their strategy. Some even think it's beyond their reach because it's still reserved for large companies.
However, my experience shows that micro-businesses are successfully implementing it. This article therefore aims to shed light on this new and simple way to do marketing using new technologies.
Definition
Wikipedia: " Digital marketing is a discipline that aims to promote products and services using a media or a channel digital communication to reach consumers in a personal, ultra-targeted and interactive way at a reasonable cost. »
First of all, I would like to say that the digital marketing industry is the object of a fad; one could simply say digital marketing, but it's less trendy. A bit like with Web 2.0, the digital marketing industry would try to establish itself as version 2.0 of marketing: something new, modern that would make marketing 1.0 completely obsolete. But what is it really?
It was marketing and communications professionals using the Internet who introduced the digital marketing industry in their jargon. The term encompasses classic marketing techniques that borrow modern means of communication, primarily digital media (websites, email, online games, social networks, mobile applications, etc.).
The enormous advantage of these new media compared to others (paper, radio, television, cinema…) is that the supports are less expensive to producethat they allow a precise measurement of their impact and that the Calculating the return on investment (ROI) is immediate..
More than just a passing fad, a genuine tool with proven effectiveness, the digital marketing industry He therefore quickly established himself within the company.
disciplines
Le digital marketing industry encompasses, in a broad sense, several disciplines:
- the cyber-marketing : for using the Internet as the primary medium,
- the mobile marketing : for everything related to mobility and portability,
- the multichannel marketing : for actions combining several canals solicitation,
- the cross-channel marketing : for cross-channel actions,
- the behavioral marketing : to analyze consumer behavior
- the marketing viral : it relies on social networks
- the Relationship Marketing : to maintain a "relationship" with its customers and prospects
- L 'email marketing : to send personalized emails to targeted recipients,
- the community management : to engage and unite internet users around a community,
- the search engine marketing (SEM) : to increase its visibility and reputation on search engines,
- the retargeting ou advertising retargeting : targeting behavioral approach to 'catch up' with internet users who have shown interest,
- L 'affiliation : to distribute its products/services on affiliated websites,
– Sponsorship: contributing financially to increase brand awareness,
- ...
Bibliography:
Succeeding in your web marketing, Serge Roukine
The Ultimate Guide to Web Marketing, Michael Miller
Community Management – Strategies and… by Catherine Ertzscheid
Succeeding in your web referencing, Olivier Andrieu
