Digital marketing is all the activities carried out by businesses on the Internet. This includes websites, blogs, social media, online advertising and newsletters. Given the speed at which the Internet is evolving, a definition of digital marketing must be broad and inclusive.


Why Digital Marketing?

One of the principles of digital marketing is to be present where customers are most likely to consume and to provide them with content that meets their expectations.
Consumers are connected to the Internet, have already integrated into their online shopping habits, and now, their information search process involves research and comparison of products online. On the Internet, in social media, in particular, consumers reproduce the phenomenon of word of mouth, but on a larger scale. It has, therefore, become essential for companies selling to individuals to be present online in order to be found.
The logic is the same for companies selling to other companies. According to a Statistics Canada survey, we learn that in 2013, 47% of Canadian businesses bought products or services online. The market value is considerable: $ 136 billion!
In addition, these companies have a purchasing behavior similar to that of consumers: they carry out online research, inform themselves, and make decisions based on the information obtained. In this case, too, your business must be visible on the Internet to be found.
To be visible, you must first know what consumers want. This is the stage of strategic thinking.

Strategic Thinking in Digital Marketing

Before embarking on the acquisition of digital marketing tools, it is essential to take a moment to reflect and a game plan:
  • who are your clients?
  • What are their needs?
  • What are their purchasing behaviors, especially on the internet?
  • What are your competitive or competitive advantages?
  • What are your goals?
This reflection will allow you to identify with better precision the tools to use to effectively reach your customers and, above all, to engage with them a constructive conversation which will ultimately allow you to generate sales.
Once you have identified the most effective communication needs and channels to reach your customers, you need to determine the content that will generate the most engagement from them.