Digital Marketing: what it is and why study it

Digital Marketing is a tool widely used in multiple sectors thanks to the innumerable benefits it offers to people and companies when it comes to expanding the name of a brand, disseminating a product or service, or even increasing the authority of a brand.

In this article you will learn

What is Digital Marketing or Online Marketing?

How to make a Digital Marketing plan?

Main concepts of Digital Marketing

What are the advantages of Digital Marketing?

Currently most relevant Digital Marketing Strategies

Inspiring examples of success in Digital Marketing

Why study Digital Marketing?

Digital Marketing courses for you to continue learning

What is Digital Marketing or Online Marketing?

Even in this day and age, many people – including professionals – still don't understand what Digital Marketing is, and we don't blame them!

Although it is everywhere and, as consumers, we live with it, very few stop to analyze it and understand its impact on the public.

Digital Marketing is a set of initiatives that an organisation or person takes within digital environments in order to attract business opportunities, generate contacts or work on brand identity.

That is, it is based on actions related to the communication and marketing of products and services through electronic means.

And it is that taking into account how impregnated modern civilization is with the Internet, it is more than logical to think that a discipline such as Digital Marketing is so important in the current context.

All of this has a lot to do with how the consumer buying process plays out in this age.

For example, today it is very common for people who need to buy a product to search for information on Google before going directly to physical stores.

And after researching a bit, they may go directly to an online portal like Amazon or Mercado Libre to finally buy what they need. You have experienced this buying process many times, right?

This is because the Internet allows us to discover valuable information about what we want, especially when we are in the research phase to find the best product at the lowest price or even to learn more about our problem and how we can solve it.

All this is considered by Digital Marketing or, what is the same: a series of information created and designed to impact digital media and promote brands, products and services.

How to make a Digital Marketing plan?

To apply Digital Marketing like a professional you must define your objectives, taking into account what you want to achieve, how you will do it and what you will do when you achieve them.

For this you have to:

Address KPIs (Key Performance Indicators)

KPIs or key performance indicators are exactly that: metrics that help you understand the results.

Some essential within Digital Marketing are:

Visitors : users who access your website and who can be separated between unique visitors and recurring visitors.

Bounce rate : number of users who only make a visit without making interactions.

Conversion rate : percentage of leads divided by number of visits.

CAC – Customer Acquisition Cost is the investment that must be made to gain a new customer.

Lifetime Value : one of the most important and indicates the profit potential that the company has for each client.

ROI : the return on investment is a metric that demonstrates the cost-benefit of each action, tool or initiative.

Use Digital Marketing tools

There is no Digital Marketing without the tools, it is a reality. Therefore, here we show you the most important ones:

Google Analytics : Google platform that facilitates obtaining KPIs related to user behaviour on the website.

Search Console – Another Google tool that aims to identify the specifics of the search engine algorithm crawling on the website.

Ahrefs : platform specialised in link building or link building that identifies backlink opportunities —a link that allows the user to be guided from another website to that of a specific brand— and interesting materials for blogs.

Google Ads : a Google platform specialised in creating ads on the Google home page for various keywords of interest to the brand.

Main concepts of Digital Marketing

Now, to fully understand what this area of ​​marketing is capable of doing and the benefits it can provide to brands and companies, it is necessary to talk about its general and fundamental concepts.

SEO

"What are these acronyms that I see everywhere?" Possibly it is a question that you have already asked yourself.

SEO or Search Engine Optimization is a set of techniques aimed at obtaining better positioning in search engines such as Google, with the aim of attracting more traffic to websites and, consequently, greater business opportunities.

Since many contacts between brands and consumers begin with an Internet search, SEO is a key player in Digital Marketing.

Conversion

It is a term used to represent a tangible evolution of a user: from visitor to prospect (a person who left contact details) or from prospect to client.

lead

A lead is basically a prospect, which is why it is translated as a business opportunity. In other words, it is a contact that was obtained through a Marketing strategy (generally Inbound) and its data becomes a business asset that will be used to establish new interactions.

Inbound

If when we mentioned the term "Inbound" a few lines back you felt in the clouds, pay attention to the following definition:

Inbound Marketing encompasses actions and initiatives that a company executes to attract consumers through content, advertisements and other elements of online visibility that manage to win their attention and stimulate interactions directly until they retain them.