Digital marketing. As a buzzword, this expression is used in all the meeting rooms of major decision-makers, aware of the radical change brought about by technology and the opportunities they can derive from it. But in concrete terms, what does this concept imply, what are the best practices for effective implementation, what are the profiles that must be found in a company that implements its digital marketing strategy?  

These are the questions that many managers ask themselves in search of viable solutions for their structures. In this article we will try to give you some clarifications on the concept of digital marketing as well as the tactics to put in place to reach their target digital marketing is a generic term that takes into consideration all of the internet marketing methods and tactics. Companies use digital channels such as Google, social media, email, and of course their websites to connect with their current and potential customers.

Digital marketing and some of its tactics

• Inbound marketing

The inbound marketing is a marketing strategy to bring the client to itself rather than go get with traditional outbound marketing techniques marketing such as advertising, radio, television, display, phoning. 

• Content marketing

The content marketing is the process of creation, publication and promotion of useful content for the targeted persons by a company in order to increase brand awareness, improve traffic growth on online spaces the company, the generation of prospects or customers.

• Search engine optimization (SEO)

SEO or search engine optimization is the process of optimizing a website in order to improve its position on search engine rankings. SEO services increases the position of a site on search engine results, which increases the amount of organic traffic from that site.

• Social Media Optimization (SMO)

It’s a bit the equivalent of SEO but applied to social media. The SMO is Optimization for Social Media or social referencing is a set of methods to attract visitors to website content through the promotion of these via social media. The SMO brings together actions aimed at promoting the dissemination of content through the manual action of Internet users.

This promotion of the brand and its content on social media to increase sympathy for the brand, generate traffic and leads for the company.

• Pay-Per-Click (PPC)

The PPC can be translated into French by cost per click (CPC). It is a paid referencing method which consists of using search engine advertising unlike natural referencing which attracts traffic to your site in an organic way. The principle of the PPC is that the site pays the host each time his ad is clicked. Google AdWords is the most used platform for PPC.

• Email campaigns

Companies use email marketing as a means of communication with their customers and prospects. Its use is often affiliated with the promotion of company content (news, newsletters, product releases, participation or organization of events, etc.). It is also an effective way to attract traffic to the business site.

• Marketing Automation

Marketing automation (marketing automation in French) refers to all of the techniques that allow the launching and unfolding of marketing campaigns almost without human intervention other than that of the initial planning. Marketing automation is found in many digital marketing actions such as e-mails, social media, online advertising and retargeting campaigns.If you are already doing digital marketing, it is very likely that you will already be able to reach certain segments of your target audience online. However, like any strategy, optimizations are always necessary to give maximum effectiveness to your strategy and increase your chances of reaching or even exceeding the objectives that you set yourself.