Digital Marketing Presentation

MarketingDi
gital
1 The world of digital marketing
2 The objectives of digital

marketing
3 The advantages of digital

Content
What is a digital strategy
4
5 Case study
6 Conclusion
Content
introduction
Faced with an increasingly evolving world marked by new technologies, the
digital era has become essential for the survival of any business. It involves
using new information and communication technologies (i.e. everything
related to the Web), in the service of a brand, a company, a product, etc. .
The world of digital marketing
Traditional marketing is currently losing ground in the
face of the resurgence of digital marketing. With the
technological advances that we encounter today, the
Internet tends to supplant traditional communication
media such as newspapers, television or radio among
others.
Now, it is no longer interesting to solely base your

marketing strategies on traditional marketing 1 but
rather to opt for digital marketing, where the approach
to the customer is made through a new intermediary,
notably the Internet.
Le marketing digital
Digital marketing refers to all marketing techniques

that use digital media and channels and data
processing (big data).
It essentially covers marketing applications linked to

the Internet (webmarketing), but also those linked to
mobile phones, tablets, geolocation and other
applications.
It goes beyond e-marketing (or Internet marketing)

since it covers all digital media and multi-screen
variations, while seeking to develop more direct and
personalized relationships with consumers.
KOTLER Philip defines digital
marketing:
“all marketing activities deployed online to establish

relationships with customers or prospects”. It’s about
using digital technologies to achieve marketing goals,
such as generating leads, generating sales, building
customer loyalty and improving a company’s
reputation.”
KOTLER Philip
The objectives of digital Growth Objective:
marketing
aims to support the overall growth of the company.
This may include expanding business into new
markets, acquiring new customers and
strengthening online presence. Techniques such as
SEO, content marketing, and data analysis can be
deployed to achieve this goal.
Sales increase :
the primary objective is to increase
sales significantly. This may involve
strategies such as optimizing online
sales channels, using targeted Market share :
advertising campaigns, and
implementing effective conversion
tactics. A robust market share is crucial for
competitiveness. Digital marketing
works to increase brand visibility and
Profitability: capture a larger market share.
Beyond sales expansion, digital marketing seeks

to improve the profitability of the company. This
can be done by optimizing advertising costs,
maximizing the return on investment (ROI) of
campaigns, and retaining existing customers.
The advantages of digital marketing
1 Increased traffic
2 Measure content and lead generation performance
3 Manage your e-reputation
Increase leads and customers generated

4
Definition and role of a digital strategy
Digital strategy refers to all the digital methods and techniques used by a company to
achieve specific objectives in the field of digital communication. It encompasses all
aspects of online presence, including communication on different digital media such as
websites, social networks, applications, blogs, etc.
A successful digital strategy is divided into several facets, including acquisition strategy,
marketing strategy, social media strategy, content strategy, and web editorial strategy. It
aims to improve online visibility, attract new customers, reach new targets, and study
online performance.
N.B :
The digital strategy must be in line with the company's strategic objectives and be
accompanied by relevant performance indicators to measure its effectiveness.
The stages of developing a digital marketing strategy
The strategic diagnosis:

1 The diagnostic analysis is carried out in three stages: external analysis (the environment,
the market, competition), internal analysis (sales analysis, competitive position) and
formulation of the diagnosis (formulation of the analysis swot).
Setting objectives:
2 Increase in awareness, Increase in online traffic, Increase in conversion
rates, Online sales, Improvement in customer relations, Loyalty
Know your audience:

3 Understanding the target audience is essential for an effective
digital strategy. This involves carrying out an in-depth analysis of
potential customers’ online behaviors, preferences and needs.
Choose the appropriate channels:
4 Select the most relevant online communication channels to reach the target audience.
This can include social media, SEO, email campaigns, etc.
Develop relevant content

5 Create quality content tailored to each chosen channel, taking into account
the needs and interests of the target audience.
Measure and adjust:

6 Implement monitoring and analysis tools to measure the
performance of the digital strategy, and adjust actions based on the
results obtained.
Case study
An example of a successful
digital strategy
Nike, le leader du Social Media Marketing
A brand close to its customers
It was in 1962 that the two founders,
William Bowerman and Philip Knight,
embarked on the Nike project.
Previously called Blue Ribbon Sports, the

first business model consists of the resale
of shoes imported from Japan.
When BPS partner companies tried to

penetrate the American market Nike's commercial strategy has not evolved since, the goal
themselves, the two friends decided to being to remain ever closer to the athletes. For almost 50
create “American” shoes for athletes. From years, the brand's objective has continued to be the search
this Nike was born in 1971 in Oregon. for innovative solutions to facilitate the practice of sport.
First created for athletes only, it now shines in the vast

majority of sporting disciplines.
Conclusion :
In conclusion, digital marketing remains an essential strategic
lever in the modern commercial landscape, offering
opportunities for visibility, interaction and growth for
businesses.
Understanding data and adapting to emerging trends and
creating relevant content remains crucial to maximizing the
impact of this ever-evolving discipline

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MarketingDi

2 The objectives of digital

3 The advantages of digital

Now, it is no longer interesting to solely base your

Digital marketing refers to all marketing techniques

It essentially covers marketing applications linked to

It goes beyond e-marketing (or Internet marketing)

“all marketing activities deployed online to establish

Beyond sales expansion, digital marketing seeks

2 Measure content and lead generation performance

3 Manage your e-reputation

Increase leads and customers generated

The strategic diagnosis:

Know your audience:

Develop relevant content

Measure and adjust:

Previously called Blue Ribbon Sports, the

When BPS partner companies tried to

First created for athletes only, it now shines in the vast

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