Digital Marketing (also called Marketing 2.0, Internet Marketing, Online Marketing, Online Marketing or Cybermarketing) is characterized by the combination and use of digital media marketing strategies. Digital Marketing is configured as marketing that makes use of electronic devices ( computers ) such as: personal computer , smartphone , cell phone , tablet , Smart TV and video game console to involve stakeholders. Digital marketing applies technologies or platforms, such as websites ,email , web applications (classic and mobile) and social networks . It can also occur through channels that do not use the Internet such as television, radio, SMS messages , etc. The social media are a component of the digital marketing. Many organizations use a combination of traditional and digital marketing channels; however, digital marketing is becoming more popular with marketers as it allows you to more accurately track your return on investment (ROI) compared to other traditional marketing channels.
The current global trend in online marketing is to combine different techniques such as content marketing, social media marketing, influencer marketing, programmatic advertising, email marketing, SEO, SEM, and others 1 .
Traditional marketing techniques are also applied in combination with new media techniques . This is a component of e-commerce , so it can include content management, public relations , online reputation, customer service, and sales. One of the main characteristics of this new trend is that it makes it possible to carry out personalized campaigns and strategies, since it offers great analytical capacity and thus manages to launch campaigns for target markets, or targets., highly segmented. Digital Marketing aims to be an adaptation of the philosophy of web 2.0 to marketing, it refers to the transformation of marketing as a result of the effect of networks on the Internet. It must be focused on the public and there must be an interaction between the promotional campaign and the public that receives it. Some characteristics of Digital Marketing could be attractive content and an environment where the public can receive the information. The content offered by Digital Marketing as the environment must have interaction with the public. Social Networks are growing in investment over traditional advertising methods, practically all widely used networks already incorporate formulas for effective advertising on them.
Digital Marketing represents a dramatic change for the benefit of searches and purchases of goods and services regardless of advertising, marketing campaigns and messages. In it, customers make decisions on their own terms, relying on trusted networks to form opinions, such as close people or comments from different users who have previously tried a product or service. It can be said that the roles of marketing have changed, before marketing was done by managers and their agencies, with this significant change digital marketing can be done by anyone. Today we see a lot of content that is generated by different brand users and that become more shared and have a greater impact among current and potential customers than what the same brand communicates on its official platforms. These changes have dramatic implications for how marketing is created and the way in which consumers take a participatory role in the development of new products and brands. We have moved from company-led decisions to companies that promote co-creation with their consumers using digital platforms. Digital Marketing has generated important changes in how services are marketed, such as banking or telecommunications. These changes have dramatic implications for how marketing is created and the way in which consumers take a participatory role in the development of new products and brands. We have moved from company-led decisions to companies that promote co-creation with their consumers using digital platforms. Digital Marketing has generated important changes in how services are marketed, such as banking or telecommunications. These changes have dramatic implications for how marketing is created and the way in which consumers take a participatory role in the development of new products and brands. We have moved from company-led decisions to companies that promote co-creation with their consumers using digital platforms. Digital Marketing has generated important changes in how services are marketed, such as banking or telecommunications.2
Search engine optimization
Main article: Search engine optimization
Search engine optimization, a technique known worldwide as SEO (Search Engine Optimization), refers to optimizing a website and its contents so that it is easily indexed in search engines and thus attract users influential to a website.
Marketing carried out on platforms such as social networks or web pages can be bidirectional, that is, it allows brands to interact with people who are interested in products and services and can take a more productive approach when it comes to selling.
The ICC Code has integrated the rules that apply to marketing communications using interactive digital media into all the guidelines. There is also a fully updated section on issues specific to interactive digital media techniques and platforms. The Self-Regulation Code on the Use of Interactive Digital Media includes:
Clear and transparent mechanisms so that consumers can choose whether or not to collect their data for advertising or marketing purposes;
Clear indication that a social networking site is commercial and under the control or influence of a seller;
Limits are set so that sellers communicate directly only when there are reasonable grounds to believe that the consumer has an interest in what is offered.
Respect for the rules and regulations of acceptable commercial conduct on social networks and the publication of marketing messages only when the forum or site has clearly indicated its willingness to receive them.
Special attention and protection for children.
Digital Marketing Techniques
Some of the most important Digital Marketing techniques are:
Search Engine Optimization (SEO)
Search Engine Advertising (SEM)
Advertising on social networks
Real-Time Bidding (RTB)
Digital Marketing Intelligence
The globalized use of the different techniques of Digital Marketing, collects every second an impressive amount of privileged information about the tastes, preferences,