The concept of Digital Marketing may seem very clear, but at the same time, it is very subjective.
How to understand a subject that encompasses so much? Does any action on the Internet of my company characterize Digital Marketing? What are the best strategies? How do extract the maximum potential of these actions?
There is no doubt about the usefulness and growth of digital marketing in the coming years, and many people already know it.
And you? Are you ready to know all this universe?
If your answer is “Yes”, we have created this complete content so that you understand exactly what Digital Marketing is, its main benefits, the strategies used, and how your company can take advantage of it.
- What is digital marketing or online marketing?
- Main concepts of Digital Marketing
- What are the benefits of digital marketing?
- What Digital Marketing strategies exist?
- How to make a digital marketing plan?
- What metrics are essential in an online marketing strategy?
- What are the tools of digital marketing?
- 6 examples of successful Digital Marketing to inspire you
- Digital Marketing Books
- 6 Digital Marketing courses for you to continue learning about the subject
What is digital marketing or online marketing?
Digital Marketing or Online Marketing is the set of strategies aimed at communication and electronic marketing of products and services.
It is one of the main ways available for companies to communicate with the public in a direct, personalized way and at the right time.
Philip Kotler is considered the father of Marketing, and defines it as “The social process from which people and groups of people satisfy wants and needs with the creation, offer and free negotiation of products and services of value with others”.
However, the ways to make that happen change almost daily.
For this reason, it is currently impossible to talk about marketing and ignore the fact that more than half of the world’s population has access to the Internet and that by 2021 there will be 2.3 billion digital consumers.
This explains why Digital Marketing is the most prominent way of doing and conceptualizing marketing at the moment.
The term is used to summarize all your marketing efforts in the online environment.
Using digital channels, such as blogs, sites, search engines, social media, emails, and others, companies try to solve the ailments and desires of their customers and potential customers.
Digital Marketing can be done by people, companies, universities, NGOs, associations, churches, etc. But you must take into account cultural, psychological, geographical, and legal factors that influence people when buying or selling a product or service.
Before continuing our study on Digital Marketing, I must warn you that this is a long article. Therefore, we make this content available for download in PDF. Just fill out the form below:
The great flow of communication that the web provides today favors agile strategies, such as Search Engine Optimization (SEO), Inbound Marketing, and Content Marketing, as we will see in the next points.
When we talk about increasing our network, strengthening our brand, and making better sales, these are all goals in which digital marketing is an important tool to achieve.
How Online Marketing was born
In the 90 the first version of the Internet emerged, a little different from what we know today: the so-called Web 1.0.
That old Internet did not allow users to actively interact with web pages, but let them find information in a simple search system.
It was like a library where you went into it, you found what you wanted, but you couldn’t alter the content you found.
In this primitive moment of the Internet the term “Digital Marketing” was created.
However, it was still very similar to traditional marketing, since the communication was unilateral, made by the company on an institutional site, and the consumer only passively received the content, without close interaction between the two parties.
In 1993, Internet users began to associate more with companies that advertised on the web, as the first clickable advertisements emerged around this time.
However, it was only in the year 2000 that digital marketing became more like what we know today.
The arrival of Web 2.0 allowed anyone to become a content producer, which made the flow of digital communication more democratic.
There is research that points to other changes in the network, even after the revolution of the 2000s. Those changes are now called Web 3.0 and even 4.0, but that is a matter for another day.
The point now is that digital marketing, also known as “Online Marketing”, “Internet Marketing” or “Web marketing”, has already evolved a lot since its creation.
Today this is moving more and more towards personalization, that is, delivering the right message to the right person at the right time.
Main concepts of Digital Marketing
Just as each specialization has its specificities, digital marketing is a universe with its terms. Before we begin, let’s elucidate each of these main concepts.
Unlike traditional strategies, Digital Marketing works with the concept of personas, which are semi-fictional profiles, based on your real consumers, and who represent your ideal buyer.
Thus, you manage to create more segmented actions directed to the right people, saving time and money.
Leads are business opportunities, that is, the contacts that, through an Inbound Marketing strategy, leave their key information so that you can identify potential customers and nurture them with relevant content until they are ready to buy.
Sales funnel or Pipeline
This concept represents the stages that a user goes through before becoming a customer of a company, from understanding a problem to purchasing consideration and the final decision.
Before investing their resources in a product or service offered by a brand, the customer completes an entire history of interactions with the company.
