What is a digital marketing strategy?
A digital strategy is an action plan carried out on the various digital media of a company, namely the web (site, webmarketing, social networks, etc.) and mobile (application, contact methods) with the aim of achieving the overall brand objectives, whether commercial objectives or awareness. Digital marketing is therefore part of a company's communication plan.
Web marketing, or digital marketing, refers to all the techniques used to promote a company:
SEO: natural referencing on search engines like Google
SEA: paid referencing and online advertising with tools like Google AdWords
Mobile marketing: applications, geolocated notifications, etc.
Emailing: email campaigns dedicated to sales
The relationship with digital media: affiliate campaigns
Big Data: the use of Internet user data
Local marketing: geographically targeted advertisements, use of Google My Business, etc.
The objective of digital marketing is to use all these levers to acquire new prospects and customers, develop the brand image and visibility of the company, support sales or even detect trends. Thus, like a "classic" marketing strategy, the digital strategy uses all the tools available to achieve the company's objectives, taking into account its constraints (financial, human, technical, legal resources, etc.). It is part of the general strategy of the brand.
Why implement a digital strategy?
Digital marketing has many advantages for a company, first of all being able to be aware of the habits and demands of consumers which are rapidly changing. Thanks to digital, a brand is closer to its customers and can communicate more easily with them. As the exchanges progress, the company has more and more precise information and can therefore propose an offer adapted to the needs of its customers practically in real time.
Digital marketing thus makes it possible to completely rethink the customer relationship and build a lasting and lasting relationship, which will ultimately have a positive impact on loyalty and satisfaction rates.
Marketing accessible to all types of businesses
Digital marketing gives companies of all sizes the opportunity to advertise and compete with large groups with greater financial capabilities. With digital marketing, the two watchwords are creativity and ROI. Supported by a webmarketing agency, by standing out from the competition and analyzing the results of the actions carried out, companies such as startups, VSEs or SMEs can have access to an international market and boost their visibility on social networks and search engines. .
Digital marketing is also very useful for launching a new product or service quickly without going through expensive distribution networks. Thus, the launch is done in a more flexible and agile way.
Key performance indicators
The choice of performance indicators for your digital marketing strategy is an essential step in its implementation. KPIs make it possible to measure the results of a marketing action and to understand the reasons for its success or failure. After analysis, the company can therefore strengthen its strong points and improve its weak points.
However, taking all the indicators into account would prove to be totally counterproductive and it is therefore necessary to choose the right KPIs in relation to the objectives you have set for yourself. For example, if your goal was to increase traffic to your website, you will look at indicators related to the number of visits and unique visitors and page views on Google Analytics.
To measure the success of your digital campaign, you must proceed in stages:
Resume the objectives set before the launch of the campaign
Transform these global objectives into digital objectives: visit a specific page, obtain an e-mail address from a form, etc.
Define the KPIs that make it possible to measure the achievement of digital objectives
Define the channels on which to apply these KPIs