Faced with the Internet phenomenon, companies have now understood the need to review their marketing policy. They have not completely integrated this evolution, which could well be a revolution.
But why has digital marketing just become an issue? First of all because behaviors have evolved: in developed countries, 90% of individuals are connected. Time spent on different media (newspapers, television, radio, fixed Internet and mobile) will represent half the time awake in France in 2016. But the reign of 50% does not stop there. Half of this time will be spent on the Internet, and half of the Internet time will be spent on mobile. This last figure is constantly increasing.
But the problem is that business budgets have not followed: in 2016, only 30% of the media budget concerns the Internet. Inertia and the lack of "digital" skills are the cause. It is true that the Internet has made certain tasks more complex. Thirty years ago, there were only a few TV channels, some radios and newspapers with identifiable readership. It was therefore quite easy to reach 50% of a given target, such as women aged 26 to 50.
From now on, this audience is fragmented (fixed internet, mobile, social networks, etc.) and it is necessary to implement other tools, such as real-time bidding (RTB), and to integrate others. skills.
In addition, the Internet has changed the interactions between businesses and customers, now more numerous, but also between customers. More than 80% of them trust blogs, comments and other consumer opinions, even anonymous ones, to the messages delivered by the companies themselves. A brand becomes what is said on the Internet. There is indeed a "consumer empowerment" and therefore a loss of control by the companies, but all is not lost for them however.
Indeed, on the Internet, companies can listen to discussions, observe trends, analyze the reactions to the launch of a new product, track the online course of their target, thanks to the famous cookies. Thus, they accumulate useful data provided again to possess the necessary skills … or to know how to find them outside. Internet is also an ideal channel to offer value-added content (photos, videos, information, games, tutorials) as well as services, for example through mobile applications. All things that value a brand, and allow him to better know his customers.
What is the deadline?
Faced with these challenges, companies are trying to give their marketers a digital culture and the biggest ones are creating digital departments. But that is not without problems: the Chief Digital Officer of L'Oréal asked, in 2014, ten years to "digitize" the marketing of the leader in cosmetics, his predecessor only asked for five … it was in 2010!