The concept that represents it more precisely is that of “Customer Journey” — the client’s journey, in the free translation into your language — which consists of the set of contacts with the company until becoming one of its official consumers.
They are the lead capture pages, 100% focused on collecting relevant information from users.
The idea is that on the landing pages you offer valuable content or material and in return, the most interested visitors leave their contact information and, with that, become leads.
SEO (Search Engine Optimization) is the optimization of your site so that it is understood by search engines.
These are actions that contribute to improving the positioning potential of your pages and content, helping you to meet the main requirements of search platforms such as Google and Bing.
The Calls to Action or CTA, are the buttons or calls that lead to the action that users must comply with when visiting a page so that they continue in the flow of your sales funnel and arrive at the moment of purchase ready for consumption.
Conversion is the term used to represent the process of attracting users to your contact base and getting them to the bottom of the sales funnel.
The goal of conversion optimization is to discover where conversions are not being used correctly within a blog or website. And the best way to do it is to analyze data and carry out tests that indicate points of improvement.
When we talk about segmentation in Digital Marketing, we refer to one of the most important and efficient tools available to spread a message to a portion of the audience that has very specific characteristics.
Segmentation allows campaigns to be personalized and provides a focus to impact those potential consumers who resemble the brand.
Customer Relationship Management (CRM)
The focus of companies, especially since the growing popularity of Marketing 3.0, is to improve their relationship and service with the customer.
CRM or customer relationship management is software designed to manage and control those aspects related to contact with potential customers to ensure their satisfaction and, in turn, stimulate loyalty.
Content Management System (CMS)
CMS is an acronym in English that means “content management system”. It is a tool that allows the production, editing, and publication of content in the online environment without requiring technical knowledge of web development.
Thus, a CMS allows you to create web pages of different models, such as virtual stores, blogs, and corporate websites quickly and easily.
WordPress is the platform that quietly leads the CMS market worldwide, but there are also Drupal, Joomla, Blogger (from Google), Wix, and others.
What are the benefits of digital marketing?
Surely you already realize how much digital has changed, to the point of making marketing better, both for companies and consumers.
Several advantages can represent the economy for both, in addition to strengthening the relationship between the public and the brands.
One of the main reasons why Digital Marketing is increasingly adopted compared to traditional channels, especially offline ones, is its interactivity with the public.
The focus is no longer on the product but on the user experience in their purchase journey.
Companies carry out campaigns, publications, and actions, and on the other hand, consumers can interact, comment and indicate to other people with just a few clicks, increasing engagement with brands, as well as the demands of the public.
Therefore, it is increasingly necessary to talk to the audience, which is quite clear if we look at the growth of interactive content.
Between quizzes, calculators, maps, Landing Pages, and ebooks, there are very interesting resources to allow the user to actively participate in the content we produce, which generates a very pleasant experience for the audience.
Analysis and measurement
Imagine the world in the 1960s, when the advertising and marketing agency business model was taking off.
In this period, there were few methods of measuring the effectiveness of advertising campaigns and targeted ads.
We can say that, until the advent of the Internet, a lot of money was wasted on inefficient actions.
In the end, if you cannot measure whether a customer was convinced by your marketing activities to buy a product or service, it is difficult to say that your strategy was effective.
In the world of online marketing, obtaining and analyzing data is a fundamental process for the continuous improvement of a strategy.
Fortunately, today absolutely everything must have a proven return. Metrics like Return on Investment (ROI) and Customer Acquisition Cost (CAC) can and should be analyzed in real-time.
Thus, companies can quickly identify flaws by putting optimizations into practice, which could not have been imagined a short time ago.
Greater reach to the target audience
In addition to all that, the literal decrease in the distances between companies and customers has been a very positive factor.
In the end, today small brands can do good campaigns and attract consumers from across town, across the country, and around the world.
With this, consumers win because they have more opportunities to meet companies with which they identify.
The same goes for companies that can create a good position online, increasing their sales opportunities through various channels.
Personalization and precision
Many people may think “I will be able to talk to as many people as possible” and yes, that is very good!
But one of the great differentials of Digital Marketing is that companies are now able to take action to attract and conquer the right people. That is, those that have the ideal profile to consume their products and services.
That’s a huge benefit for two reasons:
- the economy of resources, since with segmentation you stop spending a lot of money with people who are not interested in your products and services;
- Greater knowledge of your audience, which makes you specialize more and more in conquering it.
