What is digital marketing?

Rodrigo Sanchez
29/04/2022
Basically, when we want to know what digital marketing is, the most summarized answer is: a new way of advertising for companies through digital channels to promote their products or services. But knowing what digital marketing is goes far beyond that. Let's take this opportunity to get an idea of ​​what this way of leveraging products and brands is. What is digital marketing? To explain better, we can say that digital marketing is a set of activities that companies or people use virtually to attract new business, create relationships and even develop a brand identity. In short, digital marketing is marketing itself using digital channels. And why virtually? Because the overwhelming majority of people today are connected practically all the time. No one can live without the internet, especially after the arrival of smartphone technology and, especially, after the pandemic. So when it comes to this topic, pretty much everyone in the corporate sector will have a basic idea of ​​what it is. Unlike just a short time ago, when the subject could result in exclamations like: “What? Digital Marketing? What the hell is this?” Today, there is practically no longer this separation between ON and OFF, behind a computer, a tablet or a cell phone is a person, who is the same in their virtual or physical day to day life. This is what we call onlife, technology as an extension of our life. Research proves growth in connectivity According to a report by the AppAnnie platform, Brazil is the country that spends the most time per day on its cell phone. Tied with Indonesia, Brazilians spent an average of 5,4 hours on their cell phones in 2021. According to the 'Online Consumption in Brazil' survey, carried out by PayPal, in partnership with Edelman, 1 in 4 Brazilians wants to continue shopping online after the pandemic. And even those who don't like to buy digitally use the internet to research a specific product, service or subject, to have more information. People now spend at least 50% more time online than they did 12 years ago. According to the Survey on the use of Information and Communication Technologies in Brazilian households (TIC Domicílios) 2020, the Coronavirus pandemic increased internet use in Brazil. In 2019, 71% of households had access to the internet, in 2020 this number rose to 83%. Thus, digital media are increasingly important sources of entertainment, social interaction, news and shopping. So, we can say, without a shadow of a doubt, that the country presents a more than favorable scenario for the use of the internet to promote all types of digital marketing initiatives. Digital channels When we say that digital marketing makes use of digital channels, many people may ask, what channels are these? The answer is simple: everyone! Social media such as Facebook, Linkedin, Twitter or Instagram; Google searches, emails, and the brands' or people's own websites and blogs will help to further connect that brand or service with a user. All of these channels can and should be part of an inbound marketing strategy, which are tactics to gain the public's interest through quality content and take them through a “funnel” from the moment of first contact, through a relationship until the moment of purchasing the product or service. These tactics include initiatives such as using SEO (search engine optimization), with keyword searches on Google, content marketing, social media marketing and even email marketing. There are several channels converging for the customer to make a purchase. What are the advantages of investing in digital marketing? You may have already noticed how much digital has changed the way marketing is done for the better, both for companies and their respective consumers, promoting a series of benefits for the economy of both, such as: Interactivity aimed at increasing the audience One of the main reasons why marketing in digital channels has been increasingly adopted than traditional channels is the interactivity it provides with the audience, changing the focus from the product to the user experience throughout the purchasing journey. With digital marketing, companies can run campaigns and take action, while, on the other hand, their target audience can give their opinion, interact and recommend to friends and relatives with just a few clicks, increasing engagement and the speed of the entire process that ultimately aims to sell their product to their target audience. More opportunities for companies Following the same line of the other advantage mentioned above, this reduction in distances between the company and its consumer has helped a lot, as it becomes possible to reach people from other cities and countries around the world with the campaigns carried out. This way, even consumers win, as they have more opportunities to get to know the companies and choose the one they identify with the most. The same goes for companies that can, from this, create a good online positioning, increasing their sales opportunities through different channels! Targeting Finally, it is worth remembering that digital marketing is an excellent way to reach the right people at the right time. This means that, using digital marketing tools, it is possible to make companies' campaigns impact the public that is really interested in the product/service in question and, even at the right time when they are in the sales funnel. This is a great benefit, after all, in addition to saving money on people who are not interested in what the company has to offer, it is possible to get to know your persona better, making it much easier to win them over. Digital marketing channels Digital marketing is not limited to just one channel or segment, after all, there are several different target audiences that are present in different channels and are interested in different segments. Therefore, digital marketing needs to adapt to each client and their different audiences, adjusting tone of voice, personas and type of content. Social networks Social networks are widely used to attract customers, presenting them with valuable content and solving their problems. The main focus is to create a relationship with the customer, attracting them to learn more about the business by going to the brand or company website. Each network has a different style and, to achieve the desired objective, it is necessary to shape the content according to the channel in which it will be published. A text for Instagram is shorter, unlike content published on Facebook, where it is already possible to have longer and denser texts. E-mail marketing E-mail marketing is still widely used and generates great results if done correctly. With email, it is possible to nurture leads with valuable content, more dense than that published on social networks, generating identification and making them seek out the product or service offered. But to achieve good results, you need to have qualified leads, who are interested and are the target audience of the brand/company. SEO Search engines, such as Google, are one of the most widely used means of finding someone who provides what the user needs. Therefore, being among the first results will make more people aware of the product/brand/company and this will increase sales. To appear in the top positions, you need to apply SEO techniques to your blog content. These techniques consist of using keywords and other information in the text to rank it. As it is free, the competition is high, so those who apply the techniques best and have more informative content will rank better. Advertisements Another widely used channel is advertisements, both in search engines and on social networks. Ads can reach your exact target audience based on your searches, but they need to be well structured and targeted to do so. To avoid wasting money, you need to have good knowledge about your target audience and about advertising, so you can impact those who will buy the product or hire the service. Digital Marketing: how to implement a successful strategy? Digital marketing is a very broad area, with different types of professionals, each with a different focus. A successful digital marketing strategy is not the result of the work of a single person, as several points are worked on to achieve the final result. One person cannot cover everything. Learn more about the professionals needed for a digital marketing company to implement a successful strategy. Content producer Content production is related to the creation of texts for blogs, email marketing, e-books, infographics, captions for social networks, among others. This process also involves a lot of research and data checking, to avoid including false information in the texts. This professional is responsible for creating content using SEO techniques that will help rank the text. Planning The digital marketing planning team or person needs to have a lot of knowledge about what is best for each client. Understanding which channels each target audience is on will help you plan the best possible strategy. Social media manager The professional who manages the social media of a brand or company is responsible for positioning it on the networks. He will put together the content planning (which the content producer will write) and the brand positioning, always aiming at engaging with the public. Metrics Analyst No matter which channels are used in marketing strategies, they all offer performance data. The professional in this area knows the metrics and which ones are most important for each channel, and will analyze the results of each strategy used. With your analysis, you can know whether it is working or not, and whether it is necessary to change or adapt. Traffic Manager As mentioned earlier, ads are widely used as part of brand and company strategies, but you need to have knowledge in this area to reach the right audience. The traffic manager will take care of the ads made on social media, ensuring that they impact the right people, generating leads and sales. SEO Analyst The content producer will write the text applying SEO techniques, but it is necessary to have a person who is an expert in this area to review the content before it goes live. Customer Success Customer Success is related to customer success and works in digital marketing agencies. The professional is responsible for some of the agency's clients and takes care of all negotiation, content approval and feedback. He is the one who sends the content for the client to approve, passes on feedback, presents the metrics at the end of the month and assists the content team with the necessary information.

