In its first original definition, marketing was for companies to get in touch with their customers at the most opportune time. Nowadays with the rise of new technologies and digital, the objective is always to get in touch with its customers who are now on the Internet.
Thus, a new marketing practice has developed with different strategies within it: digital marketing, which refers to all activities carried out online to get in touch with its (future) customers thanks to a combination of very specific techniques and methods, which has led to the creation of new professions.
Read more: Focus on the field of marketing: from BSB to Dior!
What are the professions of digital marketing?
Profiles familiar with the digital ecosystem given the explosion of e-commerce (10% of sales in France in 2021) are particularly popular on the labor market with fairly attractive salaries. In this regard, many professions have emerged in recent years:
- Growth hacker: This job consists in accelerating the growth of a company by several methods and tricks in digital marketing.
- Traffic manager: This job is a commercial function with the definition of commercial targets, the creation of web pages and data analysis.
- CRM Manager: He is in charge of customer relationship management
- Digital marketing manager: This consists of steering the entire digital marketing strategy and ensuring that it works.
- Community manager: It is the fact of animating the social networks and the community of an online company to improve the brand image and have a close relationship.
The bonus: To do these jobs, a Bac+3 is generally necessary but to have important responsibilities in managerial and strategic functions a Bac+5 will be required.
What types of digital marketing exist?
Content marketing allows you to promote content with high added value for your prospects and customers to increase the notoriety and legitimacy of its business. The main benefit of this is to serve other types of marketing, all of which are based on interaction.
Affiliate marketing is between a seller and an affiliate where the sale is based on a success fee, paid by the seller to the affiliate. This technique is very profitable because the affiliates will do most of the work while being paid only if the sale is made. It also saves the advertising budget.
Display advertising is a visual communication which reaches the general public on the desired location while maintaining a form of creativity and aesthetics.
Influencer marketing (with influencers) is when a company partners with a well-known person who, for a fee, will promote the products/services on their personal communication channels and thus attract other customers to the products/services promoted. Thus the choice of the influencer is fundamental, as is that of the objective and the budget.
More technology: event marketing, which consists of hosting 100% online events, also helps generate new leads and establish the brand image.
On which communication channels does digital marketing take place?
In digital marketing, several communication channels are used to get in touch with customers in order to increase sales.
Mobile marketing is the duplication and adaptation of what is done on a computer to a smartphone. This strategy is very effective for reaching a young audience who is very often on their phone, especially since it only requires the mobile number of the targeted target. It is mainly used to build customer loyalty and is done in the form of clear and fairly short texts to relay the content of the website and current promotions, for example.
A digital strategy must include natural reference. This aims for the website to be well placed (ideally in the first two pages) of a search engine. in order to have visibility but for that it is necessary to have the right keywords and clear objectives.
Audio marketing through podcasts, for example, can attract a target occupied by other activities while remaining close to his audience who will remember the message heard. Its other advantage is that its production cost is lower than to make a video for example. Podcast platforms and social media stories are a great way to do audio marketing.
Mailing is a very powerful way to stay in touch with customers while attracting many people not very interested in social networks, especially since in the era of GDPR, it is the consumer who has control by accepting or refusing emails (newsletters, promotional campaigns). These should be readable, airy and inspiring.
Video marketing consists of making short videos or even longer formats to create emotions, captivate and transmit information to your audience on social networks through good storytelling. A good video has a clear objective and message for an equally clear target, which will allow you to adapt the tone and style of the video. The referencing of this one is essential so that it is easily accessible to all.
Social media marketing is now (almost) mandatory for any organization because it allows strong interaction with its community (hashtags, posts, stories) and improves SEO referencing. A successful social media strategy goes through a perfect knowledge of the target and the content that could interest them while maintaining a consistent graphic charter and brand image.
For an organization, not doing digital marketing seems very complicated today. Indeed, the means of digital communication have taken such a place in our lives today that not being there seems extremely complicated in order to be able to develop and maximize one’s profit. However, depending on the sector of activity, its target and the objectives of the organizationit is not necessarily necessary to invest in all digital marketing techniques but it is necessary to find the right acquisition levers.
Read more: Focus on the job of Marketing Manager: salaries, skills, training, etc.