Low operating costs
One of the most attractive attributes of Digital Marketing is that due to its multiple characteristics such as segmentation, diversity of channels, different content, and more, it is an activity that does not require multimillion-dollar investments — like traditional marketing, for example — to give good results.
When we talk about traditional marketing actions, such as posters or outdoor advertising, any company that intends to establish itself, gain authority and expand its message needs, yes or yes, to have a presence in many physical places with banners or other types of advertising.
Digital Marketing has many means that manage to transmit a message to millions of people, with just a post on a blog, on social networks, or through an email marketing campaign.
Another of the most relevant and attractive advantages that Digital Marketing has is the possibility of collecting thousands of data about customers, through different automation tools, to retain them and become an authority.
This makes it possible to effectively nurture the relationship with the customer in the post-sale stage and increase the possibility that this user will return and continue buying.
After all, if you can get a customer to come back to a company or buy their products, CAC will go down and, of course, costs too. Which is very positive for business.
What Digital Marketing strategies exist?
The growing processing power of computers and Internet infrastructure has not translated into a universe of possibilities. Just think about the volume and quality of content currently available, most of it free.
Today, if I ask Google anything, there are great chances of receiving a satisfactory answer.
And that answer will be in some content produced by a website. Isn’t it simple and at the same time fantastic?
Following this logic, websites that contain many good responses have more opportunities to attract the public and, consequently, win more customers, increase their brand perception and learn more about consumer behavior.
But if the Internet has infinite possibilities, how can I know that I am making the right decision? Do not worry, now you will know what is new in terms of Digital Marketing strategies.
Inbound Marketing is synonymous with attraction marketing, being one of the main stars of digital transformation. When creating an inbound strategy, your goal is to be found by people.
In Inbound Marketing, companies seek to understand the ailments and problems of consumers to immediately establish a channel of communication with them, to offer a solution to their desires and needs.
Today, the Internet is full of tools to search, discover public interests, and publish materials that satisfy them.
When that is put into practice continuously, you create your audience, generating a constant communication channel with it. In other words, the company talks to its audience, not just sends messages.
Consequently, your posts become searched by more and more people. Through this communication, it is possible to understand the increasingly specific interests of the public and move forward to serve them.
Currently, the main way to make people reach you is by creating content, that is, offering relevant information that solves real problems and is widely accessible.
We give this strategy the name of Content Marketing, which we will address below:
Consumers are searching the Internet for solutions daily, and, more often than not, that journey begins with search engines.
Content Marketing aims to position your brand in the right place and time of the purchase journey to offer the best solutions.
Therefore, Content Marketing is the strategic process of publishing relevant and valuable materials and information, to attract, convert and charm the audience.
For that, you need to spread your content in regions of the Internet that are attractive to you.
There are some standardized methods for this, such as a corporate blog, the company site, and profiles on social networks.
social media marketing
Few places provide as much interaction between people and brands as social networks.
So having a page on the main social networks where your audience finds you have become essential. Either to promote your actions and content or for people to know them inside of your company.
In addition, being present in social media is a fundamental point for the choice of a brand by consumers, that is, identifying with the companies, more than with the product and the service, with the values and the ideal behind them…
Social media is, as the name itself says, the media. However, the most important thing to cultivate is the networks.
An effective social media strategy should play a significant role in generating traffic for your domain, but at the same time, it is a channel of communication and brand outreach.
Email marketing is the process of sending messages for commercial purposes to a group of contacts obtained by a company on the Internet.
It can be used as a method of strengthening your brand, generating sales, and communicating with clients and potential clients, either in an e-commerce store or in any company that offers products and services.
The direct communication channel with the user is an incomparable tool and can bring very effective results. It is possible to segment your lists following various factors, such as the opening rate of emails, responses, and downloads of material, among others.
SEO (Search Engine Optimization)
In a digital marketing strategy, being found in search mechanisms is essential, right? And, for that, there is a specific concept to get results organically, that is, without paying for ads.
It is what we define as optimization for search engines, Search Engine Optimization, that is, SEO.
Today, search engines expect to deliver the best results for the user experience.
There are various techniques that you must apply to show search engines that your site can provide the best experience and, thus, improve your positioning.
Optimizing your pages means making them understandable for both people and crawlers. And that will depend on how you perform on a combination of various ranking factors.
