Digital marketing or online marketing has a vast choice of digital marketing services, products and marketing techniques for the company or individuals that mostly depends on the successful completion of online marketing strategies to position brands, products or services.
Digital marketing, also called online marketing, online advertising, internet advertising, search engine marketing or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.
Inbound marketing is a methodology to attract potential prospects organically through content creation, publication strategies, distribution of content in social networks, monitoring and nutrition of contacts through LEADS monitoring platforms in order to obtain tangible results and return of investment (ROI) using digital marketing strategies.
Inbound marketing or attraction marketing consists of a set of marketing techniques that aims to increase the number of visitors to a website, social networking pages/profiles or a blog with the aim of creating leads or potential customers. Later these leads will be part of a specialized process where they will be introduced to the brand so that little by little they become loyal customers and they recommend the brand to their relatives and friends through word-of-mouth marketing. The goal of Inbound Marketing is the success of your brand.
Analysis of the return on investment (ROI)
The ROI or Return on Investment is a very important metric that must be known to evaluate the profitability of a strategy or tactic after recovering the costs.
It applies a lot to online marketing because one of the advantages that it has is that everything can be measured to perfection thanks to digital analysis tools. In this way it is possible to analyze if a campaign is having results and success or not, and when it is time to change or improve the existing campaign for better success rate or ROI.
Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.
A web analytics should be implemented to analyze the statistics and results of the website of our company. This provides details of behavior in the digital platform and allows to improve the results within the page.
Web analytics does not only measure the website traffic, but it provide us with live and detailed reports to understand and analyze results to make improvements to the site and, finally, to achieve the goals that we have set for our website, being an ecommerce, a corporate site, an advertising portal or a social network or site…
Lead generation refers mainly to the generation of opportunities or customers for a business with inbound marketing. Lead generation is the initiation of consumer interest or enquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads. The methods for generating leads typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers.
Referral marketing is a method of promoting products or services to new customers through referrals, usually the best and oldest marketing strategy out there, which is the word of mouth. Such referrals often happen spontaneously but businesses can influence this through appropriate practices and strategies.
Lead nurturing is a method that allows analyzing and understanding the different stages from when a potential client becomes a lead and later a loyal customer. In the Lead Nurturing a personalized relationship with the clients is developed and valuable assets are offered.
Marketing automation is a very useful strategy to automate tasks of execution of campaigns providing an adequate follow-up, increasing user satisfaction and ROI. Marketing processes are automated, such as the segmentation of markets, leads or customers, customer data and the developments of advertising campaigns.
The branding of your company is the most important representation of your image, which is constituted under certain elements such as: a projection of values, purposes and opportunities of the project that generate a competitive advantage and a value proposition.
Branding pursues the objective of assigning desired attributes to a product, service, company or person. For this purpose, communication channels are usually used both offline and online with marketing techniques, working on communication messages, whether in short or long term advertising campaigns, following a strategic plan to deliver the desired message.
A quality content must inform and publicize the products and services of your company in a smart yet effective way. When the information is valid and coherent, it is possible to guide and convince different people to be customers of the company.
Content marketing is the art of preparing valuable content and distributing it free of charge with the double idea of attracting new potential customers (prospects) and / or loyalty to your current customers and trying to make them following you and buy new services / products.
Content marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience online. It is often used by businesses in order to:
- Attract attention and generate leads
- Expand their customer base
- Generate or Increase online sales
- Increase brand awareness or credibility
- Engage an online community of users
Animation marketing is a service that everyone can use, whether to sell an idea, advertise their business in a professional manner, highlight an event, train staff through a video that combines filming and animation, show how a certain mechanism works; there are many possible applications of this service that can benefit digital marketing campaigns.
Storytelling is one of the most powerful digital strategies on the web today. It is about telling interesting stories related to a type of category in any digital space, through any type of content related to your company.
Video Marketing is today the fastest growing and most effective type of marketing. It is used to make videos in order to promote a product or service through a content strategy with advertising techniques to establish a relationship between your client and company.
Native advertising is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases, it manifests as either an article or video, produced by an advertiser with the specific intent to promote a product, while matching the form and style which would otherwise be seen in the work of the platform’s editorial staff. The word “native” refers to this coherence of the content with the other media that appears on the platform.
Product placement (embedded marketing) is a precursor to native advertising. Instead of embedded marketing’s technique of placing the product within the content, in native marketing the product and content are merged.
