Why and how to invest in digital marketing
Digital has grown considerably in recent years. It now influences all aspects of the daily life of the French, including the way they shop.
Online sales confirm their indispensable nature for many brands with more than 22,000 new e-commerce sites in one year, an increase of 11% compared to 2020. Investing in digital marketing is no longer an option for brands .
Brands are increasing their digital communication budgets
According to a study on the French and their relationship with brands by OpinionWay for Wide, published in May 2018, 61% of French people thought that digital means had changed their relationships with brands.
More than 1 in 2 French people (53%) said they had digital interactions with brands. And as many (53%) have already made a purchase after consulting a brand’s online content, on its own website, on social networks or on another site.
A controlled digital communications budget : digital marketing is a significantly less expensive strategy than other mass media such as TV and billboards. Furthermore, in the case of affiliation, return on investment (ROI) is guaranteed. The editor is only paid if he achieves a result. You are therefore not taking any risk by allocating part of your marketing budget to it. According to the latest Affiliation Barometer, for 1€ invested, affiliation brings in between 4€ and 25.4€ in turnover depending on the sector.
Measurable results: you will be able to know precisely the results obtained thanks to online behavior tracking. Thanks to this, you will have the guarantee that your strategy is effective and you will be able to adjust certain parameters if necessary. You will be able to demonstrate the effectiveness of your marketing investment to your management.
Rethinking the way to invest in digital to stand out
With more and more brands deciding to invest in digital marketing by increasing their digital communication budget , consumers may have a feeling of saturation. In fact, according to the study on the French and their relationship with brands, more than three out of four French people (76%) believe that brands have lost authenticity and 65% of them even accuse them of no longer being authentic. effort to create original products, thus pointing the finger at the growing standardization of commerce.
How to stand out in this context?
Offer attractive and original content to differentiate yourself. On social networks, for example, the user is often in a relaxing context. If you want to capture their attention, your content must be fun.
Play the emotion card. According to a study carried out by Cap Gemini , emotions have a strong impact
