The Internet has become an essential communication channel in the design of marketing strategies, both for B2B companies (commerce between companies) and B2C (commerce with consumers). However, some SME managers are reluctant to use digital marketing tools, sometimes for lack of time, but above all for lack of knowledge.

Let’s demystify internet marketing.


Digital marketing is all the activities carried out by businesses on the Internet. This includes websites, blogs, social media, online advertising and newsletters. Given the speed at which the Internet is changing, a definition of digital marketing must be broad and inclusive.


Digital marketing: being there for your customers
One of the principles of modern marketing is to be present where customers are most willing to consume, and to provide them with the content that meets their expectations. However, according to recent data published by CEFRIO , we note that:
  • 70% of adult consumers in Quebec do research on the Internet before buying a product or service;
  • 50% of adult consumers buy products online. The Quebec market was estimated at $6.6 billion in 2014;
  • 23% of online purchases were made through a search engine search;
  • 5% of online purchases come directly from social media.

Thus, Quebec consumers are connected to the Internet, have already integrated into their habits to buy online, and henceforth, their process of seeking information involves researching and comparing products online. On the Internet, in social media in particular, consumers are reproducing the phenomenon of word of mouth, but on a larger scale. It has therefore become essential for companies selling to individuals to be present online in order to be found.

The logic is the same for companies selling to other companies. According to a Statistics Canada survey , we learn that in 2013, 47% of Canadian businesses purchased products or services online. The market value is considerable: 136 billion dollars!

In addition, these companies have a purchasing behavior similar to that of consumers: they carry out research online, they inform themselves and make decisions based on the information obtained. Also in this case, your company must be visible on the Internet to be found.

To be visible, you must first know what consumers want. This is the stage of strategic thinking.


Before embarking on the acquisition of digital marketing tools, it is essential to take a moment to do a reflection as well as a game plan:

  • who are your clients?
  • What are their needs?
  • What are their purchasing behaviors, especially on the internet?
  • What are your competitive or competitive advantages?
  • What are your goals?

This reflection will allow you to identify with greater precision the tools to use to effectively reach your customers and, above all, engage with them in a constructive conversation that will ultimately allow you to generate sales.

Once you have identified the most effective communication needs and channels to reach your customers, you must determine the content that will generate the most engagement from them.


Creating relevant content is one of the keys to digital marketing. Consumers who search the Internet are looking for information to answer a problem, not advertisements. It is therefore essential that the content your business creates meets at least one customer need.

Content marketing is therefore trying to serve your community of customers – current or potential – first, by sharing information, ideas and experiences, without directly asking for anything in return. Content marketing is therefore not a sales pitch, but the means to develop a relationship.


By offering useful and relevant content to your prospects, by answering their questions at the right time, by providing solutions to their problems, you offer them the possibility of making an informed purchase decision. Better, you make their life easier. If they become your customers, it’s not because you charmed them. This is because you will have earned their trust. You are no longer in seduction mode, you are aiming for the long term.

The idea behind content creation is simple: it’s about establishing your credibility in your area of ​​expertise. In other words, it’s about creating your brand. Thus, consumers who do not know you can discover you, start a relationship of trust with your brand, and ultimately, this relationship can lead to a sale.

With customers, the content you create will consolidate your positioning, thus facilitating their loyalty.


Blog or website?

A blog is a website in itself. The difference with the site lies in its dynamism: while the website is not very interactive, the blog is designed for your company to publish content there, whether it be articles, videos or infographics. This is the focal point of your digital marketing strategy

Online Store

The online store is used to sell your products on the Internet. In a way, it completes your “place” strategy of your marketing plan by reaching customers who prefer to shop online.

Social media

Consumers are very present in social media, especially on Facebook and Youtube. There are a large number of them and each of the social media plays an interesting role. Their proper use is based on the strategic thinking you have done.


Newsletters are a tool to be favored in your strategies. Your customers, by giving you their email, give you permission to send them relevant information. Often, the newsletter is produced from your website and it lands directly with your customers, which social media fails to achieve so directly.

Online Advertising

Google AdWords and Facebook offer tools to market your business that work very well, in that their tools allow you to deliver your advertisements to your target customers with great precision and at a much lower cost than in traditional media. Advertising can be used to attract consumers to your website and engage them with the content.

In summary, the central pillar of a good digital marketing strategy is your customers. In today’s world, the companies that stand out with their customers are those that have established a strong positioning of their brand in the channels where their consumers are most receptive: digital marketing tools.