What is digital marketing? THE DEFINITIVE GUIDE (2025)

Marketing Digital ·

You've probably heard a lot about the term "digital marketing" in recent years. But do you understand what it means? How it has evolved and its benefits? What are the trends and how to apply it in your business?   In this ultimate guide, we reveal everything about what digital marketing is and what it consists of, how to make money with digital marketing, what are the types of digital marketing and much more in this guide.   <h1 class="wp-block-heading">What is Digital Marketing and how does it work?</h1>   If you had to define the word "marketing", what would you say? What words would you use? Let me guess, you'd probably say "advertising", right?   For a long time, the most efficient way for a company to generate large-scale change was very simple: buy advertising. Advertising worked. It paid for itself. It also positioned you, made your brand popular.   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/que-es-el-marketing-ruido-publicidad-1024x504.webp" alt="what is digital marketing - advertising" class="wp-image-385692"/><figcaption class="wp-element-caption">Outdoor advertising.</figcaption></figure>   So, does it surprise you that marketing professionals suddenly decided that what they did was advertising? Of course not! If for practically their entire lives marketing was advertising.   But then it stopped being that way. Which means you have no choice but to do real marketing. You have no choice but to make your voice heard.   And how do you do that? Well, there is the type of marketing offered by Google, Facebook, articles in magazines, newspapers. All that might work for you. Maybe…   And then there is another type of marketing, effective marketing. This type of marketing involves understanding our customers' points of view and desires in order to connect with them.   It's about them needing you when you're not there, delivering more than they expect. It's about making the value your customers perceive from your product much greater than the price they pay for it. They see it as a good deal where they come out ahead.   <h3 class="wp-block-heading">True marketing arises from empathy, not selfishness.</h3>   Imagine you create a key. Then you start looking everywhere for a lock that your key can open. That makes no sense, right? Well, that's being selfish in marketing.   But if you started from empathy, the first thing you would do is find a lock and then make the key.   Remember, good marketing is based on empathy. It's easier to create products and services for the customers you want to serve than to find customers for your products and services.   <h3 class="wp-block-heading">Marketing helps transform people's lives.</h3>   Marketing doesn't have to be selfish; in fact, effective marketing never is. Marketing is the generous act of helping others become who they aspire to become. It involves creating honest stories that move and spread.   And when your ideas spread, you change culture. You build something people would miss if it weren't there. Ideas that spread win.   <h4 class="wp-block-heading">TRUE MARKETING DOES NOT STEAL PEOPLE'S ATTENTION</h4>   Imagine for a moment that the project you've been working on for months has been funded by an investor who believed in you. However, they gave you a deadline to make your project happen, and not only that, they want to see results.   You're in a hurry, so you have a good excuse to bombard all the influencers you know for help. But they ignore you.   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/que-es-el-marketing-digital-influencers-1024x576.webp" alt="what is digital marketing - influencers" class="wp-image-385696"/><figcaption class="wp-element-caption">Influencer promoting an item.</figcaption></figure>   You start posting your idea on Facebook and obsessively check how many likes your photo has. You also post it on Instagram. Then on Twitter. You use all the hashtags you know and tag everyone you know.   But they ignore you. You think everyone is selfish.   And you know what the worst part is? It's your fault. You are the selfish one.   Your emergency situation does not give you permission to steal attention from your contacts.   Your insecurity does not give you permission to harass your friends or their friends either.   <h3 class="wp-block-heading">There is a more effective way to do marketing</h3>   It's time for you to jump off the carousel. To stop harassing and interrupting. To stop sending emails with things people aren't interested in. That won't get you anywhere.   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/que-es-el-marketing-digital-spam-1024x768.webp" alt="" class="wp-image-385693"/></figure>   It's time to stop doing common things for common people and assuming, on the other hand, that you can work with higher than common prices.   It's time to stop begging people to be your customers. And to stop feeling bad about charging for your work. To stop taking shortcuts. It's time to start for real.   To achieve this, you must understand that using marketing to solve your problems is a mistake. The approach is precisely the opposite. You must use marketing to solve other people's problems.   Have you already heard the story of the 0.5 mm drill bit?   The anecdote starts with a phrase:   <blockquote class="wp-block-quote"> "People don't want to buy a 0.5 mm drill bit. What they want is to make a 0.5 mm hole." </blockquote>   But let's dig deeper. Certainly, nobody wants a hole.   What people want is the shelf that will hang on the wall. It's the feeling of well-being that order brings once everything is hung on the shelf. But wait…   Maybe they also want the satisfaction of knowing they did it alone. Maybe they want the status boost they'll get from their partner when they admire the work they've done.   What conclusion can we draw from marketing? Let's modify the phrase.   "People don't want to buy a 0.5 mm drill bit. What they want is to feel safe and respected."   That's marketing.   