Marketing Is Becoming More And More Digital - How, At What Price?

 Digital marketing has become the most commonly accepted terminology to designate all the practices of online marketing or e-marketing on the Internet, on smartphones. It also tends to encompass all digital marketing assistance techniques, both on the Web and e-commerce portals and in points of sale, with interactive kiosks, for example. 

Hence the emergence of the new “phygital” concept (physical and digital). Digital marketing or e-marketing covers advertising or promotional campaigns and all other online communication actions, on the Web (contests, live events, etc.) relayed by social networks, referenced on search engines, displayed in stores , etc. 

These new forms of marketing aim to develop sales from time to time (promotions, sales), but also customer loyalty. Another objective often targeted: the increase of visits to a communication site or a media, without necessarily encouraging acts of purchase. It is, classically, to increase the traffic and the display of advertisements (the display) - banners or videos on websites.

 

 

 

Towards increasingly precise targeting

A recent trend in digital marketing training is to discern specific targets, in order to reach them and influence customers or prospects and to generate a certain interactivity, a membership or a purchase. Indeed, direct marketing by sending thousands or millions of emails is proving less and less effective (blocking spam. In addition, it is often the same Internet users who click, 8 to 10%). 

Also, to gain in contact efficiency, the trend is towards personalization and the creation of " communities" , via social media networks, led by "influencers." " We talk about " behavioral targeting. " But beware, some overly intrusive practices turn out to be ineffective in the medium term. Thanks to artificial intelligence algorithms (AI, machine learning), predictive marketing is also developing. Several start-ups in France shine in this niche (Onogone, Tinyclues ...). 

The principle consists of scrutinizing huge amounts of customer data (several tens or hundreds of thousands of transactions), in order to extract buyer segments by product, by service. This can also be used to create typical profiles or "personas." The investment is quite substantial (from 10,000 euros); but those who have taken the plunge claim to have achieved the return on investment within a few weeks.

Centralized customer data

Communicating in a relevant way, "creating a link" while protecting your contacts, that is the key. Hence the need to alternate targets and identify “ appetizing ” customers by looking for weak signals - what new marketers call “propency to buy” , outside of predefined segments, around “unique customer references . " We also invoke the" hub "strategy, i.e. grouping together data from different channels (Web, SMS, e-mails, letters, etc.). 

We will identify the " customer journeys " in order to contact them at the right time and with the right personalized message. It is the new selective marketing known as in-bound, or " inbound " , as opposed to classic marketing (out-bound) which mobilizes large resources. 

E-marketing solutions have become (relatively) affordable, being available in the Cloud in SaaS (software as a service) mode, payable per use. You can test them for free for a few days (ActiveCampaign, Freshworks, HubSpot, Mailchimp, PipeDrive, SugarCRM, Zoho ...), and check which ones best meet your expectations.

Create and manage content

In this approach, the creation of content (content marketing) becomes crucial: posts, news, videos, e-books. It can be carried out internally by a person with a good knowledge of "the customer experience"in her job, interested in social networks. Or outsourced (freelance or agency). 

The optimization part of the content for a good referencing on the search engines (SEO, search engine optimization) can also be carried out internally, after a short training; or subcontracted to freelancers or to a Web agency, which may also recommend the purchase of keywords. 

Finally, we must ensure to remain in compliance with the regulations on personal data (RGPD), by only contacting customers who have given their consent (opt-in) and by allowing them to access the content of their recording.

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