DIGITAL MARKETING.

Background of Digital Marketing.

The emergence of new media and the technological advances experienced in recent years
has enhanced the emergence of new models of relationship with the public. The
The spectator has evolved in receiving messages, moving from a
passive attitude in which I received communications unidirectionally to being the
main actor and demand tools that allow creating content, making
virtual experiences and facing a multiplicity of simultaneous tasks. The
Digital marketing helps take advantage of the opportunities offered by new media, with
great communication potential, and makes possible the integration of the different
channels providing the demanded interactivity and positioning the
different companies or professionals to attract the voluntary attention of the user
from an increasingly contested medium. Lately this field has experienced a
significant increase in advertising investment, requiring strategies that
provide added value over others. Digital Marketing helps to plan
such advertising strategies, and provides companies with how many resources
can be used to communicate with your target effectively
personalized and with the highest possible degree of immediacy.

Definition of Digital Marketing.

Digital Marketing is an interactive system within the set of actions of

company marketing, which uses telematic communication systems to
achieve the main objective that defines any marketing activity: to gain
a measurable response to a product and a commercial transaction. In the
Business Dictionary, Digital Marketing is defined as 'the promotion of
products or brands through various channels of electronic media. The media that
they can be used as part of a digital marketing strategy of a
business can include promotional efforts via the internet, social media, phones
mobiles, electronic billboards, and also through television and radio.

The Internet has a great impact on the practice of Digital Marketing, it is what sets the
guidelines to consider in order to implement a good strategy for
Digital Marketing. On the internet, consumers have a behavior
determined that companies must know to adjust their strategy of
marketing. The behavior is as follows:

They do not limit themselves to buying and paying for the product, but also seek

information about him. They reveal his preferences.

 They negotiate with the sellers.

They exchange information with other consumers.

Advantages of Digital Marketing.

Advantages from the consumer's point of view.

Comfort and convenience. The internet offers the possibility to carry out the
purchase from anywhere and at any time; the delivery of
Delivery at the consumer's home will be done later.

Lower opportunity cost due to time savings, travel,

efforts and inconveniences.

Numerous search options and access to extensive information

relevant to the purchase decision.

Ease of evaluating offers and making comparisons.

Access to a global market, continuously growing in supply of

products, especially those that are not easily obtainable in a way
local.

Absence of the seller's pressures and influences. Intimacy of the

purchase process.

Advantages from the seller's point of view:

It is possible to access a global market and exponential growth.

Achieve a quick adjustment to the market evolution.

Low entry and operating costs of the service in development

virtual sales space. The costs derived from it disappear.
physical exhibition of products.

It operates with stocks lower than those of physical distribution of the

modality with establishments. The update cost is minimized and
catalog distribution.

Possibility of offering promotional videos, demonstrations, and offers

animated while the purchasing process takes place, which causes
more attention from the buyer.
 Adequate support to assist the consumer and exploit the flow of
information between this and the company.

Key aspects of the Digital Marketing strategy.

The integration of the Internet into the marketing strategy of new companies
creation is simpler than in those others that choose to incorporate it as a
business strategy more. On the other hand, the degree of integration of the Internet in the
The marketing program usually varies depending on the purpose for which it is used.
the average time spent serving the company's objectives.
Therefore, four stages of implementation and integration can be distinguished.
Internet strategy:

Introduction: In the initial moments, the company is concerned,

mainly, to show that it is present on the Internet. This initiative
obeys more to the mere need of being present, which is why numerous
organizations and individual users have pages without intending a goal
of marketing. That is why the presence on the Internet is limited to Web pages
with scarcely useful information, which are rarely updated and
advertised, thus resulting in a limited use of other resources that
they offer the networks.

Launch: At this stage, various initiatives are put into action to offer
attractive content and other services valued by users, achieving
increase the influx of the public to the site. We must continuously
adapting the page to the needs so that the user relapses in their life.
We have some companies that, on their website, in addition to offering the
products, it informs about interesting issues related to the
product.

Start of online sales: When the company has experience

preview in the media, has begun to familiarize itself with the Internet as a space for
market and has made use of its resources, tends to consider the implementation
of sales initiatives presenting a product catalog online.

It is common for these initiatives to have some shortcomings, whether because

the competitive environment is still not well understood, or because it
involve few resources to limit the risk of the operation, such as:
the assortment presented is limited, orders and payments cannot be transmitted
In the network, the sales space design does not meet the needs and
specific user preferences.
 Full integration: in this stage the Internet is integrated into the system of

information and becomes a fully utilized marketing tool by the

organization. The internet is used in marketing research for purposes
advertising and communication, and also in the marketing of products
that are distributed through the network. The initiatives that are undertaken in this
environments respond to a previously defined strategy, they coordinate with the
that take place in other areas, and contribute to achieving the objectives of
marketing that the organization has set. Vértice S.L. Marketing
Digital. Spain: Editorial Vértice.

