Digital marketing is a discipline that uses all digital channels to sell a product or service to consumers. There are many digital channels and many digital marketing techniques:

• Website
• Social networks
• Emailing
• Advertising
• Affiliation
• Marketing automation
• Contentmarketing
• Inbound Marketing
• Mobile marketing
• SEO (Search Engine Optimization )
• SEA (Search Engine Advertising or paid keyword purchasing)
• SMO(Social Media Optimization )

During your marketing studies, you will study these channels as well as all the different digital marketing techniques. You will become more specialised each year.

Theaim of digital marketing is to increase visits to the company’s website, turn these visitors into customers and build customer loyalty by establishing a regular relationship with them. The ultimate aim is to generate sales to boost the company’s turnover.

To achieve these objectives, it is essential to use digital marketing channels and methods.

Digital marketing is an effective way of reaching and interacting with customers via the web, social networks and mobile applications. It allows businesses to precisely target potential consumers with personalised advertising messages, increase their online presence and traffic, and develop their brands. What’s more, digital marketing is generally less expensive than traditional marketing, making it a very popular tool for small businesses and start-ups.

Marketers need to go where their audiences are. And these days, virtually all consumers are on the Internet. In particular, they are on social networks and do searches on Google every day. A company can therefore reach them directly through these media( contentmarketing, advertising on social networks , SEA / SEO, etc.), regardless of their location.

With digital marketing, companies can reach and capture as many people as possible in as little time as possible. Not only do borders no longer exist, so you can sell your products and services on different markets, but your company can also, and above all, be available 24/7 to sell its products. It’s a gigantic market!

Digital marketing is also much more accessible for businesses in terms of cost. It’s still cheaper than a TV or radio media plan (which are generally out of reach for VSEs and SMEs). It allows you to start with a very small budget, and the bidding system also allows you to set a ceiling that you don’t want to exceed. However, in highly competitive markets, budgets can also be very high!

Digital marketing also uses methods that are both fast and effective. An acquisition campaign on Google can be set up in just a few clicks, and almost anyone can do it. There are many training courses and tutorials on Google to teach you how to create and manage acquisition campaigns.

You’ll also benefit from extremely precise indicators for analysing the effectiveness of your campaigns. This will enable you to optimise your actions and perform even better next time. Thanks to these indicators, you’ll also have extremely precise information about your targets and their behaviour, so you can target them better next time. Google analytics and search console are the main tools for monitoring web marketing campaigns, and they’re free to use.

Digital marketing is essential for most businesses today.

Courses in digital marketing can be taken at IAEs, universities, high schools or business schools. The corresponding diplomas can be BAC+2 (for BTS and licence 2), BAC+3 (licence 3, Bachelor and BUT), BAC+4 (bachelor of business administration), BAC+5 (master and master of science) and doctorate.

INSEEC offers a wide range of courses in digital marketing, including BTS, Bachelor’s, Master’s and Master of Science degrees, which you can take either as part of an initial training programme or on a sandwich course. These are highly professional courses that will give youa real professional qualification by the end of your degree, which is often highly valued by future recruiters.

Your courses will be taught by real marketing experts, professionals who are still working , or research professors if you are on a Grande Ecole programme. They will take the form of workshops, masterclasses or Business Games to encourage interactivity and to put students in real-life situations.

In digital marketing you will study :

You will also study all the fundamentals of business:

• Corporate law / Business law
• Press review / Deciphering economic news
• Business English
• Accounting and financial management
• Marketing fundamentals
• Fundamentals of communication
• Corporate strategy
• Project management
• Office Pack / Adobe / HTML
• Business games / challenges / “red thread” projects

A rich and interesting programme!

To apply for one of our digital marketing courses, you first need to complete an online application on our website. If your application is accepted, you will be invited to take written and oral tests. If your tests are conclusive, you will be accepted at INSEEC and will join one of our marketing courses.

After graduating with a degree in digital marketing, you’ll be able to work in a wide range of digital professions:

