CONTENIDO

INTRODUCTION .................................................................................................................. 4
DIGITAL MARKETING ....................................................................................................... 5
Definitions .......................................................................................................................... 5
Evolution of digital marketing............................................................................................ 5
Key factors of digital marketing ....................................................................................... 10
Transparency ................................................................................................................ 10
Personalization ............................................................................................................. 10
Agile marketing ............................................................................................................ 11
Why digital marketing is important? ................................................................................ 14
Challenges facing digital marketers ................................................................................. 14
DIGITAL MARKETING TOOLS ....................................................................................... 14
CONTENT MARKETING............................................................................................... 14
TOOLS ........................................................................................................................ 15
EXAMPLES ................................................................................................................ 16
POSITIONING SEO AND SEM ..................................................................................... 18
SEO: Search Engine Optimization ............................................................................... 18
SEM: Search Engine Marketing ................................................................................... 19
TOOLS ......................................................................................................................... 20
EMAIL MARKETING AND SURVEYS........................................................................ 25
TOOLS ......................................................................................................................... 26
social networks ................................................................................................................. 30
E-COMMERCE ............................................................................................................... 33
ENGAGEMENT MARKETING ..................................................................................... 35
MARKETING MOVIL (OPTMIZACION MOVIL) ....................................................... 37
GLOBAL TRENDS OF DIGITAL MARKETING ............................................................. 51
STEPS TO A DIGITAL MARKETING STRATEGY ........................................................ 58
Step 1: define your customer in a new way .................................................................. 58
Step 2: identify goals .................................................................................................... 60
 Step 3: Evaluate your existing digital marketing channels and assets ......................... 61
Step 4: Audit and plan your owned media. .................................................................. 63
Step 5: Audit and plan your earned media. .................................................................. 64
Step 6: Audit and plan your paid media. ...................................................................... 64
Step 7: Bring it all together. ......................................................................................... 65
CONCLUSION .................................................................................................................... 66
BIBLIOGRAPHY ................................................................................................................ 66
INTRODUCTION

The latest figures indicate a significant increase in investment in online advertising. Internet
users, today, mainly use search engines and email. Statistically, few users surpass the
second page in search engine results, which is why being in the top 20 is going to assume
greater visibility compared to the other millions of results. Therefore, the investment in
online advertising if it has triggered.

If we do not get these positions in the search engines, our competitors can do so, thus losing
any business opportunity on the Internet. It is known as digital marketing to all those
strategies and techniques developed on the Internet to advertise or sell services or products.

Digital marketing

Digital marketing encompasses different strategies according to their objective and

techniques used, for example, we can talk about brand marketing (branding), e-mail
marketing, results marketing (SEO and SEM), viral marketing and social media marketing (
SAINT )
DIGITAL MARKETING
DEFINITIONS
 Digital marketing, the promotion of products or brands via one or more forms of
electronic media, differs from traditional marketing in that it uses channels and
methods that enable an organization to analyze marketing campaigns and
understand what is working and what isn’t – typically in real time.

 In simple terms, Digital Marketing is the products over the internet or any form of
electronic media. According to the Digital Marketing Institute, "Digital Marketing
is the use of digital channels to promote or market products and services to targeted
consumers and businesses."

EVOLUTION OF DIGITAL MARKETING

The term Digital Marketing was first used in the 1990s. The digital age took off with the
coming of the internet and the development of the Web 1.0 platform. The Web 1.0 platform
allowed users to find the information they wanted, but did not allow them to share this
information over the web. Up until then, marketers worldwide were still unsure of the
digital platform. They were not sure if their strategies would work since the internet had not
yet seen widespread deployment.

In 1993, the first clickable banner went live, after which HotWired purchased a few banner
ads for their advertising. This marked the beginning of the transition to the digital era of
marketing. Because of this gradual shift, the year 1994 saw new technologies enter the
digital marketplace. The very same year, Yahoo was launched.

Also known as "Jerry's Guide to the World Wide Web" after its founder Jerry Yang, Yahoo
received close to 1 million hits within the first year. This prompted wholesale changes in
the digital marketing space, with companies optimizing their websites to pull in higher
search engine rankings. 1996 saw the launch of a couple of more search engines and tools
like HotBot, LookSmart, and Alexa.

1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo
brought to the market Yahoo web search. Two years later, the internet bubble burst and all
the smaller search engines were either left behind or wiped out leaving more space for the
giants in the business. The digital marketing world saw its first steep surge in 2006, when
search engine traffic was reported to have grown to about 6.4 billion in a single month. Not
one to get left behind, Microsoft put MSN on the backburner, and launched Live Search to
compete with Google and Yahoo.
Sensing an opportunity, Google began to expand, introducing such products as AdWords,
which are 3 line ads that show up at the top or to the right of search engine results, and
AdSense -which is a cost-per-click advertising scheme. In time, Google realized the value
of analyzing the content they received and then target ads based on the interests of the
users, and thus became a major player in the world of business.

By this year, search engines started using advanced ranking algorithms and browsing online
became more personal. The impact this had on business is immense. Being able to target
browsers and develop strategies based on search patterns led to a whole new way of selling
and communicating. These days a Googlebot crawls and indexes trillions of pages on the
web and makes the most relevant ones instantly accessible via traditional or voice search. A
brand can reach anyone, anywhere at any time, and that’s powerful.

Then came Web 2.0, where people became more active participants rather than remain
passive users. Web 2.0 allowed users to interact with other users and businesses. Labels
like ‘super information highway’ began to be applied to the internet. As a result,
information flow volumes –including channels utilized by digital marketers- increased
manifold, and by 2004, internet advertising and marketing in the US alone brought in
around $2.9 billion.

Optimising sites for search engines began to mainstream in the mid-90s and by 2004, SEO
had become an essential marketing tool used on a global scale. In the early days, techniques
like keyword stuffing, article submissions and link spamming were recommended by guys
who mostly just didn’t know better. No one cared about the impact of social media and
usability didn’t even come up in conversation – SEO was an island and keywords were
embarrassing. These days SEO is less of a loner and more of an essential cog in a greater
machine powered by other strategies and channels.

One successful company at the time, renowned for its aggressive marketing tactics was
Razorfish. Now one of the biggest interactive media agencies, Razorfish was a key player
in early SEO, as well as a pioneer of the “server push” possibilities of the Netscape
browser.

All this online activity was – and still is – stored as digital information. A 2000 study found
that digital information was the most rapidly growing type of unique information produced,
with most text-based information “born digital.” This information is also known as big
data. Because there’s so much of it! In 2000 it was already replacing its physical
counterparts: paper, film and optical (DVD and CD). New discoveries in data recording and
storage technology made big data a new and irreplaceable resource for marketing
departments.
After the early hype of the internet, the dot-com bubble burst in 2001 and marketing tactics
shifted. A greater emphasis was then placed on inbound marketing through information
sharing, user- centered design and collaboration.

Soon, social networking sites began to emerge. MySpace was the first social networking
site to arrive, soon followed by Facebook. Many companies realized all these fresh new
sites that were popping up were beginning to open new doors of opportunities to market
their products and brands. Social media stopped being a way to just chat with friends and
started becoming a way to connect with brands, complain, spread news, shop and even
influence other shoppers. Businesses took notice and online reputation management
became more important than ever. Today, with channels like Twitter, YouTube, Instagram
and Pinterest, with billions of users, targeted advertising and a digital landscape that never
sleeps, social media has become one of the most vital parts of any marketing strategy. It
opened fresh avenues for business, and signaled the beginning of a new chapter to business.
With new resources, they needed new approaches to promote their brands & capitalize on
the social networking platform.

The introduction of social media sites LinkedIn (2002), Myspace (2003), Facebook (2004)
and Twitter (2007) made this all the more possible as internet users started sharing more
and more personal data online.

Big data has made it possible to track patterns and trends of human behavior, and its role in
marketing is only set to increase. Data-driven marketing has gathered enough momentum
that a number of companies have emerged that specialize in harnessing this technology,
such as Domo, Oracle and Optimove.

For example, Optimove specializes in digital precision marketing using the power of
predictive analytics. Its marketing cloud uses big data to acquire the emotional intelligence
necessary to connect with customers more effectively and at all times. This has allowed
marketers to come up with better strategies that strengthen customer relationships.

