Online marketing: what it is and how it works
Posted: Tue Dec 03, 2024 6:34 am
In the digital age we are living in, online marketing has become an indispensable tool for companies of all sectors and all sizes. We have all heard of digital marketing, but do we really know what it is and how it works?
Table of contents
what is online marketing?
How does online marketing work and what are its phases?
You should always start with an online marketing strategy
attract our audience and convert them into customers
customer loyalty, that phase that many forget
what is not measured cannot be improved
what are the benefits of digital marketing?
Better reach and segmentation
visibility and global reach
customer relations
data collection
return on investment, the advantage of online marketing
what is online marketing?
Online marketing can be defined as a set of strategies and actions linked to the use of digital tools and channels to achieve the following objectives:
promote products or services
increase awareness and improve brand positioning in the online environment
generate business-relevant leads and increase website traffic
interact closely with the target, build strong transportation email list relationships and transmit brand values
collect information to improve existing products or services, or to launch new lines of business, products or services
how does online marketing work and what are its phases?
You should always start with an online marketing strategy
online marketing always starts with a strategy. The digital marketing strategy is based on determining, based on the client's needs, the actions, techniques, tools and channels that will be used within the digital framework.
To do this, we must take into account a series of factors: the public, the competition, the market in which the company operates, channels relevant to the business and the buyer persona. Finally, establish the performance indicators that determine the achievement of the objectives of the actions carried out.
Moreover, an effective online marketing strategy today must include personalization and artificial intelligence (ai) . Personalization makes it possible to deliver relevant content to users based on their behaviors and preferences, which significantly improves the customer experience and increases the conversion rate. Ai, on the other hand, can analyze large volumes of data to predict trends and behaviors, optimize campaigns in real time, and automate repetitive tasks, allowing marketing teams to focus on creativity and strategy. Adopting these technologies can provide a crucial competitive advantage.
Attract our audience and convert them into customers
in online marketing, one of the first and most important phases is the acquisition phase. As its name indicates, it focuses on attracting the attention of the target audience to the product or service, the brand or the company.
The job of the marketing professional in this regard is to generate qualified leads . Qualified leads are those people who are more likely to become a customer.
There are many strategies that can be developed at this stage. The most basic ones in this aspect are seo, content marketing or sem and social ads. Depending on the product or service, it is convenient to apply other types of complementary actions that multiply the results we can obtain.
For example, in the case of local businesses, at go2jump we developed a tool called localiza.me to increase visibility and improve reviews on the google business profile . These types of actions are very useful to promote an establishment when the business depends largely on its exposure at a local level.
Once you have captured the attention of potential customers, the next step is to convert them into real customers. Therefore, in this phase, it is necessary to persuade users to perform the desired action, whether it is making a purchase, downloading a resource or subscribing to an email list.
For conversion, online marketing uses all kinds of techniques to get the user to perform the desired action: designing persuasive calls to action, copywriting or designing landing pages focused on conversion, among others.
Another key trend to attract and convert our audience is the implementation of omnichannel and advanced personalization strategies . Omnichannel allows us to interact with customers across multiple channels in an integrated and coherent way, improving the user experience and increasing the chances of conversion. In addition, advanced personalization , supported by artificial intelligence and data analysis, allows us to adapt the message and offers to the individual needs and preferences of each user, which significantly increases the effectiveness of marketing campaigns. These strategies, combined with traditional techniques, can maximize the attraction and conversion of our target audience into loyal customers.
Customer loyalty, that phase that many forget
we continue with the phases of online marketing by talking about loyalty. Once the user has become a customer, it is important to maintain their loyalty and build a long-term relationship.
It is important to note that the cost of customer acquisition is greatly reduced if we apply loyalty techniques. And not only that, we also obtain new customers through recommendations and valuable content. For all these reasons, it is an essential phase.
The best way to achieve this is through a combination of excellent after-sales service and the implementation of online loyalty marketing actions.
Among the solutions and strategies that can be applied to build customer loyalty, we find online reputation management , active communication with the public, loyalty programs, promotions, creation of valuable content...