Digital Marketing Tools.

There are various tools within Digital Marketing that must be considered
to take into account for the proper management of the brand's online image. These
tools are the own website, email marketing, search engine positioning
(SEO and SEM), online advertising, social media and online communities, online store
or mobile applications, among many others. Each of them acts as a lever
to activate different brand and company objectives, such as informing, increasing
notoriety or building affinity with the customer. Del Olmo, José Luis; Fondevila
Gascón, Joan Francesc. (2014) Digital Marketing in Fashion. Editions
International Universities, S.A.

ONLINE MARKETING.

The internet allows access to potential clients at an unprecedented speed.

In a matter of days, you can access a segment of potential clients, while
that in traditional media it would take weeks to prepare any campaign of
communication.

Definition of Online Marketing.

Online marketing is carried out through interactive computing systems in

line, that connects customers with companies electronically. A modem
connects the client's computer with various services through lines
telephonic. There are two types of online marketing channels: services
online and Internet commercials.

Online commercial services offer information and marketing services in

line to subscribers, who pay a monthly fee. The Internet is a
enormous and thriving global web of computer networks around the world.

Importance of online marketing.

Online marketing can reduce costs and increase efficiency. The
Online marketers avoid the expenses of maintaining a store and the costs of rent.
insurance and services that it implies. Since customers deal directly with
the company. Online marketing often reduces costs and improves
the efficiency of channel and logistics functions as processing of
orders, inventory management, delivery, and commercial promotion; it also offers a
greater flexibility, helping the seller make continuous adjustments to their offers
and programs. Lastly, the Internet is a truly global medium that provides to
buyers and sellers the opportunity to move from one country to another in seconds.
Marketing: Edition for Latin America
Spain: Pearson.

Types of online marketing.

Online marketing is evolving at a dizzying speed, trends are changing.

quickly, there is currently a wide variety in the types of
online marketing, leveraging new technologies.

Search Engine Optimization (SEO)

corresponds to the initials of 'Search Optimizer'. It is about a
person or company that is responsible for ensuring that a website appears in the
top rankings within search engine results, in relation to a
series of words or terms. SEO does not have to be necessarily
webmaster or the person responsible for the website, but the latter can hire
his services. Del Olmo, José Luis; Fondevila Gascón, Joan Francesc. (2014)
Digital Marketing in Fashion. International University Editions, S.A.
Search Engine Marketing (SEM) is the acronym for 'Search Engine Marketing'.
The SEM term encompasses many more aspects than just an SEO job.
positioning), and addresses everything related to promotion and appearance in the
search engines. The vast majority of search engines (Google, Yahoo, MSM
Search, etc.) includes sponsored links in its results. It is about
ads, generally text, that are on the same theme as the words
that the user is looking for and that the advertiser has previously "bought". Del Olmo,

José Luis;Fondevila Gascón,Joan Francesc.(2014)Digital marketing in the

Fashion.International University Editions, S.A.

Mobile Marketing (mobiles): Díaz (2007) defines mobile marketing as that

type of marketing that uses mobile platforms through messaging
or navigation through the internet from mobile devices, with the aim of
develop interactive promotional or communication actions. Likewise,
the end consumer interacts in a quick, effective, and easily measurable way;
In a short time, the mobile phone has become the means of communication.
of greater market penetration, unipersonal channel, direct or interactive,
whose communication and relationship opportunities are truly remarkable.
Díaz Pelayo, Cesar Amador; López Martínez, Edgardo Flavio; González Monroy,
Roberto;Preciado Ortiz, Claudia. Leticia (2013). Digital marketing and
online advertising. Mexico: University Publishing. First Edition.

Social media marketing: social media has become little

time in a business opportunity for advertising agencies, advertisers
and for the marketing world in general. Sánchez Herrera, Joaquín; Pintado
White, Teresa. Marketing strategies for social groups. Spain:
Dehon Graphics.

Social media marketing refers to all those activities

carried out with the aim of promoting a brand through social networks such as
Facebook, Twitter, among others, which are at their peak
among internet users, and facilitate the brand's interaction with its audience
objective, at a level much more personalized and dynamic than with the techniques
of traditional marketing. The following are these social networks.

Facebook

Facebook is the most used social network at the moment, created by

Mark Zuckerberg originally was a site for students from the
Harvard University, but it is currently open to anyone
person who has an email account.

The presence of institutions and companies on Facebook is possible due to

through three models: personal profile, group, and page. The latter
(page) gives the option to use applications, while the groups
No, the use of personal profiles that was common in the beginning for
part of companies and institutions is not a advisable option because it is
interpreted by the user as an "invasion" of their environment, due to
that friendships are held with people, hardly
it can be a friend of a company or institution, therefore this option is not
it is not advisable.

