Tél : +216 71 235 171

Businesses are using more and more digital channels (the very heart of digital marketing) such as Google searches, social media, emails, and websites (this list is not exhaustive) to connect with their customers and/or prospects.

Consumer behaviour is changing drastically. Indeed, according to the latest statistics, the average consumer today spends twice as much time online as they did 10 years ago.

Consumption patterns have truly evolved (consumers increasingly need information about a brand or product), and offline marketing has lost its effectiveness to the benefit of digital marketing.

Definition of digital marketing

Digital marketing is defined as all the online marketing activities used to connect with customers or prospects, such as maintaining a website or blog, social media (Facebook, Instagram, LinkedIn, Twitter, YouTube, etc.), or digital advertising (sponsorship, banners, advertorials, influencers, etc.).

Marketing (whose basic definition is to act on the market: MARKET + ING) has always been about connecting companies with their audience in the right place and at the right time. Today, you need to meet the consumer where they spend most of their time: on the internet.

Digital Marketing Techniques

Search Engine Optimisation (SEO)

This involves implementing a comprehensive strategy for a website (both on-site and off-site) so that it achieves the best possible position in search engine results for well-defined keywords, thereby attracting more organic traffic (an essential condition for increasing turnover).

Content Marketing

This involves creating and promoting different forms of content (text, videos, images) to increase brand or product awareness, boost traffic, and generate leads or customers.

Inbound Marketing

Inbound marketing is an approach that covers the entire conversion funnel (sales funnel). It aims to attract visitors, convert leads, close sales, and retain customers using online content.

Social Media Marketing (Community Management)

This practice consists of promoting brand or product content on social media networks (in the broadest sense, keeping in mind that the effectiveness of certain platforms depends on the brand) to improve brand awareness, drive traffic, and generate leads.

Pay-Per-Click (PPC)

This is an advertising method aimed at driving traffic to a website. Google Ads is one of the most common forms. It involves purchasing keywords using the CPC method for a specific period and a well-defined market. The result will be visible at the top of the search results with an “Ad” label from Google.

Affiliate Marketing

Affiliate marketing is a system of exchange between advertisers who want to promote their offers and affiliates who have an audience (website, email list, social media, etc.) and feature the advertisers in exchange for payment for the leads they bring. One of the best-known platforms is CLICK BANK.

Marketing Automation

Marketing automation refers to the automation of marketing campaigns triggered by a set of predefined conditions and based on user behaviour (tests and scenarios). It is possible to automate sending emails (email campaigns), SMS messages (SMS campaigns), contact segmentation, lead scoring, and lead nurturing.

Several platforms specialise in this activity, including SENDINBLUE.

Email Marketing

Companies use email marketing to communicate with their audiences. Email is used to promote content, special offers, and events, and to direct contacts to the company’s website or any other tool related to the sales funnel.

While it’s true that in Tunisia email campaigns are losing their appeal, they remain a very good tool in specific phases of a product or service’s life cycle.

Online Public Relations

Online public relations involves developing a free online presence through web publications, blogs, and other content-focused sites. It is one of the broadest tools for managing e-reputation.

Online Events

An online events strategy, particularly through webinars, helps to develop the brand’s authority on a subject, expand its audience, and generate leads.

Is digital marketing effective for all B2B or B2C companies?

Digital marketing can be useful for all businesses, regardless of the sector. Whatever your activity, digital marketing helps you define and identify the needs of your target audience and create engaging, relevant, and effective online content.

Digital marketing strategies are not one-size-fits-all, as they must address the specific characteristics of each business, its product or service, its stage in the lifecycle, the nature of the market, and its unique characteristics.

Le marketing digital est-il efficace pour toutes les entreprises B2B ou B2C

The advantages of digital marketing

Unlike offline marketing, digital marketing allows you to obtain precise, near real-time performance results.

Digital marketing makes it possible to measure the return on investment (ROI) of each part of your strategy. Here are a few examples:

1 – Website traffic

Thanks to web KPI analysis software like Google Analytics or AWstats, you can see in real time the number of users who have viewed your website’s homepage or how they are distributed across other pages.

Analysis of web metrics reveals, amongst other things, the number of pages viewed by each visitor, the device they used, and where their visit originated from.

This data allows you to prioritise resource allocation to different marketing channels based on the traffic they generate. In fact, if natural (organic) search represents a rather small percentage of traffic, you will need to improve it by increasing your SEO efforts.

