The two experts are categorical: before tackling the question of strategy, you need to know which customer you want to address (age, gender, geographic location, income, etc.) and on which platform it is possible to reach them. hang. “We don’t advertise blindly. It is better to target than to campaign to a mass audience,” says Sandrine Prom Tep. Sylvain Amoros adds that it is important to define your objective and evaluate the costs of such a campaign versus the expected sales. “An advertising campaign on the internet is not magic. It takes six to seven impressions before you get engagement from a customer. »
To find out which audience is joining TikTok, YouTube, Facebook and others, Sylvain Amoros suggests finding someone who is familiar with the social media environment, whether it’s a consultant or someone internal. “There is no room for improvisation. You have to do things well, otherwise you don’t do them. You don’t get started if you don’t know what you’re doing. »
For Sylvain Amoros, Google is the best channel. “Consumers are increasingly choosing their purchases based on the image of companies. If we choose to display ourselves, therefore to associate ourselves with a channel which only cares about its profits without regard for people, society, the planet and which does not want to pay taxes, what perception will the will people have you? Several companies have understood and are withdrawing from these networks. » According to the expert, Google remains the best option, in the absence of a Canadian search engine and because it is still at the negotiating table with Ottawa with a view to finding an agreement on sharing the giants’ revenues. of the web.
Sandrine Prom Tep is not so categorical. She notes a trend of withdrawal from social networks, but she does not close the door to these platforms. “The people are still here. » Like her colleague, she confirms the effectiveness of search engines. The return on investment is more guaranteed because the Internet user who consults it is already looking for the product, according to the expert.
For similar expenses, Sylvain Amoros believes that investing in local media is a way to return to a certain balance. For those with less budgets, the two experts suggest using less expensive tools such as newsletters and websites. “It is better to invest in having a website that works on cell phones and is updated regularly,” believes Sylvain Amoros. Sandrine Prom Tep also asks the question: “Do we still need multinationals or can we establish our digital strategy by ourselves? »
When we talk about marketing strategies on social networks, the question of influencers certainly comes up. Sylvain Amoros believes that it is no longer relevant to pay for such a service. “The moment you pay, you lose all notion of objectivity. » Sandrine Prom Tep qualifies her answer. Yes, the profession has been mistreated in recent years due in particular to ethical problems, but she does not completely reject this option. “Influencers still have their place in a digital marketing strategy. However, it must be in line with the product, both in terms of values and its niche of expertise. Once again, if his fans are numerous and correspond to your clientele, this is a strategy that must be considered. »
