Digital marketing is important for online reputation management.
Digital marketing is the set of actions, strategies and resources that contribute to the positioning and promotion of a brand, a product or a service through the Internet . It is an area or specialization of marketing, also known as merchandising.
Marketing is a discipline that uses various precepts and interventions to promote growth in commercial demand. The idea of digital , meanwhile, refers to that which displays, contains or transfers data through a combination of bits.
The idea of digital marketing, therefore, refers to the use of computing, and especially the Web, to attract potential clients or users, optimize customer service and enhance the image of something or someone.
Origin of digital marketing
The origin of digital marketing is linked to the development and expansion of email and the Internet . First, it required the implementation of certain infrastructures and technological services, on which the practices of this type of marketing were based.
In 1971 , for example, an email message was sent over a network for the first time. Programmer Ray Tomlinson is credited with being responsible for the idea of communication of this type.
Another essential step for the emergence of digital marketing was the creation of the World Wide Web ( WWW ), which began to take shape in 1989 and only became public in 1993 . Later, the emergence of platforms known as social networks starting in 1997 was another key instance for digital marketing.
Digital marketing, in short, is the exploitation of these tools provided by technology for the execution of marketing practices and campaigns. Under the notion of digital marketing, variants such as email marketing , content marketing and social media marketing are considered, for example.
Mapping out a social media strategy is key in digital marketing.
Main features
Technological resources give distinctive characteristics to digital marketing, comparing it with analog marketing that uses print, radio and TV advertising, brochures or in-person events.
Digital marketing, in this context, stands out for its interactivity . It is possible to carry out extensive information collection to carry out audience segmentation and, through personalization, arrive with a message according to specific needs or preferences.
This assumes that digital marketing is generally data-driven marketing . Internet users leave numerous "traces" that reveal their habits, making it possible to react or respond to said information through marketing strategies.
This reality also opens the door to marketing automation . There are systems that, based on the input data they collect, perform certain actions. The use of artificial intelligence in marketing to advance in this sense is a field with enormous potential.
Digital marketing can help retain customers and encourage e-commerce.
Digital marketing and visibility
Visibility in digital marketing is associated with the ability of a professional, an organization, a company or a brand to be seen by the greatest number of users possible. The objective of the experts is to increase this number to the maximum, especially with regard to the individuals who make up the targeted target.
Visibility can be achieved and enhanced in multiple ways. Two essential techniques are SEO (search engine optimization) and SEM (search engine marketing) .
SEO is based on the techniques and strategies that are applied to a website so that it is organically well positioned in the results of Internet search engines. SEM , meanwhile, adds the possibility of paying to achieve that positioning (as Google Ads allows).
Social networks also market advertisements. Facebook Ads , Instagram Ads , Twitter Ads and LinkedIn Ads offer, in exchange for a payment, visibility for profiles or pages.
It is interesting, on the other hand, to mention programmatic advertising . This involves the acquisition of ads in real time on different websites and in various formats.
Visibility, however, goes beyond online advertising . Blogging on WordPress , Blogger or another platform, for example, can be key in brand positioning. You can even integrate an e-commerce platform to make sales.
Whether with a blog or another site format, it is necessary to analyze traffic data to adapt content and strategies. Web analytics , then, provides information that is very valuable for digital marketing.
Influence and viralization
Influence and viralization are other relevant concepts in digital marketing. Influence marketing is known as the visibility of brands, services and products through personalities (called influencers ) with the ability to influence users.
Suppose a fast food chain launches a new hamburger. As part of its digital marketing strategy, it hires several influencers, who record themselves eating the product in question and praising it. Such content is spread on Instagram , TikTok , Facebook and other social networks. The goal of the chain is that many people, upon seeing the influencers, want to try the burger in question.
Viral marketing , on the other hand, aspires to the exponential spread of content. This is achieved when thousands or millions of users share something spontaneously on their social networks, thus multiplying the visibility of what they show.