Digital Marketing
  • Sara Parrón
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Conversion rate: What is it and why is it important in Digital Marketing?
Conversion rate: What is it and why is it important in Digital Marketing? 1200 800 Sara Parrón

Conversion rate is a key metric in digital marketing that allows you to measure the success of a campaign in terms of specific goals. In this article, you will discover what conversion rate is, how it is calculated and why it is important for your business.

What is conversion rate?

Conversion rate is a fundamental metric in the world of digital marketing. It is an indicator that measures the percentage of visitors to a website who complete a desired action, such as making a purchase, subscribing to an email list, filling out a form or downloading a file. In simple terms, we are talking about the percentage of visitors who convert into leads or actual sales.

Knowing your conversion rate is essential to the success of any digital marketing campaign. By knowing how many people are converting on the website, informed decisions can be made on how to improve the user experience, site content and marketing strategies to increase conversion and generate more revenue.

How is the conversion rate calculated?

To calculate this metric, we must divide the total number of visitors who completed the desired action by the total number of visitors who came to the website.

For example, if a website received 1,000 visits in a month and 50 of those visits completed a purchase, then the conversion rate would be 5% (50/1,000).

Why is it important in Digital Marketing?

Conversion rate is an important metric in digital marketing because it helps us understand the success of our campaigns. If the result is low, then we may need to make changes to the website or marketing strategy to improve the user experience and increase conversions.

If the conversion rate is high, then we can identify the marketing tactics that are working and duplicate them to maximize results.

Factors influencing conversion rate

Conversion rate can be affected by a variety of factors, such as website design, content quality, loading speed, ease of navigation, product or service offering, audience segmentation and call-to-action (CTA) effectiveness.

It is important to test and analyze each of these factors to determine what changes can help improve this metric.

How to improve conversion rate

Improving these results is a key objective in any digital marketing strategy. Here are some ideas to achieve it:

  1. Optimize your website: A well-designed and easy-to-navigate website can make a big difference in your conversion rate. Make sure your website is user-friendly and optimized for mobile devices.
  2. Offer relevant content: Make sure your content is targeted and relevant to your target audience. This can include educational, informative or entertaining content that provides value to them.
  3. Improve your calls to action: Your calls to action (CTAs) should be clear and direct, and should be placed in strategic locations on your website. Use clear and compelling language to persuade visitors to take the action you want.
  4. Test different designs and elements on your website: Perform A/B testing to determine which design elements work best for your target audience. Try different colors, fonts, CTA placements, images and content to see what works best.
  5. Reduce friction: Facilitate the conversion process by removing obstacles that may cause visitors to abandon your website. Make sure the checkout process is easy and clear, with few steps and little information required.

By following these tips and closely monitoring your metrics, you will be able to significantly improve your conversion rate and achieve greater results in your digital marketing strategy.
  • Sara Parrón
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What is CAC and how to calculate it to optimize your digital marketing strategy
What is CAC and how to calculate it to optimize your digital marketing strategy 1200 800 Sara Parrón

In the world of digital marketing, CAC (Customer Acquisition Cost) is a very important term. It is a metric that indicates how much it costs to acquire a new customer, which is essential to evaluate the performance of the marketing strategy and improve it.

In this article, we will explore in detail what CAC is, why it is important and how to calculate it to optimize your digital marketing strategy.

What is the ACC?

CAC(Customer Acquisition Cost) is a term used in digital marketing that refers to the cost that needs to be invested to acquire a new customer. In other words, it is what a company must pay to get a customer to make a purchase or contract a service.

CAC is an important metric in analyzing the performance of a digital marketing campaign, as it allows companies to determine the cost of acquiring each customer and, consequently, measure the profitability of their marketing efforts. In addition, it also allows them to identify the marketing strategies that are generating the highest ROI and those that need to be optimized or eliminated.

Customer Acquisition Cost (CAC) | Marketing and Digital Strategy Glossary | EMD

Check out our digital marketing glossary on our YouTube channel.

Why is the ACC important?

As we have detailed, CAC is important in digital marketing because it is a metric that helps you determine whether your marketing efforts are generating sufficient return on investment(ROI).

If your CAC is too high, it means you are spending too much money on customer acquisition and may not be making enough profit. On the other hand, if your CAC is low, it means you are spending less money to acquire customers and your marketing efforts are more effective. Therefore, knowing your CAC helps you evaluate the performance of your marketing campaigns and make informed decisions to improve them.

How to calculate the CAC?

The CAC is calculated by dividing total marketing and sales expenses by the number of new customers acquired in a given period. Marketing and sales costs include all expenses related to customer acquisition, such as advertising, events, salespeople’s salaries, among others.

The CAC calculation is essential to know the real cost of acquiring new customers so you can adjust your marketing strategy to improve it.

how-to-calculate-CAC

How to optimize your Digital Marketing strategy with the CAC

To optimize your digital marketing strategy with CAC, it is important to analyze the results of your marketing campaigns and evaluate whether your marketing efforts are generating sufficient ROI. To lower your CAC cost, you should look for ways to reduce your acquisition costs, for example, by focusing on more effective marketing channels or improving the targeting of your ad campaigns.

In summary, CAC is an important metric in digital marketing that will allow you to evaluate the performance of your marketing campaigns and improve them for better results.

Do you want to start optimizing the CAC in your Digital Marketing strategy?Contact us at and our experts will guide you!
  • Sara Parrón
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Q-Commerce: the new era of e-commerce
Q-Commerce: the new era of e-commerce 1200 800 Sara Parrón

It is no news that e-commerce has revolutionized the way companies sell their products and services online. But it is an area that continues to evolve. Now, with the emergence of Q-Commerce, we are seeing a new era of e-commerce.

But what exactly is Q-Commerce and how is it changing the e-commerce landscape? We explain it all in this post.

What is Q-Commerce?

q-Commerce” is a term used to refer to“quantum commerce” or quantumcommerce. It is a new area of research that uses the principles of quantum physics to develop new e-commerce technologies and improve the security and privacy of online transactions.

Although still in its early stages of development, q-Commerce is seen as a promising technology that could revolutionize e-commerce and improve the security of online transactions.

It is based primarily on quantum cryptography, which uses the quantum properties of particles to create encryption keys that are more secure than those used in classical cryptography. Research is also underway to use quantum computing to improve the speed and efficiency of online transactions.

This form of e-commerce focuses on delivering products and services quickly and efficiently, using technology to simplify the purchasing and delivery process. It also relies on data collection and analysis to understand customers’ needs and preferences in order to offer them a personalized shopping experience tailored to their needs.

How does Q-Commerce work?

For Q-Commerce to work, it requires a combination of advanced technologies, data analytics and efficient logistics. By implementing technologies such as machine learning and data analytics, it enables companies to better understand consumer behavior and be able to offer personalized shopping experiences. Companies use the data collected to understand customer needs and preferences and offer relevant products and services.

In addition, as mentioned above, it focuses on the fast and efficient delivery of products, using technologies such as drones and robots to simplify the delivery process. In other words, efficient logistics. Companies must have an effective inventory management system and an optimized supply chain in order to provide fast and efficient delivery. This requires close collaboration between suppliers and retailers, as well as the ability to deliver in real time.

How is the e-commerce landscape changing?

Q-Commerce is changing the e-commerce landscape by focusing on fast and efficient delivery of products and services, which is leading to higher customer satisfaction and increased online sales.

In addition, personalization and customization of the shopping experience for each customer has led to increased customer loyalty and increased brand loyalty.

How to implement Q-Commerce in your project?

