Digital Marketing is the set of activities that a company (or person) performs online with the aim of attracting new businesses, creating relationships and developing a brand identity. Among its strategies are SEO, Inbound Marketing and Content Marketing.
The concept of Digital Marketing may seem very clear, but at the same time, it is very subjective.
How to understand a subject that covers so much? Any action on the Internet of my company characterizes Digital Marketing? What are the best strategies? How to extract the maximum potential from those actions?
There is no doubt about the usefulness and growth of digital marketing in the coming years, and many people already know this. And you? Are you ready to know this whole universe?
If your answer is “Yes”, we create this complete content so that you understand exactly what Digital Marketing is, its main benefits, the strategies used and how your company can take advantage of it.
What is Digital Marketing or Online Marketing?
Digital Marketing or Online Marketing is the set of strategies aimed at electronic communication and marketing of products and services. It is one of the main ways available for companies to communicate with the public directly, personally and at the right time.
Philip Kotler is considered the father of Marketing , and defines it as “The social process from which people and groups of people satisfy wants and needs with the creation, offer and free negotiation of value products and services with others.”
However, the ways of making that happen change almost daily. Therefore, currently, it is impossible to talk about marketing and ignore that more than half of the world’s population has access to the Internet and that by 2021 there will be 2.3 billion digital consumers.
This explains why Digital Marketing is the most prominent way of doing and conceptualizing marketing right now.
The term is used to summarize all your marketing efforts in the online environment.
Using digital channels, such as blogs, sites, search engines, social media, emails and others, companies try to solve ailments and wishes of their clients and potential clients.
Digital Marketing can be done by people, companies, universities, NGOs, associations, churches, etc. But you must take into account cultural, psychological, geographic, and legal factors that influence people when buying or selling a product or service.
Before continuing our study on Digital Marketing, I must warn you that this is an extensive article. For this reason, we make this content available for download in PDF. Just fill out the form below:
The great flow of communication that the web provides today favors agile strategies, such as Search Engine Optimization (SEO), Inbound Marketing and Content Marketing , as we will see in the next points.
When we talk about increasing our network, strengthening our brand and making better sales, these are all objectives in which digital marketing is an important tool to achieve it.
How Online Marketing Was Born
In the 90’s the first version of the Internet emerged, a little different from what we know today: Web 1.0.
That old Internet did not actively allow users to interact with web pages, but allowed them to find information in a simple search system.
It was like a library you went into, found what you wanted, but couldn’t alter the content you found.
In this primitive moment of the Internet the term “Digital Marketing” was created.
However, it was still very similar to traditional marketing, as the communication was one- sided, made by the company on an institutional site, and the consumer only received the content passively, without close interaction between the two parties.
In 1993, Internet users began to engage more closely with companies that advertised on the web, as around this time the first clickable advertisements emerged.
However, it was only until 2000 that digital marketing became more like what we know today.
The advent of Web 2.0 allowed anyone to become a content producer, making the flow of digital communication more democratic.
Look at the difference between the two:
There is research pointing to other changes in the network, even after the revolution of the 2000s. Those changes are what they now call Web 3.0 and Web 4.0, but that is another day’s business.
The point now is that digital marketing, also known as “Online Marketing”, “Internet Marketing” or “Web marketing”, has already evolved a lot since its inception.
Today he is moving more and more towards personalization, that is, delivering the right message to the right person at the right time.
Main Concepts of Digital Marketing
Just as each specialization has its specificities, digital marketing is a universe on its own terms. Before we begin, let’s go through each of those main concepts.
Digital Marketing: Person
Unlike traditional strategies, digital marketing works with the concept of people , who are semi-fictional profiles, based on their real consumers, and who represent their ideal buyer.
Thus, you can create more segmented actions directed at the right people, saving time and money.
Leads are business opportunities, that is, the contacts that, through an Inbound Marketing strategy, leave their key information so that you can identify potential customers and nurture them with relevant content until they are ready to buy.
This concept represents the stages a user goes through before becoming a customer of a company. The sales pipeline or funnel is usually divided into three stages:
- Attraction: at this moment the user begins to reflect on the problem they have and begins to search for information on the Internet to clarify their doubts;
- Consideration: here the potential customer already knows what problem they have, but they want to find the best solution to solve it and they still don’t know if this will be a product or service;
- Decision: at this stage the solution is already defined and it is up to the user to choose which company will be the one to deliver the best product or service for their need.