There are two groups of them, which we will explain below:
On-Page factors are those that can be optimized within your pages, such as the following:
- meta description,
- internal links,
- use of heading tags,
Therefore, you can have super attractive content, but it is necessary to demonstrate it to the robots through data structures. You need to use the code to reference your title, your meta attributes, images, and hyperlinks.
External factors also influence your positioning, such as the loading time of your site, your security parameters, received links, etc.SEM (Search Engine Marketing)
Search Engine Marketing. That name already says it all. Search engines are useful for digital strategies that involve organic or paid media. When searching, those mechanisms will show you a list of useful links, and some of them will be advertisements.By displaying the ads or organic links, above all, the search engines are concerned with the user experience, and this is how you can reach users who have commercial intentions when performing a search.
In addition to organic growth, paid media offers unique growth opportunities. Web analytics tools and techniques help you find your way to a positive return on investment.
Learn about the main SEM strategies below:
Sponsored links or Pay per click (PPC)
PPC is media buying that is charged by the number of clicks received by your ad. The most common type of pay-per-click are ads in search engines. Thus, on the Google results page, for example, there are organic and paid links.
To use this strategy it is necessary to get into Google Adwords, the company’s paid advertising tool. In the previous link, you will discover how to manage your campaigns with the platform.
A display or banner is a mixture of images and text. Display ads do not usually appear on search results pages, but on websites, as part of the chosen network of advertisers.
Remarketing or retargeting are banners that appear for the user after he visits a website or performs a certain action on a page. Here, the idea is to be remembered by people, resuming the engagement with your sales funnel.
When you visit a certain website, for example, more ads from that site may appear when you visit another domain that is part of the ad network.
social media ads
Just as there are ads in search results, they can also be displayed on social media. Facebook, which includes other outlets like Instagram, has its advertising network.
In this way, the network will display specific advertisements for a user according to their preferences, interests, and profiles that they visit.
Each of the social media has different ad distribution options, from the most basic to hyper-targeting and that makes a difference in the performance of those ads, like Facebook Ads.
Video Marketing, as its name suggests, is a Digital Marketing strategy that uses audiovisual material to convey a message.
In other words, it is the practice of finding trends, creating emotional content, adapting it to the different platforms, and uploading the videos as part of a Content Marketing strategy.
Platforms like Instagram, Facebook, and YouTube, for example, offer the possibility of live broadcasts, which allows for generating interesting materials and making a connection with the public.
Simply, local digital marketing is all those actions that are carried out to spread a brand with strategies aimed at local segmentation.
Its objective is to prioritize actions so that they attract people who live or travel near the business.
In the online environment, this practice is carried out through geolocation resources such as beacons. This technology can be implemented in physical store aisles to monitor those that generate the most interest, based on the approach mechanism of mobile devices.
Mobile Marketing is all those promotion and dissemination actions that are specifically created for mobile devices such as phones and tablets.
This type of marketing is especially relevant at a time when 80% of people use their phones to browse the Internet and 88% of users search for a business through mobile, according to Adveischool data.
And it has advantages that make it more than attractive for any company:
- advertising all day, every day;
- direct communication with the target;
- precise segmentation;
- lower cost than massive marketing campaigns;
- easy to measure results;
- great reach and potential viralization, among others.
This type of marketing aims to establish and maintain a close relationship with future customers, using personalized conversation through a real person or a chatbot.
Conversational Marketing is really useful to give the client a scalable personalized service, from the marketing and sales departments.
This concept is especially feedback-oriented. That is, listening to potential customers individually, understanding their concerns and needs to providing them with useful content based on their requests.
A very common way to generate income with Digital Marketing is through affiliates.
If you sell any product or service, you can create a network of blogs and sites that can market your product for a commission.
Likewise, if you own a blog or site and get a lot of traffic, you can be paid to facilitate or generate sales for a producer. Generally, this is done through a banner or sponsored content.
How to make a digital marketing plan?
To create a digital marketing strategy, you need to start by setting goals, right? And for you to reach your marketing goals, the best way is to plan different possible actions.
By trying to foresee the possible scenarios and documenting a roadmap of actions, we are talking about the creation of a marketing plan, in which all possible sources of information are used.
For example, if you want to generate more sales, a marketing goal might be a percentage increase in the number of qualified leads.
From that, considering your buyer persona, your available resources, and the scenario in which your business finds itself, it is possible to establish a digital marketing plan to make that goal happen.
But how to unite so many elements at once?