The cookie was another important milestone in the digital marketing industry. Advertisers
had begun to look for other ways to capitalize on the fledgling technology. One such
technique was to track common browsing habits and usage patterns of frequent users of the
internet so as to tailor promotions and marketing collateral to their tastes. The first cookie
was designed to record user-habits. The use of the cookie has changed over the years, and
cookies today are coded to offer marketers a variety of ways to collect literal user data.

Products marketed digitally are now available to customers at all times. Statistics collected
by the Marketingtechblog for 2014 show that posting on social media is the top online
activity in the US. The average American spends 37 minutes a day on social media. 99% of
digital marketers use Facebook to market, 97% use Twitter, 70% use Google+, 69% use
Pinterest and 59% use Instagram. 70% of B2C marketers have acquired customers through
Facebook. 67% of Twitter users are far more likely to buy from brands that they follow on
Twitter. 83.8% of luxury brands have a presence on Pinterest. The top three social
networking sites used by marketers are LinkedIn, Twitter, and Facebook.

Back in the day there was no such thing as a traditional or a digital PR agency. There were
only PR agencies. Today all that’s changed, and since the digital evolution PR has had to
broaden its focus. A long time ago traditional PRs would use media tours to do press
meetings and secure exposure for their clients in print, radio and on TV, often sending out
reports and questionnaires afterwards to gather info from the contacts and to find out
whether they’d even be featuring their clients. Today a digital PR specialist can find out
everything they need to know about a contact before even making a pitch. By working with
SEO reserach and trends, Digital PRs are able to back all of their decisions with data,
leading to better targeting and more quantifiable results.

Digital PR is a tactic used by brands to increase their online presence through

building relationships with key content writers and online journalists to gain ‘press
hits’, or citations, and high quality backlinks. Digital PR, when done properly,
increases a brand’s reach and visibility and in turn has a positive effect on search
engine visibility through effective onsite SEO, driving increased referral traffic.

The digital market is in a constant state of flux. A digital marketing professional must find
ways to keep up with this change. They need to be able to keep an eye out for emerging
trends and the development of newer and smarter Search Engine Algorithms. After all,
nobody can afford to get left behind in this race.
KEY FACTORS OF DIGITAL MARKETING

TRANSPARENCY
Information is everywhere. According to Unilever’s Senior Vice-President of Marketing,
Marc Mathieu, marketing used to be about creating a myth and selling it and is now about
finding a truth and sharing it.

Customers are now smarter and able to research products in seconds, easily comparing
competitors and reviews and unearthing any myths along the way. For sales professionals,
this shift is proving a challenge as 70% of the buyer’s journey is complete before a buyer
even reaches out to sales. SEO improvements have made keyword stuffing and spammy
backlinks a thing of the past, paving the way for real value and good content to become the
new marketing style.

The need for transparency is obvious when we look into customer perception of brands.
Across social media, 19% of consumers find it easy to tell the difference between
marketing communications, advertising and branded content and non-commercial content
on social media, while 30% have little or no trust in the content they see on Facebook.

In an era where customers are in the driving seat, marketers need to engage consumers in
an ongoing conversation, creating real relationships and brand loyalty.

PERSONALIZATION
Sharing is everything. It is a huge part of the new internet landscape and the upcoming
generation of digital natives is changing the way information is viewed and shared. As the
first truly mobile-first generation, Gen Zers as they are known, place a big emphasis on
personalization and relevance. Their habits have also evolved compared to Millenials who
currently interact with three screens on average, compared to Gen Zers who use five: a
smartphone, TV, laptop, desktop, and iPod/iPad.

Personalization can be achieved through using big data or user-generated content. While
big data can be used to create a unique experience for individuals, user-generated content
empowers customers. This form of content marketing gives marketers an infinite supply of
creative input while creating a bond between brand and consumer. Millennials are
especially influenced by user generated content campaigns with 84% reporting that user
generated content on company websites has at least some influence on what they buy.

A successful example of a user generated campaign is GoPro’s Photo of the Daysocial

media campaign, where GoPro features a customer’s photo on their social media sites every
day to prove to a wider audience the merits of the camera. The public can then vote for
their favorite on the GoPro Award page, incentivising people to send in their photos and
driving engagement.

AGILE MARKETING
Agile marketing is a measure of how efficient an organization is at achieving its marketing
goals. A marketing team that is agile provides a lot of strategy and theoretical results to
their stakeholders with a view to executing it quickly. ROI is also a key factor, with agile
marketers realizing that new business is more important than new material. In essence, it's
about the speed in which new products can be developed or finessed to capitalize on an
opportunity and drive a business forward.

One of the reasons for agile marketing being on the rise is social media, where brands have
spent the last few years figuring out how to communicate on platforms such as Facebook
and Twitter. These channels have provided insight into what can work and the type of
content that resonates. In addition, many established brands have a personality on social
media in terms of tone and voice along with fostering that all-important transparency for
consumers. The speed of social media has also shown organizations that a quick response -
if done correctly - can be very effective across a range of mediums.
An example of this type of marketing is at the Superbowl when the lights went out. Using
this as an opportunity, a few brands took to Twitter to promote their products on the back
of the SuperBowl's temporary misfortune.
WHY DIGITAL MARKETING IS IMPORTANT?
Digital media is so pervasive that consumers have access to information any time and any
place they want it. Gone are the days when the messages people got about their products or
services came from them and consisted of only what they wanted them to know. Digital
media is an ever-growing source of entertainment, news, shopping and social interaction,
and consumers are now exposed not just to what the company says about its brand, but
what the media, friends, relatives, peers, etc., are saying as well. And they are more likely
to believe them than ourselves. People want brands they can trust, companies that know
them, communications that are personalized and relevant, and offers tailored to their needs
and preferences.

CHALLENGES FACING DIGITAL MARKETERS

 Proliferation of digital channels. Consumers use multiple digital channels and a
variety of devices that use different protocols, specifications and interfaces – and
they interact with those devices in different ways and for different purposes.
 Intensifying competition. Digital channels are relatively cheap, compared with
traditional media, making them within reach of practically every business of every
size. As a result, it’s becoming a lot harder to capture consumers’ attention.
 Exploding data volumes. Consumers leave behind a huge trail of data in digital
channels. It is extremely difficult to get a handle on all that data, as well as find the
right data within exploding data volumes that can help you make the right decisions.

DIGITAL MARKETING TOOLS

CONTENT MARKETING
Content is one of the most important pillars in a digital strategy, with a good marketing
strategy, you will achieve loyalty to your audience, is the backbone by which all digital
marketing strategy must be governed. Content marketing is based on the design, creation
and distribution of relevant and creative content to attract the attention of the audience and,
at a certain moment, convert them into customers.

Content marketing is about creating relevant, interesting and useful content for the target
audience. It is based on the generation of trust, loyalty and credibility with the target, as
well as on fulfilling their needs and demands.

All the efforts you make in mailing, social networks, blogs, infographics, videos, etc.
should be aimed at solving customer problems, but not to talk about your product only,
should be aimed at inserting content oriented to people.
BENEFITS

 It can become the most economical Marketing format.

 Sales are increased significantly.
 The strategy is aimed at the consumer, not the product.
 The good content quickly becomes viral and generates a great diffusion in an
economic way.
 It can be compatible with other advertising or marketing techniques.

TOOLS
1. YOUTUBE

The most important social video platform in the world and an effective digital marketing
tool. During the last year (2017) the consumption of videos, only in the mobile version of
this network, increased by 40%. Every minute more than 100 hours of fragments were
uploaded, for every 60 seconds we live, YouTube accumulates four days of videos. It is a
social network in which you can promote the product or services through ads, advertising,
videos, etc.

2. INSTAGRAM

Application for smartphones that allows you to take pictures, modify them with effects or
filters and share them, upload videos, advertise, etc.

3. PINTEREST

Social network based on images, which allows you to create and manage thematic panels
images, events, interests and much more. 100% visual platform, which facilitates the
sharing of topics and interests with other users. Ideal for companies in which photos,
graphics or graphics play a decisive role. Intuitive and easy to use.

4. WORDPRESS

Having a blog is basic to any digital marketing strategy. The CMS (Content Management
Systems) are the necessary tools to get them started and Wordpress is the most suitable of
all. Its advantages: the power, diversity of plugins and easy customization.

