Digital Marketing is growing more and more, transforming the relationship between brands and people. Therefore, there are many terms that may still be unknown or little addressed. Let’s see below the main Digital Marketing concepts that can not go unnoticed.
Digital Marketing Concepts
We started our digital marketing concepts with Google Adword. It is a Google advertising service that allows you to display ads on your platforms, for example on results pages, Gmail, Google Maps, etc., as well as on partner websites, which provide a space for your pages to display ads.
An algorithm is a sequence of instructions given to a computer so that it can perform a certain function. For example, Google uses one algorithm to determine search results and another to work with ads in Adwords. Similarly, with Facebook, with a news feed for its users, and with Twitter.
Google Analytics is a free service that provides information and statistics about websites. When you create an account, you need to place code on your website so that Analytics will start receiving information such as number of visitors, their demographics, website behavior, most visited pages, etc.
Automation is one of the latest digital marketing concepts. It is about optimizing digital marketing, using tools that automate all strategy processes, such as lead generation, email marketing and social networking campaigns.
A backlink is a positioned link that points to a landing page. This is very important at SEO level as it gives authority to a landing page, being a major ranking factor for search engines.
There are 3 types of backlinks:
- Inbound: links placed on external pages, outside the control of the site administrator;
- External: links placed on internal pages that lead to external pages;
- Internal: Links placed on internal pages that lead to internal pages.
These are ads in video or image format. Generally, they are sponsored or placed in order to lead the visitor to a link or page.
Over the years, blogs have become an important strategy, and it is mandatory to mention them in the concepts of digital marketing. Companies use them to talk about their services by offering material to their target audience and publicizing their offer.
8. Buzz Marketing
Buzz Marketing is one of the digital marketing concepts that can also be applied in the offline world. It consists in generating positive discussions about a product or brand. Today, the most common buzz marketing strategy has been digital influencers.
9. Calls to action
Calls-to-action are phrases or buttons that lead users to take a certain action. For example, it may be a button that says “click here” to download.
Content marketing is one of the latest and most important digital marketing concepts in digital marketing. The content may be in texts, videos, images, audios, etc. It can appear on blogs, social networks, websites, among other channels. The goal is to promote the brand, focusing on offering something interesting and contextualized, that is, interesting and useful to people. It can be a blog article, infographic, news, ebooks and more.
A conversion happens whenever someone completes a goal on the page, such as clicking a button to make a call, downloading an ebook, etc.
This acronym, Customer Relationship Management, is a program that helps you organize meetings, customer data, conversations, email exchanges, etc. Therefore, it helps a lot to know the customers and to know how to satisfy their needs, in order to build customer loyalty.
This acronym stands for Click Through Rate. Calculates the percentage of people who clicked on a link. It is often used, for example, in email marketing, to know if people were interested in clicking on the links or not.
It consists of creating a virtual store to sell online.
15. E-mail marketing
It is one of the most popular digital marketing channels. It can be a newsletter, news, special discounts, etc.
16. Sales funnel
This is one of the digital marketing concepts that can also be applied to offline. However, it is much more used by the internet. The sales funnel reproduces each customer step from the moment they are just a visitor to the moment they buy. Therefore, a good knowledge of the target audience is required to know how to define the funnel.
Let’s look at an example. The person first comes to the site looking for information that solves a particular problem, reads the text on the subject, sees an interesting eye-catcher such as downloading an ebook, downloads it and accepts the newsletter subscription for more. news, tips and information. This user may become a client.
17. Inbound marketing
Inbound marketing aims to attract and retain customers. It is basically attraction marketing. The idea is not to go after the customer, but to arouse his interest so that he comes after the company.
Infoproducts are information content created, distributed and sold through digital media. These can be ebooks, infographics, webinars, online courses, templates, etc.
19. Internet of things
The internet of things is the connection of various electronic objects to the Web. These can be televisions, appliances, vehicles, traffic lights, etc. In marketing, it is used to learn more consumer information for campaigns and stock analysis.
A keyword, or keyword, is a word or phrase that summarizes the idea of a text. Also, when people type this keyword into search engines, they might find that same text. For example, if you write an article about the Bahamas on your blog, you might use the keyword “vacation in the Bahamas”. Then people searching for this search term will be able to find your article more easily.
