“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe”.
By Simon Sinek.
Surely the name digital marketing or online marketing is familiar for you. But are you clear about digital marketing and how is it different from traditional marketing?
What is the digital marketing?
Digital marketing (or online marketing) is a very broad concept, since it encompasses all those advertising and commercial actions and strategies that are executed in the media and internet channels: websites and blogs, social networks, video platforms, forums, etc.
This phenomenon has been applied since the 90s as a way of transferring offline techniques to the digital universe.
Parallel to the tremendous development and evolution of digital technology, online marketing has been experiencing, in a progressive and very fast, profound changes both in the techniques and tools used (and in its complexity) and in the possibilities offered to recipients.
From web 1.0 to web 2.0
In the beginning, online marketing was based on web pages 1.0 and it came to be a translation of traditional media advertising (television, radio, paper media…) to the first web pages, which did not allow bidereccionalidad in the communication with the users. The advertisers controlled the message completely and limited it to exposing it to the audience.
In addition, the advertising of the Web 1.0 stage was limited, in most cases, to reproducing a showcase of products or services in the form of an online catalog. Even so, this type of advertising already pointed out interesting virtues, such as the potentially universal scope, the possibility of updating the contents and the combination of texts, images and, little by little, also of the multimedia format.
But in a few years the revolution arrived. A frantic technological development allowed the massive introduction of a higher level internet. Web 2.0 was born and, with it, marketing 2.0 (as digital or online marketing is also known). And often change!
From that moment, it is possible to share information easily thanks to social networks, allowing the almost instantaneous exchange of pieces that were previously impossible, such as photos and video.
Internet becomes much more than a means of information search and becomes a large community. The network is only understood as a means of exchanging information in two directions. The feedback is, therefore, total and fundamental between brands and users, with the pros and cons that this entails.
The tools of digital marketing
Digital marketing puts at our disposal a series of tools of great diversity from which they can be made from small actions at virtually zero cost to complex strategies (and obviously more expensive) in which you can combine many techniques and resources.
These are the main ones:
Web or blog
Undoubtedly, a website or a blog are two of the main tools from which to centralize a digital marketing campaign or inbound marketing (strategy to attract users and convert them into customers through the generation of valuable and non-intrusive content). However, the use of a web or blog as the central axis does not imply exclusivity, but rather the opposite. It is possible to use, in a complementary or parallel way, microsites, social networks, video platforms or forums to give greater visibility to our campaigns. Once you are clear if you want a website, a blog or both, keep in mind that you must make other decisions.
Search engines are tools that allow Internet users to find content related to what they are looking for. To be able to successfully position a page or blog in the top positions of the search engines, it is essential to perform organic positioning (SEO) or payment (SEM) actions in your online marketing strategy.
It is the best known and traditional digital marketing tool. It can be considered the billboard of the digital medium. These are ads (banners) of different sizes and formats (texts, images, graphics, videos …) that occupy a space on internet sites in an attractive and striking way.
This heiress of the classic mailing is, possibly, the most veteran but still effective tool for having known how to adapt to changes and her ability to work in combination with other strategies, such as follow-up and client maturation (lead nurturing). Email marketing can be done from your own or third-party databases, from which messages are generated in the form of a newsletter, newsletters, catalogs, etc.
These digital tools have continued to grow and gain popularity since the advent of digital marketing. In addition, they have been able to adapt perfectly to the changes and demands of consumers. Social networks are completely effective for the dissemination of content, as well as for the creation of a brand community, branding and customer service.
The advantages of digital marketing or online marketing
Digital marketing is an essential strategy for brands because of the great opportunity for growth, positioning and dissemination they represent.
Potential customers, or at least the vast majority, are constantly connected to the Internet from their computers and, in recent years, also through their mobile phones or tablets.
This context has led to a wide range of advantages of digital marketing, among which you can find the following:
- Affordable costs. Online marketing is accessible in terms of budget, especially when compared to traditional marketing channels, such as television, radio or the press.
- Greater capacity for control, optimization and correction of campaigns due to the collection and possibility of real-time consultation of the results obtained, in addition, in an exact manner.
- Great flexibility and dynamism. With the possibility of testing and changes on the fly based on the results obtained and the behavior of users regarding a campaign.
- It allows a very specific, personalized and precise segmentation. In an online marketing campaign, the company can segment their campaigns taking into account sociodemographic, psychological data of users, as well as their behavior on the Internet.
- It allows an exact measurement of the campaign. Results obtained, benefits, return on investment (ROI), etc.
After this introduction I hope that you have become clearer what it means and, above all, what it means to do digital marketing or online marketing today. That’s why I would like to know your opinion.