If you are interested in implementing Q-commerce in your company, here are some steps you can follow:

  1. Identify your customers and their needs: Knowing your target audience is essential to offering quality products or services. Do research to find out what your customers care about, what problems they face and how your company can help them.
  2. Set quality standards: To ensure that you are offering quality products or services, set clear standards for everything you do. Establish return policies and warranties for customers, and work to ensure that every product or service you offer meets the standards you have set.
  3. Train your employees: Quality is not only about the products or services you offer, but also about the way you interact with your customers. Train your employees to be friendly, attentive and helpful to customers, and to be able to answer questions and solve problems effectively.
  4. Leverage technology: Technology can be a great help in Q-commerce. Use tools such as data analytics and customer behavior tracking to better understand your customers’ needs and offer customized solutions.
  5. Measure and continuously improve: Measure the success of your Q-commerce efforts and make adjustments accordingly. Ask customers for feedback and conduct customer satisfaction surveys. Use this information to improve your products or services and the way you interact with your customers.

By implementing Q-commerce in your company, you will be focusing your efforts on quality and customer satisfaction. Over time, this can help you build a loyal customer base and increase sales.

You see, we are facing the new era of e-commerce. This new landscape requires a focus on fast and efficient delivery of products and services, as well as personalization and customization of the shopping experience. Embracing this technology and adapting to customer needs and preferences will give you a competitive advantage in the online marketplace and increase your customer base and sales.

At EMD we help you to work on your digital marketing strategy, adapting to current changes and needs. What are you waiting for to boost your business? Contact us!

  • Sara Parrón
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What is Below The Line Marketing and how can it help your Digital Marketing strategy?
What is Below The Line Marketing and how can it help your Digital Marketing strategy? 1200 800 Sara Parrón

In the marketing world, there are different techniques and strategies that can be used to promote a company’s products and services. One of these techniques is Below The Line Marketing or BTL.

In this article we explain everything you need to know about this technique and how it can help you achieve your business goals.

What is Below The Line Marketing?

Below The Line Marketing (BTL) is a marketing technique that focuses on promotion and advertising in non-conventional media, such as point-of-sale promotions, events, sponsorships, direct marketing, direct mail, telemarketing, among others.

The objective of BTL is to generate a direct and measurable response from consumers, using more personalized communication techniques focused on specific consumer groups.

Therefore, among the advantages of this technique are the possibility of reaching more specific and personalized audiences, the ability to more accurately measure the impact of marketing strategies, the flexibility to adapt to the needs and characteristics of each market and the possibility of creating closer and more memorable brand experiences for consumers.

Differences between Below The Line Marketing and Above The Line Marketing

Above The Line Marketing (ATL) and Below The Line Marketing (BTL) are two different approaches used by companies to promote their products or services. Both approaches are important and complementary, but differ in several aspects.

The main difference between BTL and ATL is the way in which advertising messages are communicated. Above The Line Marketing (ATL) is a form of mass advertising that uses traditional media to reach a broad audience. ATL media include television, radio, newspapers and magazines. This approach is useful for building brand awareness and increasing visibility, but is not very effective for reaching a specific or targeted audience.

In addition, in terms of costs, ATL marketing is usually more expensive, since it requires a large investment to reach a wide audience. On the other hand, BTL marketing is usually more economical and effective in reaching a specific audience.

Examples of Below The Line Marketing

BTL includes a wide variety of promotion and advertising techniques, here are some examples:

  • Point-of-sale promotions: Discounts, offers, gifts, free samples, product packages, etc.
  • Events: Tastings, exhibitions, fairs, competitions, sporting and cultural events, etc.
  • Direct marketing: Direct mail, telemarketing, email marketing, text messaging, etc.
  • Point-of-sale advertising: Posters, brochures, point-of-sale advertising, etc.
  • Merchandising: Promotional items, such as T-shirts, caps, mugs, pens, etc.
  • Guerrilla marketing: creative and unexpected actions to attract consumers’ attention, such as flashmobs, graffiti, street actions, etc.
  • Influencer marketing: Collaboration with influencers on social networks to promote products or services.
  • Experience marketing: Create a unique and memorable experience for the consumer, such as exclusive events, tastings, concerts, etc.
  • Loyalty marketing: Loyalty programs, discounts for frequent customers, rewards for referring friends, etc.

How can BTL help your Digital Marketing strategy?

Below The Line Marketing can be a very effective tool to complement a company’ s Digital Marketing strategy . While Digital Marketing focuses primarily on engaging consumers through online channels, Below The Line Marketing focuses on reaching consumers in a more direct and personalized way.

This means that by combining both techniques, a complete and well-balanced marketing strategy can be created that is tailored to the needs and preferences of consumers. In addition, Below The Line Marketing can help companies create a closer relationship with their consumers, which in turn can lead to greater customer loyalty and retention.

In short, by incorporating these techniques into your Digital Marketing strategy, companies can achieve greater impact and a stronger connection with their consumers, which translates into better sales conversion and greater success in the marketplace.

Tips for implementing a Below The Line Marketing Strategy

Implementing a Below The Line Marketing strategy can be an excellent way to reach consumers in a more direct and personalized way. Here are some tips to help you create an effective strategy:

  1. Clearly define your objectives: Before you start implementing any marketing technique, it is important that you clearly define your objectives: What do you want to achieve with your campaign, do you want to increase sales, generate more brand awareness, build customer loyalty, etc. By clearly defining your objectives, you will be able to design an effective strategy and measure your success. By clearly defining your objectives, you will be able to design an effective strategy and measure your success.
  2. Know your audience: It is important to know your target audience well: What are their needs, interests and preferences, how do they behave and what are their buying habits? By knowing your audience well, you will be able to design a strategy that adapts to their needs and is attractive to them. In our blog we explain you how to define your buyer persona.
  3. Be creative: One of the advantages of Below The Line Marketing is that it allows you to be more creative in the way you communicate with your consumers. Think of innovative and creative ideas that will catch their attention and involve them in your campaign.
  4. Personalize your message: One of the main advantages of Below The Line Marketing is that it allows you to communicate in a more personalized way with your consumers. Use this opportunity to personalize your message and make it more relevant to them.
  5. Measure your success: When implementing a Below The Line Marketing strategy, it is important to track and measure if it works in order to adjust this strategy in the future. You can use metrics such as sales, number of participants in your events, response rate to your promotions, etc.

By following these tips, you will be able to design an effective strategy that will allow you to connect in a more personalized way with your consumers and achieve your business objectives.

In conclusion, Below the Line Marketing is a very effective marketing strategy to reach a specific target audience and generate a direct and effective response in terms of sales and customer loyalty. If used properly and adapted to the needs and characteristics of each market, it can be a very powerful tool to promote a company’s products and services.

Would you like to try it? If you have any doubts, you can write us in the comments or contact us.

  • Sara Parrón
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What is Clickthrough Rate (CTR)?
What is Clickthrough Rate (CTR)? 1200 800 Sara Parrón

Clickthrough Rate (CTR) is a fundamental metric in the world of digital marketing. CTR measures the number of times a user clicks on a link in relation to the total number of impressions that link has had. This metric is used to evaluate the effectiveness of an advertising campaign or any type of content that aims to get clicks.

Clickthrough Rate (CTR) | Marketing and Digital Strategy Glossary | EMD

How CTR is calculated

CTR is calculated by dividing the total number of clicks on a link by the number of times that link has been displayed, multiplying by 100 to get a percentage. For example, if an ad has been shown 1,000 times and received 100 clicks, the CTR would be 10%.

Why CTR is important

There are many metrics that we can analyze, but there are 3 that we could highlight for their importance and the data they allow us to know, and among which the CTR is of great importance:

  • Impressions: The number of times publications are viewed and the results.
  • CTR: How many times they are clicked on
  • Conversions: Those actions that we want to get the user to do. In an online store they can be sales, but also submitted forms, etc.

In addition, CTR is important because it indicates how effective an ad or content is in attracting the attention and interest of the target audience. Thus, if the CTR is low, it means that the content is not generating enough interest or that the target audience is not being reached correctly. If it is high, it means that the content is being relevant and useful to the audience and that positive results are being obtained.

How to improve CTR

There are several strategies to improve CTR. One of them is to make sure that, as mentioned above, the content is relevant and useful to the target audience. It is also important to use clear and effective CTAs(call to action). Images and videos can also be effective in improving this metric, as they are often more engaging than text.

