In all business, traditional or online, a good digital marketing strategy is necessary to get more customers and increase profits and business success. But you have to grasp the main logic of digital marketing or online marketing.
The world of advertising and promotion is very big. And within digital marketing (or online marketing), the thing is no different. We can say that the definition of digital marketing is as a set of techniques and strategies aimed at promotion and advertising in different internet media such as social networks, blogs and websites, forums and any other online platform.
That is, it is about going a step further and moving offline or traditional marketing to digital media. But in addition, the online world is dynamic; It changes and grows very quickly. Therefore, a good online marketing strategy must adapt to these changes by applying the different strategies, techniques and tools of the current moment.
A very important change in online marketing is the move from web 1.0 to web 2.0
Differences in digital marketing between web 1.0 and web 2.0
The web 1.0
Web 1.0 is a classic and static site. Fortunately, there are almost no websites of this type. Within digital marketing, one could say that web 1.0 is the transfer of traditional marketing to online marketing . That is, web 1.0 is limited to using the web as a counter of services and products and promoting it through paid advertising such as Google Adwords or direct advertising on other websites.
As it is logical to think, this type of webs are characteristic for being unidirectional with the user since they allow to give information of the product or service to the user but it is impossible any interaction with this. That is, the web is limited to offering the information of the services or products of the company but there is no type of communication since only the webmaster is the one who has the control of the content of the web.
Therefore, online marketing offered by this type of website is limited to paid advertising campaigns or even using offline marketing strategies to publicize your website.
The web 2.0
A few years later, web 2.0 finally appeared; a huge change that took advantage of digital marketing. And this caused a great revolution in online marketing .
Now it is a dynamic website, in constant movement and growth that allows interaction with the user by sharing information, taking advantage of new technologies, using social networks and taking advantage of different traffic channels within the internet.
A web 2.0 is no longer just a showcase. It has become a bidirectional digital medium where community is created with users and customers from whom to obtain feedback. And where you can also take measurable control of different analytical tools such as Google Analytics, social networking tools, etc.
What digital marketing tools are there?
Web 2.0 has many tools designed to be known and attract more traffic through the Internet. A good way to make the most of digital marketing is to combine the different tools, both free and paid.
The main means of promoting online marketing today are:
SEO or search engine positioning
Appearing in the first results of Google for the most relevant words in your sector will allow attracting recurring traffic to our website without paying for advertising. This will allow us to increase the brand’s authority within the sector.
Having a website with an updated blog with new content on a regular basis not only allows attracting traffic and customers thanks to content marketing, but also improves web positioning by always being updated and adding value.
The digital environment practically moves around social networks. If your brand is not on the main social networks, you will not only lose web traffic, but the brand may lose confidence and credibility on the part of the users.
Online paid advertising
This is the online version of traditional marketing. It’s about using search engine ads and Facebook Ads, Twitter Ads or direct advertising in other online platforms (contracting links, mentions, banners …) to reach the right users. Thanks to proper segmentation, your ads will reach those users who may really be interested in what your business offers.
Email marketing is the oldest strategy but equally effective. Practically it comes to be the same as the life-long mailings of offline marketing. But this time it goes a step further: the users who will receive your emails are those who have previously signed up. A good email marketing strategy starts with the capture of emails from users interested in what you offer and ends with the conversion of these users into customers thanks to a good sales funnel.
What advantages and disadvantages does digital marketing or online marketing have?
We already know what online marketing is and the benefits it has brought to web 2.0, but what are the advantages and disadvantages of using digital marketing in our business?
Clearly, the advantages of online marketing are more numerous:
if something has digital marketing compared to traditional is that the results can be measured with great precision. From click counters to knowing the exact return on investment of our campaigns.
On the other hand, in traditional marketing does not happen the same: you can buy a page in a magazine but you will not know how many of your customers come thanks to that.
Compared to advertising media such as the press, radio or television, prices are much more affordable.
Modifications in real time
Thanks to the low cost and being online, you can correct errors or make tests between several ads (A / B test) and optimize them for a greater conversion according to the analytics in real time.
Possibility of reaching a larger target audience
The target audience is one that has a high probability of becoming a client. Therefore, thanks to the precise segmentation that you can do with online marketing, the users you reach are much more likely to be customers than if you use a traditional means of promotion.
They will almost certainly see you
How many times have you put ads on TV and have you changed channels? How many times have you thrown away your mailbox without even looking at what it is? With online marketing it is different. Almost all people use the internet and we are stuck to a smartphone all day. Internet searches, social networks or apps are perfect places you can use in your digital marketing strategy.
Regarding the disadvantages , there is only one to mention: focusing only on online marketing can be a big problem. Especially for local businesses.
Online marketing and offline marketing, the union is strength
As a result of the previous disadvantage, we can draw a fairly clear conclusion:
Combining digital marketing with offline marketing is the perfect strategy for most businesses. And we have to be clear that online and offline marketing should never be exclusive . They should be understood as different parts of a whole.
Among the traditional marketing strategies that work best for these businesses are:
- Word of mouth
- Marketing by postal mail
- Distribution of advertising brochures (mail)
- The use of billboards
- Business cards
- Advertising in local media
As you can see, in most cases digital marketing is not a substitute for traditional marketing.