Digital Marketing or Online Marketing is on everyone's lips, and we are not surprised, because its possibilities for companies are endless. But, are you clear about what this concept contains and how it differs from traditional marketing?
Digital marketing is defined as set of tools, actions and commercial or marketing strategies that companies execute in the different media and Internet channels. Such as blogs, websites etc.
Since the Internet came into our lives the most non-conformist and innovative companies have not missed the great opportunity that this medium represents for the present and future of your brand.
At the end of the day, digital marketing or online marketing is a new way of applying techniques that were already used offline to the digital world, constantly innovating and adding new methodologies, such as SEO strategies, email marketing, mobile marketing, social media and of course content marketing.
Origin of the Concept of Digital Marketing
Although the origin of the concept "marketing" took place in the twentieth century, which does not mean that it did not exist before. The concept is defined as the set of principles and practices that seek to increase trade especially demand.
Marketing understood in this way is prior to any definition and has accompanied us since we were Neanderthals, when we tried to seduce someone into changing resources or whenagriculture was developed, to make everyone want our lettuces so that they could exchange them for their goods.
At the same rates as new technologies have been advancing in recent years in a dizzying way, so has online marketing. Digital marketing has been evolving progressively and experiencing great changes in both techniques and tools used to position a brand in the incredible and infinite world of the Internet.
From marketing 1.0 to 3.0
Every day, marketing gets closer to "the human" and is incorporated more into our daily life, as can be seen in the development of marketing 1.0 to 3.0: In Marketing 1.0, the marketing efforts were focused solely on the product that would then be presented to potential buyers.
In marketing 2.0, products were focused on meeting the needs of customers and interest in them was increased to obtain relevant information to develop them.
The leap from marketing 2.0 to 3.0 was due to new technologies and a more exhaustive study of emotions to win over customers since everything that is emotional is better remembered. Today it is about getting love mark instead of customers, that is, people who love, defend and identify with the brand.
Objectives pursued by Digital Marketing
Each marketing campaign consists of certain objectives that can vary widely depending on the activity and the current situation of the company that hires them. A more ambitious objective should be divided into others more achievable in the shorter term and equally necessary to achieve this macro objective.Spreading the objectives into different stages and going from less to more will help the company to achieve its goal more effectively.
All the objectives that may wish to be achieved through digital marketing can be summarized as follows:
Target audience acquisition or customer-oriented marketing
Every digital marketing strategy has the first objective of obtaining traffic and attracting the attention of the target audience through the strategies and activities that we carry out on the Internet. All these actions will be aimed at our target accessing all the content that we are creating in the digital world and feeling attracted to it. To achieve this reach, there are various strategies such as the development of SEO to improve visits from organic searches, referral traffic, visits via e- mail, website positioning, offline campaigns linked to a digital strategy through a landing page, etc.
Get a response from your audience
Another objective that all Online Marketing campaigns have in common is to obtain a response from our target audience. This response, in the online medium, translates into an interaction that adds value to the strategy that we have presented. The best way to achieve this response is by creating quality content on an attractive site, with a suitable design and that facilitates navigation for the user and interaction with content.
We can compare this to a shop window. The first thing to attract the attention of passers-by is that it is striking and provides something different, the second is that it has easy access and the third that what they offer us inside is attractiveor useful enough to buy it or talk to someone, maybe a friend of this new site that we just discovered.
Measurement and conversion of your shares
One of the great advantages of online marketing is the ability to measure the results we are obtaining with our campaigns. This will allow us to know if we are on the right track or if on the contrary we must urgently change our objectives and the way to achieve them.
There are many ways to know the response that our target is having, for example, we can receive it by way of generating visits to our website, number of downloads, records, number of comments and times our content has been shared, and especially, if sales have grown, have stagnated or if on the contrary they have decreased.
Loyalty of clients
All the previous steps should lead us to the latter. Our strategy must focus on ensuring that both new and old customers feel connected in a special way with our brand, so much so that they choose us over other competent companies.
Everything is based on the client having enjoyed their experience with us and is willing to repeat. Another important factor is that online marketing strategies facilitate the spread of word of mouth and encourage customers to recommend our product on the web. In addition, we must bear in mind that it will always be more profitable to keep a client than to get a new one.
In summary, digital marketing is a form of marketing aimed at generating a presence in digital media, seeking to develop communication with the brand's target audience.