You can also improve CTR by working on some aspects of organic positioning, which we will see below.

CTR in organic positioning

CTR is also important in organic positioning in search engines such as Google. Google uses it as a signal of relevance and quality of a website. If a website has a high CTR in search results, Google is more likely to consider it relevant and rank it highly.

Moreover, in terms of positioning, this does not depend on a single factor. Improving the URL, the title, the meta description… It will help us to get better positions and, therefore, get a higher number of clicks.

CTR in digital advertising

In the context of digital advertising, CTR is a particularly important metric. Advertising platforms use the CTR to determine the relevance of an ad and, therefore, the position it should have on the results page. An ad with a high CTR is more likely to appear in a privileged position than one with a low indicator.

In summary, CTR is a fundamental metric in digital marketing that measures the effectiveness of a content or ad to attract the attention and interest of the target audience. It is important for digital advertising and for organic positioning in search engines such as Google. Improving this percentage requires creating relevant and useful content for the target audience and using clear and effective calls to action. In short, CTR is an essential tool to evaluate the success of any digital marketing campaign.

If you want to know more interesting terms that can help you in your digital marketing strategy, we remind you that on our blog you can find the glossary of digital marketing and strategy termsIt will serve as a source of reference where you can shed light on your doubts when it comes to knowing how to correctly name a specific action, a metric or a technique of digital marketing and strategy.
  • Eric Onidi
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Define your buyer persona to create an inbound marketing strategy
Define your buyer persona to create an inbound marketing strategy 850 567 Eric Onidi

To attract people really interested in the products and services offered by your company, design a good inbound marketing strategy. inbound marketing is the ideal solution. You will get the attention of potential customers who match your business target, so it will be much faster, easier and more profitable to convert them into repeat customers.

In order to develop a successful inbound strategy, it is essential that you define precisely who your buyer persona is. buyer personaThis will make it easier for you to make all the decisions and actions to be implemented.

What is a buyer persona

In digital marketing, the buyer persona is the ideal customer of your company, that is, the definition of the customer profile to which to direct digital marketing strategies and actions to increase sales and capture qualified leads as the main objectives.

Accurately defining your buyer persona is a key process for your company, because it will help you to better define products and services, to make digital marketing and advertising decisions, and even when developing the best content.

It is important to note that you can define different types of buyer persona in your business, even for the same product or service, you can have different ideal customers to which you can direct different acquisition and conversion strategies.

Why it is important to define your buyer persona precisely

Defining your buyer persona is very important so that you can send the right message to interested people, which will facilitate the process of converting them into customers of your company.

Let’s look at the main reasons why you should prioritize the definition of the buyer persona for your business.

Increased customer knowledge

By fictitiously defining the ideal customer prototype, you will be able to better understand what their real needs, concerns and expectations are. You will have a deeper and more accurate understanding of their buying behavior, their preferred payment methods, the communication channels they use and other elements that will help you connect with them much more quickly and efficiently.

Ensuring the success of your digital marketing strategies

One of the most interesting benefits of having a good buyer persona definition is that you will achieve better results in your acquisition, conversion and branding strategies. branding.

Knowing your ideal customer will allow you to select and design the best strategies to capture their attention and make them enjoy the best experience in their customer journey, that is, in all phases of the buying process.

Improve content creation

In a good inbound marketing strategy, content is one of the most important elements. If you know your buyer persona well , it will be easier for you to develop content that will be of value to them, so you will attract more people who are interested in what your company has to offer.

Optimize resources

If you have a precise definition of your ideal customer, you will save a lot of costs because you will make the best decisions in many aspects, such as the choice of the right media, abandon inefficient practices or techniques and make better use of the economic resources available for advertising and promotion.

Other benefits

Let’s see other advantages of having a good definition of your company’s buyer persona:

  • Select which advertising spaces are the most profitable to invest in.
  • Achieve a better relationship between your sales force and customers.
  • Improve customer loyalty.
  • Get more recommendations and better ratings.
  • Optimize the purchasing process.

How to define your company’s buyer persona

To define precisely who your buyer persona is , you must go a step beyond a classification based on geographic, demographic, socio-cultural criteria…

To create the fictitious representation of your ideal customer, you must rely on real information about their behavior, objectives, expectations, challenges and concerns, which will allow you to have a more accurate profile (to really know what their needs are in order to offer them products, services and content that meet them). To accurately define your buyer persona, you must follow a series of steps:

  1. Know what information you need about your ideal customer, such as their demographics, their personal and work situation, what their goals and objectives are, what problems they face, what their buying behavior is, etc.
  2. Conduct a market study to gather all the information on their needs, using all available channels, both digital (social networks, websites, data analytics tools, etc.) and traditional (information from sales representatives, surveys, statistical data, etc.).
  3. Analyze all the information in order to create an adequate profile of the ideal customer.
  4. Share the definition with the other areas of the company in order to improve customer service, product and service development and sales actions.

What is the customer journey and why should you optimize it?

The customer or buyer journey refers to all the phases that a lead or contact goes through to become a customer of your company, from the first contact, through the purchase decision, to the after-sales service.

If you accurately define your buyer persona, you will be able to optimize their customer journey, thus achieving a higher percentage of leads or contacts that end up becoming customers of your business.

In order to optimize your company’s buyer journey, it is very important to align the work and objectives of your sales team, digital marketing department and customer service, as well as involving other areas of your company (such as the financial area or logistics and transportation). Collaborative work, pursuing the same goal of customer satisfaction, will allow you to offer them the best user experience at all stages of the buying process.

To succeed in your digital inbound marketing strategy , you must prioritize the definition of your ideal customer or buyer persona. Knowing perfectly to whom you want to offer your products or services will allow you to make the best decisions and optimize the customer journey to increase sales and the customer database of your business.
  • Eric Onidi
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What is messy middle in marketing
What is messy middle in marketing 850 565 Eric Onidi

Consumers may have their original purchase intentions altered during the journey between the initial intent and the final decision. Let’s analyze what is the messy middlehow this phenomenon affects the marketing funnel and how to solve it.

What is the messy middle

Nowadays, people have very easy access to the Internet, and the network has become our main vehicle for consultation. The vast amount of information that can be accessed online is usually enough for us to find the answer we are looking for in just a few minutes.

However, when the Internet user browses to get advice on something he or she wants to buy, this is not always the case. The buyer is often conditioned by the over-information he receives, resulting in a very different outcome to the original search.

The most accurate and widespread translation of this term is“decision-making tangle“. In marketing, it refers to everything that passes through the mind of the consumer during the customer journeyi.e. the process in which he matures his purchase decision, from the beginning to the end.

The term became popular thanks to the analysis made by Alistair Rennie and Jonny Proheroe, Google employees, on purchasing decisions. In Think with Google we can find an interesting study that tells us about the variables that influence theoretically rational consumer behavior, and that induce behavior marked by specific emotions.

But why does this condition demand generation strategies so much?

An example of messy middle

Let’s suppose that an Internet user, as a potential buyer, starts browsing for information on the best hiking boots. This Internet user will find offers from several sellers among the search results. While browsing through the different web pages comparing different models, he will find items and promotions that had nothing to do with his initial purchase intention.

Eventually, you may end up buying nothing at all, or you may pick up a very attractively priced backpack or a set of water bottles because you saw them on a different website while browsing.

What happened here? Our rambler internet user has been caught up in a “mess”. That mess has caused his final purchase not to match the intention that led him to undertake the search. Be that as it may, the result has been that he has not bought the boots.

And now comes the most interesting part: when hiking boots sellers analyze the traffic directed to their website, they will be wondering why the visits have not been converted into leads (business opportunities). Because the reasons are neither the price, nor the competition, nor the low quality of their products.

The messy middle in your funnel sales funnel

The sales funnel (also called sales funnel or marketing funnel) is a system whose mission is to create leads. The itinerary starts from attracting an unknown customer, making him go through a maturation process as a potential customer, and finally converting him into a real buyer. This buyer will also have to be retained through appropriate engagement.