They are the lead capture pages, 100% focused on collecting relevant information from users.
The idea is that on landing pages you offer valuable content or material and in return, the most interested visitors leave their contact information and, with that, become leads.
SEO (Search Engine Optimization) is the optimization of your site so that it is understood by search engines .
These are actions that contribute to improve the positioning potential of your pages and content, helping you meet the main requirements of search platforms such as Google and Bing.
Calls to Action or CTA , are the buttons or calls that lead to action that users must comply with when visiting a page, so that they continue in the flow of your sales funnel and arrive at the time of purchase prepared for consumption.
Conversion is the term used to represent the process of attracting users to your contact base and getting them to the bottom of the sales funnel.
The goal of conversion optimization is to discover where conversions are not being properly leveraged within a blog or website. And the best way to do this is to analyze data and perform tests that indicate points of improvement.
When we talk about segmentation in Digital Marketing, we are referring to one of the most important and efficient tools available to spread a message to a portion of the audience that has very specific characteristics.
The segmentation allows you to customize campaigns and provides an approach to impact those potential consumers that look like the brand.
Customer Acquisition Cost (CAC)
The CAC , or Cost of Acquisition of Clients, is a numerical data that indicates the money that a company has to invest to get a new client.
This data is present in almost any area of the marketing team of a company. Since, since a user enters through the funnel, the purchase is nurtured and executed, costs accumulate for this to be possible.
Customer Relationship Management (CRM)
The focus of companies, especially since the growing popularity of Marketing 3.0, is to improve their relationship and customer service .
The CRM management or customer relationship, is software designed to manage and control all aspects related to the contact with potential customers to ensure their satisfaction and, in turn, encourage loyalty.
Its main benefits are:
- saves a lot of time when managing contact data;
- provides personalized attention to each of your clients;
- you can manage it from anywhere in the world;
- provides specific data to create solutions tailored to customer needs.
Content Management System (CMS)
The CMS , or content management system, is a super necessary tool for those who have a web page – such as a blog, online store – to administer it, organize it and have full control of its publications and content.
A CMS allows you to perform many tasks, from a single platform to simplify your life.
The main benefits are:
- develop a website and keep it updated;
- add new content to it when necessary;
- apply SEO optimization techniques;
- image optimization, keywords and more – to generate more organic traffic;
- create several projects with different objectives – like a blog and a virtual store at the same time;
- increase page load speed;
- lower costs for updating and maintaining the website, among others.
All this contributes and favors the user experience, at the same time that it provides various resources for the effectiveness of your strategies.
The engagement in Online Marketing can be translated as the level of identification and emotional connection with customers and prospects with a product or service.
It can be measured according to the moments or places where there is an interaction between users and the company. This serves to:
- determine the quality of interaction between the brand and the audience;
- understand what products or content they like to see;
- measure the level of identification they feel with some materials;
- have user feedbacks for the brand.
Customer loyalty are all those actions and strategies that seek to provoke, through marketing practices, that customers return to consuming products and services that they have already purchased.
This has multiple benefits in addition to the evident increase in the company’s sales, such as:
- retain customers;
- lower customer acquisition costs;
- obtain more resources to cover expenses or generate new business opportunities;
- become an authority in the area;
- get loyalty customer data to be more competitive;
- that users become brand ambassadors and propagators.
All this is possible thanks to loyalty strategies and programs that, in addition to offering quality products and services, seek to reward customers and give them unconditional support.
Making a literal translation of the term it can be said that Growth Hacking is equivalent to “learning growth habits” and is an increasingly necessary concept for Digital Marketing in general.
It can be said that the main intention of Growth Hacking is to find ways to develop business. And it is that this refers more to a group mentality than to a specific strategy or practice.
However, to apply it correctly, special attention must be paid to 3 main points:
- experimentation with data analysis.
The Key Performance Indicators or key performance indicators are metrics on various actions and areas, to identify the effectiveness of a strategy or action in Digital Marketing.
It is very common to see that professionals think that any metric is a KPI. And the reality is that it is not. The KPIs are relevant indicators for your business and your goals.
