New research has revealed 93% of French businesses have already integrated their e-marketing strategy into their business strategy whilst 89% have an ecommerce platform.
Infosys’ survey of 100 digital marketing executives in France showed that digital marketing is driving a more sophisticated approach to CRM, with 85% of firms segmenting various communities to drive targeted campaigns.
According to the report, Unlocking Business Value from Digital Marketing, firms are also using analytics tools to gain a complete view of the customer whilst over half (53%) are managing social media communities.
Online marketing budgets in the region were also shown to have increased 8% over the last two years – compared to a 6% reduction in offline marketing.
French firms also appeared to be focusing on increasingly important multi-channel strategies with two thirds of those surveyed already equipped with tools to manage campaigns across multiple channels.
Survey participant Sophier Heller, VP marketing and communications at France, ING Direct, said: “Integrating digital technology into an overall strategy by setting specific targets and consistent KPIs is one of the key success factors.”
Stéphane Charbonneau, head of digital and business solutions at Europ Assistance, added: “Digital technology is not just a simple e-commerce sales channel, but a medium in its own right that must be a prominent part of the company's strategy.”