Digital Marketing consists of the use of marketing strategies for products and services through Digital Media, which can be created, viewed, distributed, modified and preserved in digital electronic devices.
Digital Marketing is mainly carried out through those digital media that have access to the Internet: Computers, Smartphones, Tablets, Smart TV, Video Game Consoles, among others; but it is also done through those channels that do not have internet access: radio, TV, cell phones, etc.
"Digital marketing translates into marketing actions (Strategic, Economic and Operational) adapted to digital media in order to obtain in these channels, the same efficiency and effectiveness of traditional marketing and at the same time improve the effects of traditional marketing. In its operation, channels and digital media tools are normally used. " (Arias, 2019)
Difference in Traditional Marketing and Digital Marketing
The main difference between Traditional Marketing and Digital Marketing is that the latter includes the use of channels and methods that allow the analysis of results in real time.
This is quite useful for the commercialization of products and services since there are indicators that show the effectiveness of the strategies used.
“There are hundreds of digital marketing tools, however, not all of them are suitable for various companies and sectors. The key to success is the combination of traditional marketing with the new online tool, to develop an e-marketing plan that adapts to the needs and characteristics of each company. " (Arias, 2019)
A correct use and combination of Digital Marketing strategies can have a great positive impact on the performance of a company.
The following video concept of digital marketing can expand the information:
Types of media and content in Digital Marketing
To acquire a presence on the internet, generate traffic, potential customers and increase the sales of products or services, it is necessary to analyze the needs and / or interests of the target market in order to generate relevant content for users and have a greater prospect of customers.
Means for prospecting clients: own means, earned means and paid means.
Own media (Owned Media):
They are those media that are owned by the company, totally or partially. Example: Website, Blog, Newsletters, Social Networks (Facebook, Instagram, Twitter, Youtube, etc.) E-mail marketing (Databases), Content (e-Books, Articles, Podcasts, Infographics).
Paid Media:
They correspond to third-party media for which the company has paid to generate publicity. Example: Ads (in Mobile Apps, Social Networks, Web Pages), PPC or Search Ads, Affiliate Marketing, Sponsorships, etc.
Earned Media:
They are those in which users become a channel by sharing, creating and publishing brand content, thanks to an excellent work in public relations, communication and marketing by the company. Example: Likes, Retweets, Reposts, Posts, Reviews, Recommendations and References, Influencer publications, Photos or videos in which the brand is visible, etc.
A correct integration and use of own, paid and earned media, together with constant monitoring of the behavior of users in the face of generated content to make continuous improvements, allows maximizing the use of the possibilities offered by Digital Marketing for a company.
Media Integration and Digital Marketing
Inbound VS Outbound in Digital Marketing
The strategies used in owned, paid and earned media can be classified into Inbound Marketing and Outbound Marketing according to the way of attracting customers.
Inbound Marketing strategies are those that, by going according to the needs and interests of the users, are not considered intrusive or perceived as spam. These types of strategies usually come from their own and earned media, they include email marketing, social networks, SEM, content marketing (publications, articles, podcasts, books, reports, courses, e-books, etc.)
Those strategies that make use of paid media are considered as Outbound Marketing, within which are all types of advertisements (in videos, on social networks, on the web), remarketing, display type advertising, etc. In excess they are often considered as disruptive marketing or invasive advertising.
Digital Marketing Tools
Organic Advertising on Social Networks:
Content created by the company to attract more users, has no additional costs, has a more natural approach than paid advertising.
Paid Advertising:
Investments in ads, display advertising, PPC (pay-per-click), search engine optimization, SEO consulting, etc.
Remarketing or Retargeting:
Strategy with which, through the use of cookies, it is sought to reach a user again (who has previously visited the website and has been interested) by showing content related to previously visited content in advertisements.
E-mail Marketing:
Advertising through email that includes invitations, information, promotions, etc. It is made from own or purchased databases.
Web testing and web analytics tools:
They are used to collect and analyze data on the performance of a website, traffic and other indicators in order to optimize the company's online strategies.
Customer Service Tools:
Customer service through effective communication, resolution of doubts and problem solving through the use of tools such as FAQ (frequently asked questions) as well as tutorials, online chats (website / social networks) or email, etc.
SEO or Search Engine Optimization:
It is the use of strategies to position web pages in the first search results in order to increase their visibility and traffic.
SEM (Search Engine Marketing):
It is the promotion of web pages in search engines through ads in the top positions of search results, unlike SEO (which is organic) SEM is paid.
Another video course on digital marketing by neetwork business school can also expand the information:
SMART OBJECTIVES
To achieve successful results in Digital Marketing it is necessary to determine objectives that meet the following characteristics:
- SPECIFIC - SPECIFIC: Clearly define the objective and focus on the number of visits, positioning or customers. MEASURABLE - MEASURABLE: Provide a quantifiable indicator for each objective. ATTAINABLE - ACHIEVABLE: Establish realistic objectives based on historical benchmarking or similar cases. RELEVANT - RELEVANT: Each objective must be related and directed to the goal and the general objectives of the company or the brand. TIMELY - TIMELY: They must be able to be fulfilled in a limited time.
SMART Objectives in Digital Marketing
Carry out an appropriate combination and integration of strategies aimed at these objectives, in addition to having key performance indicators and carrying out a constant analysis of metrics to be able to take actions according to the response that users have to the strategies adopted by the company in order to Meeting the proposed objectives are essential in a Digital Marketing action plan.
BIBLIOGRAPHY
- Arias, A. (2019). Digital Marketing and SEO at Google (2nd ed.). Recovered from https://books.google.com.co/books?id=MATPCgAAQBAJ&printsec=frontcover#v=onepage&q&f=falseLievano Castiblanco, J. (2018). DIGITAL MARKETING. Presentation, Universidad de La Sabana.García, J. (2019). How to improve customer service in marketing management. Retrieved from: https://marketerosdehoy.com/marketing/atencion-al-cliente-en-marketing/Meister, M. (2019). Digital Marketing Seminar - Martin Meister. Retrieved from: http://www.martinmeister.cl/2017/06/15/seminario-marketing-digital/ What is digital marketing or online marketing and its strategies. (2019). Retrieved from: https://www.humanlevel.com/dictionary-marketing-online/marketing-digital-marketing-online What are Paid Media. (2019). Recovered from: https: //www.humanlevel.com / dictionary-marketing-online / paid-media What are Own Media (2019). Retrieved from: https://www.humanlevel.com/dictionary-marketing-online/medios-propios What are Earned Media. (2019).