Digital marketing allows you to identify trends and patterns of behaviour ahead of the final stage of the buyer’s journey. This makes it easier to make decisions about which tactics to deploy at the top of the funnel to attract customers.

2 – Content performance and lead generation

Direct mail is a form of offline content. Unfortunately, it’s impossible to calculate exactly how many recipients looked at it and how many threw it away.

Now, imagine making that same content available digitally on your website. In this case, you will know exactly how many visitors have viewed the page, and you can collect the contact details of those who download it by using a contact form.

This is the best way to find out how many visitors are interacting with your content and, in turn, generate more qualified leads with each download.

3 – Attribution modelling (Tracking)

Paired with the right tools and technologies, a successful digital marketing strategy allows you to trace every sale back to the customer’s first contact with the business.

It is crucial to link marketing and sales. Companies where sales and marketing are closely aligned generally experience annual growth of over 20%.

What type of content should you create?

The type of content you create depends on your audience’s specific needs at each stage of the buyer’s journey. Start by creating buyer personas (this is your ideal customer, the one who will buy your products or services: this is your “target”) to identify your audience’s goals and challenges that relate to your business.

This process aims to target content based on:

The characteristics of the person intended to consume it (defined by the buyer personas)
That person’s position in the buyer’s journey (i.e., the lifecycle stage)

In terms of format, there are many options available. Here are a few options suited to different stages of the buyer’s journey:

1 – Awareness Stage

Blog articles: They are excellent for increasing organic traffic, especially with a strong SEO strategy.

Infographics: Easy to share, they increase the chances of the business being discovered on social media, where users share content.

Short videos: Easy to share, they allow new audiences to discover your brand through platforms like YouTube.

2 – Consideration Stage

E-books: These are great for generating leads. Users are likely to provide their contact details to receive them.

Research reports: This high-value content is particularly effective for lead generation.

Webinars: As detailed and interactive video content, webinars are effective because they are more comprehensive than a blog post or a short video.

3 – Decision Stage

Case studies: Publishing detailed case studies on your website is useful for visitors who are ready to make a purchasing decision, as they represent a relevant and effective sales argument.

Testimonials: Testimonials are undeniable sales proof.

Is digital marketing expensive?

As with any field, the cost depends on the components of your digital marketing strategy.

It also depends on the current state of your assets. For instance, if your website requires significant technical work, content creation, and an extensive SEO campaign, you will need a fairly substantial budget.

If you also plan to use outbound marketing, such as Google Ads, and your keywords are highly competitive, you’ll need to allocate a budget that aligns with your goals.

That said, with digital marketing, the ROI is guaranteed.

What about mobile marketing?

Mobile marketing is a cornerstone of digital marketing. In fact, mobile accounts for 60% of the time spent consuming online content, compared to 40% for computers. This percentage continues to rise, shifting further towards mobile year after year.

As a digital marketer, it’s essential to optimise your ads, web pages, social media images, and other aspects of your online presence for mobile.

There are technology tools available to support this mobile optimisation, such as AMP versions for WordPress sites or natively mobile-optimised frameworks like React Native or Bootstrap.

Actualités

AI and Hyper-Personalisation: How Artificial Intelligence is Reinventing Digital Marketing in 2025

Artificial intelligence (AI) and hyper-personalization have become the major pillars transforming digital

25 August, 2025
Artificial Intelligence Optimization (AIO): Google innovates with AI Mode for smarter search

Artificial Intelligence Revolutionizes Online Search The digital revolution is now taking a

15 July, 2025
LinkedIn Lead Generation: Winning Strategies for SMBs and Startups in 2025

LinkedIn: The Fertile Ground for B2B Lead Generation in 2025 In 2025,

6 May, 2025

Digital Syndrom

Digital Syndrom Group a plus de 11 ans d'expérience sur le marché local et le Marché International.

Composée d'une équipe jeune et dynamique, ses points forts sont le conseil et les solutions clés en main pour nos clients.

Pour vos projets de conception graphique, d'impressions, de création de site web, de Community Management, d'habillage de voiture, d'enseignes, d'habillage de stand, d'habillage de vitrine, ... nous sommes à vos côtés pour mener parfaitement vos projets avec les budgets les plus optimisés.

DIGITAL SYNDROM @ 2015