Growth through digital: Tactics, insights, and advice to face fierce competition

While digital marketing investments had already been experiencing steady growth for several years, the COVID-19 pandemic marked an even stronger acceleration. Today, outside of very specific niches, it has become particularly difficult for SMEs to compete with the substantial budgets that large companies can mobilize. Simply launching advertising campaigns quickly is no longer enough to guarantee results. A well-thought-out digital strategy, based on reliable and measurable data, is now essential.
Florian Tosello, CEO, and Anthony Achard, Head of Digital Marketing at FirstPoint, will share their analysis of the recent evolution of the digital market and provide practical advice to help you accelerate decision-making and maximize your investments in this field.
4 chapters in the program:
15 years ago: A historical perspective
How Florian Tosello seized digital market opportunities to be the first to sell the iPhone in Switzerland, with minimal investment.
Market evolution and specific business needs.

• 15 years later: A very different market.
• The need for a clear vision: From strategy to operational deployment.

Adapting channels to objectives:

• Identifying channels suited to different needs: Search Engine Marketing, Social Ads, Emailing, etc.
• Focus on Search Ads: Understanding industry-specific nuances, identifying opportunities,translating these insights into a high-performance structure on Google Ads.

The two pillars of performance:

1. A clear division of roles: Client involvement is key.
2. Rigorous analysis: Clear, reliable data to guide decision-making.

Ultimately, growth results from a rigorous process, driven by precise data and transparent communication.