How does it work?
A digital strategy should include all relevant areas, in which the target customer interacts.
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Digital marketing is the application of marketing strategies implemented for digital media. All the techniques of the offline world are imitated and translated into a new world, the online world. In the digital sector arise new tools such as immediacy, the new social networks that sprout every day, and the possibility of real measurements of each one of the employed strategies. Two instances are known:
The first is based on the web 1.0, which does not differ from the use of traditional media. Its characteristic feature is the impossibility of communication and exposure of the users. Only the company has control of what is published about them.
With the web 2.0 the possibility of sharing information easily through social networks and new information technologies is born, allowing near instant exchange of information that previously was impossible, such as videos, graphics, etc. People begin to use the internet not only as a medium to search for information, but as a community, where there are relations constantly and feedback with users from different parts of the world.
The second instance is developed in this new area of the digital marketing since users can freely talk about the brand. They have a very important power that previously only had the media: the opinion.
Thus Marketing techniques have to change their paradigm. If distributors, the media, and the producers were once those who had the power of opinion, now the focus should change to the user. The user is able to find what he or she wants through the power of search engines (Google, Yahoo, Bing, etc.), and doesn't have to ask the media, whether his or her decision is correct. The user also has the ability to read reviews, comments and ratings from other users.
That's why a digital strategy must include all relevant spaces where the target interacts, seeking to influence opinions and pundits, improve the results of search engines, and analyzing the information that these media provide to optimize the performance of the actions taken. Digital marketing is the unity of design, creativity, profitability and analysis, always looking for ROI.