Digital Marketing. What it is?

Digital marketing has become a fundamental tool for companies and brands today. With the rise of technology and the massive access to the Internet, the way in which companies promote their products and services has evolved significantly in recent years.

In this article we are going to tell you everything you need to know about online marketing, what it is, what are its advantages, the keys to an effective digital marketing strategy, what are the strategies and tools used and much more.

Table of Contents

What is Digital Marketing?

Qué es el marketing digital o marketing online.

Digital marketing is a promotional and advertising strategy that uses digital media such as internet, social networks, email, mobile devices and other digital platforms to reach consumers and build relationships with them. It is a very effective tool for companies looking to increase their online presence and improve their visibility in the marketplace.

Digital marketing has become increasingly important as technology and digital media have evolved. Today, most people use the internet and social media to interact, shop and search for information. Therefore, companies need to use these platforms to reach their audience and stay relevant in the market.

We can divide digital marketing into different categories according to the channel we use to find our potential customers:

Search Engine Marketing (SEM): this type of marketing focuses on improving the visibility and positioning of a website on search engines such as Google. This is achieved through techniques such as search engine optimization (SEO), paid advertising (PPC) and content marketing.
Social media marketing: social networks such as Facebook, Twitter, Instagram and LinkedIn are popular platforms for digital marketing. Businesses can use these platforms to reach their audience through organic posts, paid advertising and influencer marketing campaigns.
Email marketing: focuses on sending personalized emails to customers and subscribers. This can include special promotions, newsletters and exclusive content.
Content marketing: Involves creating and distributing valuable and relevant content to attract and retain an audience. This can include blogs, infographics, videos and other types of content.
Mobile marketing: Consists of reaching consumers through mobile devices such as smartphones and tablets. This can include mobile ads, mobile apps and text messaging.

Advantages and disadvantages of online marketing

Advantages

Global reach: Digital marketing allows reaching audiences around the world, which is especially important for companies that offer products or services online.
Audience segmentation: Through tools such as social media advertising and search engine advertising, you can segment your audience based on interests, demographics and other factors to create customized ads.
Cost-effective: Digital marketing can be much cheaper than traditional marketing, as it does not require printing brochures or ads in traditional media, and many digital tools are free or low-cost.
Analytics and tracking: Analytics tools allow measuring the success of digital marketing campaigns and adjusting them in real time for better results.
Increased engagement: Digital channels such as social networks and email allow closer and more personalized communication with customers, which can increase engagement and brand loyalty.
Flexibility: Digital marketing is highly adaptable and can adjust quickly in response to changes in the market and trends.

Drawbacks

While digital marketing offers a wide range of advantages for businesses, it also has some disadvantages worth considering:

Technology dependency: Digital marketing relies on technology, which means that businesses can be vulnerable to technical issues such as hardware or software failures, connectivity problems or cyber attacks.
Information overload: Digital marketing can provide a wealth of information to consumers, which can be overwhelming and leave customers feeling disoriented.
Lack of personal interaction: Digital marketing is conducted online, which means there is less opportunity for personal interaction between the company and the customer.
Accelerated competition: The nature of digital marketing allows companies to compete with any other company anywhere in the world, which can make the market more saturated and competitive.
Dependence on external platforms: Companies that use external platforms such as Google, Facebook, Instagram, etc. to publish their ads are subject to changes in the policies of these platforms, which can affect their reach and results.
Lack of tangibility: Some products and services may be more difficult to sell online because customers cannot see or try the product in person.
Difficulty building long-term relationships: Due to the impersonal nature of digital marketing, it can be more difficult to build long-term relationships with customers.
Dependence on user attention: In a world where there is a wealth of information available online, it can be difficult to capture users’ attention and get them interested in a company’s content or advertisements.
Costs: While digital marketing can be cheaper than traditional marketing methods, it can still require a significant investment in terms of time and money to get meaningful results.

How to plan an effective digital marketing strategy for your business

Como trazar una estrategia de marketing efectiva.

To come up with an effective digital marketing strategy, you need to consider several key requirements that will achieve your brand’s goals and maximize ROI. Here are the fundamental keys to outline an effective marketing strategy for your business.

Define the objectives

Before beginning any digital marketing strategy, you need to clearly define the objectives you want to achieve. Is it to increase sales, brand awareness, audience engagement or something else? Objectives should be specific, measurable, achievable, relevant and time-bound.

