Avec l’essor des technologies du Web, les stratégies du marketing digital deviennent des incontournables et détrônent même les principes du marketing traditionnel.

En effet, les techniques du marketing traditionnel qu’on avait l’habitude de résumer avec les « 4P » (Produit / Prix / Place / Promotion) ont été très efficaces dans le passé, mais depuis l’arrivée d’Internet, ces quatre items ne représentent plus des leviers suffisants pour vendre un produit ou un service sur un marché donné.

« Les médias sociaux suppriment les intermédiaires. Ils offrent l’opportunité aux marques d’être proches de leurs clients. « – Brian Weiner, CEO à Digital Agency 360i

Le marketing digital est également nommé :

    • e-marketing,
    • marketing numérique,
    • webmarketing,
    • cybermarketing.

Ces synonymes désignent tous les mêmes concepts, qui se sont développés avec l’utilisation des sites web, applications mobiles, réseaux sociaux, sites mobiles, GPS, podcasts, vidéos en ligne…

Le marketing digital met donc à l’amende le marketing traditionnel, grâce à :

  • sa mesurabilité (reporting en temps réel des comportements des consommateurs avec des logiciels de calculs automatisés…). Ce qui nous permet de connaître en temps réel le ROI de nos campagnes ;
  • son prix, adapté à tous types de ressources financières ;
  • sa mobilité (pas besoin de se déplacer pour créer et développer une campagne).

Aujourd’hui, grâce au webmarketing, c’est plus simple de développer une stratégie commerciale efficace et cela ne demande pas forcément de grandes compétences en marketing. L’accessibilité des techniques du marketing digital permet à n’importe qui, n’importe quand de tester une campagne à moindre coût avec des outils gratuits comme les outils de Google.

 » Je suppose que je pourrais utiliser Google, cette boule de cristal du XXIe siècle. « 

Joyland – Stephen Kings

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