Display advertising is advertising on websites. It includes many different formats and contains items such as text, image, animation, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.
Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the identity of the user and the content displayed.
Behavioral targeting comprises a range of technologies and techniques used by online website publishers and advertisers aimed at increasing the effectiveness of advertising using user web-browsing behavior information. In particular, “behavioral targeting uses information collected from an individual’s web-browsing behavior (e.g., the pages that they have visited or searched) to select advertisements to display”.
When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, the searches they make, and the things that they interact with, allow sites to collect that data, and other factors, to create a ‘profile’ that links to that visitor’s web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles.
Web banner advertising
Web banners or banner ads typically are graphical ads displayed within a web page. Many banner ads are delivered by a central ad server.
Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using Java applets, HTML5…
Frame ad (traditional banner)
Frame ads were the first form of web banners. The colloquial usage of “banner ads” often refers to traditional frame ads. Website publishers incorporate frame ads by setting aside a particular space on the web page.
Most digital marketing influencers according to the Ad Unit Guidelines proposes standardized pixel dimensions for ad units.
A pop-up ad is displayed in a new web browser window that opens above a website visitor’s initial browser window. A pop-under ad opens a new browser window under a website visitor’s initial browser window. Pop-under ads and similar technologies are now advised against by online authorities such as Google, who state that they “do not condone this practice”.
A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the requested website’s content. Floating ads may disappear or become less obtrusive after a preset time period.
An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition, such as a preset amount of time a visitor spends on a webpage, the user’s click on the ad, or the user’s mouse movement over the ad. Expanding ads allow advertisers to fit more information into a restricted ad space.
A trick banner is a banner ad where the ad copy imitates some screen element users commonly encounter, such as an operating system message or popular application message, to induce ad clicks. Trick banners typically do not mention the advertiser in the initial ad, and thus they are a form of bait-and-switch. Trick banners commonly attract a higher-than-average click-through rate, but tricked users may resent the advertiser for deceiving them.
News Feed Ads
“News Feed Ads”, also called “Sponsored Stories”, “Boosted Posts”, typically exist on social media platforms that offer a steady stream of information updates (“news feed”) in regulated formats (i.e. in similar sized small boxes with a uniform style). Those advertisements are intertwined with non-promoted news that the users are reading through. Those advertisements can be of any content, such as promoting a website, a fan page, an app, or a product.
A text ad displays text-based hyperlinks. Text-based ads may display separately from a web page’s primary content, or they can be embedded by hyperlinking individual words or phrases to advertiser’s websites. Text ads may also be delivered through email marketing or text message marketing. Text-based ads often render faster than graphical ads and can be harder for ad-blocking software to block
SEM (Search Engine Marketing)
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
The Search Engine Marketing or Search Engine Marketing is an advertising and marketing strategy that aims to position companies in search engines to be found by potential customers.
Thanks to ads sponsored by these search engines (Google AdWords, Bing Ads or Yahoo Search Marketing), quality traffic is generated on the web. This involves activities such as keyword search, ad creation, and bid management.
Pay per click (PPC)
PPC or pay-per-click advertising is a very efficient way to advertise your company, product or service online, obtaining immediate results at a low price.
The main advantage of this promotion method is that you only pay if users click on your ads. You do not spend money because someone has simply seen your ad. Instead, you can be sure that someone has shown enough interest in your ad to click on it.
Cost per impression (CPI)
Cost per impression (CPI), or “cost per thousand impressions” (CPM), is a term used in traditional advertising media selection, as well as online advertising and marketing related to web traffic. It refers to the cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed.
CPI is the cost or expense incurred for each potential customer who views the advertisement(s), while CPM refers to the cost or expense incurred for every thousand potential customers who view the advertisement(s). CPM stands for cost per mille, with mille being Latin for thousand.
CPE (cost per engagement)
Cost per engagement aims to track not just that an ad unit loaded on the page (i.e., an impression was served), but also that the viewer actually saw and/or interacted with the ad.
CPV (cost per view)
Cost per view video advertising. Both Google and TubeMogul endorsed this standardized CPV metric to the IAB’s (Interactive Advertising Bureau) Digital Video Committee, and it’s garnering a notable amount of industry support. CPV is the primary benchmark used in YouTube Advertising Campaigns, as part of Google’s AdWords platform.
