What is Digital Marketing?

 

To promote a brand or a product online and thus achieve this objective, the actions to be implemented are numerous. Among these, collecting customer reviews is one of the powerful levers of digital marketing. Online reviews help improve digital identity, while positively impacting SEO or SEA campaigns.

To begin with, what is Digital Marketing?

Digital Marketing (or Digital Marketing) is one of the most important and profitable acquisition channels to develop your brand on the Internet. This strategy reinforces your “brand awareness”, while allowing you to publicise your products, services, events, etc.

The campaigns and marketing materials available to reach your potential prospects are multiple. Digital marketing is made up of different levers to master:

Digital Marketing = Search Engine Marketing + Social Media Marketing + Email Marketing + Referral Marketing + Content Marketing…

To begin, let's focus on one of these levers: Search Engine Marketing (SEM).

What are the acronyms of “Search Engine Marketing” (SEM)?

Search Engine Marketing (SEM) is a brick of digital marketing. This strategy refers to marketing applied to search engines. The objective of SEM is to optimise the visibility of your website on search engines.

Thanks to SEM, companies can deploy natural and paid SEO campaigns to improve their traffic. Thus, Search Engine Marketing (SEM) encompasses marketing campaigns of 2 types:

SEO campaigns aimed at boosting the visibility of a site in the natural results of search engines.

Paid marketing campaigns (Google / Bing ADs) aimed at capturing leads from paid results presented at the very top of search engine results pages. These results listed on Google pages correspond in particular to the SERP (Search Engine Result Page).

In a nutshell, SEM is…

Search Engine Marketing (SEM) = Search Engine Optimization (SEO) + Search Engine Advertising (SEA = Search Engine Advertising)

Ready to learn more about SEO and SEA?

The BA BA of SEO

When you launch a search for a query (keyword) in a search engine, you get almost instantly and in order: the paid results, then the “natural” search results.

The top positions in natural results are very popular when we know that 88% of Internet users click on the first page , and do not go to the second page to consult the results. This is also the spirit of this quote that has become famous: "The best place to hide a body is the second page of Google!" ".

The websites that are on this first page of the SERP therefore unsurprisingly capture a large majority of clicks. On this page, when the results are embellished with “ Rich Content ” (dynamic content such as Verified Reviews stars or a FAQ), Internet users are even more encouraged to click!

Search Engine Optimization (SEO) = Campaigns that aim to generate free traffic from natural search engine results

The BA BA of the SEA

Search Engine Advertising (SEA) refers to advertising on search engines. With its “Google Ads” platform, Google dominates the SEARCH industry market.

The creation of Google Ads campaigns allows you to choose the media on which your ads will be broadcast. For example, you have the choice between the classic Google search, or the display network of search engines called the "display network" (the ads are then relayed on Google partner sites).

Search Engine Advertising (SEA) = Activities aimed at generating paid traffic from search engines.

What are the acronyms for Social Media Marketing (SMM)?

When it comes to digital marketing, the jargon to know is not limited to Google. On social networks, different keywords and strategies are also to be mastered.

On this subject, do you know the SMM? Social Media Marketing (SMM) is getting targeted traffic (free and paid) to your website from Facebook, Twitter, LinkedIn, YouTube, Instagram or other social networks (SR).

The SMM aims to increase the visibility of your brand on social networks. Two types of campaigns are possible with the SMM:

SMO (Social Media Optimization) campaigns

SMA (Social Media Advertising) campaigns

Social Media Marketing (SMM) = Social Media Optimization (SMO) + Social Media Advertising (SMA)

Ready to learn these acronyms?

The BA BA of the SMO

SMO (Social Media Optimization) campaigns aim to develop your community on the various social networks (RS). If your brand is active on Facebook, Twitter, LinkedIn, YouTube, you can grow your presence through organic actions like:

The publication of posts,

Participation in discussion groups,

Setting up competitions…

As well as many other means that aim to grow your community in a "natural" way. To summarise, we can say that SEO is to SMM, what SEO is to SEM.

Finally, on social networks, do not forget that opinions count in the eyes of Internet users. The stars should not only be collected and then distributed on your website or on search engines… Do not hesitate to value reviews in your communication strategy , by focusing on organic publications!

Social Media Optimization (SMO) = Marketing campaigns aimed at building your community through organic actions on SR.

The BA BA of the SMA

Social Media Advertising (SMA) concerns the implementation and optimization of paid campaigns broadcast from social media. We are therefore talking about advertising campaigns that are broadcast on the Facebook, Twitter, LinkedIn, YouTube, Instagram profiles of your target.

An SMA campaign, when properly configured, allows you to be instantly visible to your community of subscribers. The impact on lead generation and sales can be boosted with proper targeting.

Social Media Advertising (SMA) = Paid marketing campaigns invested in social networks: Facebook ADs, Twitter ADs, Linkedin ADs etc.

In a nutshell, digital marketing jargon is…

Digital marketing (or web marketing) is a combination of several techniques to know. As shown in the animation below, digital marketing allows your brand, your name, your products to be presented to as many people as possible.

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