Be aware that a keyword must be included throughout the text, between 1% and 2.5%. For example, in 300 word text, it should appear 3 to 7 times, including titles and subtitles.
Key Performance Indicators: These are used to measure the results and effectiveness of a strategy and go beyond metrics. Thanks to them, it is possible to have a deeper view of problems and opportunities, knowing how to act with each situation.
22. Landing page
This is one of the digital marketing concepts that cannot be missed. A landing page is a landing page for a user who clicks on a sponsored link or banner. It can be a page to download an ebook, create an account, subscribe to the newsletter, and much more.
23. Responsive layout
A responsive layout refers to the fact that the website fits perfectly on the screen of the device that the person is using to access it, be it smartphone, tablet or computer.
A lead is a potential customer. These potential customers have to be nurtured through quality content. Since your decision processes are different, the funnel is important to know what content is best for each lead’s interests.
25. Lifetime Value
This metric estimates the potential revenue and future profits generated by a customer, taking into account the amount and recurrence of purchases.
26. Link building
It is the practice of placing links to other articles related to the topic in question. They help increase the time the user spends on the blog, helping to increase awareness in search engines.
Metrics are used to measure strategy results. Each metric is calculated differently and must be tracked to analyze the results. This could be, for example, the open rate of an email send.
28. Goals (SMART)
In defining the marketing plan, you need to set the goals. Is the goal to gain more notoriety, have more customers or make more sales? Objectives must be SMART:
- Specific: clearly and succinctly formulated;
- Measurable: analyzed in terms of values;
- Attainable: it must be possible to attain them;
- Realistic: the ends to be achieved must not be superior to the means to reach them;
- Time-bound: the duration to reach them must be set.
29. Outbound marketing
Outbound marketing is more traditional than inbound marketing. It consists in going after the customer, not necessarily generating interest. It is widely used through television, radio, newspapers, magazines, posters, event sponsorship and other traditional media. In the digital world, it is used through banners, bulk emails and pop-ups.
The persona is a fictional character of the ideal buyer of the company. It has a well-defined identity, both demographic and behavioral.
31. Google Keyword Planner
It is a Google tool that lets you know how many searches are on a particular keyword. You can also know related keywords and search volume over time.
32. Marketing plan
The marketing plan is the first step to executing actions and campaigns. This is where the objectives and the means to achieve them are set. Although quite obvious, it should always be included when talking about digital marketing concepts.
It is a window that opens inside a website or blog, to draw the user’s attention. It may be, for example, urging you to download an ebook.
34. Target Audience
The target audience is the group of top customers or people who might be interested in your solutions.
35. Social media
Social media – Facebook, Instagram, Twitter, Pinterest, LinkedIn, have become great tools for selling and for building a relationship with the public.
Remarketing is a specific marketing action for anyone who has already shown an interest in a company product or service but has not completed the purchase. It is mostly used via Facebook, Google or email. For example, if a person added an item to the cart in the online store but did not complete the purchase, they can email or use an ad on Google to attract the person back to the website and complete the purchase.
The acronym stands for Return on Investment. It is the relationship between money earned and money invested in marketing strategy. From ROI, we will know if the strategy is succeeding or not.
Search Engine Marketing: Aims to attract more visitors to the website through greater exposure of the search engines. SEM is made up of sponsored links (Adwords) and SEO.
Search Engine Optimization: Search Engine Optimization. Your goal is to make your site pages “rank up” in the Google ranking, appearing in the top search results.
40. SMS Marketing
It consists of sending sms to the people who authorized this type of communication. You can use this channel to send promotions, notices, reminders and even a happy birthday.
41. A/B tests
A / B testing is used to test different approaches of the same strategy to see what converts the most. For example, testing an email send with one image and another send with another image. Of the entire audience, half will see one and the other half will see the other. Then evaluate which one converted the most.
Traffic is the flow of users on the website. There is paid and organic traffic. Paid traffic consists of paying to expose the website through Google Adwords, Facebook Ads, among other channels. Organic traffic, on the other hand, includes users who have arrived at the website without having to pay to third parties. It can be through Google search or sharing on a social network.
UX Design is not just for the attractive sites, but for the intuitive sites. It is no use having a beautiful site, if later users do not know how to work with it. Therefore, the user experience must always be taken into account.
Write down these digital marketing concepts and don’t forget their importance in defining your strategy.