CPI (cost per install)
The CPI compensation method is specific to mobile applications and mobile advertising. In CPI ad campaigns brands are charged a fixed of bid rate only when the application was installed.
Cost per acquisition (CPA)
Cost per acquisition (CPA), also known as “Cost per action” or pay per acquisition (PPA) and cost per conversion, is an online advertising pricing model where the advertiser pays for a specified acquisition – for example a sale, click, or form submit (e.g., contact request, newsletter sign up, registration etc.).
Fixed cost compensation means advertisers pay a fixed cost for delivery of ads online, usually over a specified time period, irrespective of the ad’s visibility or users’ response to it. One examples is CPD (cost per day) where advertisers pay a fixed cost for publishing an ad for a day irrespective of impressions served or clicks.
SEO (Search Engine Optimization)
The positioning in search engines or web positioning is the process of improving the visibility of a web page in the different search engines by optimizing the site using inclusive strategies from the design of the site, to the contents of it.
Unlike payment systems such as Google AdWords or Yahoo Advertising, if you position yourself in the search engines using SEO, you can:
- Maintain a position for a long time, or even indefinitely for free.
- Get free and high convertible traffic.
- Improve your overall domain quality.
SEO offers a higher return on investment than any other similar form of promotion, it can increase the number of visitors who are actively seeking a service or product organically. This is why SEO is seen today as one of the most profitable ways to market products and services online.
The search is driven by demand, which means that anyone who comes to the site from a search engine hopes to find a page that responds to his/her query. When this happens and your site shows the right information, the visitor is likely to end up becoming a next customer, subscriber, etc.
SEO audit is about analyzing your website SEO and examining the effectiveness of the advertiser’s SEO strategy, comparing it with that of its main rivals in the market.
Analyzing the best suitable keywords for your business and evaluate the keywords already used by the advertiser, the potential ones and those used by the competitors in the market.
In digital marketing, conversion optimization, or conversion rate optimization is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.
Local SEO (Local search engine optimization)
Local search engine optimization or Local SEO is similar to SEO in that it is also a process affecting the visibility of a website or a landing page in a search engine’s unpaid results such as Google, bing or yahoo. Local SEO as well as SEO are often referred to as natural or organic search results.
In general, SEO strive to better position a website or a landing page in search engines resulting in a higher ranked on the search results page. Basically, the more frequent or higher a website or a landing page appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.
Local SEO however differs in that it is focused on optimizing a business’ online presence locally so that its website or landing page will be displayed by search engines when users enter local searches for its products or services. Ranking for local search involves a similar process to general SEO but includes some specific elements to rank a business for local search using geographic focused methods and strategies.
Through web analytics, creativity, perseverance and discipline and through different digital tools, you can attract more customers, motivate them to generate shares, convert them into loyal customers, encourage them to share the content and finally generate more sales for the company.
Growth hacking is a different way of seeing and looking for how to grow a company in a market with the minimum expenditure of possible resources. The growth hackers are responsible for redefine products and their distribution to get to reach the maximum number of people possible.
Email marketing is the process of sending a commercial or informative message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, share news, inform customers or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
Marketing emails can be sent to a purchased lead list or a current customer database. The term usually refers to sending email messages with the purpose of enhancing a merchant’s relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase a product/service, and sharing third-party ads.
Social media marketing
Social media marketing is the use of social media platforms and websites to promote a product or service.
Creating pages on social networks and correctly promote/maintain it allows us to get to know our clients socially, make our brand known at a low cost and generating provide potential customers with a 24/7 response.
SMO (Social Media Optimization)
The SMO or Social Media Optimization refers to the actions that are carried out in social media and the optimization of these to achieve the marketing and / or communication objectives set in the digital marketing plan. It is therefore about creating content on our own sites and on other sites where we have detected that our community participates.
It is necessary to optimize profiles in social networks and increase interactivity with the user in a fun, creative, dynamic and yet captivating way to generate a unique and satisfying experience with your company.
Influencer marketing (also influence marketing) is a form of marketing in which focus is placed on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.
Advertising campaigns on social networks go beyond just posting photos, conversations and contacts that users have. These campaigns allow the visibility of the brand in the online platform according to the segment you want to reach.
The social listening will be the best way to know what your customers are saying about you, your products, industry and issues related to your company.
