In the years 90 came the first version of the Internet, a little different from the one we know today, called Web 1.0.
This Internet of yesteryear did not allow users to interact with Web pages in an active way, but it allowed them to find information in a simple search system.
It was like a library, where you come in, you find what you want, but you can’t change the content you found.
Communication was much more than an important producer of content and people accessed the content passively.
It was at the beginning of the Internet that the term digital marketing was created.
However, it was still very similar to traditional marketing, because communication was unilateral, carried out by the company at a maximum institutional site, and the consumer was only passively receiving content without a close interaction between the two parties.
In 1993, Internet users began to have more interaction with the companies that advertised on the web, as it was when they appeared the first ads that could be clicked.
However, it was only in the 2000 years that digital marketing became something else as we know it today.
- 1 From Web 1.0 to Web 2.0
- 2 Digital Marketing: Learn everything you need to know today
- 2.1 MarketingDigital is divided into 3 eras: 1.0, 2.0 and 3.0
- 2.2 MarketingDigital, the marks are to improve your life
From Web 1.0 to Web 2.0
It was the era of Web 2.0, where communication was more democratic, and everyone became a producer of important content.
In addition, people can now interact either with each other or with the content available on the network.
The increase in the number of Internet users has led to this change, which continues to grow to this day.
There are scholars who point to more changes in the network after this revolution of the years 2000, and calling it the emergence of Web 3.0 and up to 4.0.
Today online marketing is moving more and more to personalization, that is, delivering the right message to the right person at the right time.
Digital Marketing: Learn everything you need to know today
Digital Marketing is a set of activities that a company or person runs on the Internet in order to attract new businesses and develop a brand identity. Among its main strategies are the SEO, inbound marketing and content Marketing.
MarketingDigital is divided into 3 eras: 1.0, 2.0 and 3.0
Philip Kotler, who is considered the father of modern Marketing, divides Digital Marketing into three eras, Marketing 1.0, 2.0 and 3.0.
For him, “The Marketing 1.0 is notable for reaching the mind of the client 1.0 companies do a good job, offer good quality products to people and generate profits. “
When it comes to Marketing 2.0 indicates that at this point companies not only sell quality goods, but also begin to study and understand their customers and also “study consumer behaviors and preferences, to give them the best service possible. “
When you talk about Marketing 3.0 exposes
“At this point it is about understanding that knowing the customer is much more than finding a person interested in your product,It is to understand that people find themselves in an unstable world and with economic and ecological problems that need to be corrected. “
The main goal of a company that works with Marketing 3.0 is to show the customer that they care about improving their situation.
MarketingDigital, the marks are to improve your life
We already understand what the evolution of the Marketing concept is all about, from just giving a good service, to understanding what my client needs and trying to offer him exactly that.
Basic concepts of Digital Marketing
To get a thorough understanding of Digital Marketing, you need to understand some of the basic terms you’ll see throughout this article, so we’ll show you the following.
It is a word or a series of keywords whose importance is that people use the most when doing a search on the engines. Are essential to creating a content strategy.
It is the study that allows to identify which are the key words that people use most to give with specific information.
Search Engine optimization is about the set of actions or techniques that will help search engines to find the keywords and information of a particular website.
It is the result of a successful SEO campaign and refers to the results that appear just below the ads that show the search results.
Pay Per Click Campaigns
It is the payment that is made to the search engines so that the site can appear in the first places of the results, but it will be highlighted that it is publicity.
Click to Rate or CTR
Is the number of clicks that has a link within the number of impressions, ie, is used to know how many people gave click to an advertising while it was shown.
It is a link or link that an alien site does with its own, and is important because the more relevant is the site that makes the backlink, the page will be more likely to appear in the first places of the search.
This is the first meeting a user has with a page that comes from a commercial (this could be with PPC campaigns or Social Media).
It is the real connection that exists between a brand and its clients in social networks: the more interaction, the greater the engagement.
It is when a user carries out the final action, but this depends on the objectives of each company; For example, converting a virtual store would be for the user to make the purchase.
It is the way to commercialize through a Web page and shopping carts, ie, it is virtual stores.
8P ‘ s Digital Marketing
All marketer should know all about the 4P ‘ s Marketing, as they are part of the concept of marketing Mix or marketing mix, necessary in any strategy.
The concept of the 4P ‘ s was driven by Jerome McCarthy and diffused by Philip Kotler, both professors and Marketing specialists.
The concept sought to explain why brands sell more than others or are more expensive than others.
And it is that these 4P’s are about defining the product, where to buy it, what will be its price and how the person will find out about its existence.
However, after these 4P’s, many things, especially in the technological area have occurred, and therefore arose other 4P’s important.
They are important because every day we live in a more globalized and demanding world, so we will study the eight in depth below:
What are you going to sell? Here you have to define what you will give to your consumers and if this will be useful.
Therefore, you should know what the concept of your product is, its name, functions, etc.
If your product solves a major problem in specific, you will have the public won.
It refers to what you will charge for your customers to purchase your products, but it goes beyond. In the marketing mix it is also important to define the costs, ie how much it will cost to produce your product, deliver it and sell it.
