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What Is Digital Marketing? Create Your Strategy And Find Customers Online

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What Is Digital Marketing? Create Your Strategy And Find Customers Online

Con il termine “digital marketing” – o marketing online – si identificano tutte quelle strategie che si sviluppano attorno ai canali digitali, raggiungibili attraverso dispositivi elettronici e/o la connessione a internet.

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1. THE DEFINITION OF DIGITAL MARKETING: WHAT DOES IT MEAN?

The term "digital marketing" - or online marketing - identifies all those strategies that are developed around digital channels, accessible through electronic devices and/or internet connection.

2. WHY WAS DIGITAL MARKETING BORN? WHAT IS IT FOR?

The term "digital marketing" was born at the same time as the invention of the radio, which took place in 1901 by Guglielmo Marconi, but it has evolved following the change in consumer habits of those who have access to the Internet. In particular, with the arrival of Google (1998), a watershed is created between the era of traditional marketing (newspapers, radio, television, ...) and that of digital marketing. This happens because, for the first time, the consumer becomes an active participant in the commercial negotiation: through browsing on Google, on websites, on social profiles, he has the opportunity to get information, find new products and services and choose which company to ask for information.

3. WHAT IS THE DIFFERENCE BETWEEN DIGITAL MARKETING AND TRADITIONAL MARKETING?

As indicated by the terms themselves, the main difference between digital marketing and traditional (or offline) marketing lies in the channels of reference: in the first case, we are talking about means that can be reached through an Internet connection; in the case of traditional marketing, however, the brand promotes its products and services through channels that do not require a connection, such as television, radio, brochures, flyers and billboards.

4. WHAT ARE SOME EXAMPLES OF DIGITAL MARKETING STRATEGIES?

Now that we understand what digital marketing is and what the main differences are with offline marketing, let's delve into the most common online strategies, broken down by individual channels.

  1. #1 position on search engines: SEO and SEM
  2. Increased brand popularity: Social Media Marketing
  3. Keeping interest alive: email marketing
  4. Emotion first: content marketing

5. WHAT ARE THE METRICS FOR UNDERSTANDING THE EFFECTIVENESS OF DIGITAL MARKETING?

  1. Channels of traffic acquisition to the site.
  2. Direct traffic.
  3. Conversion rate.
  4. Bounce rate.

6. WHAT DOES A DIGITAL MARKETING MANAGER DO?

To plan an online marketing strategy that really brings results in terms of new customers and turnover, it is important to avoid improvisation. That's why the figure of the digital marketing manager was born, the one who combines experience, expertise and constant updates to give life to a performing strategy on the Web. The task of the digital marketing manager is to analyze the business and everything that surrounds it (target audience, competition, socio-economic context, ...) and create a marketing plan tailored.


Digital marketing cosè 10
Today's world is more and more connected and there are more and more activities that can be carried out by accessing the net: making video calls with friends, relatives, colleagues and clients; ordering dinner and having it delivered directly to your home; participating in yoga and pilates classes; searching for the solution to a problem and buying products and services in a few seconds. The Web has become a part of people's lives, influencing consumer decision-making. This is why, in order to remain competitive in the market, companies need to adapt to this important change, adopting ad hoc strategies to acquire new customers online. This is where digital marketing comes in: what is it and how can it represent a new resource to increase your company's turnover? In this guide, NetStrategy, web marketing agency, answers all your questions on the subject, with the aim of offering some food for thought to grow your business, both in the traditional market and online.

1. The definition of digital marketing: what does it mean?

Digital marketing cosè 7

With the term "digital marketing" - or online marketing - we identify all those strategies that are developed around digital channels, accessible through electronic devices and/or internet connection. To cite some examples, we refer to search engines (Google, Bing, Yahoo! Search,...), websites, social networks (Facebook, Instagram, LinkedIn,...), e-mail and apps. Through a digital marketing strategy, companies can promote the brand and its related services and products on the aforementioned channels.

2. Why was digital marketing born? What is it for?

Digital marketing cosè 8

The term "digital marketing" was born at the same time as the invention of the radio in 1901 by Guglielmo Marconi, but has evolved following the change in consumer habits of those who have access to the internet. In particular, with the arrival of Google (1998), a watershed is created between the era of traditional marketing (newspapers, radio, television, ...) and that of digital marketing. This happens because, for the first time, the consumer becomes an active participant in the commercial negotiation: through browsing on Google, sites, social profiles, he has the opportunity to get information, find new products and services and choose which company to ask for information.

A web marketing strategy has therefore the objective of leading companies first of all to acquire greater online visibility, making themselves found by their target audience, the so-called buyer person. Secondly, digital marketing works to ensure that brands gain enough credibility online to entice users to contact the company.

Do you need new marketing strategies? Talk with Letizia!

3. What is the difference between digital marketing and traditional marketing?

Digital marketing cosè 9

As indicated by the terms themselves, the main difference between digital marketing and traditional (or offline) marketing lies in the channels of reference: in the first case, we are talking about means that can be reached through an internet connection; in the case of traditional marketing, however, the brand promotes its products and services through channels that do not require a connection, such as television, radio, brochures, flyers and billboards.

