Digital Marketing Basics
Posted: Thu Jan 30, 2025 6:27 am
To understand digital marketing, you need to understand some basic terms. We present them to you below.
Keyword and Keyword Research
'Keyword' and 'keyword search' refer to the term or series of terms that people most often use when using search engines.
Your determination is essential to food and beverage email list creating content strategies.
SEO and Organic Positioning
SEO stands for search engine optimization. It is the action or technique of organizing the information that is loaded on the web so that a site is prioritized by search engines.
Organic positioning is the achievement of visibility in the first search results on search engines such as Google with unpaid content. In general, organic positioning is the result of an excellent SEO strategy.
Pay Per Click Campaigns
This is the appearance in the first places of the results page that is obtained by paying for that place. This type of appearance specifies that it is advertising.
Click to Rate or CTR
The number of clicks made on a link in relation to the number of times it was displayed . It indicates how many people clicked on an advertisement during its display.
Backlink
It is a link that a website makes to another website. Its consideration is important because the more relevant the website that makes the link is, the more likely the linked page will be to appear at the top of the search results.
Landing Page
This is a digital space designed to persuade the user to take action . This could be buying something or giving their contact information in exchange for something of value (downloading an ebook of interest, for example).
Landing pages tend to have a simple approach to avoid distractions and direct all attention to the action desired by the website owner.
Engagement
It is the emotional connection between a brand and its customers on social media: the more interaction, the greater the engagement.
Conversion
It is when a user carries out a requested action and depends on the objective of the communication.
For example, an online store can ask people to subscribe to its fashion newsletter (by providing their contact information) and that would be a conversion from visitor to lead… Or it can consider that there is a conversion when the user completes the purchase.
E-commerce
It is the concretization of purchase and sale operations through digital channels.
Main Advantages of Digital Marketing
Having seen some characteristics of digital channels and how they have become ideal media for marketing strategies , we present some of their advantages over non-digital marketing.
1. Communication
Traditional marketing doesn't allow consumers to easily communicate with businesses about what they've just seen, while digital marketing enables (even encourages) dialogue between businesses and consumers , often in real time.
2. Global reach
Digital channels allow marketing actions to be displayed virtually anywhere in the world, keeping costs low and increasing their impact – at least compared to traditional marketing.
In the virtual world, any company can have a global reach, as there are no distances to cover or geographical limits.
3. Interaction
One of the great advantages of digital marketing is that it is a two-way street ; there is no longer one-way communication. This form of relationship supports marketing actions because it encourages, for example, engagement.
4. Data
Digital marketing relies not only on data like your audience's age and location, but also on user behavior on blogs, social media, and search engines.
If properly analyzed, this data will provide you with valuable information to improve the quality of your business management, saving time and money while improving your offers and business relationships.
Making data-driven decisions prevents you from acting on assumptions and ensures that your messages are targeted and reach the right audiences.
5. Segmentation
Available technologies allow you to reach levels of market segmentation that would hardly be possible with traditional marketing.
Even if your audience is highly specialized, you can make your marketing budget go further by selecting the right channels for each buyer persona.
6. Real time
Since digital marketing is based on the Internet, everything can be monitored in real time. As a result, marketers can quickly adapt the content of their campaigns , avoiding wasting money on something that doesn't work.
For example, while a newspaper ad can't be changed after it's been printed and its performance is difficult to measure, the message of an AdWords campaign can be adjusted hundreds of times a day, generating data that helps you achieve your goals.
Keyword and Keyword Research
'Keyword' and 'keyword search' refer to the term or series of terms that people most often use when using search engines.
Your determination is essential to food and beverage email list creating content strategies.
SEO and Organic Positioning
SEO stands for search engine optimization. It is the action or technique of organizing the information that is loaded on the web so that a site is prioritized by search engines.
Organic positioning is the achievement of visibility in the first search results on search engines such as Google with unpaid content. In general, organic positioning is the result of an excellent SEO strategy.
Pay Per Click Campaigns
This is the appearance in the first places of the results page that is obtained by paying for that place. This type of appearance specifies that it is advertising.
Click to Rate or CTR
The number of clicks made on a link in relation to the number of times it was displayed . It indicates how many people clicked on an advertisement during its display.
Backlink
It is a link that a website makes to another website. Its consideration is important because the more relevant the website that makes the link is, the more likely the linked page will be to appear at the top of the search results.
Landing Page
This is a digital space designed to persuade the user to take action . This could be buying something or giving their contact information in exchange for something of value (downloading an ebook of interest, for example).
Landing pages tend to have a simple approach to avoid distractions and direct all attention to the action desired by the website owner.
Engagement
It is the emotional connection between a brand and its customers on social media: the more interaction, the greater the engagement.
Conversion
It is when a user carries out a requested action and depends on the objective of the communication.
For example, an online store can ask people to subscribe to its fashion newsletter (by providing their contact information) and that would be a conversion from visitor to lead… Or it can consider that there is a conversion when the user completes the purchase.
E-commerce
It is the concretization of purchase and sale operations through digital channels.
Main Advantages of Digital Marketing
Having seen some characteristics of digital channels and how they have become ideal media for marketing strategies , we present some of their advantages over non-digital marketing.
1. Communication
Traditional marketing doesn't allow consumers to easily communicate with businesses about what they've just seen, while digital marketing enables (even encourages) dialogue between businesses and consumers , often in real time.
2. Global reach
Digital channels allow marketing actions to be displayed virtually anywhere in the world, keeping costs low and increasing their impact – at least compared to traditional marketing.
In the virtual world, any company can have a global reach, as there are no distances to cover or geographical limits.
3. Interaction
One of the great advantages of digital marketing is that it is a two-way street ; there is no longer one-way communication. This form of relationship supports marketing actions because it encourages, for example, engagement.
4. Data
Digital marketing relies not only on data like your audience's age and location, but also on user behavior on blogs, social media, and search engines.
If properly analyzed, this data will provide you with valuable information to improve the quality of your business management, saving time and money while improving your offers and business relationships.
Making data-driven decisions prevents you from acting on assumptions and ensures that your messages are targeted and reach the right audiences.
5. Segmentation
Available technologies allow you to reach levels of market segmentation that would hardly be possible with traditional marketing.
Even if your audience is highly specialized, you can make your marketing budget go further by selecting the right channels for each buyer persona.
6. Real time
Since digital marketing is based on the Internet, everything can be monitored in real time. As a result, marketers can quickly adapt the content of their campaigns , avoiding wasting money on something that doesn't work.
For example, while a newspaper ad can't be changed after it's been printed and its performance is difficult to measure, the message of an AdWords campaign can be adjusted hundreds of times a day, generating data that helps you achieve your goals.