Know your audience

It is essential to know your brand’s target audience, their interests, needs and online behaviors What is the medium your potential customers use most frequently? To do this, you can use various data analysis tools, such as Google Analytics, online surveys, social network analysis and others.

Knowing the competition

It is important to know the competition in order to differentiate yourself and stand out in the market. You should analyze the digital marketing strategy of the competition, their strengths and weaknesses, and look for opportunities to overcome them.

Design a content strategy

Content is the heart of digital marketing, so you need to design a content strategy that is relevant, valuable and engaging for your target audience. You can include content such as blogs, videos, infographics, social media posts, emails and others.

Use SEO techniques

Search engine optimization (SEO) is key to attracting organic traffic to a website. It is necessary to optimize content for relevant keywords, create high quality backlinks and have a clear website structure.

Have a presence on social networks

Social media is a powerful tool for connecting with audiences and increasing brand visibility. It is important to choose the right social media platforms for the target audience and create relevant and valuable content for each of them.

Consider using online advertising

Online advertising is an effective way to reach a wider audience and increase sales. Online advertising platforms such as Google Ads, Facebook Ads, Instagram Ads and others can be used to reach the right audience.

Measure and analyze results

It is important to measure and analyze the results of your digital marketing strategy to see if the goals are being achieved. Data analytics tools can be used to measure website traffic, conversion rate, audience engagement and other relevant metrics.

Adjust and improve the strategy

Once the results have been measured, the digital marketing strategy needs to be adjusted and improved. This may include optimizing content, modifying online advertising, improving the user experience on the website and other tactics.

Staying current

The world of digital marketing is constantly evolving, so it is important to stay up-to-date on the latest trends and tools. Opportunities to learn and constantly improve your digital marketing strategy should be sought.

Characteristics of a good digital marketer

Cualidades que debe poseer un profesional que se dedique al marketing digital.

Although it is not a mandatory requirement, a good online marketing professional is distinguished by a number of characteristics. If you want to dedicate yourself to the world of digital marketing or want to hire a marketing professional for your company, keep in mind the following characteristics:

Creativity: Creativity is essential to develop innovative and effective digital marketing campaigns that stand out in a saturated market.
Analytical skills: Analytical skills are important to interpret data and metrics from digital marketing campaigns and adjust strategies accordingly.
Technical skills: Technical skills are required to understand and use digital marketing tools and platforms, such as Google Analytics, digital advertising platforms and social media.
Passion for technology: Digital marketing is based on technology, so it is important to have an interest and knowledge in technology and be up to date with the latest trends and tools.
Effective communication: Communication is essential to working with digital marketing teams and collaborating with clients and other professionals.
Customer Orientation: It is important to consider the needs and wants of customers when developing effective digital marketing strategies.
Adaptability: Digital marketing is a constantly evolving field, so it is important to be willing to learn and adapt to changes in trends and technologies.
Strategic mindset: The ability to think strategically and develop effective plans to achieve marketing goals is critical to success in digital marketing.
Market knowledge: A good understanding of the market in which the digital marketing campaign will be developed is critical to developing effective strategies. This includes understanding the competition, consumers and market trends.
Leadership skills: In some cases, a digital marketer may lead a team to develop and execute a marketing strategy. Therefore, having leadership and team management skills is essential.
Persuasive writing: The ability to write effective and persuasive content is a valuable skill in digital marketing. You need to be able to write copywriting, emails, social media posts and other written content.
Problem-solving skills: Digital marketing is an ever-changing field, and professionals in this field must be able to identify and solve problems effectively.
Ability to work under pressure: Deadlines are common and deadlines can be tight. Therefore, it is important to have the skills to work under pressure and meet deadlines.
Critical Thinking: The ability to think critically and analytically is essential to evaluate the success of digital marketing campaigns and adjust strategies accordingly.
Collaborative mindset: Digital marketing often requires working in teams and collaborating with other professionals, so it is important to have a collaborative mindset and teamwork skills.

Strategies and tools used in digital marketing

Search Engine Marketing (SEM) or Search Engine Marketing

The SEM marketing or Search Engine Marketing, is a technique that allows companies to promote their products or services through search engines such as Google, Bing, Yahoo, among others. It is an online advertising strategy that seeks to increase the visibility and traffic of a company’s website.

Search engine marketing consists of two main elements: pay-per-click advertising (PPC) and search engine optimization (SEO). PPC advertising consists of placing ads in search engine search results, while SEO optimization focuses on improving a website’s ranking in search results organically.

