By Jonathan Habert
Digital transformation goes far beyond digitization, dematerialization and the implementation of CRM solutions in companies.
To stand out in their market, attract their customers and develop their brand image, companies are investing heavily in digital marketing and the web in general.
If pure players and DNVB (digital native vertical brands) set the tone, the entire ecosystem follows suit. Since the early 2000s, the way of doing marketing and business has radically changed.
Based on the Digital Report 2021, the top sources of new brand discovery for the customer are now search engines at 42.5% and word of mouth at 29.3%.
This sets the tone!
Another striking figure, total online advertising spending increased by 3.1% between 2019 and 2020 to reach $6.22 billion… including $1.5 billion on social networks (+6.5% over one year) .
Only in France.
The web is now everywhere, and companies, whatever they are, regardless of their size and sector, seem to have no choice.
But what is it really?
10 years ago, I co-founded L’Agence Web, Agence de Référencement, and since then, I have been assisting in the digital transformation of business marketing. In fact, more than just attending, I contribute to it, with my team.
To launch into new markets, develop the company and acquire new customers, digital is essential for SMEs as well as large groups, start-ups and agencies.
It’s no secret that the digital transformation of companies (which follows that of society and the world) has been underway for several decades.
But at the heart of this revolution, another upheaval is underway: the digitalization of marketing. If with Nourdine Selmi I decided to create L’Agence Web, in 2013, it is because at that time, the enthusiasm for web acquisition was already becoming phenomenal and there were more and more economic actors to help.
Over the past decade, the growth of digital marketing levers has only increased almost exponentially, widening the gap between the most advanced brands on the subject and the laggards.
The good news is that it’s never too late to get started, and the agency is still supporting large accounts that are struggling to really transform their lead acquisition and conversion.
Inevitably, some brands have more interest in seeking out their customers on the internet, due to the nature of their offer or their target. It’s obvious.
But now, no sector is excluded from this appetite for the web, and almost all brands have customers to convince on the web.
To do without it amounts to losing opportunities and it is a considerable shortfall. Indeed: although we still sometimes hear the term digital marketing “expenses”, it is much more of investmentssince the ROI is very often advantageous.
The agencies that support the brands ensure this on a daily basis.
“There is still educational work to be done with some advertisers so that they are aware of the interest of the web for their activity, because even in 2022, we still sometimes observe reluctance or questions!” Nourdine Selmi, CEO & co-founder of L’Agence Web
Facts and success stories show that many start-ups become unicorns thanks to search: SEO, SEA and Social Ads.
How many big brands have also changed the game with their online advertising campaigns? How many large groups have adopted the web to integrate it into their marketing strategy years ago?
A lot, and they don’t regret it.
Recently, the most creative digital campaigns have been directed towards the metaverse, NFTs or virtual or augmented reality. Without having to go that far, the traditional web channels remain extremely efficient: SEO, ads, social networks, etc.
To take another sector, online commerce, note that nearly 45% of e-merchants rely on SEO to attract shoppers in 2022. In France, Spain, Italy, Poland or even Latin America, c is an institution.
And for good reason, according to a recent PrestaShop study:
- 1/3 anticipate an increase of more than 20% in their sales in 2022 thanks to SEO
- 3/4 already market their merchandise abroad or intend to do so in the coming months
- 30% of their marketing budget is invested in SEO
Customer acquisition remains the number one challenge for 42% of them.
Another report, published by Semrush in Q1 2022, also informs on the state of content marketing in 2022, an increasingly effective visibility, awareness, reputation and acquisition channel:
- Content evolves (and must continue to evolve) towards more human
- The 2 years of the pandemic have changed uses and this permanent reference is a source of wear and tear, it’s time to move on
- Some priorities stand out in content strategies: empathy and visitor search intent at all levels of the conversion funnel
- Beware of storytelling, because the audience is more vigilant than ever in the face of greenwashing, socialwashing, etc.
- More than ever, content is a long-term ROI investment
- The click rate remains the best indicator in SEO
- Short videos are popular, driven by the influence of TikTok, and everyone can win
- Content auditing is gaining importance in the overall content marketing strategy
As for social media, let’s talk about it (as a Hootsuite study of the Debate of the Year did):
- Facebook remains the most effective channel for achieving business goals according to 62% of marketers
- Instagram is the one on which respondents plan to invest the most in 2022 (48%)
- Only 10% don’t use paid ads, especially small businesses
- 1 in 2 marketers believe that their social advertising strategy is integrated with other marketing activities (TV advertising, print, Google Ads, PR, etc.)
- Awareness is at the top of marketers’ motivations on social media (53%), ahead of acquisition (47%) and conversion (46%)
Lextenso is a legal announcement site that has existed for more than a century (formerly Les Petites Affiches)
Until recently, they were almost absent from the web. Traditionally, their marketing was done through the print media, sales reps and generally physical channels.
With the agency, we supported them in digitizing and developing their business on the internet until they almost became a pure player (almost): SEO & SEA galore, ad campaigns, etc.
Now their business is running at full speed, even better than before. It’s a great pride, because it was not won in advance. But after all, what would the life of an agency be without great challenges?
Not really: the choice is between modernizing, or being overtaken by the competition and missing opportunities to strengthen the link with the audience and customers. And while some brands resist SEO, online advertising or social networks, others are already launching on the metaverse and Web3…
As said above, the shortfall is huge and every week without moving forward on the digital transformation of marketing is a lost week.
In addition, the covid has accelerated this structural trend: in 2 years, we have gained 20 years.
Some historical customers who were not at all invested in digital were able to quickly develop their turnover thanks to the web.
The future is digital.
The other question that remains, therefore, remains that of “how” and “who”, or rather: how to get started and with whom?
Being well supported is crucial for a successful transition (and this is the job of L’Agence Web.com)
Search agency (SEM, SEO & SEA) serving your acquisition of qualified leads since 2013, we support you in the digital transformation of your customer acquisition.
Our goal: to have experts collaborate on your natural and paid referencing issues to enable you to develop successfully on new online channels.
From Europe to the US, we allow the best brands to surpass their web acquisition objectives. Our team of diverse talents cultivates French excellence on each search topic: crawl, editorial, netlinking, sponsored links, technical SEO… we use the best actions to help you explode on Google, other search engines and Amazon .
What if it was finally the right time to create a strategy adapted to your needs, implement effective actions and generate the best ROI on the internet?