Abstract

DIGITAL MARKETING

THE BEGGINING

The history of the digital marketing began in 1990, together with the first search engine "Archie". The search engine essentially worked the same as today's search engines, and the design of the platform was simple and intuitive. However, it would later be displaced by Yahoo! in 1994 and Google in 1998 because of the speed of searches.

In 1995, the first social network called SixDegrees.com was born. Andrew Weinreich designed the platform with an electronic directory of people in mind. However, in early 2000, the smaller search engines and the SixDegrees platform disappeard.

The story of digital marketing continues into 1998 with several technological advances, such as Google, MSN and Yahoo! web search engines. Likewise, the term SEO (Search Engine Optimization was born.

DEFINITION

Digital marketing: This term is also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This does not include only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.

FUNCTION AND GOALS

It´s main function and goal is to bring products or services closer to potential custumers in digital media.

We are increasingly turning to the digital world, wich has changed our lives as well as companies. They have to adapt to the new digital era if they want to survive.

The importance of the digital marketing for a company is so critical today. It is the key to success and build a relationship between companies and customers providing a better service by having a healthy communication within earch interaction.

CHARACTERISTICS

Digital marketing uses some of the most effective communication strategies of traditional marketing, but adapted to digital media. Unlikely traditional marketing, online marketing is:

CUSTOMIZABLE
MASSIVE
PRO-FEEDBACK
CREATES LOYALTY
AUTOMATABLE
PERMANENT
GOOD CHANNEL OF COMMUNICATION

ADVANTAGES

Measurable
Attention
Universal
Easy distribution
Economic costs

DISADVANTAGES

Content that expires fast
Technological dependency
Saturation
Distrust
Excess of competition

TYPES

Digital marketing has become a vital component in organizations' overall marketing strategy. It allows companies to tailor messages to reach a specific audience, making it possible to market directly to people who are likely to be interested in their product. Digital marketing encompasses a wide variety of marketing tactics and technologies used to reach consumers online.

Despite the large number of possibilities for Digital Marketing applications, there are those strategies / techniques that stand out for being used by the vast majority and that normally bring positive results.

Some of them are:

· Content Marketing.

· Inboud Marketing

· Relational Marketing.

· Conversational Marketing.

· Permission Marketing.

· Email Marketing.

· Social Networks.

· Conversion Rate Optimization (CRO).

· Search Marketing –SEM.

CONTENT MARKETING

Content Marketing is all content made to educate, inform or entertain a future customer.

INBOUD MARKETING

Inbound marketing is a methodology that allows your potential customers to find you more easily on the internet, knowing your brand, products and services through valuable content specially oriented to their questions, doubts and needs.

RELATIONAL MARKETING

Relationship marketing, also called relationship marketing, is the process that integrates customer service with quality and marketing.

Aims to create long-term, mutually satisfactory relationships with key agents (consumers, suppliers, distributors) in order to obtain and retain long-term preferences and business with those agents.

CONVERSATIONAL MARKETING

Conversational marketing is based on real-time conversations, uses personalized messaging and smart chat-bots on websites or RRSS (Social Networks). Its main goal is to directly answer the questions of your customers, bring them an offer that works perfectly for their usual problems and maintain a good relationship with your brand.

PERMISSION MARKETING

Permission marketing refers to the relationship that a brand has with a potential customer by requesting permission before carrying out a commercial action or sending company information.

EMAIL MARKETING

It is used to categorize email messages with the purpose of increasing the relationship of a company with its current, old or future custumers, to create loyalty and repeat business, acquire new clients or convince current clients to buy a certain product.

SOCIAL MEDIA

Social networks have become a very interesting space for those looking for new channels to apply Digital Marketing. In addition, it is a channel that allows great promotion and can be used to promote the brand, products, content, and promote the purpose and mission of the company.

CONVERSION RATE OPTIMIZATION (CRO)

This defines all this all the effort to increase conversion rates for a certain objective.In Digital Marketing our many goal is to have an online presence that takes part in the visitor's purchase process, educating themselves about problems and opportunities they face and generating value for your product or service.

SEARCH MARKETING –SEM

Search Marketing, or SEM, aims to make a certain website privileged and appear with priority (and quality) for those who are looking for something related to it on the internet.

HOW TO DO IT

Digital marketing is very extensive and can have a large number of strategies, below can be found some tips to start implementing digital marketing in your brand.

Define your target: Try to be as detailed as possible. Your target file must include age (with a maximum range of 10 years), gender, preferences, social network they use (Facebook, Linked-In, etc.), geolocation and any other relevant information.
Research your competitors: Observe which platforms your competition are using, but above all, investigate which ones they are good at.
Choose a Channel: Choose only the main channels (No more than 3 to start)
Customize your profile: All your profiles must be under the same graphic line and must be easy to recognize.
Create a marketing plan: A key to obtain the best out of the digital marketing is based on planning a good digital marketing plan for each platform.

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