PPC advertising is an effective way to reach potential customers. Ads are displayed at the top and side of the search results page, which increases the chances that a potential customer will click on the ad. Companies can pay per click on their ad or per thousand impressions. This means that they only pay when someone clicks on their ad or when their ad is shown a thousand times.

Advantages of SEM as a digital marketing strategy

Immediate visibility: SEM allows companies to show their ads in search results immediately. Unlike SEO optimization, which can take weeks or months to yield results, SEM allows ads to appear in search results from the first moment the campaign is launched.
Control over budget: It allows businesses to set a daily or monthly budget for their advertising campaign. This means that businesses can monitor how much money they are spending on advertising at all times and adjust their budget based on the results they are getting.
Highly segmented audience: We can target a highly segmented audience. Companies can select specific keywords that relate to their products or services and are relevant to their target audience. In this way, they can ensure that their ads are seen by people who are interested in what they offer.
Measurement and analysis: We have the option to measure and analyze the results of our advertising campaigns in detail. Companies can see how many times their ad has been shown, how many times it has been clicked on, how much they have spent on advertising and how many conversions have been generated from the campaign.
Flexibility: This is a very flexible marketing technique. Companies can adjust their advertising campaigns at any time to improve their performance. For example, they can change keywords, adjust the budget, modify the content of the ads or change the geographic targeting of the campaign.
Complement to other marketing techniques: It can be a great complement to other marketing techniques, such as SEO optimization, content marketing and social media. By using a variety of marketing techniques, companies can improve their online visibility and reach a wider audience.

Email marketing

The email marketing is a digital marketing technique that consists of sending emails to a list of contacts with the objective of promoting a product or service, maintaining a relationship with customers or users, or informing about news and updates from a company or brand.

This technique has become a very effective tool for companies due to its low cost, its ability to reach a large number of people and its capacity for personalization.

The history of email marketing dates back to the beginnings of email, when companies started sending mass mailings to promote their products and services. However, over time, this practice became annoying for users, who received a large amount of unwanted emails or spam. To combat this problem, laws and regulations arose to regulate the sending of commercial e-mails.

Today, email marketing is a more sophisticated and user-focused technique, thanks to automation tools that make it possible to personalize emails according to the recipients’ interests and behaviors. In addition, email marketing has become an integral part of a digital marketing strategy, along with SEO, content marketing and social media.

What are the benefits of email marketing?

One of the main advantages of email marketing is its low cost. Compared to other marketing techniques, email marketing is a very economical way to reach a large number of people. In addition, email marketing is a very effective way to reach a specific and highly segmented audience, which allows companies to communicate with the people who are most interested in their products or services.

Another advantage is its ability to personalize. Automation tools make it possible to personalize emails based on recipients’ interests and behaviors. This allows companies to send more relevant and personalized messages, which increases the likelihood that recipients will open and click on emails.

Itis also a very effective way to maintain a relationship with customers or users. Emails can be used to send information about news and updates from a company or brand, which helps keep customers informed and engaged. In addition to being able to send emails on important dates such as a customer’s birthday or to congratulate important dates.

Finally, email marketing is a very effective way to measure the success of a marketing campaign. Analytics tools allow you to measure the number of emails opened, the number of clicks on links included in the email and the number of conversions generated by the campaign.

SEO

SEO or Search Engine Optimization is one of the most important tools in digital marketing. It is a technique used to optimize and improve the visibility of a website in search engines such as Google, Bing or Yahoo. The SEO can be a powerful tool to help businesses increase their online presence, drive website traffic and ultimately increase sales.

What are the benefits of including SEO in your digital marketing strategy?

