Digital marketing occupies a central place in the strategies of modern companies. However, the question remains for many leaders: should we absolutely invest in advertising to succeed, or are there other effective ways to make themselves known and develop without spending a fortune in advertising campaigns? Faced with sometimes tight budgets and a plethoric offer of advertising media, this dilemma is necessary for entrepreneurs.
If some companies swear by advertising, others succeed brilliantly by putting aside this aspect. So, should we invest massively in advertising to ensure the growth of your business, or can we do without it and succeed otherwise?
Advertising: an essential investment for many
Advertising, whether digital or traditional, remains a major lever for many companies. According to an INSEE study in 2023, more than 70 % of French companies with more than 10 employees consider advertising campaigns as an essential investment to attract new customers and strengthen their visibility. Advertising makes it possible to reach a large audience, to increase the notoriety of the brand and to accelerate consumer decision -making.
In the current context, where competition is omnipresent, it is often difficult to stand out without investing in advertising. Digital platforms like Google ADS, Facebook ADS, or Instagram offer a targeted way of touching potential customers according to specific criteria: geolocation, interest, purchasing behavior, etc. In addition, these advertisements are measurable, allowing companies to precisely follow their return on investment (king). This control and this precision are precious assets.
However, advertising is also synonymous with cost. For many small businesses or startups, the question of the profitability of advertising campaigns arises. The costs of online advertisements can quickly climb, especially in highly competed sectors. Therefore, should this investment be considered as essential, or can we really succeed without?
Pass without advertising
If advertising remains a major lever for many companies, some entrepreneurs choose to succeed without going through it. Several alternative strategies can allow a company to develop without engaging significant sums in advertising, but they often require more time, efforts and creativity.
One of the first alternatives to paid advertising is the Content marketing. By producing relevant, useful and quality content, companies can attract customers in an organic way, without using advertising budgets. A well -fed blog, informative videos or publications on social networks may be enough to capture attention and create a real commitment. According to a study conducted by Content Marketing Institute79 % of companies that adopted a content strategy said they had a positive impact on their visibility and notoriety.
THE Natural SEO (SEO) is another long -term solution to reduce advertising dependence. By optimizing their website and their content engines, companies can attract organically traffic. SEO is a strategy that requires patience, but it can be extremely profitable, because it allows you to be present online without paying for each click or printing.
Finally, word of mouth and Customer recommendations There are powerful ways to acquire new customers without going through paid advertising. A study by society Kantar In 2022 reveals that 88 % of French consumers trust a brand recommended by relatives or customer opinions. In other words, an exceptional customer experience and impeccable service may be enough to generate free advertising thanks to customer recommendations.
Influence marketing: an in-between?
An interesting alternative between traditional paid advertising and the organic approach is Influence marketing. Rather than going through large expensive advertising campaigns, companies can collaborate with influencers or micro-influencers to reach their audience in a more authentic and targeted manner. This approach has several advantages: it makes it possible to create a more intimate and sincere relationship with the community, and the costs can be much lower than those of the classic campaigns.
In 2023, a study of Havas Paris revealed that 63 % of French consumers prefer to turn to influencers when they are looking for recommendations for products or services. However, this approach is not without risks, because the success of an influence marketing campaign is based on the choice of good partners and on the relevance of shared content. Maltus management or poor adequacy between the influencer and the brand can harm the image of the company.
When does advertise become essential?
If advertising is not always essential to succeed, it remains an effective lever in certain situations. When a company seeks to launch a new product or serviceadvertising can be a way to create an initial buzz and quickly draw attention to the offer. The same is true when a company seeks to conquer new markets or to diversify. Advertising makes it possible to gain visibility quickly, especially in sectors where competition is strong.
THE Investment feedback generated by advertising should not be underestimated. By investing in a thoughtful and measured way, a company can not only increase its notoriety, but also increase its sales. A study of Statist In 2022 shows that 48 % of small French companies consider digital advertising as the most effective way to reach new customers.
The balance between advertising and alternative strategies
The balance between advertising and other marketing strategies seems to be the key to success. Rather than depending exclusively on paid advertising, companies can combine different approaches to maximize their visibility and their return on investment. A moderate investment in advertising, accompanied by an effective content strategy and work on SEO, can make it possible to succeed without compromising profitability.
However, this requires a strategic reflection: advertising perhaps a temporary lever to boost a business, but in the long term, it is essential to create a solid basis by building a relationship of trust with its customers, hence the importance of organic strategies and long -term commitment.
