Digital marketing covers all marketing activities deployed
online to connect with customers or prospects.
Businesses use digital channels such as Google searches, social networks,
e-mails and websites to connect with their customers or prospects.
Consumers now spend twice as much time online as 10 years ago. Consumption
patterns have really changed, and offline marketing has become less effective.
Marketing has always been about putting businesses in touch with their
audience in the right place at the right time. Today, we must meet the consumer
where he spends most of his time: on the internet.
Aoxoz’s specialty is inbound, an extremely powerful way to attract visitors,
convert leads, close sales and build customer loyalty online. An experienced
inbound marketer will be tempted to say that inbound marketing and digital
marketing are virtually equivalent, but some subtleties can be noted.
By interacting with marketers and business leaders from Europe, the United
States, Asia, Australia and New Zealand, Aoxoz has seen many nuances from
country to country.
What is the definition of digital marketing?
From the website of your company to the different aspects of online branding
(digital advertising, e-mail marketing, web brochures, etc.), digital marketing
covers a broad spectrum of tactics and content.
The best marketers know how to precisely link each type of content and
tactics to strategic objectives. Here are the most common forms of content and
Social networks (Facebook, LinkedIn, Twitter, Instagram, etc.)
Free online presence (social networks, comments)
Brand elements (logos, fonts, etc.)
Search Engine Optimization (SEO)
It is about optimizing a website so that it gets the best possible ranking
in the results of search engines and attracts more natural traffic (free).
It’s about creating and promoting different forms of content in order to
increase brand awareness, increase traffic and generate leads or customers.
Inbound marketing is an all-funnel approach that aims to attract visitors,
convert leads, close sales and build customer loyalty with online content.
Marketing on social networks
This practice is to promote content and a brand on social networks to
improve awareness, attract traffic and generate leads.
Cost Per Click (CPC)
This is an advertising method designed to attract traffic to a website. The
broadcaster is paid each time a user clicks on an advertisement. Google AdWords
is one of the most common forms of CPC.
This performance-based advertising method involves receiving a commission in
exchange for promoting third-party products or services on a website.
These are content-based ads, published on a third-party platform alongside
non-paying content. Sponsored articles from BuzzFeed are one example. In
addition, many marketers consider that advertising on social networks, such as
Facebook and Instagram ads, is native advertising.
Marketing automation refers to software solutions designed to automate
marketing operations. It is often wise to automate repetitive tasks, such as
sending e-mails, social media postings, and some website actions.
Businesses use e-mail marketing to communicate with their audiences. E-mail
is used to promote content, special offers and events, and to redirect contacts
to the company’s website.
Online Public Relations
Online public relations is about developing a free online presence through
web publications, blogs, and other content-based sites. They are like classic
public relations, transposed into the digital world.
Difference between digital marketing and inbound marketing
At first glance, these two types of marketing seem similar: both are
deployed primarily online and focus on the creation of digital content for
consumers. The difference is subtle.
The term digital marketing does not distinguish between inbound strategies
and traditional strategies (outbound), it encompasses both methods.
Outbound tactics aim to spread a marketing message to the widest possible
audience, regardless of its relevance and the reception that is reserved for
it. For example, the garish advertising banners displayed at the top of many
websites try to convince the visitor to buy a product or take advantage of a
promotion to which the latter is not necessarily sensitive.
Inbound tactics, on the contrary, consist in attracting target customers to
a website by offering them online content designed to be useful to them. As
simple as powerful, the blog, inbound marketing tool par excellence, allows for
example a company to capitalize on the terms sought by its target clientele.
In summary, inbound marketing is a methodology that uses digital content to
attract visitors, convert leads, close sales and build customer loyalty. The
generic term of digital marketing covers all forms of online marketing tactics,
whether inbound or outbound.
Is digital marketing effective for all B2B or B2C businesses?
Digital marketing can be useful for all businesses in all sectors. Whatever
your business, digital marketing invites you to define buyer personas to
identify the needs of your target audience, and to create high quality online
content. Digital marketing strategies are not alike because they must meet the
specificities of each company.
The online marketing strategy of a B2B company tends to focus on generating
leads to be put in touch with a sales representative. The role of such a
strategy is to attract and convert the most qualified leads using a website and
other digital channels, in order to pass the baton to the sales team.
Beyond the website, it is interesting to develop marketing activities on the
more professional channels frequented by the target clientele, such as
The B2C companies’ online marketing strategy generally aims to attract
Internet users to a website, and convert them into customers without going
through a commercial (depending on the positioning of the offer).
For this reason, companies focus less on prospects in the classic sense of
the term, than on the creation of an accelerated shopping journey, from the
arrival on the website to the passage of order. B2C companies often have to
promote their product higher in the marketing funnel and use more powerful
Channels like Instagram and Pinterest are generally better suited to the
needs of B2C companies than professional-oriented platforms like LinkedIn.
The advantages of digital marketing
Unlike offline marketing, digital marketing delivers accurate performance
results in real time.