Some statistics proving how much Digital Marketing has potential to grow:   <ul class="wp-block-list"> <li>The digital channel budget will double in the next 5 years (Source: <a href="https://webdam.com/" target="_blank" rel="noreferrer noopener">WebDAM.com</a>);</li>   <li>87% of internet users have a smartphone (Source: <a href="https://www.globalwebindex.net/" target="_blank" rel="noreferrer noopener">Global Web Index</a>);</li>   <li>Inbound Marketing generates 54% more Leads than Outbound Marketing (Source: <a href="https://webdam.com/" target="_blank" rel="noreferrer noopener">WebDAM.com</a>);</li>   <li>Three million advertisers use Meta Ads to reach their consumers (Source: <a href="http://www.adweek.com/" target="_blank" rel="noreferrer noopener">AdWeek</a>);</li>   <li>B2B companies that have blogs generate 67% more Leads than companies that don't (Source: <a href="https://webdam.com/" target="_blank" rel="noreferrer noopener">WebDAM.com</a>);</li>   <li>Instagram passed the 200,000 advertiser mark 5 months after opening its advertising platform (Source: <a href="http://www.adweek.com/" target="_blank" rel="noreferrer noopener">AdWeek</a>);</li>   <li>93% of purchase decisions are influenced by social media (Source: <a href="http://www.ironpaper.com/" target="_blank" rel="noreferrer noopener">Ironpaper</a>);</li>   <li>Digital marketing professionals who prioritize working with blogs are 13 times more likely to get positive ROI (Source: Socialemedia).</li> </ul>   Now. Without a doubt. Understanding what Digital Marketing is is fundamental to internalize the concept and support the sales area of any Company.   <a href="https://www.evox.com.uy/las-7-mejores-agencias-de-marketing-digital-en-uruguay/">You might be interested: Top 7 Digital Marketing Agencies in Uruguay (2026)</a>   <h4 class="wp-block-heading">THE FIRST THING YOU MUST DEFINE IS YOUR MINIMUM VIABLE MARKET</h4>   Imagine you already have your idea, you have made it reality. You hold in your hands the product you will sell, or the platform or service you will offer. Now what?   The first thing you need to do is ask yourself what change you are trying to bring about.   Remember that the job of marketing is to make change happen, and to achieve that you must be very clear about which people you intend to serve: Who do you want to transform? Changing everyone is very difficult. Everyone is a lot of people. And you know what else? It's also very boring. You have to be very careful not to offend anyone and satisfy everyone. Which is impossible, let's be realistic.   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/Que-es-el-marketing-digital-mercado-minimo-viable-1024x512.webp" alt="What is digital marketing - minimum viable market" class="wp-image-385697"/></figure>   The approach is the opposite. The change you want to make must be directed at an individual. Or perhaps a group of individuals. But which individuals?   Think about this: if you had to choose a thousand people to be your biggest fans, who would you choose? Choose those people based on their dreams, beliefs, and desires. What do they believe in? What do they want to prove? What is their worldview?   That small group of people is your minimum viable market. It is the answer to the question: What is the minimum number of individuals you need to influence to survive and for your effort to be worthwhile?   The minimum viable market are the people who understand you and fall in love with your project because it fits their worldview. It's finding a place on the map where you, and only you, are the perfect answer.   Make the dreams, longings, and desires of that group come true by offering them your care, attention, and services. Make the change happen, a change so profound that the people who receive it cannot help but talk about you.   <h2 class="wp-block-heading" id="item-0">What is the origin of <a href="https://www.evox.com.uy/" data-type="link" data-id="https://www.evox.com.uy/">digital marketing</a>?</h2>   Digital marketing arises from applying marketing strategies in digital media. Instead of applying actions, techniques, and advertising or commercial strategies in traditional media, we communicate value through the digital universe.   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/que-es-el-marketing-digital-web-3.0-copia-1024x683.webp" alt="" class="wp-image-385694"/></figure>   Unlike offline marketing, in <a href="https://www.evox.com.uy/servicios/agencia-de-marketing-digital/" data-type="page" data-id="756">digital marketing</a> we have advanced technologies to segment people according to their dreams, beliefs, and desires, based on information they themselves make available on the internet.   <blockquote class="wp-block-quote"> <a href="https://www.evox.com.uy/agencia-de-marketing-digital/agencia-de-marketing-digital-en-puntal-del-este/" data-type="page" data-id="387251">Digital Marketing</a> is the set of strategies aimed at promoting a brand on the internet. </blockquote>   Its main difference compared to traditional marketing is that it allows real-time analysis of results.   Using social media, a like, a comment, visiting a website, doing a Google search, watching a video, all these are actions that generate real-time information points about the browsing user.   <h3 class="wp-block-heading">Origin of digital marketing: from web 1.0 to web 2.0</h3>   In its early days, online marketing was based on web 1.0 pages and was essentially an extrapolation of traditional media advertising (television, radio, newspapers, magazines, etc.) to the internet, which at that time did not allow two-way communication with users. Advertising companies simply communicated a message to the audience.   Furthermore, advertising in the web 1.0 era was limited, in most cases, to reproducing a showcase of products or services in the form of an online catalog for online stores.   Still, this type of advertising already had interesting virtues, such as potentially universal reach, the possibility of updating content, and the combination of texts, images, and gradually also multimedia formats.   But in a few years, the revolution arrived. A frantic technological development allowed the massive introduction of a higher-level internet. Web 2.0 was born, and with it, marketing 2.0 (as digital marketing is also known). And what a change!   From that moment on, it became possible for all users to share information easily thanks to social networks, forums, or platforms, allowing the almost instantaneous exchange of content that was previously impossible, such as photos and videos.   The internet became much more than a medium for searching for information and became a large community. Currently, the network is only understood as a medium for exchanging information in two directions.   