Traditional marketing vs. digital marketing: is it about the marketing of yesterday and today?
Pretty much… Traditional marketing (based on “old” media) is partly opposed to digital marketing (the kind driven by the internet and digital revolution).
We could summarize the differences as follows:
While traditional marketing targets everyone, digital marketing targets specific internet users, prospects, and customers.
The results of digital marketing are measurable, which is not always the case with print or TV ads. For example, digital advertising lets you know how many people clicked on your banner, saw your ad, or made a purchase from your campaign. On the other hand, a visitor to a Loire Valley castle who saw a billboard on the Opal Coast before leaving on vacation usually won’t be able to tell you they came because of the campaign you ran in the Bay of Somme.
The Pillars of Digital Marketing
Search Engine Optimization (SEO)
Without SEO, your website will get lost in the crowd and won’t be found by search engines. Google identifies the first pages of content where relevant words are mentioned and where the content is substantial. This is one way to appear on Google’s first results page without relying on paid ads. SEO involves optimizing the written part (main texts, <title>, <h1> tags...), technical aspects (page load time, mobile version of your site indexed by Google), and more, like the types of files submitted to Google and backlinks (like votes for a reality TV contestant!). SEO is a long-term game: it usually takes 6 to 12 months to get reliable results (especially if your site has some competition 😉).
Online Advertising (SEA / Google Ads)
Search Engine Advertising (SEA) allows you to display ads at the top of search engine results. Google Ads is the most popular tool for launching paid search campaigns. Online advertising lets you quickly reach a targeted audience, build brand awareness, and generate qualified leads. SEA ads can be modified in real-time to improve performance.
Content Marketing
Content marketing involves creating and distributing useful content on or off your website to attract and retain a clearly defined audience. This may include blog articles, videos, infographics, games, podcasts, white papers, ebooks, and more. It can also include entertaining content (contests, quizzes, funny videos or images, etc.). If you have the prospect at the table and know what resonates with them = bad content (or rather, good content!). When done well, content marketing not only helps you rank on the first page of Google but also dominate it with social media posts, images, etc.
Social Media (SMO/SMM)
Social media is now an essential channel to engage with customers and sell products. You probably remember the long lines after lockdowns. Social Media Optimization (SMO) and Social Media Marketing (SMM) aim to increase brand visibility on these platforms. A well-designed and structured social media strategy will help you build an active and engaged community, increase brand awareness, consumer engagement, and drive traffic to your website.
Email Marketing
Emailing, sent to prospects or customers, is still the most profitable digital channel available to marketers, with sometimes exponential ROI. Don’t forget to segment, retarget, personalize messages, and measure campaign performance.
Influencer Marketing
Influencer marketing generally involves a partnership between a company and influencers to reach new audiences. Influencers are seen as trusted figures by their audience and therefore help enhance credibility and provide wider visibility for a brand.
Marketing Automation
Marketing automation is designed to manage campaigns more efficiently by automating repetitive tasks, such as sending emails or publishing content on social media. This saves time, improves efficiency, and allows large-scale personalization of customer interactions.
Creating a Digital Marketing Strategy
Define Your Goals (SMART)
To succeed in digital marketing, it’s important to define coherent goals using the SMART method.
SMART means your goals should be:
- Specific
- Measurable
- Achievable
- Realistic
- Time-bound
It’s an effective way to set goals that will guide all marketing actions.
Know Your Audience (Persona)
Understanding your audience is essential to create targeted campaigns. Building personas that represent your target audience helps tailor campaigns through a better understanding of their needs, behaviors, and motivations. It also helps tailor messages and the channels used to reach your target audience.
Choose the Right Channels
Each digital marketing channel has its own characteristics and audiences. It’s crucial to choose those that best match your audience and goals. For example, younger people may be more active on TikTok, while professionals may prefer LinkedIn.