What characterizes the funnel is the linearity of its stages. The customer journey is always built following the same sequence of steps, even if the time and cost of each stage are not the same for each customer.

The problem comes when the customer changes his initial intention along the way. Analyzing the example of the customer journey of the hiking-loving Internet user, we can see that the funnel is distorted. All funnels begin with an argument that serves to capture the attention of the potential customer, and it is taken for granted that it will accompany him throughout his life cycle.

How to fix the messy middle

The idea is to contemplate all the possible purchase options that can be derived from your navigation by means of cross crossellingthe cross-selling of related products. To do this, it will be necessary to have previously prospected the customer, get to know him and complement the initial offering by suggesting more products and solutions suitable for him.

In the example of the hiker, if the backpack or canteens are purchased on the same website that sells the boots, the conversion will have occurred. Even if it was not because of the initial search argument. In this way, everything stays at home.

The other option is to redirect to the lead to their initial purpose. This is done by using the same “weapons” that could misdirect their search. That is, appeal to their emotions with messages that force them to return to the beginning of the funnel and correct the deviation before it happens. Such messages can be limited-time offers, or give the feeling of limited availability.

As we have seen, the messy middle is a phenomenon intrinsic to human psychology. While it is not possible to avoid it, it is possible to reorient the strategy in the customer’s life cycle to redirect him and not lose him along the way.

If you want to know more about this marketing term, contact us: we will be happy to help you.
  • Eric Onidi
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Online digital marketing course on February 16 and 17, 2022
Online digital marketing course on February 16 and 17, 2022 1294 648 Eric Onidi

Digital Marketing Course: “How to define and implement a digital marketing strategy”.

Objective: To learn what a Digital Marketing strategy is, how to define it, what it is based on, the tools to use, and how to implement it.

Course methodology: Theory and practice.

Aimed at: Company directors, marketing managers, sales, commercial, export, product, finance, marketing and communication managers, in short, anyone who wants to know precisely how to define a Digital Marketing strategy.

Dates: February 16 and February 17, 2022

Schedule: 16:30h – 18:30h (2 sessions of 2h each) | Online (Microsoft Teams)

Cost for Secartys members: 50€ + VAT | Cost for non-members: 100€ + VAT

Course description

For many, defining a digital marketing strategy means facing the unknown: where to start, how to proceed, what tools to use, how much resources to invest and what is the return? Etc.

To take advantage of the online world is to have a digital strategy based on clear, measurable, achievable and aligned with the overall objectives of the company. A strategy that defines the value proposition and positioning of your company online, as well as its performance in the relevant marketing channels, with a concrete action plan and an associated budget.

In this training we will have a global and practical vision of how to define and implement a digital marketing strategy in 3 phases:

Phase 1. Analysis

  • Vision and mission
  • Objectives and priorities
  • Resources
  • Learning from the past
  • Market and competitor analysis
  • Target customers (buyer persona)

Phase 2. Digital strategy

  • SMART Objectives
  • KPIs
  • Online value proposition
  • Digital channels

Phase 3. Action plan

  • Specific actions by channel
  • Execution schedule by priorities / impact
  • Content plan
  • Monitoring, analysis and optimization

Click here to register
  • Eric Onidi
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Why it is key to have a digital marketing strategy
Why it is key to have a digital marketing strategy 850 566 Eric Onidi

Nowadays, the first choice of virtually any individual or professional when it comes to making inquiries about a service, getting advice for a purchase or simply learning something new, is to search the Internet. This is why it makes a lot of sense to devise some marketing strategies. marketing strategies digital marketing strategies that allow us to have a presence on the network and be visible to our target customers.

Reasons why you should have a good marketing strategy marketing strategy digital

A hyperconnected public

The vast majority of Spanish households have an Internet connection, and more and more users are surfing the Internet with their mobile devices. This explains why the battle that companies are fighting to reach their target audience has moved to the virtual world, and why they no longer rely so much on traditional advertising.

This frequency and intensity of connectivity makes the Internet the perfect vehicle for companies to attract the attention of their potential customers. Appearing in a medium that the user constantly consults significantly increases the chances of success in marketing campaigns .

A generalized trend

Having an online presence is inevitable and practically essential nowadays: websites, social media profiles, blog, online advertising, videos… If a business lacks a digital identity, it will be very difficult (if not impossible) for users to get to know it.

This obstacle can cause the company to lose the opportunity to attract the attention of its target audience, especially if other competing businesses are ahead in their digital marketing strategy and have already worked on their online presence.

In this sense, digital marketing is a broad concept that is a very important part of the company’s communication.

An equitable showcase

Digital marketing positioning strategies are within the reach of large corporations as well as independent professionals or small companies. This guarantees a real equality of opportunities for both to reach the public through the Internet.

In fact, the companies with the best digital marketing are not necessarily those that earn the most millions or have the best valued shares; a small S. L. could get much more out of digital marketing than the most powerful multinationals in the market.

More results with less investment

An online communication plan has a very affordable cost from the first steps; it is possible to carry out a digital marketing plan with a small budget, and then increase it as the investment returns.

It is true that the greater the desired reach of communications, the more digital marketing budget will have to be allocated. However, we will always manage lower figures than those used in traditional advertising actions.

Accurate and transparent return on investment

Measuring the ROI of these actions is relatively simple, since all the data is already digitized in one way or another. The marketing platforms themselves provide statistical tools that measure the impact of our campaigns.

ROI is calculated based on easily measurable parameters, such as clicks, visits or browsing time. There is no room for speculation: all data is reliable and accurate (as long as the tracking, i.e. data collection, is well implemented on the website).

Highly accurate traceability of conversions

A major difficulty that traditional marketing strategies often encounter is not being able to keep track of conversions, i.e. the moment when someone from the target audience becomes a lead (business opportunity), becomes a subscriber (starts to be loyal to the brand) or a customer (finally acquires a product or service).

The great advantage of digital marketing is that all this mapping is done with millimetric precision. Tracking the life cycle of each business opportunity provides a series of data on what captured the lead‘s interest, how they were prospected, how long it took to convert…

An open door to customer engagement

The idea of relationship marketing revolves around building customer loyalty with some kind of experience that personalizes their relationship with the company and increases customer engagement. engagement (with the brand.

A company with a digital presence will be able to communicate with its followers through its social profiles and promote initiatives for their participation. In this way, the brand image will be consolidated on the Internet, attracting the attention of many more potential customers and improving the image projected to existing customers.

Conclusion

The boom in Internet usage, with statistics revealing massive browsing from mobile devices, makes it essential for virtually any company to implement digital marketing strategies. Thanks to a scalable investment, a high reliability of its statistics, an easily measurable ROI and an accurate traceability of the life cycle of each customer, online communication has become so widespread that it is difficult to think of a business being successful if it does not take care of its digital presence.

And for those who have reached the end of this article, we offer you a link to a presentation on“how to define and implement a digital marketing strategy“, made by Eric Onidi, in the framework of the awareness day of the Red.es“AceleraPyme” office (organized by the“Smartech” cluster, a national organization part of Secartys‘ ecosystem of technology clusters, for the implementation of smart technologies).
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The importance of data in digital marketing
The importance of data in digital marketing 850 480 Eric Onidi

The analysis of the results of a demand – or lead – generation campaign is key to determine its success or failure. This analysis is only possible through the metrics and concrete data that the actions have left behind. Let’s take a look at why data is so important in digital marketing, and how it can be leveraged to make our actions have a greater impact.

Why the data is important in digital digital marketing

Information is power (…and there is a lot of it).

Nowadays, with technology everywhere, the digital trail left by users on the Internet is gigantic. We are talking about a community of more than 4.7 billion Internet users around the worldwho surf the Internet for an average of more than 6 hours a day. The amount of data that can be obtained from these users could reach magnitudes that would not even fit in our heads.

There is a discipline specifically designed to handle such volumes of information: big data. big data. It consists of a series of methods and technologies aimed at obtaining and analyzing huge amounts of data, both structured and unstructured.