Feedback is therefore total and fundamental between brands and users, with the pros and cons that entails.   <h3 class="wp-block-heading" id="item-2">The maturation of digital marketing: web 3.0</h3>   Now that we are all adapted to web 2.0, the industrial revolution doesn't let us let our guard down. A new type of web is emerging: web 3.0. But what is this new form of digital marketing based on?   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/que-es-el-marketing-digital-web-3.0-1024x585.webp" alt="" class="wp-image-385695"/></figure>   Thanks to new technologies, especially artificial intelligence, the internet is ceasing to be a robotic space and is acquiring semantic meaning. It sounds a bit complex, right? To understand better, here are the four main characteristics of web 3.0:   <ol class="wp-block-list"> <li>Semantic web</li>   <li>Artificial intelligence</li>   <li>3D graphics</li>   <li>Ubiquity and connectivity</li> </ol>   <h4 class="wp-block-heading">Semantic web</h4>   The semantic web is the most representative characteristic of web 3.0.   Let's set some background: in 1999, the creator of the World Wide Web, Berners-Lee, said: "I have a dream in which computers are capable of analyzing all the data on the web: content, links, and the interaction between people and devices.   A semantic web that has yet to emerge, but when it does, the everyday mechanisms of commerce, bureaucracy, and our daily lives will be handled by machines talking to machines. The 'intelligent agents' that people have promoted for years."   In other words, the semantic web that Berners-Lee sought since the end of the last century is a web where software is capable of interpreting natural language.   <figure class="wp-block-image size-full"><img src="https://www.evox.com.uy/core/storage/2022/12/Que-es-el-marketing-digital-google.webp" alt="What is digital marketing - google" class="wp-image-385699"/></figure>   That is, do you want to write an article about e-commerce and don't know whether to use the keyword "e-commerce" or "ecommerce"?   With the semantic web, you will no longer have this problem, since Google will understand the meaning of the term beyond the term itself.   Keywords are becoming less important, as the semantic web understands the topic of the article beyond the main keyword.   <h4 class="wp-block-heading"><a href="https://www.evox.com.uy/agencia-de-ia-y-automatizacion/" data-type="page" data-id="388537">Artificial intelligence</a></h4>   Very closely linked to the first is the second characteristic: artificial intelligence.   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/Que-es-el-marketing-digital-inteligencia-artificial-1024x575.webp" alt="" class="wp-image-385700"/></figure>   Artificial intelligence is one of the current technologies that is most disrupting the internet. Among other things, it allows the web to know the semantic intentionality of each page or website beyond its words.   Furthermore, artificial intelligence also allows us to delve deeper into data analysis, being able to trust algorithmic interpretation and perform much more advanced and even predictive analyses.   <h4 class="wp-block-heading">3D graphics</h4>   Another main feature is <a href="https://www.evox.com.uy/tienda/animacion-2d-y-3d/" data-type="product" data-id="3049">3D graphics</a>.   This technology is still underdeveloped and may sound very futuristic, since the web as we know it is 2D in nature.   But 3D web design is set to revolutionize current websites and especially new bets like the Metaverse.   Currently it sounds strange, but can you imagine browsing the internet as if you were a character in World of Warcraft inside its world?   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/que-es-el-marketing-digital-metaverso-1024x576.webp" alt="" class="wp-image-385701"/></figure>   That's how the big visionaries see the future of the internet. In fact, Philip Roselade, creator of Second Life, believes that avatars or virtual identities will be as popular as emails.   This still sounds very futuristic, but the truth is we are already witnessing its beginnings thanks to augmented reality and the recent launches of both Meta and other competitors.   A few years ago, we could already see Pokémon in our home or on the streets of our city thanks to the popular video game Pokémon Go.   Can you imagine that with this same technology you could stand in front of a mirror and see how clothes look on you without physically putting them on, or try all makeup products with a single click? In the Shanghai subway, this technology is already available.   <h4 class="wp-block-heading">Ubiquity and connectivity</h4>   You've surely heard of the Internet of Things (IoT): another great feature of web 3.0.   Besides being connected to the internet all day with our mobile phones, any everyday object is also starting to become connectable.   What does this mean? It means we can synchronize our profiles, our electronic devices, and be present in a large number of web spaces at the same time. We become a kind of omnipresent profiles, taking omni-channel to another level.   <h2 class="wp-block-heading" id="item-3">What are the types of Digital Marketing?</h2>   Digital marketing offers us a series of highly diverse tools that allow us to carry out everything from small actions for a marketing campaign at practically zero cost to complex online marketing strategies (and obviously more expensive) where we combine a multitude of techniques and resources.   These are the most relevant types of digital marketing:   <ol class="wp-block-list"> <li>SEO</li>   <li>SEM</li>   <li>Content marketing</li>   <li>Social media marketing</li>   <li>Display Advertising</li>   <li>Affiliate marketing</li>   <li>Email marketing</li>   <li>Inbound marketing</li> </ol>   <h3 class="wp-block-heading">1. SEO</h3>   <a href="https://www.evox.com.uy/agencia-seo/seo-montevideo/" data-type="page" data-id="388661">Search Engine Optimization</a> (SEO) is the optimization for search engines. Search engines are the search tools that index web pages so we can find what we are looking for.   The most well-known and used search engine is Google, but it is not the only one. Google's major competitors worldwide are Bing, Yandex (Russia), and Baidu (China).   <a href="https://josefacchin.com/que-es-el-seo/" target="_blank" rel="noreferrer noopener nofollow">José Facchin</a> defines it as "applying a series of techniques both inside (On-Page) and outside (Off-Page) a given website, with the aim of optimizing and improving its visibility in search engine organic results."   SEO allows us to understand the logic behind these search engines and to place our website pages in the top results to get organic visits.   SEO requires a lot of time and work, but results are achieved with lower financial investment in the long run.   As it depends on search engine algorithms and the good practices we apply on our website, the control we have over SEO is much lower compared to other channels.   In any case, SEO remains one of the most used strategies in digital marketing, with almost 64% of marketing experts spending time on organic search engine optimization (Source: <a href="https://www.hubspot.es/marketing-statistics" target="_blank" rel="noreferrer noopener">HubSpot</a>).   <figure class="wp-block-image size-full"><img src="https://www.evox.com.uy/core/storage/2022/12/Que-es-el-marketing-digital-SEO.webp" alt="" class="wp-image-385703"/></figure>   <h3 class="wp-block-heading">2. SEM</h3>   <a href="https://www.evox.com.uy/agencia-sem-uruguay/" data-type="page" data-id="387060">Search Engine Marketing</a> (SEM) commonly refers to ads that appear within search engines.   The main differences with SEO are that, since they are paid ads, the targeting possibilities are very high, the control we have over SEM is much higher, and results are immediate.   If you've ever closely followed the services of a digital marketing agency, you know that the main tool used for SEM is <a href="https://www.evox.com.uy/agencia-sem-uruguay/" data-type="page" data-id="387060">Google Ads</a> (formerly known as Google AdWords).   In this sense, marketing campaigns aimed at publishing ads on Google are affected by various factors, such as: ad quality, quality of the landing page it redirects to, and the ad's relevance to the user's search.   <h3 class="wp-block-heading">3. Content marketing</h3>   Content marketing is a digital marketing strategy based on creating content to attract the target audience. Usually, this content comes in the form of blog articles, ebooks, infographics, or videos.   Like SEO, it is also a long-term digital marketing strategy with little control over the audience.   Having to work on landing pages to offer downloads, or on a blog, it is the strategy that most relies on web development.   Related to inbound marketing, since the inbound methodology is based on providing value to the user to attract them into the marketing funnel, and in many cases this value is provided through content, content marketing is present in most companies: 78% of them have a team dedicated to this strategy of between 1 and 3 people (Source: <a href="https://www.hubspot.es/marketing-statistics" target="_blank" rel="noreferrer noopener nofollow">HubSpot</a>).   <h3 class="wp-block-heading">4. <a href="https://www.evox.com.uy/community-manager/" data-type="page" data-id="385749">Social media marketing</a></h3>   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/que-es-el-marketing-social-media-marketing-redes-sociales-1024x640.webp" alt="what is marketing - social media marketing social networks" class="wp-image-385705"/></figure>   Social media marketing refers to using social media platforms to connect with the audience with 3 objectives:   <ol class="wp-block-list"> <li>Improve branding.</li>   <li>Increase leads.</li>   <li>Get sales.</li> </ol>   In part, social media marketing is similar to content marketing: it must capture the attention of our target audience in the medium or long term.   But, on the other hand, it can also be supported by <a href="https://www.evox.com.uy/agencia-sem-uruguay/" data-type="page" data-id="387060">Social Ads</a>, which are ads on Social Media platforms, with <a href="https://www.evox.com.uy/agencia-sem-uruguay/" data-type="page" data-id="387060">Facebook Ads</a>, LinkedIn Ads, Youtube Ads, or Tik Tok Ads as the most well-known platforms.   In recent years, there has been a real explosion in ads on social networks like Instagram, Facebook, or even TikTok, as formats and tools for managing these campaigns have been perfected, achieving very interesting results and returns.   <h3 class="wp-block-heading">5. Display advertising</h3>   Display marketing is a type of online advertising characterized by well-known banners.   You've surely seen many of these ads in some of their various forms: text, image, video, audio, or even game. They stand out for their high creative flexibility.   Display marketing or advertising is usually also managed from Google's advertising platform, Google Ads. Google's Display Network reaches approximately 90% of internet users worldwide (Source: <a href="https://www.hubspot.es/marketing-statistics" target="_blank" rel="noreferrer noopener nofollow">HubSpot</a>).   <h3 class="wp-block-heading">6. Affiliate marketing</h3>   Affiliate marketing is a digital marketing strategy in which the affiliate leverages the traffic from their website or social media to promote a company's product.   In this case, if you want to advertise on a website that has a target audience, buyer persona, or similar target to yours, you need to contact the administrators of that specific page directly.   <h3 class="wp-block-heading">7. Email marketing</h3>   As we already know, email marketing is an online marketing strategy based on leveraging a company's database to send communications.   Despite being a heavily exploited strategy, following good practices, it remains one of the most effective with the best return.   According to <a href="https://www.hubspot.es/marketing-statistics">HubSpot</a>, approximately 80% of marketers noted an increase in email interactions in the last 12 months.   Some of the most well-known tools for email marketing are Brevo, Mailchimp, Zoho, or Clever Reach, among others. The number of tools keeps growing, as it is one of the most profitable strategies: it is the second most effective for brand awareness and first in return on investment (Source: <a href="https://www.hubspot.es/marketing-statistics" target="_blank" rel="noreferrer noopener nofollow">HubSpot</a>).   <h3 class="wp-block-heading">8. <a href="https://www.evox.com.uy/agencia-de-inbound-marketing/" data-type="page" data-id="387012">Inbound Marketing</a></h3>   Inbound marketing is a strategy that seeks to attract potential customers rather than simply broadcasting a message. It is a long-term approach that incorporates various types of digital marketing, employing tactics designed to motivate potential customers to enter the marketing funnel.   To carry out inbound marketing, strategies such as <a href="https://www.evox.com.uy/agencia-seo/" data-type="page" data-id="385743">search engine optimization</a> (SEO), content marketing, and email marketing are used. These tools are used to educate and stimulate potential customers, with the aim of them interacting more frequently with a brand or business.   There are three phases of inbound in the buying process:   <ol class="wp-block-list"> <li>Attract: capture the attention of the right people with valuable content and conversations that establish you as a trusted authority.</li>   <li>Engage: provide people with information and solutions that consider their needs and goals, to increase the likelihood they will buy your products and services.</li>   <li>Delight: offer help and assistance to your customers to enable them to achieve success through your product.</li> </ol>   <h2 class="wp-block-heading" id="item-4">Main concepts of Digital Marketing</h2>   Just as each specialization has its specificities, digital marketing is a universe with its own terms. Before starting, we will elucidate each of these main concepts that help understand what digital marketing is.   <h4 class="wp-block-heading">Buyer Persona</h4>   Unlike traditional strategies, Digital Marketing works with the concept of personas, which are semi-fictional profiles based on real consumers and represent their ideal buyer.   Thus, you can create more segmented and targeted actions towards the right people, saving time and money.   <h4 class="wp-block-heading">Lead</h4>   Leads are business opportunities, that is, contacts who, through a <a href="https://www.evox.com.uy/agencia-de-marketing-digital-inmobiliario-evox/" data-type="page" data-id="388562">Lead Generation with Digital Marketing</a> strategy, leave their key information so you can identify potential customers and nurture them with relevant content until they are ready to buy.   <h4 class="wp-block-heading">Sales Funnel or Pipeline</h4>   This concept represents the stages a user goes through before becoming a customer of a company, from understanding a problem to considering a purchase and the final decision.   <h4 class="wp-block-heading">Customer Journey</h4>   Before investing their resources in a product or service offered by a brand, the customer completes a whole journey of interactions with the company.   The concept that represents it most precisely is the "Customer Journey" — the set of contacts with the company until becoming one of its official consumers.   <h4 class="wp-block-heading">Landing Page</h4>   These are lead capture pages, 100% focused on collecting relevant user information.   The idea is that on landing pages, you offer valuable content or material, and in return, the most interested visitors leave their contact information, thus becoming leads.   <h4 class="wp-block-heading">SEO</h4>   SEO (Search Engine Optimization) is the optimization of your website so that it is understood by search engines.   These are actions that help improve the ranking potential of your pages and content, helping you meet the main requirements of search platforms like Google and Bing.   <h4 class="wp-block-heading">CTA</h4>   Calls to Action or CTAs are the buttons or calls that lead to the action that users must complete when visiting a page, so that they continue through your sales funnel and reach the purchase moment ready to consume.   <h4 class="wp-block-heading">Conversion</h4>   Conversion is the term used to represent the process of attracting users to your contact base and leading them down to the bottom of the sales funnel.   The goal of conversion optimization is to discover where conversions are not being properly leveraged within a blog or website. And the best way to do this is by analyzing data and running tests that indicate areas for improvement.   <h4 class="wp-block-heading">Segmentation</h4>   When we talk about segmentation in Digital Marketing, we refer to one of the most important and efficient tools available to disseminate a message to a portion of the audience with very specific characteristics.   Segmentation allows for personalizing campaigns and provides a focus to impact those potential consumers who resemble the brand.   <h4 class="wp-block-heading">Customer Relationship Management (CRM)</h4>   The focus of companies, especially since the growing popularity of Marketing 3.0, is to improve their relationship and service with the customer.   CRM, or customer relationship management, is software designed to manage and control those aspects related to contact with potential customers to ensure their satisfaction and, in turn, encourage loyalty.   <h2 class="wp-block-heading" id="item-5">The advantages and benefits of digital marketing</h2>   <figure class="wp-block-image size-full"><img src="https://www.evox.com.uy/core/storage/2022/12/Que-es-el-marketing-digital-ventajas.webp" alt="What is digital marketing - advantages" class="wp-image-385712"/></figure>   Digital marketing is an essential strategy for brands due to the great opportunity for growth, positioning, and sales or customer acquisition it represents.   Potential customers, or at least the vast majority, are constantly connected to the internet from their computers and, in recent years, also through their mobile phones or tablets.   This context has created a wide range of advantages for digital marketing; below we list the most important ones.   <h4 class="wp-block-heading">Greater control</h4>   Greater capacity to control, optimize, and correct campaigns due to the collection and real-time consultation of results obtained, and also in an exact manner.   <h4 class="wp-block-heading">MEASURABLE RESULTS</h4>   Allows precise measurement of each campaign. Results obtained, profits, return on investment (ROI), etc. In traditional marketing, it is very difficult to attribute results to specific campaigns and precisely identify what is happening. In contrast, in digital marketing, we have practically real-time data on each user action. This makes it possible to maintain an exact control of the most relevant metrics for our business and measure the return on investment of each of our campaigns.   <h4 class="wp-block-heading">Immediacy</h4>   By being able to measure results in real time, we can also implement actions in a very short time frame.   This allows us to correct course if something is not working and quickly adapt to any unforeseen event.   With the possibility of conducting tests and making changes on the fly based on the results obtained and user behavior regarding a campaign.   <h4 class="wp-block-heading">More precise segmentation</h4>   Allows very specific, personalized, and precise segmentation.   In a digital marketing strategy, the company can segment its campaigns taking into account users' socio-demographic and psychological data, as well as their behavior on the internet.   Classic ads on television, radio, print, or outdoor advertising target an undifferentiated audience, but typically a company's products are only of interest to a certain type of customer, resulting in wasted impressions and budget.   In contrast, with digital marketing, we can target ads with great precision to reach exactly the target audience.   <h4 class="wp-block-heading">Knowledge of your customers</h4>   Digital marketing allows companies of all types to have an ongoing dialogue with their customers.   It is no longer necessary to conduct costly market studies to know what they think: we can ask them directly or even monitor their conversations with other users about the brand.   All this knowledge helps us adapt our offer and campaigns to hit the mark.   <h4 class="wp-block-heading">Expanded reach</h4>   With digital marketing, a business's radius of action is no longer limited to its immediate environment; we can reach users anywhere in the world.   If we combine this with the possibility of selling online, the growth potential is enormous.   <h4 class="wp-block-heading">Less intrusiveness</h4>   Traditional marketing is based on "bombarding" the user with advertising impacts, whereas in digital marketing, the user can choose whether to interact with the brand or not.   <h4 class="wp-block-heading">Loyalty</h4>   Digital marketing allows developing close relationships with customers and nurturing them through repeated impacts, helping us foster brand loyalty.   <h4 class="wp-block-heading">Profitability</h4>   Digital marketing is accessible to companies of all sizes.   There are channels and strategies for all tastes, and it is possible to start having an online presence for free or with affordable costs.   Digital marketing is accessible in terms of budget, especially when compared to traditional marketing channels such as television, radio, or print.   <h2 class="wp-block-heading">How to do Digital Marketing for businesses?</h2>   How does digital marketing work for different types of contexts? While it is a strategy that brings several benefits, we know that each business has its particularities, with different objectives and audiences.   Therefore, we must look at the challenges of each business and understand how online marketing can be applied to generate the expected results. Below, learn about the most important practices for each type of company.   <h3 class="wp-block-heading">DIGITAL MARKETING STRATEGY FOR SMALL BUSINESSES</h3>   <figure class="wp-block-image size-full"><img src="https://www.evox.com.uy/core/storage/2022/12/Que-es-el-marketing-digital-pequena-empresa.webp" alt="" class="wp-image-385707"/></figure>   Many small businesses often have key clients that determine their business income. And a limited budget can make prospecting for new consumers even more difficult due to the inability to invest in Google Ads and having small teams.   In this sense, local SEO can be a good strategy to attract customers in a short geographic area. Along with <a href="https://www.evox.com.uy/tienda/gestion-redes-sociales/" data-type="product" data-id="815">Social Media Digital Marketing</a>, to generate visibility and brand presence on the main channels.   Additionally, co-marketing (partnerships with companies that share the same audience but offer different products and services) is also an excellent way, such as publishing lives and promotional packages together, for example. It is important for these companies to work on their brand through branding, so they can position themselves and differentiate from competitors.   <h3 class="wp-block-heading">DIGITAL MARKETING STRATEGY FOR MEDIUM-SIZED BUSINESSES</h3>   <figure class="wp-block-image size-full"><img src="https://www.evox.com.uy/core/storage/2022/12/que-es-el-marketing-mediana-empresa.webp" alt="" class="wp-image-385706"/></figure>   Unlike small businesses, medium-sized companies usually have a more robust structure with a well-defined customer portfolio. Their biggest challenge is to retain customers and expand their product and service offerings through digital marketing.   However, in many cases, the lack of necessary investment can make the process even more complicated and lengthy. In this sense, there are several recommended strategies: content marketing, social media marketing, digital advertising, and partnerships with digital influencers.   While the former brings organic traffic to the website, increasing business visibility, the latter explores brand credibility for a specific audience. When well aligned, they can produce good results.     <h3 class="wp-block-heading">DIGITAL MARKETING STRATEGY FOR LARGE COMPANIES</h3>   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/Que-es-el-marketing-digital-grandes-empresas-1024x683.webp" alt="What is digital marketing - large companies" class="wp-image-385708"/></figure>   Large companies, being already consolidated in the market, are the primary target for competitors. This creates the need to invest in digital marketing strategies to remain the favorite among the public amid so many other attractive offers.   Moreover, as they are already known nationally, they aim to compete internationally, adapting their strategies to each part of the world.   In this sense, it is important to invest in data analysis and business intelligence tools to measure the performance of actions, increasing the perceived value of the company and adjusting the path towards internationalization.   <h3 class="wp-block-heading">Digital Marketing for B2C Companies</h3>   B2C (Business to Consumer) companies focus on directly attracting the final consumer of products and services, such as supermarkets and clothing e-commerces.   