Digital Marketing
Mageoleine BISSALOU
The digital marketing uses digital channels to sell a product or promote a brand to consumers. It relies on the development of Internet usage and connected objects. Websites, social networks, mobile sites, applications for smartphones and tablets, GPS, podcasts, online videos are at the heart of digital marketing. The goal of the digital marketing is to increase visits to the site, convert these visits into purchases, and retain the customer by establishing a regular relationship with them.
The marketer must go where their audiences are. It's hard to overlook the digital channel when you know that 91.9% of French households were connected to the Internet in the last quarter of 2020 according to Médiamétrie//Netratings data. Doing digital marketing has another advantage: cost. The barriers to entry are, from this perspective, much less significant. While a media plan on TV, radio, or in the press is negotiated on a case-by-case basis for amounts generally inaccessible to most SMEs, nothing of the sort exists in digital. Launching an acquisition campaign on Google is done in just a few clicks. The only limit is the budget you want to allocate. The same goes for Facebook and other platforms. The GAFA understood that ease of use was key to evangelizing. On the open Web, it's a bit more complicated, but more and more trading desks are launching offers aimed at SMEs to allow them to appear on sites like Le Monde, Figaro, and other prestigious media. Finally, for those with even more limited budgets, launching a Facebook, Twitter, or Instagram account is free. If you have content that is at least somewhat interesting and relevant news, you will have no trouble capturing your audience's attention...
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