Digital marketing, or digital marketing, corresponds to all the methods and practices of Internet marketing: online communication (influence and social networks), optimization of electronic commerce, creation of traffic through all digital media (computer, telephone mobile, podcast player, video games and digital signage – outdoor advertising panel and point-of-sale television).
Electronic marketing can also be defined as the set of marketing activities that an organization, product or brand carries out through digital channels.
The term covers each discipline of electronic marketing (cyber marketing for marketing done on the internet; mobile marketing for marketing on portable terminals, etc.). It is part of the strategy
Indeed the latter makes it possible to be visible to people who make a corresponding request on a search engine.
Digital marketing techniques make it possible to develop customer relations to a level never reached before: permanent interaction is now the order of the day.
Competitive advantages to seek
The equation for selling digital marketing is the same as selling and is broken down as follows: the number of visitors x conversion rate x average sales = total internet sales on the site.
Marketing research has three competitive advantages1:
Increased site traffic
The increase in site traffic depends on the attractiveness of the site, the positioning of the site, and the marketing of the site. The top four metrics on search engines are the number of clicks, number of impressions, CTR, and position.
As for the transformation of a visit into a purchase, it depends on the quality of the sales message, the quality of the offer (product or service and price), the quality of merchandising (use of screen space), and the ease of constitution of the shopping cart
Ensuring loyalty is a function of a very broad and deep offer by linking relationships or products not sold offline and at an advantageous price. The latter is a function of costs (and in particular of the logistics cost – a function of expiry and intangibility of products – as well as of the cost of urbanization of the information system); it is also dependent on the price via, among others, price comparison sites and auction sites.
Consequence for companies
In view of the rise of new media, companies are changing their marketing organization. These Internet marketing experts see their scope of responsibilities grow to encompass the challenges of digital marketing. They must learn to target consumers not only on the internet but on all digital media in an omnichannel approach. Advertising managers are also going to have to learn to master this area. As an example of the evolution of media consumption, an American teenager spends more time playing video games than watching television3. To reach these budding consumers, companies will therefore have to look for ways to be intelligently present in video games.
With the large amount of data acquired via digital channels, Big Data and the processing of information in particular via metadata are one of the challenges facing companies active in the field today. The weariness and habituation of Internet users due to incessant marketing requests on the Internet and mobile, also require a permanent questioning of the objectives and the means to be put in place to maintain a high level of performance.
The SoLoMo4 would be a trend in vogue, this acronym means Social, Local, Mobile. Some sites/brands incorporate more than one of these 3 SO-LO-MO features, for example, social networks Twitter and Facebook, and are mostly used on mobile phones, and Facebook with its local pages (places) also seeks to be present at the local level. This SoLoMo trend applies particularly well to digital tourism with the influence of the social circle in the preparation of the stay (Social), the development of GPS technologies in the service of localization (Local), the mobile connection during the stay ( Mobile).