Even if you understand the definition of digital marketing in theory, in practice there are so many strategies to be tested that the concepts can become confusing, right?
Especially if you’re a beginner… it’s normal to wonder the product or service where to start and not know which path is worth following.
To help you with your first steps, we’ve prepared this complete guide to the conversion method of digital marketing. Check it out!
What is digital marketing?
Digital marketing is the evolution of traditional marketing to online media .
According to kotler — the father of modern marketing —, marketing can be conceptualized as:
“ a social and managerial process by which individuals and groups obtain what they need and want through the creation, offering, and exchange of products of value with others .”
Traditionally, these processes were done through word of mouth, in print media such as newspapers and magazines, and on radio and television.
With the popularization of the product or service online media
marketing began to be done on the web , on social networks, emails and websites, becoming digital.
The difference between marketing and advertising
Although the two terms are closely related, they have major differences.
Marketing is a broader discipline than advertising.
While advertising is limited to drawing the public’s attention to a specific product or service offering, marketing studies the market and consumer behavior to understand how to position the brand .
Fundamentals of digital marketing
Every marketing strategy is based on 4 fundamental elements known as the “ 4ps of marketing ”.
However, with the evolution of marketing to the online environment, the advancement of technology and the development of new product models — such as pay-per-use, subscription clubs and freemium services —, 4 more ps were added to this list.
In addition to these
there are other models and frameworks that add other ps, which may vary depending on the source.
Other ps of digital marketing
Additional items range from components such as:
Share : the company’s market share in relation to its competitors;
Partnership : collaboration with other companies or organizations to achieve marketing objectives;
Proof : tangible or intangible evidence that proves the quality band database or benefits of the product or service;
Presence : visibility and availability of the brand or product across different channels, both online and offline;
Personalization : customizing interactions and communications with customers to meet their individual needs;
Landscape : external environment that influences the company’s marketing activities, such as economic, social, political and technological factors.
Intellectual property protection and management
of the company’s intangible assets, such as trademarks, patents and copyrights.
Purpose : the brand’s reason for being beyond simply selling products or services.
After-sales : activities carried out after the sale of the product or service, such as customer support services, loyalty programs, requesting feedback sales management and post-purchase follow-up.
How to create a digital marketing strategy from scratch?
Naturally, there are many strategic variations that can be implemented according to the needs and capabilities of each business — after all, each one has its own objectives and particularities.
Therefore, below, some basic steps that are part of most methodologies will be described.
1. Planning
Strategic planning is the first and most important step of a digital marketing strategy .
Normally, at this initial stage, the digital marketing plan is created , a document that guides the brand’s actions on digital channels , establishing a set of activities that must be developed to achieve the planning objective.
To create a good plan, it is necessary to gather some information about the business , such as its objectives, its positioning in the market and its relationship with the competition, among other relevant topics.
Define your goals the product or service and kpis
Your digital marketing goals need to be aligned with your overall business objective , otherwise the plan becomes pointless.
In order to set goals that make sense, you can use the smart methodology, setting goals that are:
Specific: objectives must be well defined, avoiding ambiguities and providing clear direction for the actions to be taken;
Measurable: goals need to be quantifiable, allowing gambler data them to be monitored and evaluated over time. This allows progress to be tracked and areas for improvement to be identified. In other words, translated into numbers;
Achievable: create realistic goals according to the company’s resources and capabilities. In other words, avoid setting unattainable goals that lead to demotivation on the part of employees;
Relevant: goals must be aligned with the company’s overall objectives and contribute to its long-term growth and success. This ensures that efforts are directed to areas of real value;
Time-bound: it is important that goals have a defined deadline to be achieved. This will create a sense of urgency, avoiding procrastination.
An example of a smart goal would be: increase organic e-commerce sessions by 30% by the end of the 1st semester.