Electronic marketing, e-marketing, or digital marketing, corresponds to all methods and marketing practices on the Internet: online communication (influence and social networks), optimization of electronic commerce, creation of traffic through all media digital (computer, mobile phone, podcast player, video games and digital signage – outdoor billboard and point-of-sale television).
Electronic marketing can also be defined as the set of marketing activities that an organization, a product or a brand achieves via digital channels. The three main channels are: natural referencing, social networks, paid ads or AdWords.
The term encompasses every discipline of e-marketing (e-marketing for internet marketing, mobile marketing for mobile device marketing, etc.).
The techniques of e-marketing make it possible to develop the relation-customer to a level never reached before: the permanent interaction is from now on.
The marketing of the website is used in addition to the natural referencing of the site.
The use of modern means (such as cookies, trackers, the search for IP addresses) is however linked to a legal clause, which in short obliges the webmaster to indicate that in accordance with the provisions of the Data Protection Act of 6 January 1978 (Article 34), users have the right to access, rectify, modify and delete data concerning them. For any question relating to the personal data or to exercise their rights under the law Computer and Freedoms, users must also be able to know a way to contact the webmaster.
Competitive advantages to search
The sales equation for digital marketing is the same as that of sales and breaks down as follows: the number of visitors x transformation rate x average sales = total internet sales on the site.
Marketing research has three competitive advantages.
Increased site traffic
The increase in site traffic depends on the attractiveness of the site, the positioning of the site and the marketing of the site. The top four metrics on search engines are clicks, impressions, CTR, and position.
As for the transformation of a visit into a purchase, it depends on the quality of the sales message, the quality of the offer (product or service and price), the quality of the merchandising (use of screen space) and the ease of constitution of the shopping cart
Ensuring loyalty is a function of a very broad and deep offer by networking relationships or products not sold offline and a good price. The latter is a function of the costs (and in particular the logistic cost – function expiry and intangibility of the products – as well as the cost of urbanization of the information system); it is also dependent on the price via, inter alia, price comparators, and auction sites.
Influencing a target
Via the creation of communities on social networks (community management).
The main tools
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In order to achieve its goals, e-marketing involves the use of different tools and techniques to reach and acquire new audiences. We can quote:
- search engine marketing (natural referencing (SEO), commercial links (SEM) and Trusted feed)
- the ergonomics of web pages
- electronic advertising (banners, advertisements when viewing online videos, etc.) 2
- sponsored articles
- influencer marketing
- mailings (sending info letters)
- audience measurement
- Social Media (SMO).
- growth hacking
- There is also the partnership, effective for bringing new traffic, and in the SEO policy.
Consequence for companies
With the rise of new media, companies are changing their marketing organization. This Internet marketing experts are seeing their scope of responsibilities grow to encompass the challenges of digital marketing. The latter must learn to target consumers not only on the internet but on all digital media in an omnichannel approach. Advertising managers will also have to learn to master this area. As an example of changing media consumption, an American teenager spends more time playing video games than watching television. To reach these budding consumers, companies will have to look for ways to be present in video games.
With a large amount of data acquired via digital channels, big data and the processing of information, particularly via metadata, is one of the challenges facing companies active in the field today. The weariness and habituation of Internet users due to constant marketing solicitations on the internet and mobile, also require a permanent questioning on the objectives and the means to be put in place to keep a high level of performance.
The SoLoMo4 would be a trend in vogue, this acronym means Social, Local, Mobile. Some sites/brands incorporate more than one of these 3 SO-LO-MO features, for example, the social networks Twitter and Facebook, and are mostly used on mobile phones, and Facebook with its local pages (places) also seeks to be present at the local level. This SoLoMo trend applies particularly well to digital tourism with the influence of the social circle in the preparation of the stay (Social), the development of GPS technologies at the service of localization (Local), the mobile connection during the stay ( Mobile).