Additionally, using customer relationship management platforms , i.e. Crm software like hubspot , can help segment and target customers with highly relevant offers and content. Finally, implementing rewards programs and fostering loyal customer communities through social media and exclusive events can significantly increase customer retention and long-term value.
Table of contents
what is online marketing?
How does online marketing work and what are its phases?
You should always start with an online marketing strategy
attract our audience and convert them into customers
customer loyalty, that phase that many forget
what is not measured cannot be improved
what are the benefits of digital marketing?
Better reach and segmentation
visibility and global reach
customer relations
data collection
return on investment, the advantage of online marketing
what is online marketing?
Online marketing can be defined as a set of strategies and actions linked to the use of digital tools and channels to achieve the following objectives:
promote products or services
increase awareness and improve brand positioning in the online environment
generate business-relevant leads and increase website traffic
interact closely with the target, build strong transportation email list relationships and transmit brand values
collect information to improve existing products or services, or to launch new lines of business, products or services
how does online marketing work and what are its phases?
You should always start with an online marketing strategy
online marketing always starts with a strategy. The digital marketing strategy is based on determining, based on the client's needs, the actions, techniques, tools and channels that will be used within the digital framework.
To do this, we must take into account a series of factors: the public, the competition, the market in which the company operates, channels relevant to the business and the buyer persona. Finally, establish the performance indicators that determine the achievement of the objectives of the actions carried out.
Moreover, an effective online marketing strategy today must include personalization and artificial intelligence (ai) . Personalization makes it possible to deliver relevant content to users based on their behaviors and preferences, which significantly improves the customer experience and increases the conversion rate. Ai, on the other hand, can analyze large volumes of data to predict trends and behaviors, optimize campaigns in real time, and automate repetitive tasks, allowing marketing teams to focus on creativity and strategy. Adopting these technologies can provide a crucial competitive advantage.
Attract our audience and convert them into customers
in online marketing, one of the first and most important phases is the acquisition phase. As its name indicates, it focuses on attracting the attention of the target audience to the product or service, the brand or the company.
The job of the marketing professional in this regard is to generate qualified leads . Qualified leads are those people who are more likely to become a customer.
There are many strategies that can be developed at this stage. The most basic ones in this aspect are seo, content marketing or sem and social ads. Depending on the product or service, it is convenient to apply other types of complementary actions that multiply the results we can obtain.
For example, in the case of local businesses, at go2jump we developed a tool called localiza.me to increase visibility and improve reviews on the google business profile . These types of actions are very useful to promote an establishment when the business depends largely on its exposure at a local level.
Once you have captured the attention of potential customers, the next step is to convert them into real customers. Therefore, in this phase, it is necessary to persuade users to perform the desired action, whether it is making a purchase, downloading a resource or subscribing to an email list.
For conversion, online marketing uses all kinds of techniques to get the user to perform the desired action: designing persuasive calls to action, copywriting or designing landing pages focused on conversion, among others.
Another key trend to attract and convert our audience is the implementation of omnichannel and advanced personalization strategies . Omnichannel allows us to interact with customers across multiple channels in an integrated and coherent way, improving the user experience and increasing the chances of conversion. In addition, advanced personalization , supported by artificial intelligence and data analysis, allows us to adapt the message and offers to the individual needs and preferences of each user, which significantly increases the effectiveness of marketing campaigns. These strategies, combined with traditional techniques, can maximize the attraction and conversion of our target audience into loyal customers.
Customer loyalty, that phase that many forget
we continue with the phases of online marketing by talking about loyalty. Once the user has become a customer, it is important to maintain their loyalty and build a long-term relationship.
It is important to note that the cost of customer acquisition is greatly reduced if we apply loyalty techniques. And not only that, we also obtain new customers through recommendations and valuable content. For all these reasons, it is an essential phase.
The best way to achieve this is through a combination of excellent after-sales service and the implementation of online loyalty marketing actions.
Among the solutions and strategies that can be applied to build customer loyalty, we find online reputation management , active communication with the public, loyalty programs, promotions, creation of valuable content...
Additionally, using customer relationship management platforms , i.e. Crm software like hubspot , can help segment and target customers with highly relevant offers and content. Finally, implementing rewards programs and fostering loyal customer communities through social media and exclusive events can significantly increase customer retention and long-term value.