Digital Marketing – Basic Concepts

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Before we dive into the digital world, let’s understand what marketing is. It is from this understanding that we will explore the transformations that have occurred with the arrival of digital technologies in the field of marketing.

Marketing is the art of exploring, creating and delivering value to satisfy market needs through products or services that may interest consumers. The purpose of marketing is to create value and attract the customer's attention, generating profitable relationships for both parties.

Philip Kotler
We believe that by understanding the fundamental concepts, you will be able to understand, select and determine which strategies are most appropriate for your company's context.

What is Marketing?
Marketing is an area of ​​management that deals whatsapp mexico with planning, promoting and selling products or services. It is responsible for identifying the needs and wants of consumers and then creating offers that meet those needs efficiently and profitably.

Marketing also includes communicating with consumers, which can be done through various media such as television, radio, newspaper and magazine advertisements, billboards, social media, and more. The ultimate goal of marketing is to increase sales and maximize the company's profits.

What has changed in Marketing with digital?
Digital marketing has changed the way businesses communicate with their customers. Previously, businesses had little control over the message they sent to consumers. Today, they have the ability to personalize their message to their target audience and measure the success of their digital marketing campaigns in real time. This allows businesses to make adjustments in real time and maximize their return on marketing investment.

Digital marketing differs from traditional marketing in several ways. Some important differences are:

Reach : Digital marketing allows businesses to reach a global audience, whereas traditional marketing is often limited to a local or regional audience.
Metrics : Digital marketing allows businesses to more accurately measure the success of campaigns by providing real-time data on campaign performance. In traditional marketing, metrics are less accurate and are often only available after the campaign has concluded.
Personalization : Digital marketing allows businesses to create personalized campaigns for different audience segments, whereas traditional marketing often relies on generic messages to a broad audience.
Interaction : Digital marketing allows companies to establish a closer connection with consumers, through features such as live chat and social media. In traditional marketing, interaction with the public is more limited.
Cost : Digital marketing is generally more affordable than traditional marketing because it allows businesses to reach a wide audience without having to invest in advertising on traditional mediums such as television and radio.
Digital Marketing Structure
Creating a good digital marketing structure is the first and essential step for companies that are starting to implement this type of strategy. This includes selecting the right technology, such as digital marketing platforms, email and chat automation tools, among others. It is also important to create an attractive and well-structured website and landing pages, as they are the main points of contact between the company and the customer.

Additionally, setting up social media channels such as Facebook, Instagram, and Google Ads is essential to reach your company’s target audience and promote your products or services. Communication and customer service automation tools can also be useful for streamlining customer service and increasing sales team efficiency.

Contact Points
Touchpoints are the places where the customer can interact with the brand, such as the company's website, social media, online store, among others. They are important because they allow the company to establish a connection with the customer and help them make a purchasing decision.

Media Channels
Media channels are the means by which a company promotes its products or services, such as online advertising, email marketing, content marketing, and more. Each media channel has its own advantages and disadvantages, and choosing the right channel depends on your target audience and your company’s goals.

Purchase Journey
The buyer’s journey is the process a customer goes through to make a purchase decision. It usually starts with awareness of the customer’s problem or need, followed by consideration of options, and finally the purchase decision. A company can use different digital marketing strategies throughout the buyer’s journey to help the customer make the purchase decision.

The Importance of Digital Touchpoints and the Difference of Physical Touchpoints
Digital touchpoints are increasingly important in today's world, as they are how companies establish connections with their customers and prospects. Through channels such as social media, email, online chat and apps, it is possible to establish direct and efficient communication with the target audience.

Difference Between Physical and Digital Point
The main difference between physical and digital touchpoints is the medium through which they occur. While physical touchpoints are in-person, digital touchpoints are virtual. This means that physical touchpoints require the customer to be physically present at the location to access them, while digital touchpoints can be accessed from anywhere via an internet-connected device. Additionally, digital touchpoints allow businesses to collect and utilize data in real time, which can be a differentiator from physical touchpoints.

Digital Marketing Touchpoint Examples
Company website: The company website is the gateway for online consumers and is where they can find information about the company's products or services, as well as make purchases.
Social media: Businesses can use social media platforms such as Facebook, Instagram, and Twitter to connect with consumers and promote their products or services.
Email: Businesses can use email to send newsletters, special offers, and other content to consumers.
Online advertising: Businesses can use online advertising platforms, such as Google Ads, to display ads to consumers when they search online.
Apps: Businesses can develop mobile apps to connect with consumers and provide them with easy access to their products or services.
Messaging Apps: Businesses can offer online chat or WhatsApp to provide support to consumers and answer questions in real time.
Blog: Businesses can use a blog to share informative content and promote their products or services.
Search engine marketing: Businesses can use search engine marketing, such as Google Ads, to appear in search results when consumers search for keywords related to their products or services.
Marketing Channels and Digital Channels
Marketing channels are the means by which companies establish communication with their customers and prospects, with the aim of promoting their products or services. There are several types of marketing channels, which can be divided into two main groups: traditional channels and digital channels.