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The first is based on web 1.0, which does not differ from the use of traditional media. Its main characteristic is the impossibility of communication and exposure of users. Only the company has control of what is published about itself.
In this new area, the second instance of digital marketing is developed since users can talk about the brand freely. They have a very important power that before was only allowed to the media: Opinion.
Marketing techniques must then change their paradigm. If before the distributors, the media, and the producers were the ones who had the power of opinion, now the focus must shift to the user. It is able to search for what it wants thanks to the power of search engines (Google, Yahoo, Bing, etc.), and not only ask the given media if its decision is correct, it also has the possibility of reading reviews, comments and ratings from other users
Here we bring you some answers.
The digital marketing is the application of marketing strategies implemented in digital media. All the techniques of the offline world are imitated and translated into a new world: the online world. In the digital field, new characteristics appear such as immediacy, the emergence of social networks and the tools that allow us to make real measurements.
The marketing digital serves to bring products or services to potential customers in digital media. Some advantages of digital marketing (as opposed to traditional marketing) are: measurable results, global reach, immediacy and precision in the target.
The KPI’s are the acronym of the phrase “Key Performance Indicator” or “Key Performance Indicators” used to monitor and measure the effectiveness of the actions we take in our online strategy. Its main function is to allow intelligent and analytical monitoring of the goals associated with the objectives defined by the brand.
The main indicators of digital marketing are: ROI (return on investment), CPA (cost per acquisition), CTR (click-through rate), Reach (organic and paid), time spent, bounce rate, followers / subscribers and engagement . The indicators are not the same for all business verticals. To illustrate this, we would see that a non-profit organization would measure reading time, number of pages per session and subscriptions, while an e-commerce would focus its KPI’S on billing and ROI among others.
CTR is used to measure how often users click on an ad or search result when it is displayed to them on their device. It is a percentage that is obtained between the number of clicks and the number of impressions. For example, if an ad had a thousand impressions and a hundred clicks, the CTR would be 10%. The most common use of this metric is to measure the effectiveness of an ad or the meta-tags (title and description) used on a certain web page.
In Digital Marketing there are at least two types of conversions:
Micro Conversions: These types of conversions are associated with actions carried out by a user that have a secondary interest for our main objectives, for example, staying on a certain page for “x” time, clicking a button, etc.
Macro conversions : Macro conversions are those that are associated with our main objectives, for example, sale made, newsletter subscription, contact form submission, etc.
“Digital Marketing” and ” Online Marketing ” are often used interchangeably, but they do not mean the same thing. While Digital Marketing encompasses all digital media that exist, Online Marketing is based only on the use of the Internet. That is to say, Digital Marketing encompasses Online Marketing, but in truth, it exceeds it. In any case, there are certain countries in which there is an intimate relationship between digital and online marketing, not differentiating between the two activities. An example of this would be Spain where both words are used interchangeably: online marketing and digital marketing.
A marketing plan is a document generated jointly by the different actors with interests in commercial and positioning objectives, where they intervene to meet the commercial objectives of the brand: its marketing team and its commercial team. Within this plan, the following will be taken into account: market studies carried out by the company, marketing objectives to be achieved, strategies to be implemented and the planning to follow. They should also participate in this planning: the area of production, finance and logistics to ensure the correct production and distribution of our sales assumptions.
The digital marketing strategy is an iterative process, after the marketing plan, where its implementation is defined. A good marketing strategy will be the virtuous set of design, creativity, profitability, ingenuity and analysis where we must always keep clear the objective of achieving an optimal return on investment .
A digital marketing strategy must include all relevant spaces where the target interacts, seeking to influence opinions and opinion makers, improve search engine results, and analyzing the information that these media provide, the performance of the actions taken must be optimized. with the aim of obtaining a feedback circuit with positive feedback.
In digital marketing, a huge variety of tools are used in order to optimize the tasks in the different areas involved in our activity. We list some of them divided by area:
Web Analytics: Google Analytics, Search Console, Majestic, Google Tag Manager, etc.
Paid Media: Google Ads, MCC, Bing Ads, Facebook Ads, Twitter Ads, etc.
SEO: Moz, OnCrawl, Screaming Frog, Yoast, Ahrefs, Semrush, etc.
Social Media: Hootsuite, Later, Buffer, Bitly, All Hashtag, Storrito, etc
Email Marketing: ClicExperts, MailChimp, etc.
Design:Photoshop, GIPHY, GIMP, Canvas, Unsplash, etc.
IT: Wordpress, WpBakery Page Builder, Notepad ++, FileZilla.
Reporting: Google Data Studio, Google Spreadsheets, Power Point, etc.
CRM: Zoho, Salesforce, HubSpot, etc.
Collaborative tools: Asana, Trello, Jira, etc.
A search query is the action of a user when performing a search on the Internet (Google, Bing, Duckduckgo, etc.) that consists of a word, or a concatenation of words, which will return a result in the different search engines. At this time (in 2020) searches are limited to word, image, and voice searches.
The keywords are associated with statistical results that show, among other things, the volume of search intent for terms, or words, for each location and language. We can obtain for these keywords, for example, the cost per click, trends and timing of searches.
The role of a Community Manager is to act as a bridge between a brand and the community it intends to create (i.e., a loyal audience or a core group of consumers connected by a similar interest). A Community Manager must be the brand ambassador , interact with potential customers and build relationships with existing ones. The Community Manager intervenes in the online conversation of the product or service, trying to channel said conversation in spaces supervised and moderated by the brand (social networks, blogs, etc.).
The traditional marketing has great limitations on the segmentation of the target universe. It also has enormous difficulties in measuring impact and return on investment. Digital marketing, on the other hand, focuses its strategy on the geographic segmentation of the target audience, interests, age, gender, and purchasing power. Today’s digital marketing allows even micro-segmenting the public by events, such as: elections, job changes, birthdays, marriages, births, removals, etc.