What is digital marketing?

Basically, when we want to know what is digital marketing industry, the most summarized answer is: a new way for companies to advertise through digital channels to promote their products or services.

But knowing what digital marketing is goes far beyond that.

Let's take this opportunity to get an idea of ​​what this way of leveraging products and brands is.

What is digital marketing?

To explain it better, we can say that digital marketing is a set of activities that companies or individuals use virtually to attract new business, create relationships and even develop a brand identity. In short, digital marketing is marketing itself using digital channels.

And why virtually? Because the vast majority of people today are connected practically all the time. No one can live without the internet, especially after the arrival of smartphone technology and, especially, after the pandemic. 

So, when the subject is mentioned, practically everyone in the corporate sector will have a basic idea of ​​what it is. Unlike not so long ago, when the subject would have resulted in exclamations like: “What? Digital Marketing? What the heck is that?”

Today, there is practically no longer this separation between ON and OFF, behind a computer, a tablet or a cell phone is a person, who is the same in their virtual or physical day-to-day life. This is what we call onlife, technology as an extension of our life.

Research proves growth in connectivity

According to a report by the AppAnnie platform, Brazil is the country that spends the most time per day on its cell phone. Tied with Indonesia, Brazilians spent an average of 5,4 hours on their cell phones in 2021.

According to the 'Online Consumption in Brazil' survey, carried out by PayPal, in partnership with Edelman, 1 in 4 Brazilians wants to continue shopping online after the pandemic. 

And even those who don't like to buy digitally use the internet to research a specific product, service or subject, to have more information.

People now spend at least 50% more time online than they did 12 years ago.

According to the Survey on the Use of Information and Communication Technologies in Brazilian Households (TIC Domicílios) 2020, the Coronavirus pandemic has increased internet use in Brazil. In 2019, 71% of households had internet access; in 2020, this number rose to 83%. 

Thus, digital media are increasingly important sources of entertainment, social interaction, news and shopping.

So, we can say, without a shadow of a doubt, that the country presents a more than favorable scenario for the use of the internet to promote all types of digital marketing initiatives.

Digital channels

When we say that digital marketing uses digital channels, many people may ask, what channels are these? The answer is simple: all of them!

Social media such as Facebook, Linkedin, Twitter or Instagram; Google searches, emails, and the brands' or people's own websites and blogs will help to further connect that brand or service with a user.

All these channels can and should be part of a strategy inbound marketing, which are tactics to gain the public's interest through quality content and take them through a “funnel” from the moment of first contact, through a relationship until the moment of purchasing the product or service.

Among these tactics are initiatives such as using the SEO (Search Engine Optimization), with Google keyword searches, content marketing, social media supply and even email marketing. There are several channels converging for the customer to make a purchase.