Another important difference between the 2 strategies concerns the target audience. Traditional marketing generally runs on extremely broad channels. Let's think about prime time commercials on channel 5: the message is launched to millions of viewers, hoping to intrigue among them those who, at that particular time, need that particular product or service. On the contrary, in digital marketing it is essential to select the right audience from the outset. Here are a couple of examples:

  • Facebook Campaign. As Oberlo reveals in one of its reports, every day, almost 2 billion users worldwide connect to this social network. In order to gain visibility and find new customers from Facebook, it is therefore necessary to select a limited audience, highlighting its main characteristics, such as age group, gender, geographical location and interests. Otherwise, the campaign would turn out to be too generic and therefore ineffective, both from the point of view of results (poor) and from the point of view of the budget (excessive).

  • Organic campaign on search engines. In order to acquire an organic positioning, that is natural, on Google, it is necessary first of all to carry out a deep analysis of the digital keywords of the client-typical of the company when he searches for a certain product or service. The starting point of the strategy is therefore the identification: only by empathizing with the buyer person is it possible to understand how he/she behaves when he/she uses search engines and to be found when he/she types a keyword. Otherwise, the risk is to be positioned for keywords that are too generic or far from the interests of your target audience.

Those listed above are the 2 main differences between online marketing and offline marketing. Each company has characteristics that make it possible to focus more on one strategy or the other; however, it is worth considering that, increasingly often, the consumer makes a multichannel Buyer's Journey before making a purchase. For example, it may happen that he is interested in a product seen in a TV commercial; to learn more about its characteristics, he will look for it on the Internet; subsequently, he will go to a physical store to purchase it. In this case, he will have followed 4 different phases:

  1. TV commercial;
  2. Active Google search;
  3. In-depth product features on website;
  4. Physical store.

    A multichannel strategy allows to improve the presence of the company both online and in the traditional market, going to meet the needs of the customer in any channel he goes to get information and then conclude his purchase.

4. WHAT ARE SOME EXAMPLES OF DIGITAL MARKETING STRATEGIES?

Now that we understand what digital marketing is and what the main differences are with offline marketing, let's delve into the most common online strategies, broken down by individual channels.

#1 position on search engines: SEO and SEM

Digital marketing cosè

Oberlo offers us a complete overview of data and statistics to understand how many users use Google, the main search engine: every day, almost 4 billion searches are conducted, deriving from the fact that 84% of users who use Google perform an average of 3 searches per day. Moreover, 46% of searches for a product start right from Google. In short, the search engine has become part of our everyday life. But how can our company plan and apply a strategy to become the answer to the search of its buyer persona?

The digital marketing strategy that deals with making the pages of your website acquire a high organic ranking takes the acronym SEO, which stands for Search Engine Optimization. In this discipline there are on-site techniques, which are implemented within the site, and off-site techniques, starting from other domains, to make sure that the pages acquire authority in front of the search engine algorithms. All these techniques can take several months before they lead to concrete results in terms of ranking (positioning) and then traffic (visits) to the site, but they are generally long-lasting.

There are cases in which it is necessary to reach the first positions for certain keywords in a relatively short time. It may happen, for example, at the time of launching a new product in the market or when the website has just gone live and you want to acquire traffic right away. In these situations, SEM (search engine marketing) strategy is applied. This involves creating paid campaigns that involve a series of advertisements that will then be placed, based on different criteria, on search engines to determine keywords.

For a more in-depth analysis of these strategies, read the article dedicated to the differences between SEO and SEM.

INCREASED BRAND POPULARITY: SOCIAL MEDIA MARKETING

Digital marketing cosè 2

With the term "social media marketing" we mean the strategy that aims to promote a brand and its content on social media, thus gaining new popularity and new potential customers. Among the most popular social networks currently we can find:

 

 

  1. Facebook;
  2. Instagram;
  3. LinkedIn;
  4. Twitter;
  5. TikTok;
  6. Clubhouse (the real deal in 2021).

Again, the strategy can involve publishing organic posts, which will gain visibility naturally, and creating sponsored posts and paid campaigns: by doing so, you establish a budget to reach a well-delineated audience, getting better results in a more limited time.

Do you need new marketing strategies? Talk with Letizia!

KEEP THE INTEREST ALIVE: EMAIL MARKETING

Digital marketing cosè 3Once the user has filled out the contact form on the company's website or on social networks, he or she becomes a lead, i.e. a potential customer of that company. From this moment on, a commercial negotiation begins that can take several weeks or months to complete, both positively and negatively. To prevent the lead from losing interest in the company and its product (or service) as the days go by, an email marketing strategy is applied.

The messages, i.e. emails, sent to potential customers of the company are generally of 2 types:

  • Commercial, such as promotions, offers and exclusive discounts, in order to instill a sense of urgency in the user and lead him to purchase more quickly;

  • Informative, with the aim of suggesting solutions to the user's problem, establishing a relationship based on empathy and trust that, over time, will strengthen.