There are different types of KPIs, according to their level of importance. For example:
- Primary : leads, CAC, conversion rate, total income, traffic, among others.
- Secondary : cost of each lead in the different stages of the sales funnel, subscribers to a blog, recurring visitors, cost per visitor and subscribers of a newsletter.
- Practical : bounce rate, pageviews, Pagerank, most searched keywords, most read content and more.
The Link Building is a set of techniques and practices to generate links on external websites. Its objective is to contribute to the SEO positioning of a site within the search engines.
In fact, the links that drive traffic to your website are known as backlinks and each of them tells search engines that your site or content has valuable material regarding a keyword and this favors uploading positions. on Google, for example.
The return on investment or Return of Investment is a mathematical formula that helps to visualize the profitability that can be caused after an action, strategy, campaign or any investment of resources or money that is made.
This calculation is very simple to do, in fact, the only thing necessary to carry out this operation and know the percentage of return on investment is: (Profit ($) – Investment ($) / Total investment) x 100%.
However, ROI is used to calculate the profitability of many things, for example:
- social networks (sales, customers, among others);
- specific content;
- from a blog (money to be generated by visits);
- web page (visits, clients, conversions, among others).
The Design Responsive is the ability of a website to adapt or displayed to users regardless of the device they are using. That is, the page is available to be used regardless of the size of the screen or the characteristics of the device.
The possibilities of Responsive Design allow you to be available for:
- mobile web (site for mobile devices only);
- responsive web (a single website that adapts to several screens without altering its structure).
In Digital Marketing, virality is the ability of content, spread on the Internet, to share or receive many visits in a short period of time.
The power of virality is infinite, since it allows reaching from thousands of people to billions. This is a golden opportunity to generate business opportunities or to promote a brand and increase your visibility on the Internet .
It is a Marketing automation process where a user action is a trigger for an email message flow, with the aim of helping your visitor walk through the sales funnel.
What Are The Benefits Of Digital Marketing?
Surely you already realize how much digital has changed, to the point of making marketing better for both companies and consumers. There are several advantages that can represent economy for both, in addition to strengthening relations between the public and brands.
One of the main reasons why Digital Marketing is increasingly adopted compared to traditional channels, especially offline, is interactivity with the public .
The focus is no longer on the product but on the user experience on their shopping journey.
Companies do campaigns, publications and actions, and on the other hand, consumers can interact, comment and indicate other people with just a few clicks, increasing engagement with brands, just as the demands of the public.
Therefore, it is increasingly necessary to speak to the audience.
2. Analysis And Measurement
Imagine the world in the 1960s, when the business model of marketing and advertising agencies was taking off.
In this period, there were few methods of measuring the effectiveness of ad campaigns and targeted ads.
We can say that, until the advent of the Internet, a lot of money was wasted on inefficient actions.
In the end, if you cannot measure whether a customer was convinced by your marketing action to buy a product or service, it is difficult to say that your strategy was effective.
In the world of online marketing, obtaining and analyzing data is a fundamental process for the continuous improvement of a strategy.
Happily, today absolutely everything must have a proven return. Metrics such as Return on Investment (ROI) and Cost of Customer Acquisition (CAC) can and should be analyzed in real time.
Thus, companies can quickly identify flaws by putting optimizations into practice, which could not be imagined recently.
3. Greater Reach To The Target Audience
In addition to all that, the literal decrease in the distances between companies and customers has been a fairly positive factor.
In the end, small brands today can do good campaigns and attract consumers from across the city, the country and the world.
With this, consumers earn because they have more opportunities to meet companies with which they identify.
The same goes for companies that can create a good online position, increasing their sales opportunities through various channels.
4. Customization And Precision
Many people may think “I’m going to be able to talk to as many people as possible” and yes, that’s very good!
But one of the great differentials of Digital Marketing is that companies are now able to take actions to attract and win the right people. That is, those that really have the ideal profile to consume their products and services.
That’s a great benefit for two reasons:
- resource economy, because with segmentation you stop spending a lot of money with people who have no interest in your products and services;
- greater knowledge of your audience, which makes you specialize more and more in conquering it.
5. Low Operating Costs
One of the most attractive attributes of Digital Marketing is that due to its multiple characteristics such as segmentation, channel diversity, different content and more, it is an activity that does not need multimillion-dollar investments – such as traditional marketing, for example – to give good results.