What are the advantages of investing in digital marketing?

You may have already noticed how much digital has changed the way marketing is done for the better, both for companies and their respective consumers, promoting a series of benefits for the economy of both, such as:

Interactivity aimed at increasing the audience

One of the main reasons why marketing on digital channels is increasingly being adopted over traditional channels is the interactivity it provides with the public, shifting the focus from the product to the user experience throughout the purchasing journey.

With digital marketing, companies can run campaigns and take action, while, on the other hand, their target audience can give their opinion, interact and recommend to friends and relatives with just a few clicks, increasing engagement and the speed of the entire process that ultimately aims to sell their product to their target audience.

More opportunities for companies

Following the same line of the other advantage mentioned above, this reduction in distances between the company and its consumer helped a lot, as it became possible to reach people from other cities and countries around the world with the campaigns carried out.

This way, consumers also benefit, as they have more opportunities to learn about companies and choose the ones they identify with the most. The same goes for companies, which can then create a good online positioning, increasing their sales opportunities through different channels!

targeting

Finally, it is worth remembering that digital marketing is an excellent way to reach the right people at the right time. This means that, using digital marketing tools, it is possible to make companies' campaigns impact the audience that is really interested in the product/service in question and, even at the right time when they are in the market. sales funnel.

This is a great benefit, after all, in addition to saving money on people who are not interested in what the company has to offer, it is possible to get to know your company better. person, making it very easy to conquer it.

Digital Marketing Channels

Digital marketing is not limited to just one channel or segment, after all, there are several different target audiences that are present in different channels and are interested in different segments. 

Therefore, digital marketing needs to adapt to each client and their different audiences, adjusting tone of voice, personas and type of content. 

Social Media

Social media is widely used to attract customers, presenting them with valuable content and solving their problems. 

The main focus is to create a relationship with the customer, attracting them to learn more about the business by going to the brand or company website. 

Each network has a different style and, to achieve the desired goal, it is necessary to shape the content according to the channel in which it will be published. A text for Instagram is shorter, unlike content published on Facebook, where it is already possible to have longer and denser texts. 

E-mail marketing

Email marketing is still widely used and generates great results if done correctly. 

With email, it is possible to nurture leads with valuable content, more dense than that published on social networks, generating identification and making them seek out the product or service offered. 

But to achieve good results, you need to have qualified leads, who are interested and are the target audience of the brand/company. 

SEO

Search engines, such as Google, are one of the most widely used means of finding someone who provides what the user needs. 

Therefore, being among the first results will make more people aware of the product/brand/company and this will increase sales. 

To rank high, you need to apply SEO techniques to your blog content. These techniques involve using keywords and other information in the text to rank it. 

As it is free, the competition is high, so those who apply the techniques best and have more informative content will rank better. 

Ads

Another widely used channel is advertising, both in search engines and on social networks. 

Ads can reach your exact target audience based on your searches, but they need to be well structured and targeted to do so. 

To avoid wasting money, you need to have good knowledge about your target audience and about advertising, so you can impact those who will buy the product or hire the service. 

Digital Marketing: how to implement a successful strategy?

Digital marketing is a very broad area, with different types of professionals, each with a different focus. 

A successful digital marketing strategy is not the result of the work of a single person, because there are several aspects that need to be addressed to achieve the final result. One person alone cannot cover everything. 

Learn more about the professionals needed for a digital marketing company to implement a successful strategy.

Content Producer

Content production is related to the creation of texts for blogs, e-mail marketing, e-books, infographics, captions for social networks, Among others.

This process also involves a lot of research and data checking, to avoid including false information in the texts. 

This professional is responsible for creating content using SEO techniques that will help rank the text. 

Planning

The team or person of digital marketing planning You need to have a lot of knowledge about what is best for each client.

Understanding which channels each target audience is on will help you plan the best possible strategy.

Social Media Manager

The professional who manages a brand or company's social media is responsible for positioning it on the networks. 

He will put together the content planning (which the content producer will write) and the brand positioning, always aiming at engaging with the public.

metrics analyst

No matter which channels are used in marketing strategies, they all provide performance data. Professionals in this area know the metrics and which ones are most important for each channel, and will analyze the results of each strategy used.  

With your analysis, you can know whether it is working or not, and whether it is necessary to change or adapt. 

traffic manager

As previously mentioned, advertisements are widely used as part of brand and company strategies, but you need to have knowledge in this area to reach the right audience. 

The traffic manager will take care of the ads made on social media, ensuring that they impact the right people, generating leads and sales. 

SEO Analyst

The content producer will write the text applying SEO techniques, but it is necessary to have a person who is an expert in this area to review the content before it goes live.

Customer Success

Customer Success is related to customer success and works in digital marketing agencies. The professional is responsible for some of the agency's clients and takes care of all the negotiation, content approval and feedback aspects. 

He is the one who sends the content for the client to approve, passes on feedback, presents the metrics at the end of the month and assists the content team with the necessary information. 

Knowing what digital marketing means, how it works and its specifications, it also becomes clear why a digital marketing professional is essential if the company wants to grow through this vehicle.

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