And this is precisely what big data can bring to digital marketing, the massive collection and processing of information from potential customers helps companies to better segment their campaigns, and to accurately assess the results of their actions.

Big data and digital marketing: strategies backed by data

Given the relevance of data in marketing, it seems logical to think that the more data we have, the more we will know about our target audience and the better targeted our actions will be.

The problem usually lies in the difficulty of accessing and storing the data and, above all, finding the relationships between them. When the amount of data is significantly large, it is unfeasible to apply traditional non-automated methods.

In this discipline, the use of big data involves collecting, analyzing and representing large amounts of digital data to help companies make better business decisions, particularly for marketers.

Big data in inbound marketing

The inbound marketing is a non-intrusive commercial methodology that, through the creation of quality content, allows the design of a personalized user experience to attract customers.

These user experiences, manifested in suggestions for relevant products or content very close to their areas of interest, can be automated if as much as possible is known about the target audience in advance. Big data plays an essential role here in helping the company to learn as much as possible about its potential customers.

How to leverage data in digital marketing

Definition of KPIs

Key Performance Indicators (KPIs) are the metrics that we will use to evaluate the scope of a specific action or strategy. If we do not take the time to define them correctly, we will go forward blindly. It is a matter of really knowing what we want to measure, and not conditioning this decision to a supposed “ceiling” that we do not even know if we are going to find or not.

There are many types of KPIs: pageviews, bounce rate, CTR, CPA, CPL, CPC, ROAS … (indeed, if you don’t know the acronyms you will be a bit lost, but that’s why we have created a glossary of digital marketing terms 😊)

Standardization of data format

The data collected may be in a multitude of different formats, and may be entered in structured or unstructured form. In order to be able to process them later, it is important to dedicate some time and resources to homogenize the format of the information. There are applications that allow you to aggregate data from different sources and make the task easier, but it is still time-consuming.

Choice of relevant data

No one disputes the impact of data on digital marketing, but an excess of information can be more harmful than its absence. This does not mean that we should do without data, but rather that we should filter it and adapt it to each specific purpose. Once the data have been collected, we will have to discriminate them according to what we want to measure.

Google analytics offers so much data that the mistake would be to try to use them all. Our recommendation is to focus only on those that provide us with information about the objective we want to achieve.

Centralization of information

One of the pillars on which big data is based is the integration of data sources into a single repository(data warehouse). The information collected must be housed in a common storage to avoid isolated data silos. It is very important, for example, that the sales and marketing departments exchange information.

Homogeneous display

Ultimately, it is also highly recommended to use adashboard, which allows marketers to make the best business decisions thanks to simple and highly visual queries. The purpose of big data in marketing is to facilitate decision making, not to hinder it with unreadable dashboards.

There are numerous options in this field (software, apps…) that are adapted to different media (tablets, mobile, PC…). Google offers the“Datastudio” tool, which is quite powerful and easily integrates data from the brand’s other tools (Ads, Analytics…).

Conclusion

Any digital marketing strategy needs to be fed with diverse data, both on potential customers and on the reactivity (impact) caused by other similar campaigns in the past. The result of a massive and automated processing of large volumes of data enables marketing managers to make better decisions for future projects. The importance of data in digital marketing strategies is now more than ever a reality.

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Impact of digital transformation on marketing
Impact of digital transformation on marketing 850 567 Eric Onidi

The technologies that have been emerging and evolving over the last few years have penetrated our lives to the point of transforming tools and techniques. This is true in both the personal and corporate spheres. In the latter, their impact on the digital transformation of marketing is perhaps the best demonstration of how demand generation can benefit from these new horizons.

What is digital transformation?

Every technological advance improves the performance of the discipline in which it is applied. In turn, it allows the creation of new methods that take advantage of it and evolve in parallel. To understand this statement, we need only look back to the point at which computers replaced typewriters.

It can be seen that such a change does not happen overnight. This transformation should be understood as a succession of stages in technological adoption, where old procedures (associated with the previous technology) are replaced by new ones, imbued with technological innovations.

In fact, it is in the digital transformation of the company where the potential of this new philosophy can be most clearly appreciated. It is not just a matter of incorporating new technologies, but of modifying the overall culture so as not to return to old processes, but rather to focus on new ways of doing things, and to get the most out of the investment made in IT.

Optimization of procedures, reduction of work times, increased productivity, improved competitiveness… The advantages of digital transformation are quite tangible, although, according to a study by the consulting firm BTS, 84% of digital transformation projects fail. Mainly because the staff itself has torpedoed, consciously or unconsciously, the adoption process.

Digital transformation objectives

Every digital transformation process in the company will always pursue the objectives of:

  • Improve staff productivity. Employees will complete their tasks in less time, which will reduce the company’s structural costs.
  • Gain in operational efficiency. Processes will be more agile and completed with less effort, resulting in a greater capacity for work absorption and real possibilities for business expansion.
  • Improve service quality. The company will be able to offer more complete and accurate products and services, which will allow it to be more competitive with its competitors.
  • Increase human potential. New profiles capable of handling new technologies will be required. This will result in the company having more qualified employees with more complete professional profiles.
  • Protecting company data. A correct custody of sensitive information, as well as customer data, will be necessary for the organization to comply with data protection regulations. In the same way it will be shielded against cyber-attacks that hijack such information.

How digital transformation influences digital marketing

At this point, the question arises as to where digital transformation can improve demand generation strategies. As companies and consumers increasingly rely on the Internet to search for and offer products and services, the Inbound Marketing is emerging as the best set of strategies to leverage web traffic and generate new business opportunities.

  1. Email Marketing. The generalization of the use of e-mail means having a powerful tool to send commercial information to potential customers.
  2. Content marketing. Having a website with content of interest to the target audience is a very effective strategy to generate traffic to the page. It allows customers to get to know what our company offers, but also its values, recommendations, processes, know-how, etc.
  3. Measuring the impact of actions. Thanks to web monitoring tools, it is possible to count the number of openings and clicks on emails and web visits. In this way, it is possible to know the reaction of our target audience to our demand generation tactics.
  4. Conversion of opportunities. Every digital marketing strategy is accompanied by a part in which the company collects data from potential customers. For example, those who actively show their interest by clicking on CTA(call to action) buttons, present in emails and websites, to request more information or access additional content in exchange for providing their contact details.
  5. Marketing funnel monitoring. Nowadays, it is very common to use CRM(Customer Relationship Management) programs that allow mapping the lifecycle status of each potential customer. This centralizes information so that the sales and marketing teams can coordinate their efforts and facilitate customer engagement.

The digital transformation of marketing allows all businesses, from the smallest to the largest, to take advantage of the Internet’s capabilities. To make themselves known, collect data from their target audience, and track the lifecycle of their leads until they become real customers.

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Glossary of marketing and digital strategy terms
Glossary of marketing and digital strategy terms 640 427 Eric Onidi

Introducing our glossary of marketing and digital strategy terms. The digital environment is full of names, abbreviations and anglicisms that, in this dynamic and evolving article, we will name and put in order.

This glossary is intended to be a source of reference to shed light on your doubts when it comes to knowing how to correctly name a specific action, a metric or a technique of marketing and digital strategy.

The latest content update date is October 16, 2022.

Table of Contents

We will organize this glossary by blocks that correspond to each of the different areas of digital marketing. These areas are:

General terms in marketing and digital strategy

Scope

Number of people who have seen our message, article or video, but have not interacted with it. To obtain a greater reach you can pay, but it does not guarantee results (increase followers, conversions…).

CMS Content Management System

Content management system. These are interfaces that allow the management of the contents of web pages without the need to know programming, such as WordPress, Joomla, Drupal, or those specialized in online stores such as Magento, Prestashop, etc.

Cookie

This is, without a doubt, one of the most heard and known digital marketing terms. It is a data file that contains all the information about the visit to a website. This information is subsequently used, among others, to perform remarketing campaigns to users who have visited the website. In this link you can read EMD’s cookie policy.