5. SCRIBUS

Program page layout (free software), which offers great performance when creating all
kinds of publications (brochures, leaflets, brochures, bulletins, magazines, posters,
newspapers, books, etc). With capabilities similar to those of other commercial tools.
 6. SNIPLY

A powerful tool that will allow you to shorten links. When someone clicks on the link, in
addition to seeing the post or news, a small window will appear with a message, which you
will have edited, where a link to your own website, eBooks, subscription page or wherever
you want will be included.

EXAMPLES
COCA-COLA

This company is one of the clearest examples of successful content marketing. Coca-Cola
has managed to associate its product with a basic feeling in people's lives: happiness. Their
campaigns are a clear example of how to connect with the public. Campaigns that have
always reinforced with very powerful digital content marketing strategies. Coca-Cola
Journey is the latest example: a digital magazine where they publish content related to the
history and values of the brand.

It presents a series of stories among which stand out: the help provided by the Coca-Cola
system to those affected by the "Niño Costero" phenomenon, the launch of the Global
Unique Business Strategy and its commitment to provide low and without calories,
successful campaigns such as Cocina la Jarana by Inca Kola, testimonies of bodega
entrepreneurs trained by the Coca-Cola System.
VICTORIA´S SECRET
Victoria's Secret one of the brands with conceptual content that has known how to choose
their social networks well. Its strategy revolves around the image of different types of
women, with different needs; has decided to use Pinterest as a channel, since the bulk of
users of this network corresponds to this genre. Your profile has different boards to inspire
situations of use:
POSITIONING SEO AND SEM

SEO: SEARCH ENGINE OPTIMIZATION

It is an area that is free, it does not pay to appear, and corresponds to results from the search
engine's organic database.

The organic positioning in search engines (SEO) is essential for any current business, since
it will make the users find you among the first search results in a natural way, without
having to pay Google.

It consists of applying a series of criteria and procedures on the web page (code, content
and external links), to ensure that search engines locate and present said web page among
the first results of a search. The better the organic positioning of a site in the search engine,
the greater the possibility that this site will be visited by a user that is performing a specific
search.

Search engines combine two groups of criteria to position:

 Internal criteria (On Page): they are intrinsic criteria to the web page (content,
metadata, technology, etc.).
 External Criteria (Off Page): are criteria external to the web page (number of links a
website receives, the quality thereof, etc.).

The user behaves in the following way:

 62% of users click on the results presented on the first page.

 90% of users click on the results of the first three pages.
BENEFITS

 Greater visibility.
 Greater number of visits.
 Greater number of conversions.
 The arrival of potential customers who are just looking for what you offer.
 Increase in profits.
 Millionaire savings for prolonged campaigns of marketing and traditional
advertising

SEM: SEARCH ENGINE MARKETING

It is a sponsored or paid zone, in which advertisers are charged based on the number of
clicks that your ad receives.

The 'SEM' is a discipline of digital marketing based on results, which brings together a
whole series of actions such as advertising strategies, activities and positioning techniques,
interactive marketing and direct online. All these actions are focused on obtaining a
remarkable visibility and a good impact on the different search engines present in the
network, in order to achieve, through searches made by a specific target audience.

BENEFITS

 Allows you to see results almost immediately and will surely attract many visits to
the website. However, you must bear in mind that every click that your ad receives
will be charged by Google whether it is someone with the potential to become a
customer or not.
 It will drive the results exponentially.
 Appear in the first places in the search engine.
 Short-term profitability. If the campaign is well planned, and periodically we
optimize it, we will obtain results from the first moment.
 We can determine which landing page to direct the traffic to. Depending on which
page of our website we want to generate traffic, we can create specific campaigns.
 Neither the contents of the website nor its structure influence
TOOLS
1. GOOGLE WEBMASTER TOOLS

Free tool that allows you to check the indexing of websites, as well as helping to optimize
the visibility of them. It facilitates the sending and checking of the sitemap, the
enumeration of internal and external links, the analysis of the keywords that have led to the
site, etc.
 2. GOOGLE ANALYTICS

It offers statistics and content analysis, for mobile, social and advertising. It facilitates
knowledge about the use of the site, in addition to measuring sales and conversions.
 3. GOOGLE ADWORDS

It is the best program designed to carry out advertising campaigns on the Internet, the best
known and easiest to use. It allows you to reach new customers and improve a business
choosing where to post an ad, establishing the right budget and measuring the impact of
that ad.

4. GOOGLE TRENDS

It provides statistical tracking of the keywords (keywords) with the highest volume of
traffic in the search engine, depending on the geographical area, category or seasonality.
 5. SEO BROWSER

With SEO Browser, you will know, effectively and quickly, what the internal structure of
your website is like, that is, it will show you how Google sees your page inside.
 6. WOORANK

It is a tool that is perfect for analyzing a web page. It provides you, just by entering the
URL of your website, a diagnosis and very practical and concrete advice to improve the
positioning of your page. In addition, Woorank checks if your website is optimized, where
your traffic comes from, usability and you can get a report a week for free.

7. ÜBERSUGGEST

It is important to understand what keywords are using our buyer person to meet their needs
with content. In this way we can identify arguments on which we can:

 Generate content.
 Possible name changes for our products or services.
 New opportunities that we did not know about.

Übersuggest is a tool that gives us keyword suggestions based on topics that we provide.
EMAIL MARKETING AND SURVEYS
Email marketing is a way of marketing on the Internet, is to use email or email as a means
of communication to promote a product or service, or to maintain contact with a consumer
and thus create interest in it for a product, service or business, or seek their loyalty.

Email marketing is communicating regularly through email with a database of current and
potential customers. People who subscribed voluntarily to receive valuable information. It
does not refer to the sending of unsolicited bulk emails. It refers to cultivating relationships.

TYPES

 The electronic newsletter e-newsletter: The electronic newsletter or e-newsletter

consists of a publication distributed on a regular basis via email to people who have
previously subscribed to it.
 Send massive emails: This way of using email marketing consists of sending mass
emails to a wide list of people, in order to promote a product or service.

BENEFITS

 Cost reduction: depending on designers, printing, mail.

 Time reduction: allows immediate execution, delivery and delivery times are
instantaneous.
  Flexibility of format: it allows to send electronic magazine, news, offers, surveys,
invitations and subscriptions.
 Profitable customization: eliminating the costs of ineffective shipments.
 Totally direct medium: the message is received by the person who has been chosen
for communication.
 No limit on the volume of information.
 Minimum and controlled investment

TOOLS
1. MAILCHIMP

Mailchimp is a professional mailing service, which allows you to control lists of recipients,
form and content of the message, as well as the delivery and its results. It facilitates the
maximization of the impact of mail campaigns. For many, it is the most powerful e-mail
marketing program today.
 2. AWEBER

It is an automatic response system, with which you can create, optimize or analyze any type
of campaign and maintain contact with customers, subscribers or suppliers. It is easy to use,
safe, stable and achieves very high delivery rates.
 3. CAMPAIGN MONITOR

Sophisticated e-mail marketing tool, ideal if you work with large volumes or very
segmented public. It is used by large companies and medium-sized companies that need to
analyze their campaigns in depth. Make mass shipments quickly and effectively and has
very complete measuring instruments.
 4. DOPPLER

It offers a large number of designs where you can customize with text and image at your
discretion, add social buttons to emails, efficiently manage databases. Also, you will get a
very detailed report to see what emails have been opened, the pending of reading, etc.
SOCIAL NETWORKS
Marketing in social networks refers to all
those activities carried out in order to
promote a brand through social networks
such as Facebook, Twitter, YouTube,
among others, which are at their peak
among Internet users, and facilitate the
interaction of the brand with its target
audience, at a much more personalized
and dynamic level than with traditional marketing techniques.

Social networks can also be tools that help companies to know what their
customers value, what they need, why they decide to buy their products or
believe in their brands, why they decide to go to the competition, etc.