This type of audience has lower purchasing power, with less expressive values and desires aroused by status or specific benefits, aiming for immediate results.   In digital marketing for B2C companies, it is interesting to use strategies that target the emotional side, such as running campaigns on commemorative dates, improving connection through email marketing, and increasing engagement through social media.   This is a more impulsive audience that seeks all the information at once and tends to make instant purchases.   <h3 class="wp-block-heading"><a href="https://www.evox.com.uy/inbound-marketing-b2b/" data-type="post" data-id="386995">Digital Marketing for B2B Companies</a></h3>   B2B (Business to Business) companies are those that offer products and services for other companies to use with their final consumers, either directly or indirectly.   For example, wholesalers, distributors, factories, <a href="https://www.evox.com.uy/" data-type="page" data-id="5">digital marketing agencies</a>, branding agencies, and suppliers in general.   Unlike sales to individuals, companies usually research extensively before making a purchase, since small differences in value have a big impact on the net result.   Then, they compare price and also product quality with audience acceptance, delivery time, and other similar issues.   For these companies, it is important to invest in strategies that produce leads to keep the contact base always full. Some examples of methodologies are Inbound Marketing, Outbound Marketing, Account-based Marketing, SPIN Selling, and using a good CRM.   <h2 class="wp-block-heading">What metrics are essential in a digital marketing strategy?</h2>   <figure class="wp-block-image size-full"><img src="https://www.evox.com.uy/core/storage/2022/12/Que-es-el-marketing-digital-analitica.webp" alt="What is digital marketing - analytics" class="wp-image-385711"/></figure>   One of the main advantages of Digital Marketing is being measurable, and to understand what digital marketing is in this sense, one must first understand the metrics that measure it.   In this way, the possibility of documenting and evaluating the strategies used allows us to understand the strategy and helps us make data-driven decisions.   Before the internet, proving the value of a marketing action was much more difficult.   Lack of knowledge leads to bad decisions. And to avoid making them and to get the best out of all your efforts, defining measurement parameters is essential. It is impossible to succeed without using them correctly.   Below, we have made a list of the most important digital marketing metrics; however, we also recommend that you expand your study on the subject when creating a strategy.   The best way to start looking at the right metrics is to get some data from your blog or website. The most commonly used metrics in a strategy are:   <ul class="wp-block-list"> <li>Unique visitors: The number of people who access your page. Each visitor is counted only once within the specified time period.</li>   <li>Sessions: The set of interactions, such as page views and clicks, that the same user performs in a given period.</li>   <li>Organic and paid traffic: Represents the number of sessions originating from search engines and paid campaigns on the web.</li>   <li>Bounce rate: The percentage of users who only visit once without performing other interactions, such as clicks and page views.</li>   <li>Conversion rate: The percentage resulting from the number of visits and the number of conversions made.</li>   <li>External links: The volume and quality of links coming from other domains that point to your website or blog.</li> </ul>   But these are not the only digital marketing metrics. In fact, knowing all the metrics and choosing the ones that best suit your business should be a stage in your planning.   Therefore, we will conduct a deep study on some of them below.   <h3 class="wp-block-heading">Return on Investment</h3>   This factor is directly related to the profit of your strategy. ROI represents a comparison between how much you grew in sales and how much you spent.   Thus, the formula is:   ROI = (return - cost of investment) / cost of investment   Suppose that, adding all costs, your total investment in Digital Marketing was USD 100,000 over one year.   During this period, this strategy was responsible for 120 sales with an average revenue of USD 5,000, resulting in an ROI of 5 or 500%.   Thus, for every dollar invested in that supposed Digital Marketing strategy, 5 dollars returned in the form of profit, which would be an excellent result!   <h3 class="wp-block-heading">Customer Acquisition Cost</h3>   CAC is nothing more than the relationship between the number of customers and your spending on Digital Marketing. This metric seeks to answer the question: How much do I need to invest to attract a new customer?   Thus, it is calculated by dividing your costs allocated to customer acquisition by the number of new customers in the period.   Assuming a company spent USD 100,000 on marketing in one year and acquired 120 new customers in that period, your CAC is USD 833.33.   <h3 class="wp-block-heading">Monthly Recurring Revenue (MRR)</h3>   Also known by its English name Monthly Recurring Revenue, it is a way to forecast generated income. This metric is very common in subscription-related businesses, as they imply periodic payments.   This measure facilitates performance analysis, especially when your products have a wide variety of prices.   To exemplify, think of a contract that must be paid in installments.   If a customer purchases a service for USD 5,000 over one year, divided into 12 installments, then the generated MRR is USD 416.67. Add that to all other customers and that will be your company's MRR.   This calculation allows you to visualize the pattern in which your company is growing in terms of revenue.   <h4 class="wp-block-heading">Cost per Acquisition</h4>   Different from customer acquisition cost, this is a comparison that can vary. An acquisition, in fact, is defined by the business owner. It can be a new contract, a new lead, or a qualified lead.   As mentioned, this metric is common in lead generation campaigns. It is the sum of your expenses and the contacts acquired within a time period.   