Impact of digital marketing

Extract

[...] Digital marketing is a concept that encompasses a large number of trends and characteristics, which differ depending on the area of ​​activity of the company in question. The question we can, therefore, ask ourselves is how digital marketing has had a real impact on commerce today; impact which certainly has many positive consequences, but which could also have negative ones, especially within our society, which still wants to be multi-generational. Along with the negatives and positives of digital marketing, there was also a whole different way of looking at the customer relationship and the whole buying process. [...]

[...] The key numbers Digital marketing is the consequence of a change in behavior in the purchasing habits of the French. These changes took place long before the health crisis and were reinforced with the pandemic, which, in a way, forced the French to develop new purchasing behaviors. In France of e-shoppers had already changed their habits before confinement, by reviewing many more online purchases, at all ages, even if we note an increase in changes among 18-45-year-olds. Today, we live in a society where more than 80% of the population owns a smartphone and where the youngest spend most of their time on the net. [...]

[...] Impacts on performance Digital marketing has gradually established itself as a real performance lever for companies and/or brands, regardless of the industry. Thus, marketing and performance can only be linked since digital marketing is precisely used to increase the performance of a group and thus increase sales. Thanks to digital marketing, sales can be doubled, and traffic multiplied by ten, especially thanks to the Internet and, in particular, to social networks, which allow a brand to go around the world in just a few seconds. [...]

[...] Measurement is more difficult in the digital segment. It cannot be evaluated in exactly the same way as in a traditional advertising campaign. For a company, it is, therefore, important to assess the impact of digital marketing by analyzing certain criteria such as the number of visits per day, as well as the ping rate, the number of orders placed and validated and, for an application, the number of downloads. Digital marketing encompasses all digital technologies, whether in the use of a laptop, a tablet or a smartphone, video games or interactive terminals, which are more and more numerous and which make it possible to convey a resolutely more modern and dynamic image. [...]

[...] With this in mind, and even before developing a strategy of this type, companies must learn either to know their customers or to target their customers precisely in the case of a group creation. The more companies know about consumers, the more they will be able to understand the competition and, therefore, develop truly effective digital marketing. This marketing must be different depending on the industry because it is made up of a large number of methods to attract and attempt to attract customers. Thus, sustained activity on social networks remains reserved for companies that want to attract a younger clientele. [...]