Digital marketing is the application of marketing strategies carried out in digital media. All the techniques of the off-line world are imitated and translated into a new world, the online world. In the digital sphere, new tools such as immediacy, new networks that emerge every day, and the possibility of real measurements of each one of the strategies used appear. Two instances are known:
- With Web 2.0, the possibility of sharing information is easily created thanks to social networks and new information technologies that allow the almost instantaneous exchange of previously impossible pieces, such as videos, graphics, etc. It starts using the Internet not only as a means to seek information but as a community, where there are constant relationships and feedback with users from different parts of the world.
- The first is based on web 1.0, which is no different from the use of traditional media. Its main feature is the impossibility of communication and exposure of users. Only the company has control of what is published about itself.
In this new area is developed the second instance of digital marketing since users can talk about the brand freely. They have a very important power that previously was only allowed to the media: Opinion.
Marketing techniques must then change their paradigm. If before the distributors, media, and producers were the ones who had the power of opinion, now the focus must change the user. This is able to search for what you want thanks to the power of search engines (Google, Yahoo, Bing, etc.), and not only ask the media given if your decision is correct, you also have the possibility to read reviews, comments and Ratings by other users.
That is why a digital strategy must include all relevant spaces where the target interacts, seeking to influence opinions and opinions, improve the results of search engines, and analyzing the information that these media provide to optimize the performance of actions taken . Digital marketing is the set of design, creativity, profitability and analysis always looking for an ROI.
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