An interesting tip is to compare your CPA with the revenue generated from each acquisition. Thus, if your CPA is greater than the RPA (Revenue per Acquisition), it is an indicator that your strategy is failing.   <h4 class="wp-block-heading">Cost per Lead</h4>   Cost per Lead, as the name explains, shows how much you spend to generate a new lead. It can be a metric similar to CPA, however, it applies only to one type of contact.   Lead generation is a recurrent practice in Digital Marketing strategies. We already said how important lead management is, right?   More leads represent more opportunities, so we need to measure them! CPL is the metric to monitor your efficiency, expenses, and projected lead generation.   <h4 class="wp-block-heading">Retention Rate and Churn Rate</h4>   Nobody wants to lose a customer, right? Therefore, it is important to see how many of them are leaving each month, year, or any period.   Retention can be calculated using the total number of customers at the beginning and end of the period, along with the number of new customers.   Retention rate = ((Customers at end of period - new customers) / customers at start of period) * 100   The retention rate is always equal to 1 - churn rate. That is, these numbers represent the same thing from different perspectives.   Let's take an example: you start the month with 120 customers and end with 130. You gained 20 new customers and had 10 cancellations. The result is 10 extra customers.   This means a retention rate of 91.67% of your customers, or a churn rate of 8.33%.   <h4 class="wp-block-heading">Traffic by channel</h4>   A Digital Marketing strategy today uses various acquisition channels. Many of these are available and have a consolidated audience volume.   From organic search to social media, paid campaigns, among others. Each of these channels will have a share in the amount of visits your domain receives and, consequently, in the number of sales generated.   Therefore, it is important to check the performance of each of your channels to understand how your results are.   <h4 class="wp-block-heading">New sessions</h4>   Sessions are calculated, in a standardized way, by a user's engagement within up to 30 minutes. Therefore, if you visit a website twice in a 30-minute interval, it will be considered just one session.   However, after 30 minutes from the first visit, it will be counted as a new session. When your content has high attraction power, new and returning users will frequently visit it.   <h2 class="wp-block-heading" id="item-4">Evolution of the marketing mix: from the 4 Ps to the 4 Cs</h2>   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2022/12/Que-es-el-marketing-digital-Philip-Kloter-1024x581.webp" alt="What is digital marketing - Philip Kotler" class="wp-image-385710"/></figure>   Who hasn't heard of the marketing mix and the 4 Ps defined by <a href="https://es.wikipedia.org/wiki/Philip_Kotler" data-type="URL" data-id="https://es.wikipedia.org/wiki/Philip_Kotler">Philip Kotler</a> in the 1960s? Let's review them:   <ul class="wp-block-list"> <li>Product</li>   <li>Price</li>   <li>Place (Distribution)</li>   <li>Promotion</li> </ul>   Since the 1960s, this theory has undergone many evolutions. Some argue that the marketing mix includes up to 7 Ps, adding:   <ul class="wp-block-list"> <li>Process</li>   <li>People</li>   <li>Physical evidence</li> </ul>   But it was since the arrival of digital marketing in the 1990s that Lauterborn replaced them with the 4 Cs, giving the marketing mix a more customer-driven focus:   <ul class="wp-block-list"> <li>Consumer</li>   <li>Cost</li>   <li>Convenience</li>   <li>Communication</li> </ul>   <h4 class="wp-block-heading">Product becomes Customer</h4>   Marketing strategies should no longer focus on the product, but on the customer.   This is why the first thing we do in an inbound marketing strategy is define our buyer persona.   Thanks to this, we understand their point of view, needs, problems, and how we can help solve them.   <h4 class="wp-block-heading">Price becomes Cost</h4>   Cost goes beyond price. Cost takes into account other broader factors such as CAC (Customer Acquisition Cost), logistical or operational expenses, for example, shipping costs or delivery time.   The 4 Cs perspective argues that the customer should have the maximum facilities to acquire your services or products.   That is why we will not only worry about a fair price, but that the entire purchase journey provides more value than what the customer pays.   <h4 class="wp-block-heading">Place (Distribution) becomes Convenience</h4>   With the original marketing mix approach, we had to distribute the product so the customer could find it. But with the 4 Cs, we must provide all the facilities for the customer to get it, both through the channel they want and at the time they want.   We must apply various strategies depending on the target audience; for many businesses, having an online store may make sense, for others, making live sales on social media, any channel that helps the customer acquire what they need will add value and convenience.   <h4 class="wp-block-heading">Promotion becomes Communication</h4>   Communication goes beyond promotion. It is a bilateral, reciprocal marketing action in which we must also listen to customers and respond to their feedback.   When we focus on the customer, we improve our product or service according to their needs and problems.   For this reason, it is important to have channels that allow us to know our customers and receive continuous feedback on our service or product.   <figure class="wp-block-image size-full"><img src="https://www.evox.com.uy/core/storage/2022/12/Que-es-el-marketing-digital-evox.webp" alt="What is digital marketing evox" class="wp-image-385709"/></figure>   After this introduction, we hope you now have a clearer understanding of what digital marketing is and, above all, what it means to do digital marketing or online marketing today. We invite you to learn about the <a href="https://www.evox.com.uy/ventajas-de-suscribirse-a-evox/" data-type="URL" data-id="https://www.evox.com.uy/ventajas-de-suscribirse-a-evox/">advantages of subscribing to Evox</a>.   Therefore, we would like to know your opinion. Do you have any doubts about how to apply it in your project? Do you know more marketing actions or ways to optimize your campaigns?   We read you in the comments section!