BENEFITS
 Brand image: Popularity and brand image benefit greatly from
customers as the company feels closer.
 Meet your target: direct and permanent contact with your community
will offer you all kinds of information that will allow you to know in
detail who your consumer is, how is your target audience and what
interests you in order to be able to call them attention.
 More visits: A well-targeted social media marketing tactic increases
the visibility of the brand and the number of visits to your website.
 Conversions: Building a large community will help to get more users to
know your brand, become leads, even consume and, if they are already
customers, you can build loyalty by interacting with them and,
ultimately, making them participants.
 Scope: Social networks are habitat for more and more users. Your
publications will reach more and more people and, consequently, your
reach will increase.
 Low-cost dissemination: Marketing in social networks is one of the
fastest and most economical ways to disseminate some type of
information
  Data collection: Having a tactic on social networks is an excellent way
to gather information about the target audience of the brand.

EXAMPLES
 NIKE

Nike is one of those brands that you really do not have to worry about selling
anymore, and you can afford to focus your networking strategy on building an
inspiring brand personality for all your followers. He does not saturate his
Instagram account with images of his products, instead, he publishes
photographs that project the effort, dedication and commitment of people with
a sports lifestyle.
  STARBUCKS

One of the kings in social networks. Go safe on Facebook: Images of delicious

drinks, stories that inspire, and a great connection with the lifestyle to which
their followers aspire. In addition, your blog and other social networks are also
worth it.
E-COMMERCE
E-commerce or electronic commerce is a method of buying and selling goods,
products or services using the Internet as a means, that is, trading online. This
type of commerce has become very popular with the rise of the Internet and
broadband, as well as the growing interest of users to buy online.

BENEFITS
 Availability 24 hours during the 365 days of the year for the client.
 There are no geographical barriers for the client.
 Competitive advantage with respect to traditional commerce.
 Possibility of segmenting clients by working online, improving
communication and launching specialized campaigns.
 Extend the reach of your business to new users, but reduce it to others.

TYPES OF E-COMMERCE
There are different types of e-commerce depending on the nature of your
transactions and how they generate your income. Among the most important
we have:

• B2B (Business-to-Business): Companies that trade with other companies or

organizations.
• B2C (Business-to-Consumer): Companies that trade with consumers. It is the
most usual.
• B2G (Business-to-Government): Companies that trade with government
institutions.
• C2C (Consumer-to-Consumer): Trade between individuals, that is,
consumers who sell and sell to other customers.
• C2B (Consumer-to-Business): Consumers that sell to businesses, very
popular in second-hand products.
TOOLS
 SHOPIFY

Platform for the creation of e-commerce

stores. It allows you to create online
sales businesses without having any
technical or computer knowledge, it is
based on SaaS (software as a service) technology, which means paying a
monthly fee for the use of the service, without the need to buy any type of
license. It has more than 100 templates, to use in a simple and intuitive way.

 PRESTASHOP

Tool to generate and manage online stores

easily. It allows to compare and choose
products, it has inventory file, unlimited
categories, multiple images per product,
customer comments, choice of number of
products per page, indication of available
quantities, cross sale etc.

EXAMPLE
 AMAZON, THE MOST TYPICAL EXAMPLE OF E-
COMMERCE

Probably Amazon is the best known e-commerce platform today and with
proven success. The company has managed to be successful in the E
commerce by allowing other people to sell their products on its website, but
also offers a large number of products of all kinds on its own.

ENGAGEMENT MARKETING
Engagement marketing refers to the art of creating unconditional love for a
brand. The engagement marketing or engagement or relationship marketing
gives a return to marketing and focuses all the attention on the client. Brands
want to generate experiences for their users, converse with them, interact not
only to generate sales, but also to build loyalty and create a positive brand
image in the consumer.

ENGAGEMENT MARKETING OFFLINE TOOLS

 Street marketing

This type of Marketing we always have around us, we see it and we can find it
anywhere in our city, be it bus stops, billboards, shopping centers, metro
stations, train and buses, airport, etc.

 Event marketing

Event marketing is a communication method widely used by the vast majority

of companies, and where a clear strategy is designed to impact, improve and
retain the brand image with its consumers.

 Mobile marketing

This type of marketing can be found in buses, trams, metros, cars, bicycles
and any other element that is in motion, whether within a city or outside.

ONLINE ENGAGEMENT MARKETING TOOLS

 Blog: It is undoubtedly the best known tool and one of the most used
today to do marketing, and combined with a good content marketing
strategy can help us to give greater visibility to the brand and build
loyalty to our readers, making them in subscribers or readers who are
loyal and committed to our brand.
 Content Marketing: Content marketing is a very effective tool for us to
include in our commitment marketing strategy. It is essential that the
 choice of content is based on the audience and not on the interests of
the brand itself.
 SEO: It is a set of techniques that will help us that our contents have a
greater visibility in the Google search engine and allow us to reach a
much wider audience.
 Social Networks: It is undoubtedly one of the best tools to engage in
marketing and one of the most important. The reason is very simple,
since it is an ideal scenario to get the commitment of our followers.

EXAMPLE
 ALWAYS

Always, the brand of feminine towels, could well be working on increasing

sales through traditional channels, but instead, they have understood what is
engagement marketing, launching one of the most watched and shared
campaigns on YouTube, and becoming a viral with the hashtag #LikeAGirl.

The original video has more than 65 million views and more than 43 thousand
comments. In it, they invite us to break the coarse stereotype we have of the
word "girl" when we use it in an adult context. Watching the video is a gem
and one of the best examples of feminism in marketing; here we can also see
how the brand never intends to sell anything ... Create connections!
Understand what is marketing engagement!
For Always, #LikeAGirl stopped being a campaign to be a philosophy of
engagement marketing that has transcended its social networks and today is
present in several of its corporate programs.

MOBILE MARKETING
Mobile marketing or mobile marketing consists of a set of techniques and formats to
promote products and services, using mobile devices as a communication tool.

BENEFITS
 Savings: You can reach the target audience with a lower cost per impact than the
use of other conventional advertising media.
 Segmentation: You can segment the target audience with the selection of certain
criteria such as age, sex, studies, hobbies, etc.
 Personalization: It is possible to individualize communications. Certain messages
can be sent exclusively to groups of consumers with similar socio-demographic
characteristics or grouped according to common needs, moving from mass
marketing to one-to-one marketing.
 Scope: In Spain there are already more than 54 million mobile lines. The reach of
mobile marketing is almost universal. The number of mobile devices in the world
already exceeds 4,000 million.
 Interactivity: Mobile marketing is interactive and allows dialogue with the
receiver. Due to its bidirectional nature, it can contact the issuing company through
 the same channel and, with the information obtained, the company can create user
profiles based on their tastes, preferences and needs for future communications.
 Speed and adaptability: Mobile marketing campaigns can be launched quickly and
allow immediate control of their development.
 Permanence and viral effect: The message remains in the mailbox of the recipients
and, if they consider it interesting / attractive, they can forward it to their circle of
relations, thus extending the dissemination of the message.

TOOLS
1 # Mobile searches

The results of mobile searches are different from desktop ones, and Google has already
announced its intention to convert the mobile index to the main one soon. Therefore, it is
essential to apply a specific SEO strategy for mobile.

2 # Ads for mobile

Traditional banners increasingly provoke more rejection, and mobile phones are no
strangers to the rise of advertising blockers. Therefore, it is necessary to use formats that
are less intrusive and provide a better experience, such as interactive ads, animated banners
and videos.

3 # Mobile applications

Mobile phone users have already fully integrated the apps in their lives, as the data from the
previous point show. A brand app, therefore, can be a fantastic investment to increase
interaction and improve the user experience. Of course, we must always ensure that it is
accompanied by a marketing strategy as complete as possible. The design is only half the
work. We can classify them in:

• Mobile web application. Are those that you access from a mobile browser (chrome, safari,
firefox, etc.).

• Native applications. They are those downloaded from an application store (Google Play
on Android, App Store on Apple, etc.).

• Hybrid applications. Halfway between the two previous ones.

4 # Coupons

Discount coupons are one of the "lifelong" marketing strategies but, thanks to the mobile,
they have completely revolutionized.
Now, the discounts accompany the users in their pocket, which increases the possibilities of
conversion. We also have the possibility of sending personalized offers with help of the
user's location and other data, which increases its relevance. And if you want to give them
the final twist, the ephemeral coupons with Snapchat-like applications are great to take
advantage of the sense of urgency.