The presence on a Facebook page can include the

following advantages:

You can customize your content by installing applications.

They are designed for the presence of organizations, so that

they have some more suitable tools.

Its content is accessible to external users of the network, no.

It is necessary to register to see it. Any user can
freely register as followers or fans of these pages.
 There is a statistics section that provides information about
the access and activity of users on the page.

It has tools to communicate updates

important a the users what they appear as
Updates on your profile.

It is a less visible system than messages, but also

less intrusive and therefore will generate less rejection among the
users

The page can have several users as administrators.

from Facebook.

They are free.

Give the organization a more respectable and more

visibility

Facebook Ads

Facebook Ads is the system that can be used to promote the Page.
from Facebook, Website, Event or Application. It is possible to create ads
of text, graphics, and video, which will be displayed on the homepage, profile, and photos

from the users, paying only for the clicks received.

Facebook Ads works similarlyto Google AdWords. Pfirst it

you must carry out the campaign, create the ad groups and finally
create the ads. These can be text, graphic, or video ads and
they can be displayed both in the news section and in the right column
on computers, as in the news section of mobile phones.

Once the campaign is completed and published, it must be optimized.

day after day to achieve better results.

Facebook Ads will provide you with the following advantages:

It allows for very detailed segmentation and adjustment.

ads to the ideal client.

Absolute virality of ads: Facebook is expanding

increasingly among the friends of the fans.

It is very economical because you only pay for the clicks obtained.

It allows the possibility of interacting with users: through

games, raffles, contests or simple surveys with options.

Measure the results obtained: thanks to the detailed reports

What does Facebook deliver?

Twitter

Twitter is a social network and a microblogging service, created by Jack

Dorsey in March 2006, the network has been growing and gaining popularity
worldwide.
 Twitter also works to send text messages with a maximum
of 140 characters, called tweets. Users can subscribe to
the tweets of other users, that is, 'to follow them'.

The way to use it depends on each user, as it can be shared.

different content such as photographs, videos, and current news and
On many occasions, the spread of popular news contributes
to the creation of popular 'hashtags' that group tweets and news
under the same theme.

Twitter Ads

To use this service, what is needed is a Twitter account.

with which you can control the ads and the audience to which they are
wants to arrive. Payments are made using a credit card and
it is only paid when people follow the Promoted Account, or
retweet, reply, favorite name or click on the Tweets
Promoted. But you never pay for organic activity on Twitter.

Twitter Ads fundamentally consists of Promoted Products:

Promoted accounts to build an active community of
followers who are supporters and business influencers; Tweets
Promoted to extend the reach of the messages and reach
users who are not following the account based on a variety
of segmented options based on interests, geographical location and
much more; and Promoted Trends, which are situated in a way
highlighted alongside the user's timeline.

Impact of online marketing.

The internet is an interactive medium that develops direct communication and

customized with each client, without geographical or temporal limitations.
Moreover, it is possible to carry out different interactions through the same channel.
with clients: advertising and information, pre-sale, order configuration,
purchases, after-sales services, etc. The bidirectional nature of the medium makes
possible the so-called online marketing, and with it the personalization of the
strategies, among which the following characteristics are included:

Presentation of content fully adapted to the needs of

each customer: web product catalogs, advertising messages, and others
services.
 Possibility of developing flexible websites, with a structuring of
the elements and a design, which can be modified according to the
preferences expressed by users.

Incorporation of recommendation systems within the website, that

It takes into account sociodemographic characteristics, habits, and profiles.
of the clients.

Development of custom products and services: computers, music,

information services, etc. Customer participation in the configuration
of the product. Díaz Pelayo, Cesar Amador; López Martínez, Edgardo
Flavio;González Monroy,Roberto;Preciado Ortiz,Claudia. Leticia
(2013). Digital marketing and online advertising. Mexico: Publisher
university. First Edition.

Differences between Digital Marketing and Online Marketing.

It is important to establish a difference between Digital Marketing and Marketing.

Online that clearly highlight what each of these terms is about.

The term Digital Marketing describes all the marketing processes used
in any digital channel to promote brands or products and services, and so
develop direct and personal communication channels with customers. It
You can consider Digital Marketing as an evolution of marketing.
traditional on paper towards campaigns in digital media and the Internet.

The channels used in Digital Marketing are, for example: websites, networks
social media, email marketing, SEO, PPC, Web TV, SMS, BTL and any other medium
available digital.

Now, Online Marketing would then be just a part of Digital Marketing.

although with the evolution of the latest trends it becomes the most
important of Digital Marketing. It encompasses all channels dependent on
Internet, this seems to be a trend that is increasing for companies
what they seek to use these marketing and advertising tools for their
benefit.

The main online marketing channels mentioned above are:

Website, Search Engine Marketing (SEO and SEM), Social Media Marketing,
Mobile Marketing among others.