▷ Digital Marketing: The Anglo-Saxon vs. Francophone Approach

The latest report from Hootsuite and We Are Digital indicates that more than 4 billion people are online today. We quickly understand why companies are relying more and more on digital marketing to increase their notoriety on the web and expand their customer base…

This “digital” form of marketing has been very successful in recent years. Its models and tools are constantly evolving, revealing different trends. Trends that sometimes differ in different corners of the world.

Moreover, experts distinguish two very distinct schools: the French-speaking approach and the Anglo-Saxon approach. The peculiarities of these two methods of visualizing digital marketing will be the topic of this article. But first, it is pertinent to briefly define digital marketing.

What is digital or “digital” marketing?

In simple terms, digital marketing refers to all the marketing techniques that are done on the web.

As part of its digital marketing strategy, the company uses various web tools to expand its audience base. Among all the digital tools there are in particular:

  • social networks ;
  • web sites;
  • blog;
  • Email messages
  • search engines
  • Videos, etc.

In a very short time, digital marketing has become a must for companies looking to compete. This importance is due to two main issues:

  • In contrast to traditional marketing, digital marketing often reinvents itself and installs a two-way communication between the organization and its customers;
  • Consumers spend more and more time in front of the screens of computers, smartphones or tablets.

All this supports the emergence of a very large number of so-called “digital” professions, most of which are practiced in a digital or communications agency.

Additionally, to meet the increasingly perceived need for digital executives, many higher education institutions are now dedicating digital marketing training programs. The latter is considered an economic lever in itself.

Features of the French-speaking model

According to the 2021 edition of the digital report by Hootsuite and We Are Social, between 2019 and 2020, French companies spent $6.22 billion on their digital advertising, including $1.5 billion across social networks. This represents a 3.1% increase over one year.

These numbers prove the extent to which digitization has become a major concern for economic agents in France. Of course, they have their own perception of digital marketing. Visualization can be dissected through the following forms:

  • As part of their digital marketing strategy, professionals dedicate only 10% of their efforts to data analysis;
  • 73% of professionals evaluate their results in terms of digital marketing without consulting with other partners;
  • For French-speaking digital professionals, a company’s 27% performance improvement contributes to its sales growth;
  • Actions aimed at correcting bad decisions or actions taken by society focus 37% of the efforts made by digital professionals.

Peculiarities of the Anglo-Saxon model

In digital marketing, the Anglo-Saxons dedicate very little time to project analysis. For them, the company must act first, and then take the necessary corrective action when the first results appear. These are the numbers that prove it:

  • Anglo-Saxon digital professionals tend to outsource the project analysis phase;
  • They devote only 7% of their efforts in digital marketing, to actions aimed at correcting a bad behavior or making a wrong decision;
  • 60% of digital marketing actions of Anglo-Saxon professionals are aimed at solving problems that have arisen long after the implementation of the project;
  • 58% of the turnover generated is devoted to increasing the performance and visibility of the company.

Digital Marketing: What are the differences between the Francophone and Anglo-Saxon models?

The numbers shown above reveal. They have shown that digital marketing in France remains a reclusive business and personal initiative. Few companies combine the efforts of several professionals into a collective effort for their digital marketing strategy. Each profile works at its own level to carry out the tasks assigned to them without necessarily worrying about what is happening with other employees involved in the same digital projects.

It even happens, in some cases, that we find professionals who are completely detached from the steps taken by their colleagues. This observation prompted managers of e-commerce companies to distrust the French-speaking model.

The Anglo-Saxon model is just the opposite! In England, as in North America, the emphasis is on cooperative actions and collective initiatives. For example, 62% of American digital professionals are motivated by the volume of business achieved, compared to only 26% among their colleagues in France. Meanwhile, the English are 58% interested in profits.

From this, we conclude that the Anglo-Saxon approach to digital marketing is guided more by concrete actions and the results they can produce. On the Francophone side, we prefer to rely more on analysis and theory. For this reason, moreover, Anglo-Saxons often tend to outsource their data analysis. For this they use the services of a data analyst.

France: Is immigration to the Anglo-Saxon model possible?

You should know that e-commerce in France generated a turnover of 100 billion euros in 2020 according to a survey by Fevad. Therefore, although the French-speaking approach to digital marketing still has some shortcomings, it produces satisfactory results.

However, it is entirely possible that digital professionals in France were inspired by some of the points that make their Anglo-Saxon counterparts successful. For example, they can devote less time to the design stages to devote more time to concrete actions. The data that these actions will produce can then be used to implement the necessary corrective actions.

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