Improves online visibility: SEO focuses on improving a website’s visibility in organic search engine search results. By increasing the visibility of a website in search engines, users are more likely to find it when searching for products or services related to your business.
Attracts potential quality customers: Organic traffic from search engines is an important source of quality traffic for a website. Users who come to the website through search engines are generally more likely to be interested in the products or services offered by the website.
Improve user experience: It also focuses on improving the user experience on a website. By improving the user experience, bounce rate, time spent on the website and conversion rate can be improved.
Generate credibility: By being in the top positions of organic search results, you can generate credibility and trust in users searching for products or services related to your business. Users tend to trust more websites that appear in the first organic search results.
Increases conversion rate: It can help increase the conversion rate on a website. By improving the user experience, you can increase the chances that users will take an action, such as making a purchase or completing a form.
Provides a competitive advantage: SEO can provide a competitive advantage in an increasingly competitive online marketplace. By having a stronger online presence and better search engine visibility, you can stand out from the competition and attract more users.
It is cost-effective: It is a cost-effective digital marketing technique compared to other forms of online advertising, such as paid advertising on search engines or social networks. If implemented correctly, SEO can provide long-term results at a much lower cost.
Allows clear measurement of ROI: It also allows for clear measurement of ROI or return on investment. Web analytics tools can be used to track organic traffic, conversion rates and other important metrics to determine the success of an SEO strategy.
It is a sustainable technique: Once SEO techniques have been implemented, the results can continue to deliver organic traffic and increase search engine visibility over a long period of time.

Content Marketing

El marketing de contenidos ofrece información de alto valor a los potenciales clientes y tiene muchos beneficios en la estrategia de marketing digital.

Content marketing has become a key strategy for companies looking to increase their online visibility and reach their target audience in an effective way. The goal of content marketing is to create and share relevant and valuable content to attract and retain a defined audience, with the objective of driving desired actions, such as the sale of a product or service.

When creating content, it is important to keep in mind the objective of the strategy and the target audience. Content should be relevant and valuable to the target audience and should be designed to attract their attention and motivate them to take a specific action. In addition, content should be created with a voice and tone consistent with the brand so that customers can easily identify the company and its message.

Advantages of content marketing

One of the main advantages of content marketing is that it can be used by any type of company, regardless of size or industry. In addition, this strategy can be customized to meet the specific needs of each company, as content can be tailored to appeal to different types of audiences and reach different stages of the buying process.

Content marketing can be implemented in various formats, such as blogs, videos, infographics, ebooks, among others. Each format can be used to convey different types of information and, therefore, can be used to achieve different objectives. For example, blogs are an excellent way to share useful information and industry news, while videos can be used to create tutorials, product demonstrations and customer testimonials.

One of the main reasons content marketing has been so effective is because it focuses on providing value to the target audience. Rather than trying to sell products or services directly, content marketing provides useful and relevant information that can help customers make more informed decisions and therefore increase trust in the company.

Itbuilds strong relationships with customers by providing a communication channel that can be used to answer questions, provide support and create an online community. Customers are more likely to return to a company that has provided them with valuable information and excellent customer service.

Another advantage of content marketing is that it can be used to increase website traffic and improve search engine visibility. When high-quality, relevant content is created, users are more likely to share and link to the content, which in turn increases the website’s authority and improves its ranking in search results.

It can be used to drive sales by engaging potential customers and helping them make informed buying decisions. By providing useful and relevant information about products and services, potential customers can better understand how products or services can meet their needs and wants, which can increase the likelihood of a sale.

To be successful in content marketing, it is important to develop a well-structured and consistent strategy. The strategy should include clear objectives, a plan for creating relevant and valuable content, and a strategy for promoting the content. It is also important to consider content distribution channels, such as social media, email and third-party blogs.

Measuring and analyzing results is also important. It is critical to measure the success of the strategy and adjust as needed to improve performance. Metrics to track may include number of website visitors, number of leads generated, social media engagement and number of conversions.

Social media marketing

El marketing en redes sociales es una estrategia de marketing digital.

Social media marketing, also known as Social Media Marketing (SMM), is a form of digital marketing that uses social media platforms such as Facebook, Twitter, Instagram, LinkedIn, Tiktok, YouTube and Pinterest to promote products, services or brands. The main objective of social media marketing is to increase a company’s visibility, reach and interaction with its audience.

In recent years, it has become one of the most effective and popular forms of digital marketing. Social networks have billions of active users worldwide, and access to them is easy and inexpensive. Businesses can leverage social media to reach a wider audience, promote their products and services, and increase their brand recognition.

Advantages of Social Media Marketing

Social media marketing is one of the most effective ways to build and maintain relationships with customers. Social media is a place where users can interact directly with brands, allowing companies to get to know their customers better, understand their needs and desires, and provide them with better service.

Social media is also an excellent platform for content marketing. Companies can share quality content on their social media pages to educate, entertain and engage their audience. Content can be in the form of images, videos, infographics, blog posts, etc. Content marketing on social media can help increase brand visibility, build customer trust and increase website traffic.