It may seem very complex, but some steps have been proven to help (a lot!) in structuring a plan.
1. Definition of the objectives
When defining a plan, it is important to cover different types of objectives. This is because, many times, the largest objectives depend on the fulfillment of several small goals. We call those primary and secondary objectives.
In addition to the complexity, the deadline is also very important. Therefore, good planning contemplates short, medium, and long-term objectives.
Being that the first step of a marketing plan, its relevance is incalculable. Making mistakes in the definition of the objectives can compromise the strategy as a whole.
And, to eliminate that possibility, there is a very popular framework for that, SMART. SMART is a mnemonic for the essential characteristics of a marketing objective.
A marketing objective is relevant as long as it is:
- Specific or specific: all those involved must have a clear understanding of what it is about.
- Measurable or measurable: there is no point in creating a goal if it cannot be measured or if it has subjective criteria, right?
- Actionable or achievable: By setting a goal, you certify that it is crucial for your business.
- Realistic: means that the objective must be linked to reality and not impossible to overcome;
- Time-bound or temporary: every goal needs to have a deadline to be achieved. The goals for a month, quarter, or year have different characteristics.
2. Creation of key performance indicators (KPIs)
Objectives should always be accompanied by indicators. However, in a sea of information, it is necessary to look at the correct indicators. These will show if you are on the right path to achieving your goals.
The KPIs or Key Performance Indicators represent exactly that concept. KPIs are absolute or percentage numbers, which can be measured, analyzed, and are directly relevant to your business.
For example, do you have a goal tied to generating traffic? So, the minimum daily visits to your site or blog is a valid indicator.
It is worth remembering that KPIs can be indicators of any nature, as long as they are measurable and relevant. Marketing metrics, for example, can be key indicators, as we will see below.
3. Elaboration of the Buyer Personas
When we talked about Buyer Personas at the beginning of this article, we highlighted how important it is for a strategy. Here, the plot is reinforcing: spend time and resources crafting a detailed persona.
Look for users in your lead base, people on social media (LinkedIn and Facebook are great for that), and an internet search. If you already have a documented buyer persona, it is possible to expand it.
In addition to questions like “what are your problems?” or “How can we help the person solve those problems?” exploring extra topics can be quite illuminating.
Do you want to complement the analysis of your person? Question: What books do you read? What are your favorite influencers? What events do you attend? What software do you use?”, among others. The depth of your buyer persona will always result in the identification of more and better opportunities.
What metrics are essential in an online marketing strategy?
One of the main advantages of Digital Marketing is being measurable. In this way, the possibility of documenting and evaluating the strategies used allows us an understanding of the strategy and helps us make decisions based on data.
Before the Internet, proving the value of a marketing action was much more difficult. Lack of knowledge motivates bad decisions. And so that you don’t commit them and can get the best out of all your efforts, defining measurement parameters is essential. It is impossible to be successful without using them correctly.
We have listed the most important marketing metrics below, however, we also recommend that you further your studies on the matter when creating a strategy.
The best way to start looking at the right metrics is by getting some data from your blog or website. The most commonly used metrics in a strategy are:
- Unique visitors: It is the number of people who access your page. Each visitor is counted only once within the indicated period.
- Sessions: It is the set of interactions, as well as page views and clicks that the same user executes in a certain period.
- Organic and paid traffic: Represents the number of sessions that originate from search mechanisms and paid campaigns on the web.
- Rejection rate: It is the percentage of users who make only one visit, without making other interactions, such as clicks and page views.
- Conversion rate: It is the percentage that results between the number of visits and the number of conversions made.
- External links: It is the volume and quality of links that come from other domains that lead to your website or blog.
But those are not the only marketing metrics. Knowing all the metrics and choosing the ones that best suit your business should be a stage in your planning.
Therefore, we are going to carry out an in-depth study on some of them below.
Return on investment
Thus, the formula is:
ROI = (return – cost of investment) / cost of investment
Suppose that, adding all the costs, your total investment in Content Marketing was USD 100 thousand during a year.
During this period, this strategy was responsible for 120 sales with an average income of USD 5 thousand, resulting in an ROI of 5 or 500%.
Thus, for every dollar invested in that supposed Content Marketing strategy, 5 dollars returned in the form of profit, which would be an excellent result!
Customer Acquisition Cost
The CAC is nothing more than the relationship between the number of customers and their spending with Digital Marketing. This metric seeks to answer the question: How much should I invest to attract a new client?