Create an Editorial Calendar
An editorial calendar is a valuable tool to plan and organize content creation. It ensures consistent and relevant publishing while helping coordinate across marketing teams.
Define Your Budget
Setting a clear budget is essential to maximize return on investment. This means allocating resources to various channels and tools necessary to execute the digital marketing strategy.
Essential Tools for Digital Marketers
Google Analytics / Search Console
Google Analytics is essential for analyzing your website traffic. It provides valuable data on user behavior, most visited pages, bounce rates, and more. With Google Search Console, you can monitor your site’s performance in search results, identify indexing issues, and improve SEO. Together, these tools give a complete overview of your online performance.
SEO Tools (SEMrush, Ubersuggest, SERanking...)
SEO tools like SEMrush, Ubersuggest, or SERanking are essential for optimizing your SEO strategy. These tools offer advanced features for keyword analysis, backlink monitoring, competitor research, content ideas, and organic traffic analysis.
These tools help you better understand your positioning and fine-tune your strategies accordingly.
Social Media Management (Hootsuite, Buffer)
To efficiently manage social media, tools like Hootsuite and Buffer are essential. They let you schedule posts, analyze performance, and manage multiple accounts from one platform. This helps you stay organized and streamline your social content strategy.
Email Marketing (Mailchimp, Brevo)
Email marketing is a powerful channel, and tools like Mailchimp and Brevo (formerly Sendinblue) make campaign management easier. These platforms allow you to create attractive newsletters, segment audiences, and track performance. With these tools, you can automate email campaigns, increase customer engagement, and boost conversions.
Automation (Zapier, Hubspot)
Automation is a key aspect of modern digital marketing. Zapier connects different apps and automates workflows, while Hubspot offers a full marketing automation suite, including lead management, CRM, and email marketing. These tools save time and improve campaign efficiency.
Digital Marketing Trends in 2025
Artificial Intelligence and Personalization
Artificial Intelligence (AI) is transforming digital marketing by enabling advanced campaign personalization. With AI, companies can analyze massive data sets to better understand consumer behavior and offer tailored experiences, boosting engagement and loyalty.
Voice Search and Voice SEO
With increased use of voice assistants like Alexa and Google Assistant, voice SEO is becoming essential. Companies must optimize content for voice queries, often phrased as questions. This requires a different SEO approach, focusing on long-tail keywords and natural language.
Short Video & Snack Content
Short content formats, like videos under 60 seconds, are growing in popularity, especially on platforms like TikTok and Instagram Reels. This “snack content” quickly captures attention and drives engagement. Brands must integrate these formats into their content strategies to stay relevant.
Social Commerce (Shopping via Instagram, TikTok...)
Social commerce, enabling direct purchases via social media, is rapidly expanding. Platforms like Instagram and TikTok are integrating shopping features, simplifying the customer journey. Brands should leverage these to reach wider audiences and streamline purchasing.
Common Mistakes to Avoid
Lack of Clear Strategy
One of the most common mistakes in digital marketing is not having a clear strategy. Without specific goals, it’s hard to measure success or adjust efforts. It’s crucial to take time to plan and map out your strategy.
Ignoring Data and KPIs
Data is essential for informed decision-making. Ignoring key performance indicators (KPIs) can lead to costly errors. Regularly monitoring your campaign performance and adapting based on results is critical.
Relying Too Much on One Channel
Depending solely on one marketing channel is risky. If it underperforms, it can significantly impact your visibility and sales. Diversifying your marketing channels ensures broader reach and reduces risk.
Other Mistakes to Consider
- Not adapting to trends: Digital marketing evolves quickly. Failing to keep up may lead to missed opportunities.
- Overlooking user experience: Poor UX on your site can lead to customer loss. Ensure smooth, enjoyable navigation.
Conclusion
Digital marketing is no longer optional — it’s a necessity. With a solid strategy, the right tools, and a deep understanding of your audience, you can attract, convert, and retain customers effectively. So why not start today?