Conversion

When the user achieves the objective we have set. For example, that they fill out the information request form to clarify doubts or that they make a purchase. A conversion is a measurable objective.

Engagement

It is the ability of a platform (blog, app, social network…) to create solid and lasting relationships with its users by generating the engagement that is established between the brand and consumers. Engagement consists of the user following you, appreciating your publications (stories, articles, posts), sharing them with their friends, making public comments, answering surveys, etc. The more we know about the user, the better tactics we can implement to make this relationship solid and lasting.

Keywords

These are the keywords that users use to search in the Google search engine. These are the terms that we must place in the text of our ads so that they are displayed when users search with these words.

  • Semantic keyword: Those long tail keywords that form a phrase.
  • Keyword Long Tail: Those formed by more than 4 keywords.
  • Keyword Middle Tail: Those formed between 2 and 4 keywords.
  • Keyword Head Tail: Those very generic ones, of only one or maximum two words, that cover many searches and needs (example: Jaguar, which can mean different things).

Keyword head tail

Among the keywords related to a company’s activity, head tail keywords are those with the highest monthly search volume (e.g. Brand, or generic terms). Consequently, they are ideal for increasing traffic, although they are also highly competitive and therefore have a high price.

Keyword middle tail

They are those keywords whose length ranges between 2 and 4 words. They have more search volume than long tails and less competition than head (or short) tails. Their greater specificity makes them perfect for approaching temperate leads.

Long tail keyword

These are keywords with more than 4 words. They are very specific because they correspond to a very precise search. The volume of searches is reduced, but the advantage is that by creating a very “niche” quality content that responds to this keyword exclusively, the probability of being positioned on the first page of Google search results is higher. It helps to position a business as a specialist in a specific subject, and consequently, increases the probability of obtaining a contact with the reader interested in a purchase or information (conversion rate).

Landing Page

A landing page is the landing page where an ad, a newsletter or a publication takes users to when they click on it. It can be the home page of your website, a specific section or a page created especially for the Google Ads campaign that is optimized to achieve your goals.

LGPD

The LGDP(General Data Protection Law) or GDPR (General Data Protection Regulation) or RGPD (EU General Data Protection Regulation), are a series of regulations adopted and approved by the Spanish Data Protection Agency to guarantee international data transfers between Europe and the United States.

Marketing

By analyzing how markets, competitors and consumers behave, and based on the values and objectives of a brand, marketing offers solutions to companies so that they can meet their customers’ needs. To this end, it provides them with online and offline resources with which to get to know them, attract them, retain them and build their loyalty.

Marketing 2.0

Unlike traditional Marketing, or 1.0 (focused on the product), Marketing 2.0 focuses on consumer satisfaction. It uses digital strategies (e.g. social networks) to meet the interaction needs of active buyers.

Marketing 3.0

It focuses on consumer values. The development of products and services must therefore bring value to society (corporate social responsibility). The relationship with customers becomes closer and more personal thanks to social networks or personalized e-mails, for example.

Marketing below the line

It is an advertising technique that makes use of non-massive marketing communication practices focused on very specific market segments or niches.

Online marketing

Digital marketing or online marketing is marketing that uses the Internet to achieve its objectives. Both its tools and strategies are digital (SEO, SEM, social media, email marketing, etc.) in order to achieve omnichannel brands.

Marketplace

It is a website where several sellers offer their products to be sold online. The sales channel is therefore unique for a set of merchants who are independent of each other. Examples are Amazon and Aliexpress. The seller pays a commission to the marketplace if an item is sold. Sometimes there is a registration fee, or/and a monthly fee. Marketplaces are a very interesting alternative to market products without having to create your own online store and advertising campaigns, or for export.

Earned media

These are those channels and actions that are generated as a result of our management in paid media and our own media. For example, newsletter subscriptions, mentions in social networks, references in web or blog…

Paid media

Third-party media and channels through which brands make an investment in order to carry out advertising campaigns or achieve their objectives, thus complementing their own media or the media earned by the exercise of these.

Own resources

These are the channels we own (in whole or in part) such as the website, blog, social networks, newsletter… In other words, they are the different platforms through which we can communicate and reach our target.

Merchandising

These are advertising items whose purpose is to publicize a brand or product. To reinforce this promotional character, they are personalized with elements of the corporate branding (e.g. logo). Generally, they are given free of charge to potential customers.

One to one marketing

1-to-1 marketing is a marketing strategy that is strongly committed to personalization. Consequently, it conceives the consumer in a hyper-segmented way and employs 100% individualized actions (e.g. personal recommendations via email or social networks).

Post

In Spanish, publicación. It is the term we use to refer to the action of creating and uploading content in text or image format to a social network or blog.

Rich media – Rich format

This term is used in the world of digital advertising and is used to describe ads with advanced features such as video, sound or other elements that generate more attraction and achieve greater user interaction with the content.

ROI – Return on Investment

“Return on Investment”. It is a metric used to know how much the company earns through its investments. Digital Marketing, however, has provided a series of metrics that are not only limited to ROI and allow to know precisely the efficiency of investments.

Robot or Bot

It is an automated software usually based on artificial intelligence that is programmed to perform a series of actions. For example, the Google bot that reads web pages or an automated comment bot on social networks.

Really Simple Syndication (RSS)

This text file with code allows the automatic distribution of content over the Internet. These contents will be notified to the user through a news aggregator so that he/she can get to know them without having to enter the web site.

Sitemap

The list of pages that a website has and that are accessible to search engines. It is the way we have to tell a search engine what is on a website and what page structure it has.

Session

The period of time during which the user interacts with the website. It should be noted that after 30 minutes of inactivity, any page viewed by that user will be considered as a new session.

Streaming

Technology that allows viewing and listening to content that is streamed online without having to download the data to the device from which the file is viewed and played.

Test a/b

It consists of developing and launching two versions of the same element and measuring which one works better. It is a test that helps us to optimize, for example, an email marketing strategy, Google Ads or Social Networks or improve the effectiveness of a landing page.

Tracking – measurement

Term used to refer to all those actions with which performance indexes and quantification of results are measured at one or more specific moments. With tracking we obtain data that we can analyze a posteriori.

User – User

People who enter a website, have a social media profile or make use of a digital platform or service.

Visitor – Returning visitor

In SEO, the “visitor” is the user who makes a new visit to our website. At the same time, the “returning visitor” is the user who has already visited our website before and visits us again.

Behavioral marketing

It is a marketing strategy that creates a personalized action plan based on the previous behavioral analysis of consumers in digital environments. Such hyper-segmented advertising messages stand out for their high efficiency and profitability.

Agile Marketing

This methodology uses data analysis to identify opportunities and solve problems quickly and smoothly. Teamwork, customer-centric perspective and the importance of metrics are its main characteristics. The actions that are devised are implemented very quickly and, depending on the results obtained in the short term, the decision is made to implement the idea, modify it or cancel it definitively. It is the opposite of a traditional long-term marketing plan.

Marketing above the line

This marketing strategy uses mass media (e.g. television) to disseminate the advertising message. Its priority is to generate the maximum possible reach and impact. Its main drawbacks are low segmentation and high costs.

Middle market

This term refers to companies with a turnover of between 20 and 1 billion euros. They are, therefore, halfway between large companies and SMEs. In Spain, approximately 4,000 businesses belong to this category.

Swipe file (swipe file)

It is a set of marketing pieces written by third parties and used by copywriters for inspiration when writing advertising copy. It is a very useful method to overcome creative blocks and improve persuasive copywriting skills.

Omnichannel (Omnichannel)

It is a strategy that uses all the communication channels of a company in an integral, simultaneous and coordinated manner. It seeks to optimize the customer’s experience, providing them with constant contact with the brand.

Deep behavioral profiling

This is a module that allows you to create a buyer profile according to their interactions with our website and their related queries. Thus, related queries such as looking at all the photos of an item may indicate an artistic or purchasing interest. Similarly, looking at the delivery conditions reveals that you are at the end of the sales funnel.