It is also an effective way to promote products and services. Businesses can use social media advertising to reach a targeted audience based on their interests, age, geographic location, etc. Social media ads are highly customizable and can be designed to fit any budget. Businesses can also use influencer marketing to promote their products and services on social media. Influencers have loyal and engaged followers who can be persuaded to try a product or service.

Performance measurement is an important part of social media marketing. Companies can use analytical tools to measure the performance of their social media marketing efforts. These tools provide information on audience reach, interaction and engagement. The data can also be used to optimize social media marketing campaigns to maximize performance and ROI.

Affiliate marketing

In affiliate marketing a company pays a commission to an affiliate for promoting its products or services and generating sales or leads. This technique has become one of the most popular forms of online marketing due to its profitability and effectiveness. It is an option that often goes unnoticed and can be a good choice for your online marketing strategy.

Why include affiliate marketing in your online marketing strategy?

Increased visibility: Affiliate marketing can help increase the visibility of a company or brand online. Affiliates can promote the company’s products or services on their platforms, which can attract the attention of their target audience. This can generate increased traffic and exposure for the company.
Reduced advertising costs: It can be much cheaper than other forms of advertising. Instead of paying for impressions or clicks on ads, the company only pays a commission when a sale is made or a lead is generated through an affiliate link. This can significantly reduce advertising costs and allow the company to get a better return on investment.
Increased consumer confidence: Affiliates can be a trusted source of product or service recommendations. If an affiliate promotes a product, it is likely that they have used it or have experience with it. This can increase consumer confidence in the company and its offerings.
Broadening the audience: Affiliates may have different audiences than the company. By working with affiliates, the company can reach new audiences that would otherwise be out of reach. This can be especially beneficial if the company is trying to enter a new market or consumer segment.
Improved conversion: Affiliates can help improve a company’s conversion. Since affiliates are often experts in their niche or industry, they can provide relevant and valuable content that attracts consumers and converts them into customers. In addition, by using a pay-for-performance approach, the company only pays for sales or leads that are generated through affiliate links, which means you are only paying for traffic that actually converts.
Saving time and resources: By using affiliate marketing, the company can save time and resources by delegating the promotion of its products or services to affiliates. This allows the company to focus on other areas of the business, such as product development or customer service.

UX/UI

UX/UI, also known as user experience/user interface design, refers to the process of designing and optimizing the user experience when interacting with a website, mobile app or other digital product. In the context of digital marketing, UX/UI is a critical element in attracting and retaining customers, as well as generating conversions and increasing customer satisfaction.

First and foremost, the UX/UI is fundamental to website or mobile app optimization. The design and organization of a digital platform has a huge impact on the user’s ability to find what they are looking for, understand the business offering, and make a purchase or conversion. Good UX/UI design ensures that the digital platform is easy to use, intuitive and engaging, which in turn increases the likelihood that the user will make a conversion or take a desired action.

For example, if a company has an online store and wants to increase sales, it should consider how to improve the user experience on its website. Intuitive navigation, efficient product search, a simple and secure shopping experience and an attractive appearance are just some of the elements that can improve the user experience and, therefore, increase conversions.

In addition, UX/UI can also be used to improve a company’s content strategy. A smart and efficient interface design can help users navigate website content, find what they are looking for and ultimately interact with the brand more effectively. This can include creating an easy-to-understand navigation structure, a clear and well-organized home page, and integrating engaging design elements such as images, icons and animations.

Optimizing the user experience can also benefit a company’s SEO. Search engine optimization refers to the practice of improving a website’s visibility in the search results of search engines such as Google. An effective and well-thought-out UX/UI design can improve the user experience on the website, which in turn can increase the time users spend on the site and reduce bounce rate. These factors are important for SEO ranking and can improve the company’s visibility in search results.

Advantages of UX/UI

Improves user satisfaction: a good user experience (UX) and intuitive user interface (UI) can make the digital product easier and more enjoyable to use, which increases user satisfaction. This, in turn, can lead to increased user loyalty and customer retention.
Improves usability: UX/UI can improve the usability of the digital product by making tasks and processes simpler and clearer, reducing learning time and increasing efficiency. This can lead to higher productivity and greater ease of use for users.
Increases conversion rate: good UX/UI design can improve the conversion rate of a digital product by making it easier for users to make decisions and complete tasks. This can lead to increased revenue generation for the company.
Reduces support costs: effective UX/UI design can reduce the amount of support needed for the digital product, as users can find and use the information they need more easily and quickly. This can save time and resources for the company.
Differentiates the product: a well-designed UX/UI can differentiate a digital product from the competition by creating a unique and memorable user experience. This can help increase brand visibility and enhance brand reputation.

