We live in a cosmopolitan, digital and ultra-connected world. This is not new information. What is new is that in 2020 more than in previous years, you will no longer have the right to ignore the subject.
Whether you are a decision-maker in a large company, a start-up, an SME or a VSE, you are now obliged to seriously include digital in your strategy and action plan.
Decision makers who have implemented digital actions to develop their business will ultimately be one step ahead. Decision-makers who remain hesitant, putting forward arguments such as the lack of means, time or skills, risk being delayed.
Because digital precisely makes it possible to obtain significant returns on investment, what is more with initial marketing and commercial investments much lower than traditional tools.
Digital also saves you time.
And digital finally allows you to expand the range of your skills.
Digital has now become a subject in its own right, and whatever your professional activity, you will at one time or another be able to synthesize your vision, your strategy, your action and your thought in 2020: when you will have to state your pitch on the subject, during a meeting with employees, when you need to prepare a new large-scale project, etc.
The purpose of this article is to present you with an anthology of 20 figures that can guide you in 2020.
20 figures to shine in 2020
Google, Bing, Yahoo !, etc., remain the starting point for the vast majority of Internet browsing, since almost 93% web traffic starts with a search engine. Google’s market share is simply overwhelming in the search, far ahead of other search engines such as Bing or Yahoo !. It should be noted that this market share is even higher in England than in other countries such as the United States.
Google’s influence on a company’s bottom line can be significant. 90% people who did a search on a search engine did not have a definite opinion beforehand. Local referencing is more strategic than ever: 50% local searches carried out via a smartphone lead to a visit to a store within a day; 18% local research leads to a purchase during the day; 72% Internet users who made a purchase following a local search visited a store in the 8 kilometers.
Add to this that in the field of BtoB, the vast majority of decision-makers choose their service provider after having consulted in detail reference articles, articles which they will very often find following a search in a search engine. 77% of them inquire on the Internet before contacting any sales representative.
It is not enough to write and publish referenced articles to develop your business thanks to Google. In this search engine, the first page captures most of the audience, Internet users hardly page beyond, and only 7% will go to the third page of results. In the imagination of Internet users, what appears on the 1st page has more value than what appears on the 2nd page, and what appears on the 3rd page has less value than what appears on the 1st or 2nd page, even if this mental representation is arbitrary.
Google’s front page art is more relevant than ever. Those who think that the golden age of natural referencing (SEO) is behind us, arguing that only half of the results are clicked, are mistaken – because they fail to mention the fact that searches on Google are increasing drastically from year to year. At the same click rate, with more and more requests on Google, the click volume is constantly increasing. And there would be more 63,000 requests per second on Google, hence the vital role of Google referencing.
Add to this that the click through rate resulting from results appearing naturally via SEO is much higher than that recorded by sponsored results like Google Ads, which is around 4% according to business sectors. And the natural results not clicked are often the result of very generic questions which will not be a vector of business: “what is the capital of Finland”, “in what year was Mbappé born”, “how old is Griezmann” , etc.
The behavior of Internet users on search engines has changed considerably. 2020 should confirm the consecration of voice search, which many specialists believe should represent 50% of all research. Since writing takes a lot more time than dictating, the result is that queries will now be more specific, more detailed, and more precise via voice search – so constructed sentences should take precedence over rudimentary bits of phrase. . 50% queries now contain 4 or more terms, which should in no way lead you to neglect very simple queries equal to or less than 3 terms – which represent de facto always half of the searches on a search engine.
In the end, natural referencing (SEO) is one of the modern methods known as inbound marketing which make it possible to obtain much higher conversion rates than traditional outbound methods such as prospecting or direct emails: 14.6% for SEO against 1.7% for outbound. As for inbound marketing, it costs 62% cheaper than traditional marketing and sales tools, while generating 3 times more leads, prospects and potential customers.
When your internet users arrive on your website following a request on Google, the positive effects of the digital transformation do not stop there. As an illustration, customer testimonials published on your website can prove your reliability, your credibility, your reputation and the quality of your products or services. People have 12 times more confidence in customer reviews than in product descriptions or commercial speeches. 70% online buyers read these customer reviews before making their purchase.
While many people visit a store before making an online purchase (showrooming), many browse the Internet before making any purchase in a store (webrooming). The web is not the rival of retail, in terms of distribution network. 51% smartphone users have discovered a new brand or a new product after browsing the Internet. And 82% will be using their smartphones before making a purchase decision in store.
If this article focuses on the role of SEO in any digital strategy – since search engines represent the starting point for the vast majority of Internet browsing – you will have to supplement it with other figures in areas such as social media strategies, email campaigns, digital technologies, etc.
Obviously, it will not be necessary to copy these figures to your economic model, it will be necessary to avoid any boilerplate speech, as well as any decalcomania maneuver, and adaptation work will be necessary depending on your company, your sector activity, your responsibilities and your requirements.
The figures are not an end in themselves, all the figures are in essence endlessly interpretable, and one can achieve diametrically opposite results with a single figure, depending on people’s mentalities and reasoning who will handle them.
You also cannot afford to use these numbers to build the demonstration from scratch, allowing you to reach the conclusion you wanted from the start. A conclusion must be the result of a demonstration. And a demonstration cannot be the result of a wish for conclusion – in this case, it will suffice to unravel the method deployed.
Winston Churchill said in substance: “I do not believe in any statistics that I have not falsified myself” (apocryphal quote).
From my point of view, the figures are above all very useful insofar as they allow to enamel, punctuate, shape, support and designate a reasoning.