Digital Marketing (also called, Marketing 2.0, Internet Marketing, Online Marketing, Online Marketing or Cybermarketing) is characterized by the combination and use of digital media marketing strategies.
It can also occur through channels that do not use the Internet such as television, radio, SMS messages , etc. The social media are a component of the digital marketing. Many organizations use a combination of traditional and digital marketing channels; however, digital marketing is becoming more popular with marketers as it allows you to more accurately track your return on investment (ROI) compared to other traditional marketing channels. The current global trend in online marketing is to combine different techniques such as content marketing, social media marketing, influencer marketing, programmatic advertising, email marketing, SEO, SEM, and others 1 . Traditional marketing techniques are also applied in combination with new media techniques . It is a component of e-commerce , so it can include content management, public relations , online reputation, customer service, and sales. One of the main features of this new trend is that it enables campaigns and strategies for personalized offers analytical capacity and achieve launching campaigns to target markets or targets, highly segmented. Digital Marketing aims to be an adaptation of the philosophy of web 2.0 to marketing, it refers to the transformation of marketing as a result of the effect of networks on the Internet. It must be focused on the public and there must be an interaction between the promotional campaign and the public that receives it. Some characteristics of Digital Marketing could be attractive content and an environment where the public can receive the information.
Digital Marketing is perfectly measurable. The data is no longer based on market studies, slow to perform and high cost, but is collected immediately by monitoring the actions that the user performs directly on the internet. It allows obtaining personal, preference and usability data that, analyzed and properly managed, allow the creation of increasingly efficient actions. Digital Marketing is Hyper Segmentable Thanks to this measurement and the large amount of information collected about internet users, it is possible to diversify marketing actions much more, aiming at increasingly well-defined and defined objectives. Nowadays we segment the campaigns incorporating new geographic, time and function variables depending on the access device. Tools, Strategies and Tactics in digital marketing.
It has become one of the most important tools in digital marketing because the consumer uses these mechanisms at the end of the purchase funnel. Inbound Marketing or Content Marketing: it consists of inverting the marketing pyramid and instead of going looking for customers with advertising, what it does is make it easier for them to find and know you. Email Marketing or Email Marketing: it is like the old postal mail but electronic because it is widely used as a communication tool with clients and also to find new clients. Display and Video Advertising or digital ads: consists of making ads on the internet. A banner would be like a commercial and a video ad just like a TV ad, but always segmenting the audience that I want to see.