The emergence of ICT revolutionized considerably people’s daily activities through e-commerce platformes for shopping etc…. This has led many companies to set up new strategies such as digital marketing in order to reach the mass market and strengthen their customer relationships.
In the past, companies relied on traditional marketing to promote their products and broaden their customer base through several strategies that today seem to be challenged by digital with new approaches developed on the web and mobile. Almost a large majority of the population has access to Internet services and remains more connected than ever. This is a real opportunity for companies that are looking for ways to give more visibility to their activities or products to customers.
In order to capture this critical mass of users, many companies are developing digital marketing, which consists of all the marketing technics used on digital media and channels. Tools such as browsers (google), social networks (facebook, twitter, linkedin…), e-mails, websites, among others, are now used as innovative tools and supports for companies to conquer new territories in the market. Due to the evolution of consumption patterns and the diversification of connected objects, those who offer products are forced to rethink the way they conceive their marketing strategy by integrating the digital dimension, which is equally a necessity.
Currently, in Senegal as in many other African countries, we are witnessing a flowering of startups and communication agencies operating in digital marketing. This reflects the dynamism of the digital marketing market in the black continent. In the same vein, a study by Econsultancy in partnership with Adobe showed an increase in digital marketing spending by advertisers. Increases of 56% and 55% respectively related to social network marketing and content marketing. The prospects for digital marketing remain promising in terms of the flexibility of the means to be used and its ability to reach a much larger target audience.
However, the success of a digital marketing strategy requires the production of quality content, especially on the various connected digital media. This allows companies to avoid traditional methods such as the use of mass media (radio, television) or billboards. Means of communication that are always expensive. Today, digital offers companies of all sizes the opportunity to access the global market at an affordable price. This was not the case with classic and traditional marketing, which seems to be reaching its limits. In one word, digital marketing has become a real lever for transformation and performance as much as it contributes to increasing traffic to a company’s website, building customer loyalty and influencing the target audience.