Social reporting is the process of gathering results of the social media marketing strategy put in place to measure the results, and for this, it is necessary to make the necessary reports that reflect in numbers the success of each of the marketing actions and social media strategies.
Web development and UX design
An optimized, highly effective and visually attractive web page allows your company to publicize products, services it offers, jobs, projects and how to locate and contact you in the easiest and fastest way.
It is important to understand the difference between development and UX design:
- Web design or UX design determines the appearance, design, navigation and colors of a website. This stage is more concerned with the aesthetics and user experience of the functions. A web designer or UX designer creates sites that are easy to use and suitable for their purpose delivering a rich user experience.
- Web development offers the functions and features. It is about the backend programming and database architecture of services and not the face of a website. Functions planned in the web development include registration, content management systems, e-commerce and database applications, in addition to allowing visitors to interact on a website.
Internet commerce continues to grow and is the smartest way to buy or sell an online product, this must be integrated into a strategic business plan adapted to the needs of the consumer.
The e-commerce has a series of advantages with respect to traditional commerce:
- Availability 24 hours during the 365 days of the year for the client.
- There are no geographical barriers for the client.
- Competitive advantage with respect to traditional commerce.
- Possibility of segmenting clients by working online, improving communication and launching specialized campaigns.
- Extend the reach of your business to new users, but reduce it to others.
Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.
Affiliate marketing overlaps with other Internet marketing methods to some degree, because affiliates often use regular advertising methods. Those methods include organic search engine optimization (SEO), paid search engine marketing (PPC – Pay Per Click), e-mail marketing, content marketing, and (in some sense) display advertising. On the other hand, affiliates sometimes use less orthodox techniques, such as publishing reviews of products or services offered by a partner.
Affiliate marketing is commonly confused with referral marketing, as both forms of marketing use third parties to drive sales to the retailer. The two forms of marketing are differentiated, however, in how they drive sales, where affiliate marketing relies purely on financial motivations, while referral marketing relies more on trust and personal relationships.
Revenue sharing in Internet marketing is known as cost per sale, in which the cost of advertising is determined by the revenue generated as a result of the advertisement itself. This method accounts for about 80% of affiliate marketing programs, primarily dominated by online retailers such as Amazon and eBay.
Many web-based companies uses some revenue sharing as an efficient type of marketing, in which a company invites writers to create content for a website in exchange for a share of its advertising revenue, giving the authors the possibility of ongoing income from a single piece of work, and guaranteeing to the commissioning company that it will never pay more for content than it generates in advertising revenue. Pay rates vary dramatically from site to site, depending on the success of the site and the popularity of individual articles.
Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.
Mobile advertising is ad copy delivered through wireless mobile devices such as smartphones, feature phones, or tablet computers. Mobile advertising may take the form of static or rich media display ads, SMS (Short Message Service) or MMS (Multimedia Messaging Service) ads, mobile search ads, advertising within mobile websites, or ads within mobile applications or games (such as interstitial ads, “advergames,” or application sponsorship). Industry groups such as the Mobile Marketing Association have attempted to standardize mobile ad unit specifications, similar to the IAB’s efforts for general online advertising.
Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field, connectivity speeds have improved (which, among other things, allows for richer media ads to be served quickly), screen resolutions have advanced, mobile publishers are becoming more sophisticated about incorporating ads, and consumers are using mobile devices more extensively.
Advergames or advertising in video games is a set of marketing tools that allow companies to position themselves in the minds of consumers, get involved with their target and help generate a sense of belonging through video games.
Advertising using games is a long-standing practice in the video game industry. Various methods have been used to integrate advertising into video games to advertise products, organizations or viewpoints.
It is a way to approach content marketing, since it provides the user with valuable content in the form of a game and, at the same time, allows the company to launch messages focused on promoting the notoriety of its brand or getting visits to a specific web.
Programmatic media buying, marketing and advertising is the algorithmic purchase and sale of advertising space in real time. During this process, software is used to automate the buying, placement, and optimization of media inventory via a bidding system.
With programmatic marketing you can also acquire, store and analyze large amounts of data, in order to find and segment users for specific marketing campaigns.
Augmented reality is a new technology that allows a connection between the company and the client. It is the opportunity to create interactive yet new experience and to allow your brand to be unique among the competition.
For example, if you are looking for a new house or apartment you can now through AR see in real-time availability, pricing, floor plans and interior photos in an instant.