5 # Email marketing

One of the main functions for which users use their phones is to look at the email. Thanks
to this, the techniques based on email marketing are more fashionable than ever.

6 # Geolocation

Geolocation is one of those aspects in which mobile marketing has completely

revolutionized the way we understand advertising. And now we can offer users offers and
promotions depending on the physical context in which they are. On the other hand, mobile
platforms based on location offer users the possibility of sharing content associated with a
space. The latest digital outdoor advertising formats also open the door to innovative ways
to encourage interaction. Location-based mobile platforms (such as Yelp, Foursquare or
Google + Local) offer users the opportunity to share information (news, photos, videos,
comments, ratings, reviews, etc.), associated with a geographical location where Identifies
the geographical location of a person, brand or company.

7 # Text and multimedia messages

Text messages were the first tool used in mobile marketing, but they are still present and
effective in getting promotions and information to your users, so do not forget them
TRADITIONAL MARKETING VS DIGITAL MARKETING
Traditional marketing is any type of marketing that purshes products and services to
consumers, while digital marketing is a set of tactics that are based on winning the interest
of the public instead of buying it.

TRADITIONAL MARKETING:

 The communication is unidirectional. A unidirectional and invasive message is sent

(from the advertiser to a large number of recipients that may or may not be potential
customers).
 Consumers are wanted: via print, television, radio and advertisements.
 It strives to attract new customers that serve and retain customers who already have.
 Your goal is to sell without thinking about the user.
 Try to win in each business transaction instead of trying to earn through the long-
term value of the client.
 Look for the constant increase in sales. Sell products or services without trying to
understand and respond to the real needs of customers.
 It’s difficult to measure the impact of your strategy.
 It’s t is focused on the characteristics of the product or service
 It’s not ecological.
 If the product you are selling is aimed at a group of people unfamiliar with the
digital world, opt for digital marketing.
 The market is more local.
 It employs traditional marketing strategies based on direct sales s, television, radio,
commercials.
 It’s oriented to economic exchange.

DIGITAL MARKETING:

 The communication is interactive and bidirectional. The message sent is

multidirectional (from the advertiser to a potential client that interacts with the
advertisement and receives free value content).
 Consumers are the ones who search through social media and search engines. The
connections are established according to the value of the connection, if the subject
attracts the consumer it will only reach us.
 It is not enough to produce goods or services; it must be adapted to what consumers
want. It is necessary to sift the market continuously, permanently offering innovations
in the product and services.
 The opinion of the client is important and constant, especially once the client has
made use of the product or service.
 The public interacts, thinks and responds to the announcements, generating
improvements.
 It reaches a greater number of potential customers from all over the world and
can build loyalty to existing ones and creates "value for the client".
 You can measure and analyze the impact of your strategy. Due to the immediacy in
the response of the clients or potential clients and in the interpretation of the results to
see if the strategy works.
 It is less expensive. It is not as expensive as traditional advertising but it is also not
free (it requires time and effort from someone expert).
 Look for sales to be of quality and continuous in time, not punctually intense.
 It helps to expand new national and international markets.
 Use strategies with the creation of web pages, banners, SEO
(Search engine optimization), Social media, announcements through social networks,
among others.
 It is oriented to the exchange of value.
DIGITAL MARKETING SITUATION IN PERÚ

In the following tables we will show the situation of the use of digital marketing through
social networks in Perú.

The consumers of today have an attitude of wanting to express themselves and the desire to
be heard by brands, social networks are the perfect platform to satisfy this need. That is why
the use of social networks in our country is increasing, with Peru being the second fastest
growing, with a total of 96% of network users of the total on-line population.

USE OF DIGITAL MARKETING IN PERÚ

“The use of Digital Marketing in Perú grows 11 percentage points”.

 86% mention the use of digital marketing within their business strategies.
WHAT TECHNIQUES DO YOU USE TO GET TO KNOW YOUR
AUDIENCE?

“Sales and customer loyalty are no longer relevant indicators to measure effectiveness”.

 Unlike 2016, there is a greater orientation to listen to the audience based on

the feedback that one receives from the internal client, or through SEO
(Search Engine Optimization) or Social Listening tools.
WHAT IS THE MAIN MEASUREMENT INDICATOR OF YOUR
STRATEGY DIGITAL MARKETING?

“Keyword research, feedback and social listening grow”

 The search for brand relevance through content is what shows the greatest
weight for marketing professionals. Indicators such as engagement and brand
awareness mean an effort to offer valuable content, whether informative or
educational, prior to the sale action.
 WHAT COMMUNICATION CHANNELS DO YOU USE TO
DISTRIBUTE YOUR CONTENT?

“Facebook, email and YouTube are the main channels to disseminate the content”.

 Facebook is the leading platform for disseminating content, it also explains

its great favoritism for the dissemination of videos. Twitter shows a fall of 13
percentage points. Snapchat and Pinterest show a setback.
CASE: DIGITAL MARKETING OF INKA COLA

"Indeed, today we can affirm that the brand experience that Inca Kola deploys in social
networks has generated the connection we were looking for with teenagers and young
people. The objective of loyalty is being fulfilled and as long as it continues to provide a
better experience and the brand continues to innovate in digital media, it will continue to be
fulfilled. "

As stated by the former Brand manager of Inca Kola, social networks fulfilled the role of
emotionally connecting with adolescents and young people. In addition, the indicators that
were taken in the campaigns carried out on Facebook helped to improve the indicators that
the brand has with this audience. Next the digital strategy deployed by the brand and some
important results.

As you can see, Facebook is the platform where the greatest weight of its content and
interaction lies, with the fan-page being the star platform of the brand. We also observe
Twitter whose publications have the role of generating reminders of campaigns that connect
directly to Facebook or YouTube. Youtube is the video platform that allows Inca Kola
to generate interaction and impact in its campaigns, as well as being a repository of various
videos of the brand. On the other hand, we have your website that contains only campaigns
(landing page), that is, it does not include corporate information, but is only activated for
specific dates. It also includes links to connect to Facebook and YouTube.

For the campaigns that the brand develops, digital media advertising is used, mainly those
visited by teenagers and young people. It also includes Facebook social ads (guideline or
advertising within the same Facebook) to increase traffic and user interaction to the fanpage.

In turn, you work in the Google search engine (Search engine management and Search engine
optimization), obtaining a good web positioning, especially when there are campaigns. For
the Peruvian food night campaign we used Google Adwords with Peruvian food
keywords. While in the last campaign of the Ñam Ñam Boys advertising was used within the
same YouTube.

Here is a brief review of the platforms that the brand manages within its ecosystem:
FAN PAGE

The Inca Kola Fan-page was launched in 2008, the main function of the platform is the
interaction with adolescent and young consumers, generating a closer relationship
with them. Currently it has more than 1.7million fans.

TWITTER: @ INCA_KOLA

It is the tool that least moves the brand, but whose presence allows it to generate traffic to
various campaigns and be able to report their actions in the press. As the penetration of
Twitter grows in our country, greater brand-consumer interaction will be seen.
YOUTUBE: BRAND CHANNEL

The brand has a Youtube channel with 17,018 subscribers. The channel serves as audiovisual
support for campaigns, greater reach, interaction and repository of TV spots. Connect in turn
to Facebook.

WEBSITE:
It has a web page of arrival to the campaigns that it carries out, however it is not an
informative web of the brand. It is worth noting the good SEO and SEM management that
he carries out during campaigns and promotions.
Some examples where the Inca Kola website has been used are the following:

 CAMPAIGN: "CHAPA VIAJE AL CUZCO"

Campaign where in each badge of Inca Kola came a code that you then put on the web and
you had the option of acquiring letters, through them you formed the word "Travel to Cuzco
with your legs". For this you could form groups of three people, also inviting them via
Facebook. All the winners traveled to Cuzco to visit Machu Picchu all paid, so many groups
traveled in three Lan planes full of people. This campaign won a2009 Effie Award.

 WITH CREATIVITY, LOVE IS POSSIBLE

The 2011 Inca Kola summer campaign focused on love. The story of Pablo and Rafaela
spread to social networks and digital platforms in order to ask for help for the girl to pay
attention to her. The idea was that people would help Pablo make a creative video for his girl,
people would interact sending photos and videos made by themselves.
The campaign website also interacted with the visitors and gave away prizes obtained from
a machine. It was based on the idea that visitors could also conquer the love of their life. In
the end a video was created with the mix of all the people and artists. It was also an integrated
campaign because I use TV, panels, go and BTL. Everything culminated in a night of the
stars event, where Pablo finally showed the video and declared himself.

