What is digital marketing or online marketing

The digital (or online marketing) encompasses all actions marketing and advertising or marketing strategies that run on the media and internet channels. This phenomenon has been applied since the 90s as a way of transferring offline marketing 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. Let’s see how! How online marketing was born: 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 Bidirectionality in communication with users. The advertisers controlled the message completely and limited it to exposing it to the audience. In addition, the publicity of the web stage 1.0 was limited, in most of the occasions, to reproduce a showcase of products or services in the form of an online catalog. Even so, this type of advertising already pointed interesting virtues, such as the potentially universal reach, the possibility of updating the contents and the combination of texts, images and, little by little, also multimedia formats. But, in a few years, the revolution arrived. A frenetic technological development allowed the massive introduction of a higher level internet. Web 2.0 was born and, with it, marketing 2.0 (as it is also known today’s digital or online marketing ). And often change! From that moment, it became possible for all users to share information easily thanks to social networks, forums or platforms, allowing the almost instantaneous exchange of pieces that were previously impossible, such as photos and video. The Internet became much more than a means of information search and became a large community. Currently, 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: Without a doubt, a website or a blog are two of the main tools from which to centralize a digital marketing campaign or inbound marketing (digital strategy to attract users and convert them into customers through the generation of valuable content and not intrusive). 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, other digital actions to give greater visibility to the campaigns: social networks, video platforms or forums, etc. Once you are clear if you want to have a website, a blog or both, keep in mind that you must make other decisions. For example, what domain will you use, where will you host your page (we always recommend betting on Hostings, how the architecture of the site will be, what content it will have, how you will create it, what techniques you will use to get users to reach your page. Search engines: Search engines, such as Google, Yahoo or Bing, 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 and get visitors, it is essential to perform organic positioning (SEO) or payment (SEM) actions in your trung tam Foogleseo strategy. Display advertising: It is the most traditional branch of digital marketing. It could be considered the billboard of the digital medium. These are ads (banners) of different sizes and formats (texts, images, graphics, videos …) that occupy space on internet sites in an attractive and striking way. Email marketing. 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 lead tracking and nutrition. The email marketing can be done on own or third-party databases, from which messages are generated in the form of a newsletter, newsletters, catalogs, courses, etc. Social networks: These platforms, as you know, 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 users and consumer habits. Social networks are completely effective for the dissemination of content, as well as for the creation of a brand community, branding and even online shopping, crisis management, and customer service. In addition, in many of them (Facebook, Twitter, LinkedIn, Instagram, etc.) there is also the possibility of launching segmented online advertising campaigns, which can be a good complement to any online strategy. 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 sales or the acquisition of clients 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 are: 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 ability to perform tests 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 its campaigns taking into account the sociodemographic, psychological data of users, as well as their behavior on the Internet. It allows exact measurement of the campaign. Results obtained, benefits, return on investment (ROI), etc. If you want to know other benefits of digital marketing, you can check our post. What are the advantages of digital marketing? After this introduction, we hope that you have been clearer what it means and, above all, what it means to do digital marketing or online marketing nowadays. That’s why we would like to know your opinion. Do you have any questions about how to apply it in your project? Do you know more advantages or ways to optimize your campaigns? Tell us!