Having an online presence is not enough to attract your target audience to your business website. With millions of sites, brands and online stores all vying for attention, how can you get your site the attention it needs? The answer lies in the development and execution of a well thought out digital marketing campaign, one of the main sources of results necessary for your business to succeed digitally.

What is digital marketing? Definition and characteristics

For many business models, the days of relying on TV ads, billboards and newspaper ads to attract customers are over. Attracting consumers to your site, to your store, to your e-commerce is often more effective when you reach those users while they are using a connected device. You need to take full advantage of this.

Digital marketing describes all types of online marketing methods with the objective of giving visibility to your business. These are methods that reach consumers through web browsers, online advertising, search engines, SEO, relevant content on a blog, social networks, emails, mobile applications, etc. Launching a web marketing strategy allows you to reach the maximum number of people in the minimum amount of time!

Why is digital marketing so important?

Digital marketing should not be considered as a secondary element because an effective digital marketing campaign can boost the brand image, recruit new customers, increase its database and therefore collect positive statistics, especially regarding the conversion rate.

No matter what you offer, you need to get in touch with customers with a direct interaction for a lasting and profitable relationship. This is what you can achieve by designing an effective digital marketing campaign.

Online advertising, search engine optimization (SEO), traffic acquisition levers… There are several methods you can use to varying degrees in your company’s marketing campaign. While digital marketing is essential overall, some methods will be more suited to your business model, brand image and customer base than others.

1. Promote your brand, your products, your business online

Since customers do their research online before making purchases, it is essential to give your business visibility and showcase your assets online. With digital marketing, consumers who decide to visit your brand, your online store, just need to click on a link to reach your site and learn more.

For example, when products were sold primarily in physical stores many years ago, one of the goals of marketing was to drive customers to physical stores. Some forms of in-store, point-of-purchase communications also encouraged Internet users to choose a specific product over other options when making their first decision.

On the web, by removing barriers and shortening the buying process, you can get better, more targeted and more accurate results. Don’t forget that e-commerce marketing can be used to promote new products, exclusive offers or simply brand image.

2. Reach a wider audience

The ability for a site to reach a maximum number of qualified buyers through a well thought out web marketing strategy is important. And the acquisition channels are numerous! Social media, online advertising, search engines, emails and other forms of content can be shared by internet users to their communities.

When your content is engaging and worth sharing, it can potentially go viral. In doing so, it can increase the popularity of your business or product almost overnight, which can lead to a business boom.

However, your content doesn’t have to go viral to have a huge reach! For example, by posting a good video with viral music on TikTok, your creation can be seen by thousands of people thanks to the app’s algorithm. These are people your store might not have otherwise reached through traditional marketing levers.

3. Reputation building technique

In addition to promoting your products and driving traffic to your website, digital marketing plays a crucial role in building your reputation. Your marketing levers, texts, graphics and other elements on your website and networks combine to help establish your brand image.

At the same time, online and offline comments about your business will affect your company’s reputation. The Internet offers you a way to directly contact those who are not satisfied with your business and correct the problem. By using all of these resources, you can take full control of your company’s reputation.

4. Saves money in its strategy

Many effective techniques, like social media marketing, are free. The reach of free digital marketing (SEO, social media, etc.) and its excellent return on investment can save you a lot of money with a well-designed online campaign.

Plus, when you run paid ad campaigns, you have access to comprehensive real-time data. With detailed analytics, you can make adjustments to save money in the long run.

5. Stand out from the competition on the Internet

You also need to promote and highlight your differences to stand out from the crowd and appeal to your customers.

This is easier to do online, for example through multi-channel communication, video messages, etc. By taking advantage of these opportunities, you can build long-lasting and solid relationships with your customers, which is much more difficult to achieve with traditional marketing methods.