 GASTRONOMIC FIGHT CAMPAIGN

On the occasion of the Peruvian Food Night 2012 (event organized by the brand), the fan-
page of Inca Kola launches the campaign The Gastronomic Fight. Its objective was to
connect the adolescent and young audience by strengthening Inca Kola's Peruvian
credentials, through the celebration of icons that generate national pride: Peruvian food.

The main campaign objectives were the increase in brand metrics such as the association
with food (Brand good with meals), to be an innovative brand communicationally
(trend setting brand) and the Internet innovation indicator (Brand innovation). While
the main kpi on the platform would be the interaction of adolescents and young people
(average of 90 000 interactions = likes + comments + number of times shared).
In this way, the young people participated in a fun vote, during four weeks, in which they
chose their favorite dish in combats whose winner was determined by the number
of likes. The highlights of the campaign were the graphics of each dish such as the lomo
saltado, the grilled chicken, the anticucho, the cause, the ají de gallina, the ceviche, etc

The results of the campaign that took place in a month were the following:

1. Interaction level: 116 171 total interactions.

2. It was the Facebook campaign that had the most interaction compared to other brands
of mass consumption, with publications with up to 16,000 interactions (July 2012
period).

3. 55% of interactions corresponded to adolescents and young people between 13 and

24 years old.
4. Campaign scope: 2 006 544 million people saw the campaign 1 out of every 3
Peruvian teenagers saw the campaign.
5. 1 in 4 young Peruvians saw the campaign Improvement in brand indicators:
6. Innovation through internet: + 13 points percentages (166% over the goal)
7. Trend setting: + 8 points percentage (160% over the goal).
8. or Brand good with Meals (association meals): + 9 points percentages (179% over
the goal)
9. The cost to reach each person was S /. 0.025 A ridiculous sum in traditional
advertising campaigns.

GLOBAL TRENDS OF DIGITAL MARKETING

1. ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING

• By 2020, approximately 85% of interactions with the customer were carried out by AI
systems, according to Gartner.

• The AI is total efficiency and you can take advantage of it to grow your business.

• AI can be useful and help attract visitors to your site by selecting data from this
technology can structure a "human poll" article such as quarterly earnings report, sports
matches, market data ....
 WORDS

An AI writing program called 'WordSmith' has produced more than 1 trillion reports in
recent times and will surely see its popularity reach significant growth. The "writers" of
Artificial Intelligence, for example, are very useful to generate reports about quarterly
earnings, sports matches, market data and financial figures, minimize human errors and
increase efficiency at the moment of generate such reports. Companies like Samsung,
Comcasy and Yahoo use it to create press releases quickly.

CORTANA

Brands invest a lot in these computer processes to accumulate data about your habits. In a
few years is expected that when you do one of the most normal things in your day to day, a
Google search, get a personalized name.

Thanks to a virtual assistant that knows your behavior, your tastes and your interactive way,
you have a result adapted to you. This artificial intelligence assistant or chatbot does not put
in its place a list of ordered content in a generic way or taking into account your location,
but it can result in a unique name, adapted to your need.

All these data are digitized, so the speed with which it is generated, processed and analyzed
in vertiginous.

Cortana is a virtual assistant developed by Microsoft

Cortana is an ideal tool to keep abreast of your notices and help you keep your
commitments. You can remember the things you have to do according to time, places or
even people. You can also add a photo to your ad to get a simple visual clue.
2. MARKETING AUTOMATION

Within the marketing departments, the automation of processes becomes increasingly

necessary. It is the way in which companies can have more control and be more efficient in
routine tasks.

It allows us to simplify complex processes and becomes fundamental in the email

marketing campaigns. Or well-programmed chatbots, as part of customer service in social
networks.

CHATBOTS:

A chatbot is a computer program with which it is possible to have a conversation, whether

we want to ask for some type of information or to carry out an action. The fastest people
who have adapted to chatbots are millennials: 60% of users.

An example. Nowadays if one wants to buy some shoes through Asos, he has to access his
website, find what he is looking for and buy it. But what if Asos had a bot? It would only
be necessary to write a message to the brand through Facebook and tell them what we want.
And even if we had doubts about size measurements we could consult our problem in a
moment.

One of the great advantages of chatbots is that, unlike applications, they are not
downloaded, they do not need to be updated and they do not take up space in the phone's
memory. Another is that we can have several bots integrated in the same chat. In this way
we would avoid jumping from one app to another according to what we need at any given
time. The main consequences? More pleasant user experiences and faster and simpler
customer service interactions.

How do they work?

Chatbots incorporate artificial intelligence systems. Therefore, they have the possibility to
learn about our tastes and preferences over time. Siri or Cortana, for example, work thanks
to this system (although they still have a large room for improvement). Other places that
have been in operation in recent years has been in chats such as Facebook Messenger or
instant messaging applications such as Telegram or Slack. In the latter the chatbots were
incorporated as if they were one more contact.

How to build your own chatbot

Even if you do not have code or artificial language skills, you can develop yourself with
tools such as Api.ai, Wit.ai or Smooch. Some of these allow you to create simple
conversational conversations without writing a single line of code.
CHAT BOT CNN:
One of the best Facebook Chat Bots to have on hand in your Messenger. In a moment you
can read the news that interests you the most, without having to search Google. It works
very well and very fast. Something like that can be an inspiration for any medium in any
sector. Even for technology companies with a large number of products with different
specifications, it would be a great tool to ask via chat for the info you need.

3. PROTECTION OF MARKS IN SOCIAL MEDIA.

Fake news and copyright infringements are becoming more frequent in Social Media. Both
brands and networks are looking for ways to fight against this. Sarah Hall believes that in
2018 we will see more pressure on the main actors monitoring the content by relevance and
suitability. Public relations should take into account the possible negative impact on the
reputation of the brand. Ensuring that values are the basis of all Marketing activity will be
crucial to mitigate any problem and thus maintain legitimacy in society.

FACEBOOK:

The Spanish Agency for Data Protection (AEPD) has imposed three fines for a total amount
of 1.2 million euros to Facebook for collecting personal data of Spanish users, including
those specially protected, without expressly collecting informed consent. The sanction, the
largest in a single procedure that has imposed the agency in its history, is independent of
another complaint by the transfer of data between Facebook and WhatsApp, which has also
been the subject of investigation and which runs its course in the public body .

According to the resolution of the Spanish agency, the social network collects, stores and
uses data about ideology, sex, religious beliefs, personal tastes or navigation for advertising
purposes directly, through interaction with its services or from third party pages, without
clearly informing the user on the use and purpose that is going to give them, and not even
cancels them properly when a user unsubscribes.

In May 2018, the General Data Protection Regulation will come into force, replacing the
LOPD. This standard includes many novelties that impact the digital marketing sector. It is
also planned to implement the e-privacy Regulation, which regulates commercial
communications, the regulation of cookies and, as a novelty, will also regulate the so-called
Over The Top services.

4. BUSINESS INTELIGENCE

Smart business is about exploring the possibilities offered by real time. Know how many
people are accessing at this precise moment to the page of your brand / service, what they
are looking for, etc. And, from this information and both the ability to analyze and the
prediction of data, adopt marketing strategies that increase sales or any other objective
defined in the planning of your brand / service.

Thiele when BI is obvious (Denmark)

Thiele is a national optical chain with more than 60 stores in cities throughout Denmark.
The chain has its own glass grinding plant and its own line of designer glasses to market
brands such as Armani or Gucci.

Business Intelligence has brought remarkable changes to Thiele, a retail optical chain.
Employees can quickly see if particular initiatives are successful or not, and have a better
chance to optimize their work.

"Affiliate dynamics flourish when they are able to control their own results and can see if
they are meeting sales targets on a daily basis. I think the visual element in the TARGIT
software is what makes the difference. It's professionalism turned to sales, "says Ole
Bentzen, CEO of Thiele.