CRO (Conversion Rate Optimization)

El CRO es la optimización del ratio de conversión de una página web o aplicación.

Conversion rate optimization, also known as CRO ( Conversion Rate Optimization), is a key process in digital marketing that seeks to improve the percentage of website visitors who perform a desired action, such as a purchase, subscription or form submission.

In other words, CRO seeks to increase the effectiveness of a website or digital marketing campaign in converting visitors into customers or leads. This is achieved by identifying obstacles that prevent conversion and implementing solutions that eliminate or reduce them.

The importance of CRO in digital marketing lies in the fact that, unlike other strategies that seek to attract traffic to a website, CRO maximizes the value of that traffic, increasing the likelihood that visitors will convert into customers or leads. In addition, CRO can be a cost-effective way to improve a website’s performance, as it often involves small changes to the site’s design, structure or content that can have a big impact on conversion.

Advantages of CRO in online marketing

Improves profitability: The main advantage of CRO is that it increases the profitability of the website or digital marketing campaign. By improving the conversion rate, it maximizes the value of existing traffic and reduces the need to attract more traffic to achieve the same results.
Reduces acquisition costs: CRO can reduce customer or lead acquisition costs, as less traffic will be needed to achieve the same results. This is because CRO improves the effectiveness of the website or digital marketing campaign in converting visitors into customers or leads.
Provides a better user experience: It focuses on removing obstacles that prevent conversion and improving the user experience on the website. Doing so improves user satisfaction and increases the likelihood that they will return to the site in the future or recommend the site to other users.
Helps identify website strengths and weaknesses: Requires the collection and analysis of data on user behavior on the website. This can help identify website strengths and weaknesses, which can be useful in making informed decisions about website design, content and structure.
Itallows for testing and experimentation: CRO is based on generating hypotheses and implementing solutions to improve conversion. This allows experimenting with different solutions and testing what works best on the website. This testing and experimentation capability can lead to significant improvements in website conversion and profitability.
Improve segmentation and personalization: It can also help improve website segmentation and personalization, which can improve relevance and value to the user. By better understanding user needs and preferences, you can create more personalized and relevant experiences that increase the likelihood of conversion.

Copywriting

Copywriting is a persuasive writing technique used in digital marketing to influence consumer behavior. It is a form of communication that primarily aims to convince the target audience to perform a specific action, whether it is buying a product, subscribing to an email list, or signing up for a website.

It is an integral part of digital marketing because it helps companies reach their audience effectively and establish a lasting relationship with customers. The main goal of copywriting is to generate interest and motivate potential customers to take a specific action.

Although copywriting is not exclusive to digital marketing, as it can be used in traditional media, it is a key tool that cannot be missing in any successful digital marketing strategy.

Advantages of Copywriting

Increases conversion: Persuasive copywriting can help increase visitor conversions on the website. A good copywriter knows how to use the right words to motivate visitors to take a specific action, such as buying a product or subscribing to a newsletter.
Improves credibility: The right message can improve brand credibility and make potential customers feel more confident in making a buying decision. If the message is clear, compelling and focused on benefits, potential customers will be more willing to trust the brand and its product or service.
Attract the right audience: Effective copywriting can help attract the right audience for the product or service. By using the right words and phrases, the copywriter can focus their message on the interests and needs of the target audience.
Differentiate the brand: The tone and manner in which we communicate our message can help differentiate our brand from the competition. By using a distinctive tone and language, the copywriter can make the brand stand out and be easily recognized by potential customers.
Facilitates communication: It can facilitate communication with potential customers and improve the relationship with them. By using clear language and focusing on the benefits of the product or service, the copywriter can establish a relationship of trust with potential customers and maintain effective communication in the long term.
Saves time and money: If the message is clear and effective, potential customers will be more willing to take a specific action, which can reduce the cost of customer acquisition and increase the efficiency of the sales process.

KPI’s and their importance in digital marketing

Los KPIs son métricas utilizadas en el marketing digital para medir distintos parámetros.