RFM (Recency, Frequency, Monetary)

This analysis allows to know who are the most profitable customers of a company by analyzing when they last bought(Recency), as well as thefrequency (Frequency) and amount(Monetary) of their purchases. It is particularly useful for optimizing buyer loyalty.

Messy middle

This is what happens in the time lapse between the desire to buy and the purchase itself. This is a chaotic stage in which the user is influenced by multiple rational and emotional criteria. In fact, it causes many problems for companies in analyzing and understanding this behavior. We also call it “the decision-making tangle”.

Mobile wallet

This type of app allows users to carry all types of cards (credit, debit, loyalty, etc.) and coupons on their smartphone. Their use allows companies to individualize their marketing actions (e.g. push notifications with personalized discounts).

CTA (Call To Action) – Call to Action

This is an imperative expression used to tell the user what we want them to do (e.g. “buy” or “subscribe”). Generally, it takes the form of a button, banner or link strategically placed to increase the chances of conversion.

Transactional Email

These are emails that are sent to users as a result of them performing a certain action on a website or app. These messages are sent in real time in an automated way and have high open rates.

AMP (Accelerated Mobile Pages)

Project that aims to increase the loading speed of web pages on smartphones using an open source protocol. It introduces certain peculiarities in the HTML language in order to create a mobile friendly version of the URL.

CAC (Customer Acquisition Cost)

It is a commercial metric that allows us to know the amount of resources we must invest to get a new buyer. It is calculated by dividing marketing expenses by the number of consumers we have acquired during the measurement period.

CLTV (Customer Lifetime Value)

This business metric predicts how much profit a given customer will generate over the course of his or her relationship with the company. Unlike the CAC, there are several methods to calculate it. Retention and loyalty strategies are essential to improve this indicator.

Churn rate

The abandonment rate is a metric that indicates the percentage of customers who have stopped doing business with a company during a given period of time. It helps us to know the level of user loyalty.

Benchmarking

From a marketing point of view, it is the work of researching and analyzing the actions carried out by a company’s competitors. Its objective is to improve the marketing strategy and reinforce the value proposition.

Branding

It is a set of actions (positioning, graphic identity, communication, etc.) aimed at defining and building a brand. The aim of this planned management is to make it known and attractive to the public.

Ad-visor

This is the analysis that measures the effects of advertising using a series of variables (originality, persuasiveness, brand awareness, degree of involvement, clarity, etc.).

SEO Terms

Semantic analysis

Improve the accuracy of search results through the meaning and semantics of content and by understanding user intent through the contextual meaning of their search.

Cloaking

SEO practice that shows one content to search engines and another to users through mirror pages. It is penalized by search engines.

Domain Authority

It is an indicator, developed by SEOMoz, that measures the authority, quality and credibility of the content of a website. Ratings range from 1 to 100, with 100 being the highest. It is a metric that helps to improve the search engine positioning of our page.

Inbound and Outbound links

Inbound: It is a link that connects one web page to another. They are internal links of a web page that point to other sections of the web. They are also links to content on one of your pages that comes from other websites.

Outbound: These are the outbound links of a web page, which point to an external site.

Meta Tags

Meta tags are tags (text strings or short lines of HTML code), which are hidden and inserted into the HTML code of web pages or blogs. Their function is to provide search engines and visitors with information about the content of the site. Some examples are meta title, meta description, meta header…

Link – Link

It is the connecting element that allows us to access and navigate between different resources such as web pages, documents, social network publications… It is also a connector within the same resource.

Offsite SEO

The optimization actions that are performed outside a page to improve its positioning in search engines. It focuses on obtaining and debugging links from other pages, the authority of the links and the linked pages, the linked domains and traffic or the text of the link itself.

Onsite SEO

The optimization actions that are performed within a page to improve its positioning in search engines. These actions are usually performed on the contents, the structure and hierarchy of the pages and meta tags and the optimization of images.

Page Authority

It is the same concept as Domain Authority but refers to the authority of a specific page.

Page Rank

It is the name given to the algorithm developed by the founders of Google, which allows assigning a rank or score from 1 to 10 to a web page in the search listing according to criteria such as relevance, quality and authority of the site. Since a few years ago, PageRank has fallen into disuse, replaced by Domain and Page Authority of SEOMoz.

SEO

Search Engine Optimization: In Spanish it translates as search engine optimization. Also known as search engine optimization, SEO consists of creating content and improving your website to make it as attractive as possible to both Google and your potential customers.

The goal is to appear first on the results page when a consumer is searching for something related to what you sell.

In short, SEO is the best marketing tool to attract visitors to your website from search engines.

Storytelling

Storytelling is the art of telling a story and creating an emotional bond with the audience. Using powerful storytelling, a good story allows people to connect immediately and lastingly with a brand.

Conversion Rate

Also known as CR for its acronym in English, Conversion Rate, refers to the percentage of the visits your website receives that “convert”, that is to say, that meet a set objective. Normally this objective is usually a sale, but it can also refer to a subscription, registration, reservation, request for information or download.

Web Traffic

Refers to the amount of data generated by visitors to your website, both sent and received. It depends on the number of visitors and the pages they visit within your site.

SEM Terms

Adsense

Google advertising systems, through which you can place a company’s advertising on pages external to Google. For example, if you have a blog that attracts a lot of visitors, you have the possibility of including advertising banners to obtain income. There are several platforms that allow you to do this, AdSense is one of the best known. This practice is known as affiliation.

Affiliation

Promotion of products of other companies, brands or users in exchange for a commission for each conversion made to customers referred by a user. In other words, commission for intermediation. The conversion can be a click, a download, a sale. There is also a remuneration based on the impression of an ad within a page, i.e. its display.

Audience

It is a group of users that we are interested in impacting with our ads. They are created with Google Analytics and are used for remarketing campaigns.

Advertising banner

It is an advertising space inserted in a website. It can have different dimensions and be located in different places on the web.

CTR (click through rate)

The click through rate is the percentage that shows how often users who see an ad click on it. It is one of the factors used to calculate the performance of keywords and ads. It is calculated by dividing the number of clicks an ad receives by the number of times it is displayed (CTR = clicks / impressions).

CPC (cost per click)

The cost per click (CPC) is the price it costs an advertiser for a user to click on its ad. That is, the advertiser will only pay each time someone clicks on their ad, not for the simple fact of displaying it. The maximum cost per click is the maximum CPC an advertiser is willing to pay for their ad.

CPA (cost per acquisition)

The CPA is the price you pay when a user makes a conversion in the ad, that is, when he completes a goal that we have set, such as buying a product, downloading a pdf…

Display

It is the ability of CPC networks to serve text and image ads on partner or advertiser websites. Display campaigns aim to serve ads to the audiences that visit those websites and can be targeted based on browsing history, interests, keywords, etc.

Ad extension

It is a series of additional information fields related to our ad (location, phone, product, etc.) that we can display when it appears on the search results.

Print

Ad impressions are the number of times an advertising platform (Google Ads, Instagram Ads, Linkedin Ads…) shows your ad.

Keyword Planner

It is the Google tool that allows you to do a study of keywords or keyword research in order to know what your audience is really looking for in relation to a term. It is characterized by being a free resource for most of its functions.

Push

These are short messages sent over the Internet that arrive directly to the app installed on a smartphone. They do not require the user to be using the application at the time of receiving them, although he/she must have consented to receive them.

Remarketing – Retargeting

Remarketing is to retarget with advertising to users who have already interacted with a website or mobile application. In Google’s case, it allows it to show ads to users on its apps and affiliated websites. differences.

SEM

Acronym for Search Engine Marketing. It consists of generating ads for specific keywords or key words, so that when a person is actively searching for a product or service, the ad is displayed in the search results.

Google Auction

We call “auction” the process that takes place with each Google search to decide which ads will be shown for that search, the order in which they will appear on the page or whether or not ads will be shown. Specifically, Google publishes in order of priority the advertisers that pay the most per click or impression.