All levels of the company are experiencing visible progress, and this is always the ultimate
measure of how the business is being done. "The optimization we have achieved through
the use of a BI suite can be seen in our results account. We started in the summer of 2003
and, compared to the behavior of the market in our area, we have exceeded the market by
15-20 percent, "explains Ole Bentzen.

5. HOLOGRAM AND DIGITAL MARKETING

The big brands must be planning their advertising strategies taking into account these new
advertising elements. Holography will captivate us and teach what experiential marketing is
all about.

The use of holograms is already a future reached. In fact, it is increasingly common to find
a hologram in the universe of marketing and communication. Fields where, in recent years,
holography has gained ground.

Although holograms are an old element in science fiction movies, the latest technological
advances seem to boost them through virtual and augmented reality, that is, objects
projected in 3D, so there have been brands that do marketing with holograms.

NIKE Perhaps one of the pioneers in implementing this technology was the
American Nike, who supported the holograms to spread his sneaker, Free 5.0, which
were shown on European streets.
KITKAT In Japan, the brand launched a hologram campaign aimed at students
under stress, or at exam time. The campaign was a chocolate bar that arrived with a
plastic object that was placed on a cell phone to later project a hologram from a
local band
BURBERRY'S WALKWAY. The luxury brand did not project a person on the
catwalk, but instead projected a catwalk around the world. In 2011, Burberry
opened a store in China with a show with holograms.
REALITY INCREASED:As for augmented reality, the best example is Pokémon
GO, which last year aroused a euphoria for months that attracted a large number of
brands. The game developed by Niantic exceeded 65 million downloads at the
beginning of this year.
 STEPS TO A DIGITAL MARKETING STRATEGY
In simple terms, a strategy is just a plan of action to achieve a desired goal, or multiple
goals. For example, your overarching goal might be to generate 25% more leads via your
website this year than you drove last year.

STEP 1: DEFINE YOUR CUSTOMER IN A NEW WAY

Previously, digital marketers collected qualitative and quantitative information about the
target audience that included age, gender, occupation, interests, and location. The definition
of the potential customer has been taken to another level recently, with buyer personas
taking over. Now, the most effective marketing strategies are incomplete without them.

Buyer personas are a term used to describe the ideal customer that can be defined by
surveying and contacting the pre-defined target group. To define your own buyer persona,
you can make use of online tools like MakeMyPersona and Persona Creator.

 Make my persona
Through 16 concise questions, as a profession, sector in which she or he works,
social networks and challenges that he or she faces, among others that seek to
collect valuable information to create a profile of the "ideal client" complete, which
in a matter of minutes reaches your inbox in a Word file.
 Persona creator
1. Title: The Persona title allows you to easily reference a group of users during
discussions. If you give Personas human names, make sure those viewing the
documents don’t make generalizations based on names alone. If you use titles,
make sure they are specific.
2. Image: Don’t forget to upload a photo! Give your persona a face that reflects
the descriptions used throughout the template. If possible, use a photo of a real
consumer, not a cheesy, easily identifiable stock image.
3. Quote: Use real quotes or comments acquired from customer interviews,
surveys or questionnaires.
4. Demographics: This section gives viewers quick insight into the Persona’s
background, lifestyle, and behavioral practices. Information should reflect
trends from interviews, questionnaires, or surveys.
A quick way to find statistics on consumer demographics is by using Google
Analytics. Collect data on the origin, age, and marital status of those currently
visiting your site or interact with your company on social media.
5. Character (Archetypes & Tier): Archetypes are widely understood identities
that characterize an individual’s personality, motivations, and goals. Is
important to be careful and not to undermine Personas by using jargon like
“visionary” or “radical” without going into detail about what exactly these
words imply.
The tiers section is one of the most important sections when it comes to defining
a Persona. Tiers indicate levels of engagement users have with your product, or
where they fall on the adoption curve. For example, the “tier” option can range
from ‘first-time users’ all the way to ‘late adopters.’ If you’re building an
industry-specific product, your tiers can be ‘professionals’, ‘prosumers’, or
‘enthusiasts.’ Tiers can also refer to users’ level of commitment to your
product—free users, paid users, or enterprise users.
6. Personality: the personality section of this persona was based off the Myers
Briggs personality test. According to the Myers Briggs, there are 16 potential
user personality types.
7. Motivations: What inspires your persona to take action? Is he motivated more
by fear or growth? Achievement or power?
8. Brands: What are your users’ favorite or most used brands? Display their logos
in this section. Some of these featured brands may turn into, or already be, your
competitors.
9. Preferred Channels: From your research, you should have a good picture of
what sort of channel your audience is primarily using or can be found on.
If you complete all the above-mentioned points, you will have the profile of your ideal
buyer.

STEP 2: IDENTIFY GOALS

Your marketing goals should always be tied back to the fundamental goals of the business.
For example, if your business’s goal is to increase online revenue by 20%, your goal as a
marketer might be to generate 50% more leads via the website than you did last year to
contribute towards that success.

Whatever your overarching goal is, you need to know how to measure it, and more
important, actually be able to measure it (e.g., have the right digital marketing tools in place
to do so). How you measure the effectiveness of your digital strategy will be different for
each business and dependent on your goal(s), but it is vital to ensure you are able to do so,
as it is these metrics, which will help you adjust your strategy in the future.

 Choose KPIs That Are Directly Related to Your Business Goals

KPIs are quantifiable measurements or data points used to gauge your company’s
performance relative to some goal. For instance, a KPI could be related to your goal of
increasing sales, improving the return on investment of your marketing efforts, or
improving customer service.

Examples of common ecommerce goals and related KPIs:

 a) Goal 1 – Boost sales 10% in the next quarter. KPIs include daily sales, conversion
rate and site traffic

b) Goal 2 – Increase conversion rate 2% in the next year. KPIs include conversion rate,
shopping cart abandonment rate, associated shipping rate trends, competitive price
trends.

c) Goal 3 – Grow site traffic 20% in the next year. KPIs include site traffic, traffic
sources, promotional click-through rates, social shares, bounce rates.

d) Goal 4 – Reduce customer service calls by half in the next 6 months. KPIs include
service call satisfaction, identify of page visited immediately before the call, event
that lead to the call.

Every company, industry and business model is very different so it is difficult to pinpoint
an exact number for the amount of KPIs you should have. Although, based on experience,
in most cases you should aim to identify somewhere between four and ten KPIs.

The KPIs that you choose will be greatly influenced by your organization's business model
and the industry in which you operate. For example, a B2B software-as-a-service company
might choose to focus on customer acquisition and churn, whereas a brick and mortar retail
company might focus on sales per square foot or average customer spend.

Here are a few examples of some industry standard KPIs:

STEP 3: EVALUATE YOUR EXISTING DIGITAL MARKETING

CHANNELS AND ASSETS
When considering your available digital marketing channels or assets to incorporate into
your strategy, it is helpful to first consider the bigger picture to avoid getting overwhelmed.
The owned, earned, and paid media framework helps to categorize the digital ‘vehicles’,
assets, or channels that you’re already using.

 Owned Media
This refers to the digital assets that your brand or company owns -- whether that’s
your website, social media profiles, blog content, or imagery, owned channels are
the things your business has complete control over. This can include some off-site
content that you own, but is not hosted on your website, like a blog that you publish
on Medium, for example.

 Earned Media
Quite simply, earned media refers to the exposure you have earned through word-
of-mouth. Whether that is content you have distributed on other websites (e.g.,
guest posts), PR work you have been doing, or the customer experience you've
delivered, earned media is the recognition you receive as a result. You can earn
media by getting press mentions, positive reviews, and by other people sharing your
content on social media, for instance.

 Paid Media
Paid media is a bit self-explanatory in what its name suggests -- and refers to any
vehicle or channel that you spend money on to catch the attention of your buyer
personas. This includes things like Google AdWords, paid social media posts,
native advertising (like sponsored posts on other websites), and any other medium
for which you directly pay in exchange for visibility.

Gather what you have, and categorize each vehicle or asset in a spreadsheet, so you have a
clear picture of your existing owned, earned, and paid media.

Your digital marketing strategy might incorporate elements of all three channels, all
working together to help you reach your goal. For example, you might have an owned piece
of content on a landing page on your website that’s been created to help you generate leads.
To amplify the number of leads that content generates, you might have made a real effort to
make it shareable, meaning others are distributing it via their personal social media profiles,
increasing traffic to the landing page. That is the earned media component. To support the
content’s success, you might have posted about the content to your Facebook page and
have paid to have it seen by more people in your target audience.

