What is digital marketing and what are its characteristics?

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Digital marketing has become very fashionable in recent times, because most businesses and companies have realized that having a digital presence is an essential requirement of the modern economy.

Currently, customers begin any transaction digitally by searching for products and services, reading opinions and even sometimes, the entire acquisition process is carried out on the Internet.

This constant flow of information, clients, conversions and sales closings, is the consequence of a solid, well-planned and constantly worked marketing strategy.

In this post we will explain everything you need to know about digital marketing and how you can apply it to your business. Can you come with us?

What is meant by digital marketing?

Digital marketing is understood as a set of activities carried out online by a person or company to attract customers, retain them and position their brand on the Internet.

The basis of digital marketing is electronic communication and marketing through multiple strategies such as SEO, SEM, content design and development, email marketing and inbound marketing, among others.

Main differences between traditional marketing and digital marketing.

In reality, traditional marketing and digital marketing do exactly the same thing. That is, they seek to discover the desires and needs of a group of people, in order to create products that provide satisfaction through a commercial exchange.

But the way to measure the results is where the offline world really differs from the online world.

At the digital level, it is much easier to evaluate the results of each of the marketing actions, since the different platforms that make up the digital sphere have web analytics applications, something that does not exist in the real world.

So, is digital marketing superior to traditional marketing?

Definitely NO, both are very important, because they approach the public from different perspectives.

If your business has a physical store, you will need to do traditional marketing in the store and in traditional media such as flyers, a billboard, store marquee, promotions at the point of sale, etc.

And if you also have a digital presence, you will have to create other forms of content, promotions and events that can include your online audience.

Types of tools used in digital marketing.

Being completely honest, digital marketing is a very broad set, since it encompasses all the strategies of dissemination, interaction and conversion of potential customers into real customers of the company.

Here are some tools that work for different aspects of digital marketing:

Google Analytics:

It is Google’s web analytics tool and it is a completely free platform that allows you to evaluate user interaction on a web page.

Thus, you can get to know how many visits a certain page has and how they interact with it, the entry pages, exit pages and the time they spend browsing the website.

Google Search Console:

Another tool that the famous digital company puts at your service at no cost. This allows you to know how search engines interpret and analyze your website.

For example, it can report failures in the indexing of certain pages, friendliness problems with mobile devices and even tell you the keywords that bring traffic to your page.

Ahrefs:

The best ally in terms of developing link building strategies, because it will allow you to get quality websites that can generate backlinks to your content.

Why is this important? Because the more sites with a certain reputation link to you, the reputation of your brand will also increase, improving the SEO of your website.

SEMrush:

Speaking of web positioning, SEMrush is one of the best tools to manage all aspects of SEO for a page.

They even now have a content management platform that helps you guarantee the quality of the texts, both for search engines and for human visitors.

Metricool:

Talking about digital marketing is also talking about social media. Social networks are one of the relevant aspects in any digital marketing strategy, but they demand a lot of time and attention.

However, Metricool is a powerful web analytics platform where you can not only measure all your media, but also schedule the posts to be published automatically without you having to intervene in the process, facilitating network management.

What to keep in mind when creating a digital marketing strategy?

There are three fundamental aspects when generating a digital marketing plan, and these are the following:

Definition of objectives:

Every plan should focus on achieving business objectives, those goals that help to scale the business little by little until it becomes profitable and lasting over time.

A good objective is one that complies with the SMART methodology, that is, it is specific, measurable, achievable, realistic and limited to a certain period of time.

KPI or Key Performance Indicators:

To know if an objective is being achieved, the correct thing is to be able to measure it, for this purpose a series of variables or indicators are selected that can be represented by means of absolute or percentage numbers.

Establishing KPIs is one of the most difficult tasks in digital marketing, because due to big data, all businesses receive a large amount of information, but not all of it is relevant.

Buyer Persona:

The last element that must be clear when creating the marketing strategy is who the target audience is. If you don’t know what kind of person you’re talking to, then your message won’t connect with anyone.

Creating an ideal client profile is a task where you will need to carry out a market study, together with an SEO analysis. Because you must understand the behavior of your audience when interacting with the digital medium.

Summary of the post and frequently asked questions about digital marketing:

What is digital marketing or online marketing?

It is a set of strategies that are carried out on digital platforms and that seek to attract, retain, convert and retain visitors, transforming them into customers and spokespersons for the brand.

What is the main difference between traditional and digital marketing?

The main difference is that in digital marketing you can measure the results of actions in real time, something that is impossible in the offline world.

Tools that should be used in digital marketing:

• Web analytics applications.
• SEO programs.
• Social Media Managers.
• Distribution platforms for email marketing.

What are KPIs?

KPIs are management indicators, that is, they are numerical variables that will help you measure the results of your actions.

Conclusion.

Digital marketing is the core of the success of any activity on the Internet. It is the one that responds to the business objectives and maintains the constant flow of visits to your website.