If you have already run a print advertisement in a newspaper, you know how
difficult it is to determine how many readers saw the page and how many paid
attention to the ad. It is almost impossible to know if the advertisement has
generated sales or not.
On the contrary, digital marketing measures the ROI of each part of your
strategy. Here are some examples :
1 – Website traffic
With web analytics software like HubSpot, you can see in real time how many
users have seen your site’s homepage. Web analytics reveal, among other things,
the number of pages visited by each visitor, the device used and the origin of
This data makes it possible to prioritize the allocation of resources to the
different marketing channels according to the traffic generated. For example,
if natural search represents only 10% of the traffic, it will be necessary to
improve this percentage by refining the SEO strategy.
Offline marketing does not know how consumers interact with a brand before
talking to a sales person or making a purchase. Digital marketing allows us to
identify trends and patterns of behavior upstream of the last stage of the
purchasing journey. It facilitates decision making on tactics to deploy at the
top of the funnel to attract customers.
2 – Content performance and lead generation
If you create a brochure listing your offer and distribute it in mailboxes,
it is a form of offline content. Unfortunately, it is impossible to know how
many recipients have consulted and how many have thrown it without opening it.
Now imagine that you make this same brochure available on your website. In
this case, you will know exactly how many visitors have posted the page on
which it is hosted and you can collect the details of those who download it
using a form.
This way, you will not only know how many visitors interact with your
content, but will also generate qualified leads each time you download.
3 – Attribution model
Combined with the right tools and technologies, a powerful digital marketing
strategy can trace each sale to the customer’s first contact with the company.
It is thus possible to build an attribution model, the purpose of which is
to reveal trends in the way users discover and buy your products. You will be
able to efficiently allocate marketing resources to mitigate any weaknesses,
and optimize the various stages of the purchase journey.
It is important to link marketing and sales. Firms with tightly aligned
sales and marketing generally experience annual growth of 20%. Optimizing the
purchasing path with the help of digital technologies thus tends to have a
positive effect on the company’s profits.
What kind of content to create?
The type of content to be created depends on the specific needs of your
audience at each stage of the shopping journey. Start by creating buyer
personas (with these free templates for example) to identify the goals and
challenges of your audience that are related to your business. Basically, the
digital content created must support those goals and help solve those problems.
Then ask when your audience is likely to consume this content based on their
progress in the shopping journey. This is how you map content.
This process aims to target content based on:
characteristics of the person intended to consume it (defined by the buyer
the position of this person in the purchase path (that is, the life cycle
In terms of format, there are many possibilities for you. Here are some
options adapted to different stages of the purchase journey:
1 – Awareness phase
Blog posts: associated with a keyword strategy and powerful SEO, they are
excellent for increasing natural traffic.
Infographics: Easy to share, they increase the chances of the company being
discovered on social networks, where users share content. Check out these free
infographic templates to get started.
Short videos: they are also easy to share, they allow new audiences to
discover your brand via platforms like YouTube.
2 – Consideration phase
E-books: More comprehensive than a blog post or an infographic, they are
great for generating leads. Indeed, users are likely to provide their contact
information in order to receive them.
How long before observing tangible results?
With the ROI of digital marketing being easy to measure, performance often
seems faster online than offline. However, everything depends on the scale and
effectiveness of your online marketing strategy.
If you spend time creating relevant personas that allow you to identify the
needs of your audience, and produce quality online content to attract and
convert leads, you will likely achieve tangible results. in six months.
Strategies incorporating paid advertising tend to produce results even
faster. However, to be sustainable in the long term, it is recommended to work
to establish your natural reach (free) by focusing on content, SEO and social
Is digital marketing expensive?
As in all areas, cost depends on the components of your digital marketing
You probably already have a website. By focusing on inbound techniques like
SEO, social networking and content creation, you can achieve good results at
Inbound marketing is above all about creating quality content that your
audience will want to see. Unless you outsource the creation of this content,
the investment required is only time.
Outbound techniques like online advertising involve costs and their cost
depends on the expected visibility.
For example, to serve CPC ads via Google AdWords, you must participate in
auctions that compete with other companies in your industry. The goal is to
appear as high as possible in Google search results with keywords related to
Depending on the competitiveness of a given keyword, auctions may be
affordable or, on the contrary, very expensive. That is why it is recommended
to work alongside the development of your natural reach.
What about mobile marketing?
Mobile marketing is a pillar of digital marketing. Indeed, the mobile
represents 60% of the time devoted to the consultation of contents online,
against 40% for the computers. It is therefore imperative to optimize your
advertising, your web pages, images published on social networks and other
elements of your online presence for mobile. If your business has a mobile app
that allows users to interact with the brand or purchase products, it’s also
Your business must offer the same quality of user experience on mobile and
computer. For the convenience of mobile users, an adaptive design website is a
must. Lead generation forms must be shortened to allow visitors to easily
download mobile content. The images published on social networks must be
adapted to a display on mobile: on a small screen, the text may be truncated.
There are many ways to optimize your digital marketing content for mobile,
but the quality of the experience must be a top priority in any digital
If you apply these best practices to create online experiences tailored to
your audience, the results will not be long in coming.