When we talk about traditional marketing actions, such as posters or outdoor advertising, any company that intends to establish itself, gain authority and spread its message needs, yes or yes, to have a presence in many physical places with banners or another type of advertisement .
Digital Marketing has many media that manage to transmit a message to millions of people, with just one blog post, on social media or through an email marketing campaign.
One of the most significant differences that Digital Marketing has with respect to the traditional one is its flexibility when it comes to adjusting or adapting strategies better.
On the Internet, being up-to-date can be the big difference between being seen or going unnoticed. Thanks, precisely, to this, the contents of a blog, the contact forms and even the pages within your website can be modified to your liking and disposition.
This allows you to quickly adapt to the needs and tastes of your target audience, and offer you more satisfying and personalized materials and experiences.
A few years ago, competition within the realm of advertising and marketing was very uneven. The great ones easily beat the little ones thanks to their influence and money. But this has changed and we give thanks for it.
A well thought out and designed Digital Marketing strategy, based on real data on the segments of the public that you want to impact, tend to produce positive results, no matter how big or small the company.
For example, a good SEO optimization gives you the real possibility to climb the SERPs and become the authority on a subject in a place where there are millions of daily users and it doesn’t matter if it is a millionaire organization or a personal blog.
This allows melee to compete with large companies in the market, conquer spaces in complicated turns and lead any business to good levels of turnover or positioning.
8. Customer retention
Another of the most relevant and attractive advantages of Digital Marketing is the possibility of collecting thousands of data about customers, through different automation tools, to build loyalty and become an authority.
This allows to effectively nurture the relationship with the customer in the post-sale stage and increase the possibility that this user will return and continue shopping.
After all, if a customer is able to reapply for the services of a company or buy their products, the CAC will go down, and of course, the costs as well. Which is very positive for the business.
What Digital Marketing Strategies Are There?
The increasing processing power of computers and Internet infrastructure has not translated into a universe of possibilities. Just think about the volume and quality of content currently available, most of it free.
Today, if I ask Google anything, there are great opportunities to receive a satisfactory answer.
And that answer will be in some content produced by a website. Isn’t it simple and at the same time fantastic?
Following this logic, websites that contain many good responses have more opportunities to attract the public and, consequently, win more customers, increase their brand perception and know more and more about consumer behavior.
But, if the Internet has infinite possibilities, how can I know that I am making the right decision? Don’t worry, now you will know what is new in terms of Digital Marketing strategies.
Inbound Marketing is synonymous with attraction marketing, being one of the main stars of digital transformation . When creating an Inbound strategy, your goal is to be found by people.
In Inbound Marketing, companies seek to understand the ailments and problems of consumers in order to immediately establish a channel of communication with them, with the intention of offering a solution to their wishes and needs.
Today, the Internet is full of tools to search, discover interests of the public and publish materials that satisfy them.
When that is put into practice continuously, you create your audience, generating a constant communication channel with it. In other words, the company talks to its audience, not only sends messages.
Consequently, your posts become sought after by more and more people. Through this communication, it is possible to understand the increasingly specific interests of the public and move forward to serve them.
Currently, the main way to get people to you is by creating content, that is, offering relevant information that solves real problems and is widely accessible.
We give this strategy the name of Content Marketing, which we will address below:
Consumers are daily searching for solutions on the Internet, and, most of the time, that journey begins with search engines.
Content Marketing aims to position your brand in the right place and time on the shopping day to offer the best solutions.
Therefore, Content Marketing is the strategic process of publishing relevant and valuable materials and information, in order to attract, convert and charm the audience.
For that, you need to spread your content in regions of the Internet that are attractive to you.
There are some standardized methods for this, such as a corporate blog, the company site and social media profiles.
Marketing On Social Networks
Few places provide as much interaction between people and brands as social media.
So having a page on the main social networks where your audience finds you, became essential. Either to promote your actions and content or for people to get to know the inside of your company.
In addition, being present on social media is a fundamental point for consumers to choose a brand, which is to identify with companies, rather than with the product and the service, with the values and the ideal behind them. .
Social media is, as the proper name implies, the media. However, the most important thing to cultivate is the nets.
An effective social media strategy should generate significant participation in the generation of traffic for your domain, but, at the same time, it is a communication and dissemination channel for the brand.
