With the explosion of mobile technology and the multiplication of platforms, not only did people have to adapt and be encouraged to use them but also, as a result of a global phenomenon, the behavioral patterns of the buyer persona mutated. In this way, the great tree of traditional marketing began to branch out in conjunction with the advancement of new technologies. Thus, offline marketing welcomed digital marketing.

What is digital marketing?

In terms of marketing, Philip Kotler, known in the university world as the “father of marketing”, has a lot to say and define. According to this renowned professor, digital marketing has to do with the strategic and creative use of digital technologies to achieve an organization's marketing objectives. Kotler adds that one of its clearest distinctions is given by the use of digital channels (Internet, mobile devices, social media) to interact with consumers, promote products or services, build solid relationships and generate value for the brand.

As we already know, in a globalized world where trends and drivers of action change every hour, it is essential to have an adaptable strategy apparatus. 

In this, Kotler affirms that digital marketing is essential to guarantee an effective presence on online platforms, and even more so if we take into account that the information that circulates on networks tends to be activators in purchasing decisions. That is why, based on the implementation of various strategies, it is expected that digital marketing will not only serve to persuade consumers through screens, but also to create relationships based on solidity and emotional identification.

The 3 pillars of digital marketing

For a digital marketing plan to be successful from a strategic point of view, there are at least three basic items that cannot be missing. It should be noted that each of the sections that we will develop below must be personalized and emphasized according to the commercial objective of each product or service. It is essential that these tasks be carried out by a marketing professional with critical thinking who can determine when it is appropriate to activate or not activate a certain action.

1. Content Marketing or Content Marketing: it is a marketing technique based on two premises; on the one hand, the creation of valuable content aimed at target audiences and on the other hand, the distribution of relevant information through pre-established communication channels. From this, the aim is to increase traffic to the website, attract potential customers and build loyalty among existing ones.

Some content marketing tools are blogs, infographics, videos, e-books and podcasts. Regarding this, it is essential to know your audiences to define the best format that adapts to their needs and preferences.

2. SEO and SEM: These terms are closely linked to digital marketing itself and search engines such as Google, Bing or Yahoo! In this sense we can say that SEO (Search Engine Optimization) focuses on improving the organic visibility of a website in search engines by optimizing the content, the structure of the site and the generation of relevant links. On the other hand, SEM (Search Engine Marketing) covers search engine advertising, where advertisers pay to appear in sponsored results, using relevant keywords and optimizing campaigns to maximize return on investment. 

3. Online advertising: this type of advertising allows you to reach a broader and more specific audience within the digital universe. Through advertising platforms such as Google Ads, Facebook Ads or LinkedIn Ads, the audience can be segmented, establishing budgets, creating highly attractive ads and measuring the performance of the campaigns within the reach of a click.

4. Data analysis: this strategy is what allows evaluating the performance of the implemented strategies and making decisions based on evidence. Within their range of action, web analysis tools such as Google Analytics are usually very useful to obtain information about a site's traffic, user behavior, conversions, for example. Knowing how to read the data allows you to know your stakeholders in more depth as well as helping to identify areas for improvement within digital marketing.

The benefits

• Global reach: Digital marketing allows you to reach a global audience through the Internet. You can reach people in different geographic locations, significantly expanding your reach and growth potential.

• Precise targeting: You can target specific segments of your target audience taking into account particular demographics, interests or behaviors, increasing the effectiveness of your campaigns and maximizing return on investment.

• Greater interaction and commitment: you can establish solid feedback with your customers through social networks, blog comments, email, among other channels, thus strengthening the sense of community around your brand.

• Measurement and analysis: thanks to digital marketing you can measure and analyze the performance of your campaigns in real time. You can obtain data on web traffic, conversion rates or even interactions on social networks. This information allows you to make data-driven decisions and continually optimize your strategies.

• Cheaper: You can promote your business through digital channels at a much lower cost than print, television or radio ads. Additionally, you can set specific budgets for your campaigns and adjust them according to your needs and results.

Flexibility: with digital marketing you can adjust your strategies, perform A/B tests and test new ideas in real time. Without a doubt this constitutes a competitive advantage in terms of the ability to react to needs.