Digital marketing, e-marketing, web marketing, etc. A whole vocabulary specific to online marketing has developed on the fringes of the digital revolution. If the notion of digital marketing has spread widely, it now encompasses all marketing practices that use web channels and media. It is thus a question of adapting the methods of prospecting, networking and sales, on the one hand by capitalizing on the novelties offered by the digital and on the other hand by integrating the behaviors and new forms of expectations of consumers.
There are 52.8 million Internet users in France
Digital technology is part of the daily lives of the French. Between 2012 and 2018, the share of Internet users in France increased from 61.2% to 78.9%, reaching 52.8 million Internet users. Like color television in the 1970s, the arrival and democratization of mobile technology (laptops, smartphones, tablets) has multiplied the number of screens and therefore the internet access points in everyone’s life.
Doing digital marketing and developing your presence on the web is essential. Even if you have apprehensions about communicating on the internet, you will quickly realize that the survival of your business is at stake. Whatever your industry, it’s essential to reach your users no matter where they are.
Nearly 2/3 of Internet users do an internet search before taking action
In the wake of the increase in the number of Internet users, behaviour on the Internet is constantly evolving. According to a barometer established by Google in 2019, search has become a reflex for the majority of Internet users as part of their consumption process. Whether it is to choose a toothpaste, an organic store, or a car, to prepare for a trip near you or abroad or to identify the best financial products and services, most French people use the internet to find out before taking action. Without action in the field of digital marketing, your business will undeniably lack a significant share of prospects.
66% of french internet users use at least one social network
The statistics on the use of social networks are without appeal. In 2018, 59% of the French population was registered on at least one social network. Moreover, the penetration rate of Facebook, Twitter, and other Instagram rose to 66% among French Internet users. Mark Zuckerberg’s firm remained by far the best known and used with more than 60% of the market share in France in 2019, well ahead of Twitter, Pinterest, Instagram, LinkedIn, TikTok or Snapchat.
In addition to the number of Internet users, the reach of social networks and their impact on consumers is growing. According to GlobalWebIndex, 54% of social media users use Pinterest and other Instagram to learn about products by consulting photos, reviews, and recommendations. Indeed, 71% of consumers who have had a positive experience with a brand on social media will tend to recommend the brand to their friends and family. In view of these few figures, having an online presence on one or more social platforms is a guarantee of success.
The cost of acquiring a lead is half as low
By analyzing your traffic, you will be able to finely understand your audience. Once segmented, you can then personalize your message and build a particularly qualified prospecting file that will be easy for you to convert into customers.
Thus, acquiring contact through digital is a costs more than half as expensive as via traditional marketing techniques. By investing in digital marketing, you will initiate new and less expensive prospecting and sales methods, more appreciated by users, and above all more effective.
More than 8 out of 10 companies that went bankrupt in 2013 were not on the internet
While that doesn’t explain everything, having a company on the web can significantly contribute to the success of your business. A study published by Email-Brokers in 2014 made the following bitter observation: more than 80% of companies that went bankrupt in France a year earlier had no presence on the web or on social networks.
Thus, looking at the figures presented above, both the number of Internet users in France and the number of people present on social networks, it is risky not to turn to these potential consumers. In the same way, it is risky for your business to give the opportunity to the 68.5% of French companies equipped with a website, including your competitors, to increase their market share. Once you have your website, engage in an SEO strategy. Work directly on your site to optimize it and improve its positioning in search engine results. At the same time, show ads via Google Ads, for example on keywords.
Doing digital marketing is a must. By dedicating a portion of your budget to it, maintain your presence in your market and acquire new customers. Think of digital marketing as an investment that, well-calibrated and adapted to your objectives, will quickly produce the first effects and will, over time, be particularly profitable.