That is exactly how the three can work together to help you meet your goal. Of course, it is
not compulsory to use all three. If your owned and earned media are both successful, you
might not need to invest in paid. It is all about evaluating the best solution to meet your
goal, and then incorporating the channels that work best for your business into your digital
marketing strategy.

Now you know what is already being used, you can start to think about what to keep and
what to cut.

STEP 4: AUDIT AND PLAN YOUR OWNED MEDIA.

At the heart of digital marketing is your owned media, which pretty much always takes the
form of content. Every message your brand broadcasts can generally be classified as
content, whether it’s your ‘About Us’ page, your product descriptions, blog posts, ebooks,
infographics, or social media posts. Content helps convert your website visitors into leads
and customers, and helps to raise your brand’s profile online -- and when it's optimized, it
can also boost any efforts you have around search/organic traffic. Whatever your goal,
you’re going to need to use owned content to form your digital marketing strategy.

To build your digital marketing strategy, you need to decide what content is going to help
you reach your goals. If your goal is to generate 50% more leads via the website than you
did last year, it’s unlikely that your ‘About Us’ page is going to be included in your
strategy -- unless that page has somehow been a lead generation machine in the past.

It might more likely that an ebook gated by a form on your website drives far more leads,
and as a result, that might be something you want to do more of. Here’s a brief process to
follow to work out what owned content you need to meet your digital marketing goals:

 Audit your existing content

Make a list of your existing owned content, and rank each item according to what has
previously performed best in relation to your current goals. If your goal is lead generation,
for example, rank them according to which generated the most leads in the last year. That
might be a particular blog post, an ebook, or even a specific page on your website that’s
converting well.

The idea here is to figure out what’s currently working, and what’s not, so that you can set
yourself up for success when planning future content.

 Identify gaps in your existing content

Based on your buyer personas, identify any gaps in the content you have. If you’re a math
tutoring company and have discovered in your audience research that one of your persona’s
biggest challenges is finding interesting ways to study, but you don’t have any content that
speaks to that concern, then you might look to create some.

By looking at your content audit, you might discover that ebooks hosted on a certain type
of landing page convert really well for you (much better than webinars, for example). In the
case of this math tutoring company, you might make the decision to add an ebook about
‘how to make studying more interesting’ to your content creation plans.

 Create a content creation plan

Based on your findings and the gaps you have identified, make a content creation plan
outlining the content that is necessary to help you hit your goals. This should include:

1. Title
2. Format
3. Goal
4. Promotional channels
5. Why you’re creating it (e.g., "Marketing Molly struggles to find time to plan her
blog content, so we’re creating a template editorial calendar")
6. Priority level (to help you decide what’s going to give you the most "bang for your
buck")
This can be a simple spreadsheet, and should include budget information if you are
planning to outsource the content creation or a time estimate if you are producing it
yourself.

STEP 5: AUDIT AND PLAN YOUR EARNED MEDIA.

Evaluating your previous earned media against your current goals can help you get an idea
of where to focus your time. Look at where your traffic and leads are coming from (if that
is your goal) and rank each earned media source from most effective to least effective.

You might find that a particular article you contributed to the industry press drove a lot of
qualified traffic to your website, which in turn converted really well. Or, you might
discover that LinkedIn is where you see most people sharing your content, which in turn
drives a lot of traffic. The idea here is to build up a picture of what earned media will help
you reach your goals, and what won’t, based on historical data. However, if there’s
something new you want to try, don’t rule that out just because it’s not yet tried and tested.

STEP 6: AUDIT AND PLAN YOUR PAID MEDIA.

This process involves much of the same process: You need to evaluate your existing paid
media across each platform (e.g., Google AdWords, Facebook, Twitter, etc.) to figure out
what is likely to help you meet your current goals.

If you’ve been spending a lot of money on AdWords and haven’t seen the results you’d
hoped for, maybe it’s time to refine your approach, or scrap it altogether and focus on
another platform that seems to be yielding better results. (Check out this free AdWords
guide for more on how to leverage it for business.)
By the end of the process, you should have a clear idea of which paid media platforms you
want to continue using, and which you would like to remove from your strategy.

STEP 7: BRING IT ALL TOGETHER.

You have done the planning and the research, and you now have a solid vision of the
elements that are going to make up your digital marketing strategy. Here’s what you should
have so far:

1. Clear profile(s) of your buyer persona(s)

2. One or more marketing-specific goals
3. An inventory of your existing owned, earned, and paid media
4. An audit of your existing owned, earned, and paid media
5. An owned content creation plan or wish list
Now, it’s time to bring all of it together to form a cohesive strategy document.

By that definition, your strategy document should map out the series of actions you’re
going to take to achieve your goals, based on your research to this point. A spreadsheet is
an efficient format -- and for the sake of consistency, you might find it easiest to map out
according to the owned, earned, and paid media framework we’ve used so far.

You’ll also need to plan your strategy for a longer-term period -- typically, something like
12 months is a good starting point, depending on how your business is set up. That way,
you can overlay when you’ll be executing each action. For example:

 In January, you might start a blog which will be continually updated once a week,
for the entire year.
 In March, you might launch a new ebook, accompanied by paid promotion.
 In July, you might be preparing for your biggest business month -- what do you
hope to have observed at this point that will influence the content you produce to
support it?
 In September, you might plan to focus on earned media in the form of PR to drive
additional traffic during the run-up.
By taking this approach, you are also creating a structured timeline for your activity, which
will help communicate your plans to your colleagues.
CONCLUSION
Currently the global trend of online marketing is a combination of joint marketing tactics,
that is to say that traditional marketing techniques combined with new media techniques are
applied. It is a component of electronic commerce, so it can include content management,
public relations, online reputation, customer service and sales. One of the main
characteristics of this new trend is that it makes it possible to carry out personalized
campaigns and strategies because it offers a great analytical capacity and thus to launch
campaigns for objective markets, or targets, very segmented. Digital Marketing aims to be
an adaptation of the philosophy of web 2.0 to marketing, it refers to the transformation of
marketing as a result of the effect of networks on the Internet. It must be focused on the
public and there must be an interaction between the promotion campaign and the public that
receives it. Some characteristics of Digital Marketing could be an attractive content and an
environment where the public can receive the information. The content offered by Digital
Marketing as the environment must have interaction with the public. Social Networks are
growing in investment over traditional advertising methods, practically all widely used
networks already incorporate formulas to effect effective advertising in them.

BIBLIOGRAPHY
 INBOUDCYCLE (SONIA DURO LIMA) 5 diciembre 2017 extraído de:
https://www.inboundcycle.com/blog-de-inbound-marketing/tendencias-marketing-
digital-2018
 https://digitalmarketinginstitute.com/the-insider/05-10-16-the-evolution-of-digital-
marketing-30-years-in-the-past-and-future
 https://www.sas.com/en_us/insights/marketing/digital-marketing.html
 https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article
 https://www.mediavisioninteractive.com/digital-pr-2/the-top-5-questions-in-digital-
pr/
 https://blog.hubspot.com/marketing/digital-strategy-guide
 https://www.vendasta.com/blog/10-steps-2017-digital-marketing-strategy
 https://www.kunocreative.com/blog/digital-marketing-strategy
 https://www.websa100.com/blog/15-herramientas-de-marketing-digital-que-te-
haran-triunfar/
 http://pa.bibdigital.uccor.edu.ar/1379/2/TESIS%20ARCHIVO%20FINAL%20Mart
inez%2C%20Marcelo.pdf
 http://www.pqs.pe/sites/default/files/archivos/2015/aprende-mas/06/sbello/75-
herramientas-de-marketing-online.pdf
 https://ticsyformacion.com/2015/09/17/marketing-tradicional-vs-marketing-digital-
infografia-infographic-marketing/
 http://www.infomarketing.pe/marketing/noticias/gaseosas-inca-kola-lidera-ranking-
de-efectividad-en-gestion-de-marcas-digital/
 https://www.puromarketing.com/44/15566/diferencias-marketing-tradicional-
marketing-relacional.html