The email marketing is the process of sending commercial messages to a group of contacts made by a company on the Internet.
It can be used as a method of strengthening your brand, generating sales, communicating with customers and potential customers, whether in an e-commerce store or in any company that offers products and services.
The direct communication channel with the user is an unmatched tool, and can bring very effective results. In fact, it is possible to segment your lists following various factors, such as the opening rate of emails, responses, downloads of a material, among others.
SEO (Search Engine Optimization)
In a digital marketing strategy, being found in search mechanisms is essential, right? And, for that, there is a specific concept to obtain results organically, that is, without paying for ads.
It is what we define as search engine optimization, Search Engine Optimization, that is, SEO.
Today, search engines hope to deliver the best results for the user experience.
There are various techniques that you must apply to show search engines that your site can provide the best experience and, thus, improve your positioning.
Optimizing your pages means making them understandable for both people and crawlers. And that will depend on your performance in a combination of various positioning factors.
There are two groups of them, which we will explain below:
SEO On Page
On Page factors are those that can be optimized within your pages, such as the following:
- meta description,
- internal links,
- use of heading tags,
Therefore, you can have super attractive content, but it is necessary to demonstrate it to the robots through data structures. It is necessary to use the code to refer to your title, your meta attributes, images, hyperlinks.
SEO Off Page
External factors also influence your positioning, such as the loading time of your site, your security parameters, received links, etc.
Know all the SEO On Page and Off Page positioning factors in the previous link.
SEM (Search Engine Marketing)
Search Engine Marketing . That name already says it all. Search engines are useful for digital strategies involving organic or paid media. When doing a search, these mechanisms will show you a list of useful links, and some of them will be ads.
This is why search engine marketing is a very comprehensive process. Even SEO itself is within the SEM.
By displaying organic ads or links, above all, search engines are concerned with the user experience, and so you can reach users who have commercial intentions when conducting a search.
In addition to organic growth, paid media offers unique growth opportunities. Web analytics tools and techniques help find the way for a positive return on investment.
Learn about the main SEM strategies below:
Sponsored Links Or Pay Per Click (PPC)
PPC is the purchase of media that is charged through the number of clicks received by your ad. The most common type of pay per click are ads on search engines. Thus, on the Google results page, for example, there are organic and paid links.
To use this strategy it is necessary to enter Google Adwords , the company’s paid advertising tool. In the previous link you will discover how to manage your campaigns with the platform.
A display or banner is a mixture of images and text. Display ads generally don’t appear on search results pages, but on websites, as part of your chosen advertiser network.
Remarketing or retargeting are banners that appear for the user after he visits a website or does a certain action on a page. Here, the idea is to be remembered by people, picking up the hitch with your sales funnel.
When you visit a certain website, for example, possibly more ads from that site will appear when you visit another domain that is part of the advertiser network.
Ads On Social Networks
Just as there are ads in search results, they can also be displayed on social media. Facebook, which includes other media, such as Instagram, has its own advertising network.
In this way, the network will display specific ads for a user according to their preferences, interests and profiles that they visit.
Each of the social media has different options for the distribution of the ads, from the most basic to hypersegmentation and that makes the difference in the performance of those ads, such as Facebook Ads .
The Video Marketing , as its name suggests, is a digital marketing strategy that uses audiovisual material to convey a message.
In other words, it is the practice of finding trends, creating emotional content, adapting it to different platforms and uploading videos as part of a Content Marketing strategy.
Platforms such as Instagram, Facebook and YouTube, for example, offer the possibility of making live broadcasts, which allows generating interesting materials and making a connection with the public.
In a simple way, local digital marketing are all those actions that are carried out to spread a brand with strategies aimed at local segmentation.
Its objective is to prioritize actions to attract people who live or transit close to the business.
In the online environment this practice is carried out by means of geolocation resources such as beacon. This technology can be implemented in physical store aisles to monitor the ones that generate the most interest, based on the approach mechanism of mobile devices.
The Mobile Marketing , are all actions of promotion and dissemination that are specifically created for mobile devices like phones and tablets.
This type of marketing is especially relevant in a time when 80% of people use their phone to surf the Internet and 88% of users search for a business via mobile, according to data from Adveischool .