KPI’s or key performance indicators are measures used to evaluate the success of an online marketing strategy. Although there are a large number of KPIs, we are only going to mention some of the most important ones:

Customer Acquisition Cost (CAC): CAC is an important metric for evaluating the cost of acquiring new customers. KPIs related to CAC include the number of customers acquired and the conversion rate.
Customer Life Cycle Value (CLV): CLV is an important metric for assessing the value of a customer over time. KPIs related to CLV include average order value, purchase frequency and length of customer relationship.
Traffic: Traffic is an important metric used to evaluate the performance of a website. KPIs related to traffic include number of visits, bounce rate, session duration, and number of page views per session.
Lead generation: Lead generation is an important metric for analyzing the success of a digital marketing strategy. KPIs related to lead generation include the conversion rate of visitors to leads, the cost per lead and the quality of leads generated.
Engagement: Engagement is an important metric for assessing user interaction with a brand’s content. Engagement-related KPIs include the number of followers on social networks, number of interactions, email open rate and click-through rate.
Return on investment (ROI): ROI is important for evaluating the return on a digital marketing investment. KPIs related to ROI include cost per acquisition, advertising ROI and conversion rate.
Searchengine rankings: Search engine positioning evaluates the visibility of a website in search results. KPIs related to search engine rankings include position in search results, organic traffic, and the number of keywords for which the website ranks.
Cart abandonment rate: Evaluates the success of an e-commerce strategy. KPIs related to cart abandonment rate include visitor-to-customer conversion rate and average time to purchase.

Growth Hacking, the art of rapid growth

El Growth hacking se ha hecho popular dentro del marketing digital.

Growth hacking is a set of marketing techniques that focus on rapid and scalable growth of a company or product. It is an innovative and agile approach that focuses on acquiring, retaining and monetizing users with a limited budget.

The term“growth hacking” was coined by Sean Ellis in 2010 to describe the approach he used to rapidly grow several Silicon Valley startups. Ellis was looking for a way to quickly grow these companies without having to rely on traditional advertising or pay-per-click marketing.

The growth hacking approach focuses on experimentation and rapid iteration. Growth hackers are constantly testing new tactics to see what works and what doesn’t. They often use digital tools and techniques to measure the success of their strategies and adapt them as needed.

Here are some of the fundamental pillars on which growth hacking is built

Product-market fit: Growth hacking starts with the product. Growth hackers look for a product that has a market willing to buy it. If the product is not attractive to consumers, then all the marketing tactics in the world will fail to grow the company.
Growth metrics: Growth hackers look for metrics that can measure the success of their strategies. These metrics can include number of new users, conversion rate, time users spend on the website, cost per acquisition, among others.
A/B Testing: A/B testing is a common technique used to test different versions of a website or advertising campaign. By doing this, they can see which version works best and adapt their strategy accordingly.
Viral content: Techniques are used to create content that is widely shared on social networks. This can include the use of memes, funny videos, infographics and other types of content that are easy to share.
Influencer marketing: Influencer marketing is a technique that involves working with influencers on social media to promote a product or service. Growth hackers can use this technique to reach a wider audience and increase brand awareness.
Search engine optimization: Search engine optimization (SEO) techniques are used to ensure that your website appears at the top of search results. This can increase traffic and brand visibility.
Retargeting: Retargeting is a technique that involves showing ads to people who have visited a website before. This technique is used to reconnect with users who have not completed a purchase or registered for an account.
Email growth hacking: Email remains an effective way to reach consumers. Use techniques to increase your email open and response rates, such as email list segmentation and content personalization.
Channel experimentation: growth hackers are constantly testing new marketing channels to see which ones work best for your company. This can include social media advertising, search engine advertising, native media advertising and other forms of online advertising.
User-centered design: You are looking to create an exceptional user experience for users. This may include creating a user-friendly interface, personalizing content and optimizing the checkout process.
Automation: To perform repetitive tasks more efficiently, automation is used. This can include email automation, social media posting automation and other forms of marketing automation.
Data analytics: Data analytics tools are used to better understand your users’ behavior and improve your marketing strategy. This may include using tools such as Google Analytics and other data analytics tools.
Focus on long-term growth: They focus on long-term sustainable growth rather than rapid, short-lived growth. To achieve this, focus on long-term user acquisition, retention and monetization.

While growth hacking can be an effective strategy for companies looking for rapid growth, it is also important to keep in mind that it is not a silver bullet. It is essential that companies focus on creating a quality product that meets the needs of consumers and that they use ethical and effective marketing techniques to promote their product or service.