• Community or social media manager: The job of Social Media Manager involves managing companies’ profiles and presence on social networks. This includes creating content, developing advertising campaigns, managing relationships with stakeholders and analysing the performance of activities on social networks. The Social Media Manager must also be on the lookout for trends and develop strategies to engage and retain social network users.
• Digital project manager: The digital project manager is responsible for steering and coordinating digital development projects. They define the specifications and monitor the development, deployment and integration of digital solutions within the organisation. They also manage the teams and partners involved in the project, ensuring that they are coordinated and organised, and that deadlines and budgets are met. They must also ensure that the digital products meet customer needs and expectations. They are often responsible for communicating about projects, training users and managing questions and problems relating to the use of digital products.
• Traffic Manager : The job of traffic manager involves analysing and managing digital and traditional media traffic. They are responsible for optimising and planning advertising campaigns to ensure that ads reach the target audience. They must be able to understand audience behaviour and find ways of achieving a company’s traffic and conversion targets. They must also monitor performance and analyse data to adjust ad placement to achieve the best possible results.
• Web marketer: Web marketing is a marketing discipline concerned with promoting products and services on the Internet. It includes activities such as SEO (search engine optimisation), SEA (online advertising), e-mailing, display (web banner advertising), content marketing, social media marketing and mobile advertising. Web marketers are responsible for implementing marketing strategies and actions to promote a company’s products and services on the Internet. They must also monitor the effectiveness of their actions and make changes if necessary.
• Growth Hacker: A Growth Hacker is a digital marketer who uses innovative strategies and advanced technological tools to quickly and cost-effectively increase a company’s awareness and growth. Growth Hackers are experts in data analysis, marketing, advertising and product development who seek to create products and campaigns that work and reach the right people. They use techniques such as email campaigns, social media, paid campaigns and A/B testing to achieve their goals.
• SEA Acquisition Manager : The SEA Acquisition Manager is a digital marketing specialist who is responsible for acquiring and developing a company’s online presence through paid online advertising on search engines, social networks and advertising platforms. They are responsible for identifying opportunities and using optimisation strategies to achieve optimum results and obtain leads. They analyse campaign performance, trends and data in order to make strategic decisions and improve campaign performance. They are also responsible for creating advertising campaigns on search engines and social networks, as well as optimising and monitoring campaigns. Finally, they manage the budget and ensure that the campaign is in line with the defined strategy and objectives.
• An SEO (Search Engine Optimization) expert is a person who specializes in search engine optimization. Their job is to help companies improve their ranking in search results and increase their online traffic. They are responsible for creating and implementing SEO strategies, including keyword research, competitor analysis, content improvement and SEO, as well as setting up a publication calendar. It validates the content writing strategy: blog articles, faqs and “hard” pages too.

It’s up to you to choose where you want to specialise, in other words, where you have a real interest. You can set up your own business as a freelancer, work in an agency or in a large company. Anything is possible in digital marketing!

Discover examples of alumni who have set up their own company in the digital sector.

Salaries in this sector can vary from one to four times depending on the job and the level of experience. But according to a study by Aravati (a recruitment agency specialising in digital), a digital project manager will be hired at a salary of between €30,000 and €38,000. This can rise to 65,000 euros for profiles with between 5 and 10 years’ experience. So this is a sector that offers very good salaries. A community manager will start at €25,000 – €30,000 (K=1000). An acquisition manager with 10 years’ experience will earn at least €60,000. And at the very top of the pyramid is the digital marketing director, whose profile is around €100K.

When negotiating salaries, employers always talk in GROSS terms, i.e. before employee contributions and, of course, income tax payable by individuals. You need to deduct around 23% from the gross salary to get the equivalent of the net salary. As for your share of income tax, this will depend on your overall income (earned income, property income, financial income). This is a “marginal” tax system: the more you earn, the more you have to pay. You can choose to pay this “at source”, so it will be deducted directly from your pay. Many young employees are disappointed when they see their 1st payslip….they had forgotten about the compulsory contributions! The good news is that work-linked students have very little, if any, tax deducted from their salary, so their gross income is very close to their net income. And they pay no tax in the 1st year.

When a young employee is negotiating their salary, they need to think globally and take into account all the other aspects of the salary:

For more information on digital marketing and our related training courses, please contact us.

You can also find further information on the following pages:

• How can I do awork-linked training course?
• Why do a bachelor’s degree in marketing?
• What isoperationaleMarketing?
• Focus on the Marketing Commerce sector
• How to draw up a communicationstrategy
• How toobtain a copy of your diploma
• Bachelor courses
• What marketing degrees are available at INSEEC?
• What are thecareer prospects for a Bachelor’s degree in luxury marketing?
• How much do you earn after a bachelor’s degree?
• Bachelor’s degree in digital marketing
• What is a bachelor’s degree in marketing?
• Focus on the RNCP Marketing Communication Manager qualification
• Discover our marketing specialisation
• Bachelor of Communication Marketing, communication and events
• Bachelor Digital digital
• Bachelor Marketing at INSEEC
• Master of science in e-marketing: digital marketing and e-business
• MSc Marketing and Business: marketing communication and sales strategies
• Why turn to e-commerce?
• What are the marketing professions?
• Why take a marketing course?
• What marketing courses are available?