Understanding Digital Marketing Basics and Actions

The rst approaches to digital marketing de ned it as a projection of conventional
marketing, its tools and strategies, on Internet. However, the particularities of the
digital world and its appropriation for marketing have fostered the development of
channels, formats and languages that have led to tools and strategies that are
unthinkable of ine.
Today, rather than a subtype of conventional marketing, digital marketing has
become a new phenomenon that brings together customization and mass distribu-
tion to accomplish marketing goals. Technological convergence and the multiple-
cation of devices have led to an opening up of the ways in which we thinking about
marketing in Internet and have pushed the boundaries towards a new concept of
digital marketing user-centered, more measurable, ubiquitous and interactive.

The development digital marketing strategies offer much potential for brands and
organisations. Some of them are as follows:

Branding. Platforms and services are a great opportunity to build a brand
image on the Web due to their scope, presence and constant updates.

Completeness. The possibility to disseminate information through links offer
consumers the chance to approach the organization in a wider and customised
way.

Usability functionality. Web offers simple and user-friendly platforms for
all in order to improve user experience and allow for their activities.

Interactivity. In the context in which organisations try to forge long-term
relationships with their audiences, Internet offers the possibility of having a
conversation and therefore of generating a positive experience with the brand.
Such interactivity can be basic, as product assessment, or become an
all-encompassing experience.

Visual communication. In line with visual thinking, digital marketing offers
marketers different image- and video-based tools. This is an attractive way of
reaching audiences that can lead to greater engagement.

Relevant advertising. Easy segmentation and customization of advertising in
Internet maximises the output. Besides, free from the limitations of other media,
this environment has allowed for more attractive advertising.

Community connections. Internet is a unique opportunity to connect organisa-
tions with their audiences and users among themselves. This connectivity can
improve their experience and enhance the relationship with the product, brand or
organization.

Virality. The essence of Internet as a Web of interconnected nodes makes
exponential expansion of any content possible. Taking the model of WOM
(word of mouth) communication, viral communication becomes more relevant
due to connectivity, instantness and shareability of online platforms that
enhance the dissemination of content.

Measuring output. Online platforms rank rst in the availability of follow-up
options and the possibility to assess output.

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