    The email marketing strategy can also be effective after the purchase, to ask for an opinion and keep the relationship alive, with a view to customer loyalty.

EMOTION FIRST: CONTENT MARKETING

Digital marketing cosè 4Whether textual, visual or interactive, content has always been one of the most effective methods of persuasion. Thanks to content, in fact, it is possible to excite the user, leading him to embrace and make his own the values that characterize the brand and creating, in fact, new ways of interaction between the parties. That's why content marketing is an essential branch of digital marketing: attracting the user to the website or social channels will be useless, if the consumer will not find the answer to his questions within them. Content marketing, therefore, is based on empathy and identification of the company with the consumer to propose the best solution to his need. The objective is to involve to the point of enticing the user to get in touch with the company.

Content marketing, within online marketing, mainly refers to:

  1. Blog articles;
  2. Website pages;
  3. Videos;
  4. Podcasts;
  5. Infographics.

5. What are the metrics for understanding digital marketing effectiveness?

Digital marketing cosè 5

As with traditional marketing strategies, digital marketing is about constantly monitoring the performance of the strategy, identifying which actions are proving effective and which are not. Unlike offline marketing, however, digital channels are much easier to find data and metrics on. Why?

We plan to print and distribute 1,500 flyers for the launch of a new product of our company. At the same time, we also create a campaign of sponsored ads on search engines. Over the next 3 months, we manage to acquire 30 customers who have received the flyer or viewed our ads on Google and then purchased our new product. In the first case, we don't have the certainty of the number of those who approached our company because they received the flyer; we can only make some guesses. In the case, instead, of sponsored ads, through tools like Google Ads or Google Analytics, we know exactly how many users they have:

  1. Viewed the ad;
  2. Clicked on the ad;
  3. Filled out the contact form;
  4. Purchased the product.

But what are the key metrics that allow you to evaluate the performance of a web marketing strategy?

  1. Channels of traffic acquisition to the site. How many users come to the site from organic search engine results? How many from paid ads? How many users come, instead, from social networks? This first metric is a clear signal of which strategic action and which channel is performing better, with a view to optimizing the resources and budget used.

  2. Direct traffic. This term refers to those users who type the website URL directly into the search bar; that is, those who already know the brand or have heard of it. The activity on social networks is also aimed at building a solid brand awareness, i.e. brand consciousness on the part of the user: high direct traffic means being able to be recognized and searched for spontaneously by the consumer.

  3. Conversion rate. As a percentage, what is the number of users, out of the total number of visitors to the site, that are converted into leads? This metric tells us if our site is structured in such a way as to lead the user to conversion or if it is necessary to intervene on technical frictions or User Experience to improve it.

  4. Bounce rate, a figure that indicates the percentage of users who visit a single page of the site and then "bounce" right away. This means that the visitor did not find the answer he was looking for or that the pages were not built to allow him to continue the decision-making process (for example, they did not contain internal links).
Do you need new marketing strategies? Talk with Letizia!

What does a digital marketing manager do?

Digital marketing cosè 6

To plan an online marketing strategy that really brings results in terms of new customers and turnover, it is important to avoid improvisation. That's why the figure of the digital marketing manager was born, the one who combines experience, expertise and constant updates to give life to a performing strategy on the Web. The task of the digital marketing manager is to analyze the business and everything that surrounds it (target audience, competition, socio-economic context, ...) and create a marketing plan tailored.

If the digital marketing manager is in fact the "mind", the creator of the strategy, it is necessary that he is also supported by figures who, through their creativity, become the executive arm: for example, the social media manager, the SEO Specialist, the copywriter. In this way, the digital marketing manager relates directly with the company and plans the strategy; behind him, a team of competent people specialized in the branches of the discipline give life to the single strategic actions. This is exactly what happens in a web marketing agency, with the aim of making every company grow.

In conclusion…

It's not easy to define exactly what digital marketing is: a term used for the first time with the advent of radio, over the years it has evolved and changed constantly, according to the evolution of the market and the network. However, it is easier to understand the scope of this new strategic concept: the consumer is finally at the center of everything; the company's objective is no longer solely that of selling, but that of proposing the best solution to satisfy his need, with a view to customer loyalty. In this way, both parties win: on the one hand, the customer always knows who to rely on to find competence and professionalism; on the other hand, the company benefits in word of mouth, improved brand visibility and constant turnover.

Would you like support in planning a digital marketing strategy for your company?

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Letizia Poltronieri

Copywriter & Content Creator - Driven by a great passion for writing, Letizia graduated in Languages and Cultures for Publishing at the University of Verona, increasing her knowledge in the field of communication also in several foreign languages. With a good knowledge of English and German (and much more), from a very young age she gained experience in the field of journalism and publishing. Letizia loves to travel both between words and around Italy and today, for NetStrategy, she manages the Content Marketing department.

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