Thus, it is calculated by dividing your costs for customer acquisition by the number of new customers in the period.
Assuming a business spent $100k on marketing in a year and acquired 120 new customers in that period, your CAC is $833.33.
Monthly Recurring Revenue (MRR)
Also known by its name in English Monthly Recurring Revenue, it is a way of forecasting the income generated. This metric is very common in businesses related to subscriptions since they assume periodic payments.
This measure makes it easier to analyze performance, especially when your products have a wide variety of prices.
To exemplify it, think of a contract that has to be paid in installments. If a client acquires a service for USD 5 thousand, during one year, divided into 12 installments, then the MRR generated is USD 416.67. Add that to all other customers and that will be your company’s MRR.
This calculation allows you to visualize the pattern in which your company is growing in terms of income.
Different from customer acquisition cost, this is a comparison that can vary. An acquisition is defined by the owner of the business. It can be a new contract, a new lead, or a qualified lead.
As mentioned, this metric is common in lead generation campaigns. This is the sum of your expenses and the contacts acquired within a period.
An interesting tip is to compare your CPA with the income generated in each acquisition. Thus, if your CPA is higher than the RPA, it is an indicator that your strategy is failing.
Cost per Lead
The cost per lead, as the name itself explains, shows how much you spend to generate a new lead. It can be a similar metric to CPA, however, it applies to only one type of contact.
Lead generation is a recurring practice in Digital Marketing strategies. We already said how important lead management is, right?
More leads mean more opportunities, so we need to measure them! CPL is the metric to see how your efficiency, expenses, and projected lead generation are doing.
Retention Rate and Churn
Nobody wants to get rid of a client, right? Therefore, it is important to see how many of them are leaving each month, year, or in any period.
Retention can be calculated using the total number of customers at the start and end of the period, along with the number of new customers.
Retention rate = ((Clients at the end of the period – new clients)/ clients at the beginning of the period) * 100
The retention rate is always equal to 1 – churn rate. In other words, those numbers represent the same thing from different perspectives.
Let’s take an example: you start the month with 120 clients and end it with 130, you conquered 20 new clients and had 10 cancellations. The result will be 10 extra customers.
This means a retention rate of 91.67% of your customers, or a churn rate of 8.33%.
traffic per channel
A Digital Marketing strategy, today, uses various acquisition channels. Several of them are available and have a consolidated public volume.
From organic search to social networks, and paid campaigns, among others. Each of these channels will have a share in the number of visits that your domain receives and, as a consequence, in the number of sales that it generates.
Therefore, it is important to check the performance of each of your channels to understand how your results are doing.
Sessions are calculated, in a standardized way, by a user’s engagement for up to 30 minutes. Therefore, if you visit a website twice within a 30-minute interval, that will count as one session only.
However, after 30 minutes from the first visit, it will be counted as a new session. When your content has high engaging power, new and returning users will often visit it.
What are the tools of digital marketing?
Other aspects that positively differentiate digital marketing from traditional options are the various tools that can help you manage and measure your results across all channels.
Digital marketing tools will help to filter the most important information, understand the development of the strategy, generate reports and monitor the numbers.
Therefore, it will only be possible if you understand exactly what your goals are with each marketing strategy and if you focus on the numbers that matter.
Therefore, we are going to list some tools and their different uses so that you know exactly what and how to choose the best options for your team:
- SEMRush: complete SEO and digital competition analysis tool.
- Ahrefs: Specialized in link building, this platform allows you to find opportunities for backlinks and content for blogs.
- Google Analytics: with it, you can fully analyze the behavior of users on your website. Is free.
- Google Search Console: search engine platform that allows you to identify the crawl frequency of the algorithm on your website.
6 examples of successful Digital Marketing to inspire you
In this topic, we separate cases in various segments of companies that knew how to take advantage of Internet marketing resources with great creativity and professionalism.
Browsing the web, we find a large number of examples of Digital Marketing. As you may have noticed by now, it’s everywhere: in search results, on websites, on social media, in apps, and even in traditional media.
For this reason, we have separated some of the most outstanding in recent times so that you can be inspired!
We know that simple ideas can generate huge and admirable results and Disney has always been clear proof of that. In 2018, its main evidence was the Share Your Ears charity campaign carried out during the 90-year celebration of the brand icon: Mickey Mouse.