Square or point of sale
It is the place where your customer will reach your brand or product, so it is essential to know where your consumers are.
You also need to find out what establishments your consumers tend to attend or if they prefer to shop online.
At this point, you should evaluate the best channels to disclose the existence of your product.
This is why it is important to know your target audience very well and know what their favorite means to entertain.
This is about knowing the behavior of your people, ie to know in depth your target audience.
It is important to know the channels that interest your people, as well as the needs they have to satisfy them, but it is also essential to know about their interests, motivations and behaviors.
Also, it will not help your customers to buy your products if they are not well cared for, so training your workers to assist in the right way to your people is crucial.
Every company must have procedures to take forward the brand they represent.
Among these processes are customer service, who are responsible for all activities, administration, etc.
This is the way the brand interacts with its community, that is, it is about developing in the environment in which the product or service is sold.
At this point it is also essential to clarify the strategic positioning of the company, that is, to define if the product is sold economically and made at low costs, then will be sold on a large scale?
This is about quality and performance, and the best to follow up will be to establish certain Kpi.
These key indicators of your company should be renewed periodically, and not only must be financial, they must also be used to know how we go with the other p of this mix.
Types of Digital Marketing
The success it has had to sell over the Internet has caused different types of Digital Marketing to emerge that we will see below:
Since 2006, inbound Marketing has been the most effective marketing method to promote your company online, generating potential customers and decreasing your conversion time.
Inbound Marketing brings your digital strategy to the next level of potential client generation and customer engagement.
Instead of the old outbound Marketing methods of buying ads, buying mailing lists and waiting for potential customers (probably less than qualified potential customers), inbound Marketing focuses on creating quality content that Attract people to your company and product by delivering relevant content, where and when they need it most.
Ordering the content you publish with your client’s interests attracts incoming traffic that you can then convert, close and delight in time.
Creating content specifically designed to attract customers from your dreams, income attracts qualified potential customers to your business and keeps them coming back for more.
The best part about inbound Marketing is that it is not a form of paid advertising.
What is the benefit of this? The content you’ve created lives on your site as long as you want it.
The difference between that and paid is that when you stop paying ads with Google Adwords, Facebook ads, etc., your potential customers and the traffic on the website are also stopped. That’s not the case with inbound Marketing.
Content marketing is about information.
In other words, it is the marketing of a business or brand through the exchange of educational, entertaining or insightful information that will ultimately help readers improve their lives.
This may be in the form of a change in personal behavior or, as most advertisers expect, it could be in the form of a purchase decision.
It is not a question of forcing a sales argument on people, but of helping them to move towards the best line of action.
Content marketing can also be pointed out as a strategic marketing viewpoint which is focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately , to drive the profitable action of the client.
Conversational or talk marketing is an individualized approach to marketing that companies use to shorten their sales cycle, meet their customers, and create a more humane shopping experience.
Unlike traditional marketing, conversational marketing uses real-time specific messages and smart chatbots instead of potential customer capture forms; This way, potential customers never have to wait for follow-ups and can relate to their company when they find it convenient.
Social media Marketing
Social Networking Marketing is a form of Internet marketing that uses social networking websites as a marketing tool.
The objective of Social Media Marketing is to produce content that users will share in their social networks to help a company to increase the brand’s exposure and expand the customer’s reach.
Advantages of Digital Marketing
Traditional marketing, with billboards, television and radio, does not allow consumers to easily communicate with companies about what they have just seen.
For its part, digital marketing allows communication between companies and consumers easily, 24 hours a day and often in real time.
If you have ever studied marketing, you know that one of the famous 4 Ps Marketing is “Place“, ie the place where you will do your marketing actions.
For example, if your campaign uses advertising posters or flyers, the choice of the place influences the cost and impact of the action.
In the virtual world any company can have a global reach, because there are no distances to cover or geographic boundaries.
One of the great advantages of Digital Marketing is that it becomes more interactive, it is no longer a one-way street.
With the communication ceasing to be unilateral, several possibilities open up and now companies can create great interactions with their audience.
Apart from capturing more consumer attention every time you interact with a marketing action, you also get information about it, which can help the company better understand your Buyer person and create more and more efficient actions.
In addition to data on the age and location of your audience, there is also data on the behavior of users on websites, blogs, social networks and search engines are essential for vendors to create effective, data-based campaigns.
The real benefit of using data in digital marketing is to save time and money.
This prevents a campaign from being created on the basis of assumptions and ensures that the message communicated will be in agreement with the public and that the channels used will be visited by the correct audience.
In this way, companies reduce the money lost with campaigns that do not work.
With the amount of data you can get from digital marketing, you can make marketing investments highly targeted to your target audience.
This type of orientation makes campaign efficiency increase considerably and money spent on marketing is not lost.
As digital marketing is based on the Internet, everything can be monitored in real time.
Vendors can quickly adapt to a campaign’s performance, avoiding losing money on something that doesn’t work.
While a newspaper ad cannot be changed after it has been printed and it is difficult to measure its performance, the text of an AdWords campaign can automatically be adjusted hundreds of times a day and generate data to help you understand if the goals are met Or not.