And it has advantages that make it more than attractive to any company:
- advertising all day, every day;
- direct communication with the target;
- precise segmentation;
- lower cost than mass marketing campaigns;
- easy to measure results;
- a lot of scope and potential viralization, among others.
This type of marketing aims to establish and maintain a close relationship with future customers, using personalized conversation through a real person or a chatbot .
The Marketing Conversational is really useful to give the customer a scalable personalized service, from the department of marketing and sales.
This concept is specially oriented to feedback . That is, listen to potential clients individually, understand their concerns and needs to provide useful content based on their requests.
A very common way to generate income with Digital Marketing is through affiliates.
If you sell a product or service, you can create a network of blogs and sites that can market your product in exchange for a commission.
Likewise, if you own a blog or site and receive a lot of traffic, you can be paid to facilitate or generate sales for a producer. Generally, this is done through a banner or sponsored content.
How To Make A Digital Marketing Plan?
To create a digital marketing strategy you need to start setting goals, right? And for you to reach your marketing goals, the best way is to plan different possible actions.
By trying to foresee possible scenarios and documenting a roadmap of actions, we are talking about creating a marketing plan , in which all possible sources of information are used.
For example, if you want to generate more sales, a marketing objective may be a percentage increase in the number of qualified leads.
From that, considering your buyer persona, your available resources and the scenario in which your business is located, it is possible to establish a digital marketing plan to make that objective happen.
But how to join so many elements at once?
It may seem very complex, but there are some steps that are proven to help (a lot!) In structuring a plan.
1. Definition Of Objectives
When defining a plan, it is important to cover different types of objectives. That’s because, often, the biggest goals depend on meeting several small goals. To those we say primary and secondary objectives.
In addition to complexity, the time frame is also very important. Therefore, good planning considers short, medium and long-term objectives.
This being the first step in a marketing plan, its relevance is incalculable. Making mistakes in defining objectives can compromise the strategy as a whole.
And, to eliminate that possibility, there is a very popular framework for that, SMART. SMART is an mnemonic in English for the essential characteristics of a marketing objective.
A marketing objective is relevant since it is:
- Specific or specific: all involved must have a clear understanding of what it is about.
- Measurable or measurable: There is no point in creating a goal if it cannot be measured or if it has subjective criteria, is there?
- Actionable or achievable: By setting a goal, you certify that it is crucial to your business.
- Realistic: it means that the objective must be linked to reality and not impossible to overcome;
- Time-bound or temporary: every goal needs to have a deadline to be reached. Obviously, the goals for a month, quarter or year have different characteristics.
2. Creation Of Key Performance Indicators (KPIs)
The objectives must always be accompanied by indicators. However, in a sea of information, it is necessary to look at the correct indicators. These will show if you are on the right path to reach your goals.
KPIs or Key Performance Indicators represent exactly that concept. KPIs are absolute or percentage numbers, which can be measured, analyzed, and are of direct importance to your business.
For example, do you have a goal tied to traffic generation? So, the minimum daily number of visits to your site or blog is a valid indicator.
It is worth remembering that KPIs can be indicators of any nature, as long as they are measurable and relevant. Marketing metrics, for example, can be key indicators, as we will see below.
3. Preparation Of The Buyer Personas
When we talk about Buyer People in the beginning of this article, we highlight how important it is to a strategy. Here, the argument is a reinforcement: invest time and resources developing a detailed person.
Look for users in your lead base, people on social media (LinkedIn and Facebook are great for that) and an internet search. If you already have a documented buyer persona, it is possible to expand it.
In addition to questions like “what are your problems?” or “How can we help the person solve those problems?”, exploring extra topics can be quite enlightening.
Do you want to complement the analysis of your person? Question: What books do you read? What are your favorite influencers? What events do you frequent? What software do you use? “, Among others. The depth of your buyer persona will always result in the identification of more and better opportunities.
What Are The Tools Of Digital Marketing?
Other aspects that positively differentiate digital marketing from traditional options are the various tools that can help in the administration and measurement of your results in all channels.
Digital marketing tools will help filter the most important information, understand the development of the strategy, generate reports and accompany the numbers.
So it will only be possible if you understand exactly what your goals are with each marketing strategy and if you focus on the numbers that really matter.
Therefore, we are going to list some tools and their different uses so that you know exactly what and how to choose the best options for your equipment: