what is the digital marketing

Digital marketing includes any action carried out on the Internet to promote a brand or product. This involves the use of various online channels, such as web pages and email, as well as real-time monitoring of results.

Internet is already part of our lives. It is practically impossible to think of a daily activity that has not been impacted by digital transformation . And that includes consumption habits!

Nowadays, it is more and more common to use the Internet to learn about a product or service, research prices and even buy. And in fact, 71% of Spanish Internet users say they buy online, according to a 2018 study by IAB Spain .

And the goal of marketing has always been to connect with the audience, to talk to them at the right time and place. Therefore, if you intend to start an online business , you must be present where the public spends most of its time: the Internet.

And it was thinking about the full potential of this strategy that we prepared this article. In it, you will see what digital marketing is, its main strategies and how to put it into practice in your business.

what is the digital marketing?

We can define digital marketing as all the actions that use the internet or electronic devices to promote a product or a brand . Currently, it is one of the main strategies to approach and interact with potential customers.

You already know that the concept of marketing is related to bringing the customer to the purchase, in addition to satisfying their needs and desires.

However, the way this is done has changed a lot over time, following technological advances and people’s habits. In this sense, we cannot ignore that, currently, a large part of the population is connected and uses the Internet to buy.

And that is why digital marketing has become the main form of marketing and reaching the public today. It is the most efficient strategy, since it uses the channels that the public usually uses.

What are the advantages of digital marketing?

Digital marketing has transformed the relationship between companies and their consumers. But why is this strategy important? What are the real benefits for your business?

Here are some of the main advantages of digital marketing:

1. More interactivity with the public.

One of the characteristics that make digital marketing more and more adopted in relation to traditional media is interactivity with the public.

Think about it: a newspaper ad or a television commercial represents a model of one-way communication. The brand transmits a message, but does not establish a dialogue with the public.

With digital channels, on the other hand, audiences can interact with brands, provide feedback on products and services, and share content, all with a single click.

2. It allows you to precisely segment your audience

One of the biggest problems with traditional marketing is that there is no control over who is affected by a campaign. Sure, it is possible to choose a newspaper or television station that is more aligned with the profile of the target audience of the brand, but this does not guarantee that these people have a real interest in the product or service.

With digital marketing, on the other hand, it is possible to target messages and content to the right people. That is, only for those users with the ideal profile for your goals.

In online channels, you can segment your audience with much more precision through characteristics such as age group, gender, educational level, geographic location, and even tastes and consumption habits.

Thus, you have a more precise campaign and you really talk to the consumer. And when your content is aligned with the interests of the public, the possibility of them doing business is much greater.

3. Cost savings

Have you ever thought about how much it costs to invest in an offline marketing strategy, such as a series of advertisements on TV or in a major newspaper? Believe me, it is very expensive!

Digital marketing, on the other hand, requires fewer resources and professionals to put into practice. Social media ads , for example, require only a fraction of the investment of an offline strategy.

In addition, since the audience can be segmented much more precisely, resources are invested much more efficiently, which reduces waste.

4. Any business can invest

Since digital marketing is a much cheaper strategy than traditional marketing, we can say that it is also more democratic.

While TV commercials, newspaper ads, and billboards tend to be reserved for large companies, digital marketing can be applied by anyone.

The Internet allows even small digital entrepreneurs, such as Producers and Affiliates , to use online channels to advertise their brands and products without spending much and without the need for large teams.

5. It allows you to analyze and measure actions

When you advertise in a magazine, you can hardly determine how many people were affected by the content and the percentage that bought the product or service after seeing the piece.

Main digital marketing strategies.

With so many advantages, you can’t wait to start applying this strategy to your business, right?

But how to do digital marketing?

Well, since the Internet is a very wide universe and technology continues to evolve, there is no single way to do digital marketing.

In fact, there are dozens of digital marketing strategies and new tactics appear every day. However, all of them aim to strengthen a brand and strengthen the relationship with the public.

1. Inbound marketing

Inbound marketing , also known as attraction marketing, aims to attract people, arousing the public’s interest in the brand’s products and services.

In this strategy, companies seek to understand the pains and needs of potential customers in order to offer solutions more appropriate to their wants and needs.

Unlike traditional marketing, where the consumer is passive and only receives the message, with inbound, just the opposite happens. It is the client who seeks the company when he realizes that he has a problem.

This strategy allows us to establish a channel of communication and relationship with the public, creating a captive and loyal audience. As a result, companies that bet on this strategy can generate 54% more leads, according to .

And with the Internet and digital tools, there are several ways to do this attraction process. The most common is the production of content, that is, relevant information that helps solve problems.

This is what we call content marketing, which we will explain in the next topic:

2. Content Marketing

As we explained, one of the ways to spark public interest in your brand is to offer them relevant content and information that will help them solve their problems. And that is precisely the goal of content marketing .

But, for this, it is essential to know your buyer person well , which is the profile of your ideal client. This makes it easy to create more targeted content that speaks directly to the pain of the audience. And, therefore, generate more brand awareness for the brand, attract qualified traffic and generate leads.

And to further increase the reach of this content, it is important to offer it on channels that the target audience usually uses. There are several ways to do this and the most common are:


Creating and nurturing a blog is the most common content marketing strategy and also one of the most interesting.

After all, the blog is an exclusive channel for your business and without any type of interference, something common in other channels. There, you can publish what you want, when you want and how you want, with complete freedom over the content produced.

Having a blog still allows your brand to gain relevance on the web and gain top positions in search engines. This gives you more visibility and increases your chances of attracting new customers.

According to Hubspot data , B2B companies that blog generate 67% more leads than companies that don’t.


As much as your business already has a blog, having an institutional website is very important.

This is because this website works as the home of the brand, bringing together the most relevant information about your business in one place.

That way, when someone searches for and finds information about you and your services, they will be more confident that your business is trustworthy.

Additionally, the website can serve as a channel where people can buy your products and services, ask questions, and get in touch with you.

Social media

Another excellent channel to interact, communicate with the public and offer quality content is social networks.

You can no longer talk about digital marketing without mentioning social networks. This is because these channels have become extremely popular with people.

Facebook, Instagram, YouTube, Twitter… In addition to interacting with each other, users of these channels can also approach their favorite brands, looking for information about their products and services.

Educational materials

Sometimes a simple blog post or Facebook post doesn’t provide enough information to the public. In such cases, deeper content may be necessary.

E-books, infographics, tutorials, and webinars are just a few examples of educational materials capable of answering audience questions.

Best of all, you can still condition access to these materials on a landing page registration . That way, you work on generating leads for your business.

3. Video marketing

Videos are becoming the most requested and consumed type of content by Internet users. And it makes sense, since they are easier to consume and understand than a text, for example.

According to the State of Online Video 2018 report , based on responses from 5,000 consumers in France, Germany, India, Italy, Japan, the Philippines, Singapore, South Korea, the United Kingdom, and the United States aged 18+, respondents they watch an hour or more of online video content each week.

And with the technological advances of recent years, companies of any size can enter the universe of audiovisual production. Due to this, several companies are betting on video marketing as the basis of their digital marketing strategies.

Also, videos are quite versatile and fit almost any marketing strategy. You can make video classes , live broadcasts, webinars, product demonstration videos, among other formats.

4. Email marketing

Email is not dead and proof of this is the large number of companies that use email marketing to communicate with the public.

This strategy consists of sending email messages to a list of contacts and can be used to strengthen the brand, promote products and services, communicate with potential customers and sell.

And the numbers confirm the power of that channel. According to data from Hubspot , companies that use email marketing can generate up to 50% more leads , with a greater chance of making a purchase.

A great advantage of this type of content is that it allows you to segment lists and closely monitor data such as reach, opens and responses.

5. SEO: Search Engine Optimization

There is no use creating amazing content if no one on the internet can find it. And it is for your brand to have more visibility and credibility on the web that SEO or SEO exists, or Search Engine Optimization.

Search engine optimization aims to bring content to the top positions in search results and thus attract organic traffic (i.e. without paying for ads).

And why is that important? Simple. BrightEdge has conducted a study and concludes that the percentage of organic traffic has increased in the last 5 years. In 2014, organic search generated 51% of traffic, a percentage that grew to 53% in 2019.

In other words, it is essential to bet on SEO to attract organic and qualified traffic to your channels.

Here’s how it works: Search sites, like Google, rank online content according to its relevance to the user. SEO then seeks to optimize these pages to show search engines that your website or blog offers the best user experience and answers they are looking for.

These optimizations can be divided into on page (which can be done within the page) and off page (factors external to the page).

6. SEM: Means of payment

Do not think that digital marketing is only about attracting organic traffic. It is the focus of most actions, since there is no need to pay for them.

However, there is another type of strategy that seeks to promote content through ads: it is paid media or online advertising.

The great advantage of online advertising over traditional advertising is the possibility of segmenting the profile of the audience that the ads will reach (age, gender, education, location, etc.).

This guarantees more effective and profitable campaigns, since the initial investments are lower and the return is higher.

Finally, there are several ways to advertise on the Internet, such as sponsored links, social media ads, remarketing, banners, and content promotion.

7. Affiliate Marketing

If you have a product, be it digital or physical, or have a large following on social media and personal blog, you can benefit from affiliate marketing .

In this strategy, the Affiliate advertises the product or service of an entrepreneur or company (called a Producer ) on their blog, website or social networks. In return, you will receive a commission for each sale made.

This model allows the Affiliate to monetize their online channels, while offering Producers new broadcast channels. And customers also get more channels to research products and make an assertive purchase decision.

There are several platforms that bring entrepreneurs interested in increasing sales together with people willing to promote products, such as the Affiliate Program here at Hotmelt .

8. CRO: Conversion Rate Optimization

One of the most important aspects of any digital marketing effort is conversion. That is, take users to the base of the brand and drive them to the bottom of the sales funnel .

The CRO strategy , or conversion optimization in the acronym in English, allows you to know where conversions are not being exploited well on a blog or website, doing what is necessary to improve conversion rates.

During the conversion optimization process, it is necessary to review all the points of contact with the lead/customer of the business to understand what can be improved to achieve the conversion.

How to make a digital marketing plan

Once you know the main strategies, it’s time to put them into practice and create a digital marketing plan !

The first step in doing this is to set clear goals and then outline the actions needed to achieve them.

For example, if you want to increase sales of a new service, increasing the number of qualified leads might be a good goal.

With that, and taking into account your buyer persona, the available resources and the competitors, it is possible to describe the actions necessary to achieve the objective.

Leave a Comment