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Este fenómeno viene aplicándose desde los años 90 como una forma de trasladar las técnicas de
marketing offline al universo digital.
En sus inicios, el marketing online se basaba en las páginas web 1.0 y venía a ser una translación
de la publicidad de los medios tradicionales (televisión, radios, medios en papel...) a las
primerizas páginas web, las cuales no permitían una bidireccionalidad en la comunicación con los
usuarios. Las empresas anunciantes controlaban totalmente el mensaje y se limitaban a exponerlo
a la audiencia.
Además, la publicidad de la etapa web 1.0 se limitaba, en la mayoría de las ocasiones, a reproducir
un escaparate de productos o servicios en forma de catálogo online. Aun así, este tipo de
publicidad ya apuntaba interesantes virtudes, como el alcance potencialmente universal, la
posibilidad de actualización de los contenidos y la combinación de textos, imágenes y, poco a
poco, también formatos multimedia.
A partir de ese momento, empezó a ser posible que todos los usuarios compartieran información
fácilmente gracias a las redes sociales, foros o plataformas, permitiendo el intercambio casi
instantáneo de piezas que antes eran imposibles, como fotos y vídeo.
Internet pasó a ser mucho más que un medio de búsqueda de información y se convirtió en una
gran comunidad. Actualmente, la red ya solo se entiende como un medio deintercambiar
información en dos direcciones. El feedback es, por lo tanto, total y fundamental entre marcas y
usuarios, con los pros y contras que ello acarrea.
Buscadores: Los buscadores, como Google, Yahoo o Bing, son herramientas que
permiten a los usuarios de internet encontrar contenidos relacionados con aquello
que están buscando.
Para poder posicionar con éxito una página o blog en las primeras posiciones de los
buscadores y conseguir visitantes, es imprescindible realizar acciones de
posicionamiento orgánico (SEO) o de pago (SEM) en tu estrategia de marketing
online.
Redes sociales: Estas plataformas, como sabrás, no han dejado de crecer y ganar
popularidad desde la aparición del marketing digital. Además, han sabido
adaptarse perfectamente a los cambios y demandas de los usuarios y de los hábitos
de consumo.
Las redes sociales son completamente eficaces para la difusión de contenidos, así
como para la creación de una comunidad de marca, el branding e incluso la compra
online, la gestión de crisis y la atención al cliente.
Además, en muchas de ellas (Facebook, Twitter, LinkedIn, Instagram, etc.) también
existe la posibilidad de poner en marcha campañas de publicidad online
segmentadas, que pueden ser un buen complemento para cualquier estrategia
online.
Digital marketing (or online marketing) encompasses all those advertising and commercial actions
and strategies that are carried out in the media and internet channels.
This phenomenon has been applied since the 90s as a way of transferring offline marketing
techniques to the digital universe.
Parallel to the tremendous development and evolution of digital technology, online marketing has
been experiencing, in a progressive and very fast, profound changes both in the techniques and
tools used (and in its complexity) and in the possibilities offered to recipients.
How online marketing was born: from web 1.0 to web 2.0
In the beginning, online marketing was based on web pages 1.0 and it came to be a translation of
traditional media advertising (television, radio, paper media ...) to the first web pages, which did
not allow Bidirectionality in communication with users. The advertisers controlled the message
completely and limited it to exposing it to the audience.
In addition, the advertising of the Web 1.0 stage was limited, in most cases, to reproducing a
showcase of products or services in the form of an online catalog. Even so, this type of advertising
already pointed interesting virtues, such as the potentially universal scope, the possibility of
updating the contents and the combination of texts, images and, little by little, also multimedia
formats.
But, in a few years, the revolution arrived. A frantic technological development allowed the
massive introduction of a higher level internet. Web 2.0 was born and, with it, marketing 2.0 (as it
is also known today's digital or online marketing). And often change!
From that moment, it became possible for all users to share information easily thanks to social
networks, forums or platforms, allowing the almost instantaneous exchange of pieces that were
previously impossible, such as photos and video.
The Internet became much more than a means of information search and became a large
community. Currently, the network is only understood as a means of exchanging information in
two directions. The feedback is, therefore, total and fundamental between brands and users, with
the pros and cons that this entails.
Digital marketing puts at our disposal a series of tools of great diversity from which they can be
made from small actions at virtually zero cost to complex strategies (and obviously more
expensive) in which you can combine many techniques and resources.
However, the use of a web or blog as the central axis does not imply exclusivity, but rather the
opposite. It is possible to use, in a complementary or parallel way, other digital actions to give
greater visibility to the campaigns: social networks, video platforms or forums, etc.
Once you are clear if you want to have a website, a blog or both, keep in mind that you must make
other decisions. For example, what domain will you use, where will you host your page (we always
recommend betting on Hostings in Spain), how the architecture of the site will be, what content it
will have, how you will create it, what techniques you will use to get users to reach your page. ..
• Search engines: Search engines, such as Google, Yahoo or Bing, are tools that allow Internet
users to find content related to what they are looking for.
In order to successfully position a page or blog in the top positions of search engines and get
visitors, it is essential to perform organic positioning (SEO) or payment (SEM) actions in your
online marketing strategy.
• Display advertising: It is the most traditional branch of digital marketing. It could be considered
the billboard of the digital medium. These are ads (banners) of different sizes and formats (texts,
images, graphics, videos ...) that occupy a space on internet sites in an attractive and striking way.
• Email marketing. This heiress of the classic mailing is, possibly, the most veteran tool but still
effective for having known how to adapt to changes and her ability to work in combination with
other strategies, such as lead tracking and nutrition (lead nurturing).
The email marketing can be done on own or third-party databases, from which messages are
generated in the form of a newsletter, newsletters, catalogs, courses, etc.
• Social networks: These platforms, as you know, have continued to grow and gain popularity
since the advent of digital marketing. In addition, they have been able to adapt perfectly to the
changes and demands of users and consumer habits.
Social networks are completely effective for the dissemination of content, as well as for the
creation of a brand community, branding and even online shopping, crisis management and
customer service.
Digital marketing is an essential strategy for brands because of the great opportunity for growth,
positioning and sales or the acquisition of clients they represent.
Potential customers, or at least the vast majority, are constantly connected to the Internet from
their computers and, in recent years, also through their mobile phones or tablets.
This context has led to a wide range of advantages of digital marketing, among which are:
• Affordable costs. Online marketing is accessible in terms of budget, especially when compared to
traditional marketing channels, such as television, radio or the press.
• Greater capacity for control, optimization and correction of campaigns due to the collection and
possibility of real-time consultation of the results obtained, in addition, in an exact manner.
• Great flexibility and dynamism. With the possibility of carrying out tests and changes on the fly
based on the results obtained and the behavior of users regarding a campaign.
• Allows a very specific, personalized and precise segmentation. In an online marketing campaign,
the company can segment their campaigns taking into account sociodemographic, psychological
data of users, as well as their behavior on the Internet.