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Réussir son arrivée sur internet
Promoting a web site on the french web is rather similar to promoting a web site in the US if you consider the webmarketing mix. Prime customer acquisition channel is organic search engine marketing (known as referencement) both in terms of volume and profitability. Second comes Search engine advertising (known as liens sponsorisés) sponsored links which are almost always profitable, as the number of competitors is rather smaller. "Intelligent partnerships" comes third, juste before performance marketing (CPC or CPA campaigns). Affiliate marketing (known as affiliation) is widely spread among ecommerce sites. Buzz marketing generates as much hopes and deception as it does in the US. However, you have to localize your stategy:
- SEO: Google owns a 90% market share, which makes Yahoo strategies inefficient. Long train strategies integrate any SEO action, but you can still compete for blockbuster keywords as the level of competition is rather lower than in the US. Targeting major keywords is often compulsory as requests volumes are significantly lower than in the US. SEO experts use the same techniques as their counter parts in the US.
- SEA: as the number of advertisers decreases, bids are lower and the market is not rationnal. Many niche market generated skyrocketing ROIs.
- Affiliate marketing: the rather small number of super affiliates makes it difficult to expect high sales volumes.
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Planete Commerce Electronique
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