The launch was made during the screening of “Mickey’s 90th Spectacular” on the American television network ABC. In action, the company encouraged the public to post photos displaying Mickey’s ears with #ShareYourEars.
For each photo posted, $5 would be donated to Make-A-Wish, one of the world’s most respected child support institutions.
Fueled by the Internet, the action became a worldwide phenomenon and drew the attention of the press in various countries. The maximum value stipulated for donations was USD 1 million, but the success was so great that Disney decided to double the value.
The first #ShareYourEars campaign was held in 2016 at Disneyland’s 60th-anniversary celebration.
Niche articles are great for building authority, but there’s another strategy that’s perfect for brand awareness, audience engagement, and organic lead generation. We are talking, of course, about user-made content.
But they went even further. What is the perfect content for a hotel business? Tourism, of course. So Airbnb started promoting and encouraging videos, photos, and travel guides produced by owners and customers.
The visual part is very important. For this reason, Instagram is an essential channel for the company because it fits in with what its audience wants.
And nothing prevents you from doing the same. Offer incentives and promote content your customers and leads create that makes sense for your business. That they are part of the image of your brand.
The classic rivalry between fast food giants Burger King and McDonald’s has become a trademark of both companies. This duel, however, was always very balanced and, of course, quite lucrative for both.
However, in 2013, in Norway, it was Burger King who won the fight but in such an unusual way that many will wonder if the action was a victory.
The team looking after the company’s Norwegian Facebook page was not satisfied with the public engagement and decided to rate it as aggressively as possible.
In the action entitled Whopper Sellout, BK Norway made a radical proposal to its followers: continue to be a fan of the brand on Facebook or win a Big Mac (the main product of the competition) and be excluded forever.
Believe it, the company had to pay more than 30 thousand Big Macs but managed to get rid of its main problem: the haters, people who only used the page to harm the brand and its consumers.
According to the team that created the campaign, page engagement grew 5x and sales increases were recorded in stores across Norway.
Don’t worry, we won’t recommend you do the same, but the story helps us see how much quality trumps quantity when it comes to audiences on the Internet. There is a big difference between conquering fans and simply getting followers.
The Rock Content blog in Spanish, among many things, is especially proud of one feature. In its history, no advertising campaign has been carried out, neither on Google nor on social networks to promote the published content.
However, for those who believe that without it it is not possible to be successful, the blog surpassed the 2 million session mark. And remember, all this without any ads!
The secret? Does not exist! All the work and our strategies used are shared on the blog itself with all readers. Among them, we can highlight quality content, high publication frequency, deep and detailed research and planning, link building, and good old SEO with all its variants.
In addition, something that we always emphasize, we follow the metrics to understand what can be improved and we do it. If we just update an article. If we see that a change is necessary, it is analyzed, planned, and carried out.
We are living proof that Content Marketing is a strategy that works and provides excellent results without the need to invest in paid advertising, “limiting” itself to organic traffic. Therefore, if you are looking to increase traffic to your web domain.
For many years Gillette was a brand associated with traditional masculinity and one could even say somewhat macho. In the end, a few decades ago that was one of the characteristics of exclusively male products.
However, times change and to stay current in the market it is necessary to make some adaptations without neglecting the essence.
In 2019, the masculine side of the brand of razors and other hygiene products produced a campaign that went viral on social media in no time.
It all started with an ad that was titled ” The Best Man You Could Be .” The ad shows scenes of some classic stereotypes of sexist comments and attitudes that today are reprehensible throughout society. As the scenes go by, a voice denounces these attitudes and reflects on what we expect in the future with this type of behavior.
The objective of the announcement was to give a sudden change to a brand that on many occasions encouraged this type of behavior to start generating values of tolerance and gender equality.
Without a doubt, an excellent example that brings out feelings and generates empathy from the new generations who have other criteria about society.
A classic and traditional brand that manifests itself to conquer a new public.
Open English is an online learning system that is becoming more and more popular in Europe.
When it was launched on the market, it used humor in its campaigns and promoted the satire of a character who was trying to learn to speak English.
However, today we see that this type of advertising may not be viewed very well by some consumers, who may even feel offended by some episodes of the ads, or simply do not see the company as serious.
Happily, the brand noticed this before it was too late and took another direction in the company’s marketing. In addition to continuing to use humor in their advertising campaigns, they have diversified their formats, adding value to their digital content and transmitting more seriousness.
The brand uses content marketing and has a blog where it is possible to find frequent publications with useful content for learning the English language.
There are tips for better learning, grammar sections, pronunciation tips, and activities to increase vocabulary, among others. But your marketing strategy is not limited to the blog. The company uses its social networks very well and shares audiovisual content such as infographics and videos addressing topics to help ease the pain of the audience.
This strategy has allowed Open English to stand out in the market and remain in the minds of users, generating great engagement on social networks and converting more and more leads.
Digital Marketing Books
One of the crucial steps to learning how to do Digital Marketing correctly is to learn from the knowledge of the greatest experts in the field.
Absorbing information about best practices and marketing news never hurts, mainly because we are talking about an area of knowledge that is renewed every day with the advancement of technology, although many strategies are timeless.
Next, we will present a list of the best books on Digital Marketing so you can learn more about the subject and update your knowledge.
Thanks for the Marketing (Vitor Peçanha)
In Thanks for Marketing, Vitor shares with readers what have been the keys to Rock Content’s growth and success through key lessons that led the company to what it is today, together with his partners Diego Gomes and Edmar Ferreira to turn it into one of the references of Content Marketing in Latin America.
Permission Marketing (Seth Godin)
The Permission Marketing book focuses on how the message of a product—or service—must be delivered to consumers to ensure good conversion results. Seth Godin presents various tactics to strengthen the relationship of trust between users and the brand before focusing on the final goal, the company’s sales.
Sell to the Mind, Not the People (Jürgen Klaric)
This book focused on providing the main keys to the use and implementation of neuromarketing —created by Klaric— allows us to understand the most used methods and tools to create marketing and marketing strategies that have been tested in various scientific studies and that were endorsed by anthropological researchers and neurological
Marketing 4.0: From Traditional to Digital (Philip Kotler, Hermawan Kartajaya and Iwan Setiawan)
Philip Kotler is an author known as the father of modern marketing and in this book written in collaboration with Hermawan Kartajaya and Iwan Setiawan, he explains the transition of marketing in various contexts, up to the age of the digital revolution.
The 22 Consecrated Laws of Marketing (Al Ries and Jack Trout)
In the book The 22 Timeless Laws of Marketing, authors Al Ries and Jack Trout highlight several rules of adaptation that every marketer must know to create successful campaigns and strategies.
If you’re not first, you’re last (Grant Cardone)
This book presents a diverse number of proven sales strategies that will allow anyone, whether they are an expert or a beginner in the world of sales and marketing, to attract and convince anyone to use the products and services that they offer.
The Digital Marketing Bible (Cláudio Torres)
Cláudio Torres is a deep connoisseur of Digital Marketing and one of the big names in the segment in Brazil. In his book, he shows what he has learned throughout his career about each marketing process: planning, strategies, actions, and tools for results analysis.
Content Rules (Ann Handley)
Content Marketing could not be left out of this list. In her book, Ann Handley shows how to use copywriting concepts to secure great new business opportunities in the digital age, whether through different types of content or by harnessing the full potential of the communication channels available today.
6 Digital Marketing courses for you to continue learning about the subject
1. Basic Course of Online Marketing Google Activate
A very complete course offered by the Google Activate platform and endorsed by IAB Spain, consisting of 14 modules and 14 exams for a total of 40 academic hours on the basic tools and techniques of Digital Marketing.
2. Specialization in Digital Marketing Coursera
This specialization created and taught by the Universidad Austral de Chile, is one of the best available since it focuses on optimizing knowledge about marketing, social media management, and online advertising, using Google Adwords.
3. SEO and Positioning MiriadaX
With everything to do with keyword optimization, content, link building, and essential tools to rank well on Google, this 18-hour course is one of the best options on the market.
4. Digital Marketing and Social Networks by the Spanish International Institute
During 3 modules, you will receive knowledge focused on social networks, SEO, Adwords, and eCommerce, to learn everything related to Digital and Social Marketing to manage your projects.
5. Udemy Google Adwords
This course offers key and relevant information about the Google Adwords interface, the link between this platform and Google Analytics, and creating effective marketing campaigns on the display network.
6. Master in Digital Marketing
Perhaps one of the most respected institutions that impart Digital Marketing knowledge in the region and that offers, as is evident, a specialized 10-month course, either online or in-person, to learn everything related to the discipline.
We hope that this article has been useful to you and if the answer is positive, we invite you to download our Digital Marketing e-book for free, in which you will be able to see in more detail the strategies that you learned about now. Download it!