Performance Marketing

In this digital marketing model, the advertiser pays the marketer only on the basis of the results obtained with the advertising campaign. Consequently, the price of his services will be determined by the conversions achieved (e.g. number of sales). It applies to actions that are perfectly measurable, such as the conversion (a purchase) on a website (e-commerce) obtained with Google ads at a given price.

ROAS (Return On Advertising Spend)

The return on advertising investment is a digital marketing metric that reveals the effectiveness of a campaign. Thanks to it we can know what percentage of money we earn for each euro invested. The formula to calculate it is: amount earned from sales / advertising expenses X 100.

Interstitial

This is an intrusive advertising format that interrupts the user’s viewing of a website to focus their attention on the promotional message (e.g. pop-ups). Its excessive use has been penalized by Google since 2017.

Social Media Terms

Media planner

This is the professional in charge of implementing the brand strategy (communication, advertising) defined in the different channels. To do so, he/she orders and places the content and advertising texts in both digital and traditional media. He/she must also evaluate the performance of these campaigns, analyzing the data obtained.

Social networks

By social networks we mean digital structures formed by people or organizations that connect on the basis of common interests or values. Through them, relationships between individuals or companies are created quickly, without hierarchy or physical boundaries.

The most famous in Spain are Instagram, Facebook, YouTube, LinkedIn, Twitter. Messaging applications such as Whatsapp or Telegram are social networks, since groups of people can be formed to talk about a certain topic, exchange photos, videos, etc.

Fan Page

These are public profiles used by companies or businesses to promote themselves on Facebook. They are managed by users of this social network and can receive “Likes”, promote their publications, make advertisements on the Facebook network, among others. Any user can access the Fan Pages and start following the publications of a company that interests them.

Social Ads

Advertising in different social networks. It is a very segmented advertising that targets a very related audience, since they normally interact with the brand in the publications of the social network.

Social Media Optimization (SMO)

Social media optimization encompasses a series of strategies and tools used in digital marketing to boost a brand’s visibility on social networks. This involves, for example, discovering the ideal time and frequency of publication.

Twitter cards

Twitter Cards are rich-format elements that appear on the user’s or follower’s profile timeline. They are used in Twitter ads as they can include images, videos and calls to action, directly from the Twitter dashboard.

Reels

Instagram’s tool that allows you to create audiovisual content in short format and is additional to posts and stories. This new window of the most visual social network is another of the Influencer Marketing trends that will be embraced by a multitude of Instagramers, but also by users in general in 2020.

Hashtag #

A hashtag is a word or a group of relevant words preceded by the ‘#’ symbol and used in Social Networks to classify content, viralize it and increase its reach and impressions.

Arroba @

allows you to identify and mention a person or a company in a social network.

Paid media

It is any media belonging to a third party in which we can publish ads in exchange for paying an amount of money. This concept covers both traditional channels (e.g. radio) and digital channels (e.g. SEM to advertise on search engines).

Paid Social

Social Paid or Social Ads is a type of Paid Media that consists of launching paid ads on a social network (e.g. Facebook). It stands out for its wide range of options in terms of audience segmentation and results monitoring.

ROE – Return on Engagement

The Return on Engagement or Return on Interaction is the expected return on an investment in digital media. It is more difficult to translate into numbers, since we are talking not only about interaction with the brand, which can be measured in different ways, but above all about the impact on the strength of a brand.

Like

It is the action of giving a touch of attention to another user in a social network, positively valuing the content published.

Influencer

Surely, one of the best known digital marketing terms. It is the person with the ability to communicate a brand, product or service in a human and close way to a similar audience. It usually has a large volume of followers, although it is the “engagement” that gives value to an influencer.

Brand Ambassador

It is an action or marketing model that employs people with certain recognition, credibility and trust to promote and give greater visibility to the brand. Unlike influencer marketing, this model is based on a longer-term relationship between brand and ambassador. The current trend is to transform a loyal customer into an ambassador, as it increases the credibility of the brand.

Buzz marketing

It is a marketing strategy that seeks virality by establishing a more personal and spontaneous contact with the consumer (e.g.: doing a live demonstration). This is intended to spread a brand through word-of-mouth.

CM (Community Manager)

This is a digital marketing professional in charge of managing and promoting the online community of a brand or company. To this end, he/she uses social networks to address customer feedback (complaints, queries, suggestions, etc.).

Inbound Marketing Terms

Inbound Marketing

Inbound Marketing is a set of non-intrusive marketing techniques that allow us to attract customers by providing value, through the combination of different digital marketing strategies and actions (Content, SEO, SEM, Social, Automation…). For more information, you can read our full article“8 steps to create an Inbound Marketing strategy“.

Buyer persona

Fictitious representation of our ideal customer, we call it “Buyer Persona“. It is based on real data about the behavior and demographic characteristics of your customers, as well as a creation of their personal stories, motivations, goals, challenges and concerns.

Customer Journey

The path (or journey) that a customer travels over time, through the different points of contact and interaction with organizations. It goes from the first contact with an article, a video, an image, to the after-sales service.

Inbound Cycle

It is based on attracting prospects, interacting with them and delighting them to drive the growth of a company that provides value and builds trust.

Automation

Use of software that allows to perform a series of actions automatically allowing to connect with a customer at the right time and with the right message, in the right channel. These actions are defined by a strategy, creativity, content and constant measurement of results.

Conversational chatbot

Software that simulates a conversation with the user thanks to a strategy and a previous conversational workflow design. It is programmable, measurable and applicable to different platforms such as web or social networks.

Form

Section of a website, blog or landing page designed to obtain the contact details of a user or lead and to know the reason for the query (information, complaint, assistance…) It allows a much more advanced management and classification than a conventional email.

Landing Page

Web page to which an Internet user is directed after clicking on a hyperlink (either a link in an advertisement, a link in an email, a call-to-action button or others…). The landing page can be a unique page created for a specific campaign or simply one of the existing pages of a website.

Lead (prospectus)

A lead is a person who has contacted (email, phone, Whatsapp, etc.) or interacted (reading content, watching a video, etc.) with a company, and who can potentially become a customer of this company. Therefore, it is a user who has entered their data in a form and, as a result, becomes a record in the database of a company with which the organization can interact.

MQL

MQL stands for Marketing Qualified Lead. This is the nomenclature used in Inbound Marketing to say that a lead is of value.

Pull

This strategy consists of deploying marketing communication actions capable of attracting the end consumer to the brand. A good example of this are advertising campaigns that allow you to find the product in physical and online stores.

SQL

SQL stands for Sales Qualified Lead. This is the nomenclature used in Inbound Marketing to say that a lead is ready for sale. In this state, the lead is managed by the sales team.

Target

This anglicism (for “target”) designates the target customer (or a target segment) of a product or service. This is the target of the marketing campaign that promotes it. Its correct definition (age, gender, profession, etc.) is essential for the success of the strategy. Today we talk about the Buyer Persona, which offers more qualitative information about the user, such as his tastes or habits.

Points of contact – Touchpoints with the customer

These are the various interactions that the brand has with the potential customer throughout the customer journey. These are developed through one or more channels (e.g. social networks, telephone, blog) and always obey a purpose.

Lead Magnet

This is content that we offer free of charge to the visitor of a website to give us their contact details (e.g. a downloadable ebook ). Such content must provide value to our audience.

Evergreen Lead Magnets

These are perennial lead magnets. Unlike launch leads magnets (valid only for a limited time), these are contents whose usefulness will be maintained over time.

Prospecting funnel

Better known as a funnel or sales funnel, it refers to an automated inbound marketing strategy in the shape of an inverted triangle. Throughout its successive phases, we convert visitors into: prospects, customers, loyal consumers and, finally, promoters.

Web Analytics Terms

Account, ownership and view (Google Analytics)

When you create an account, a property and a data view are automatically created in that account. These levels make up the structure of Google Analytics that allow data to be collected and analyzed.

Account

The account is the highest level in the Google Analytics configuration. The account will house, the property and the view. In parallel, it is where we define the general Analytics configuration.

Property

Basically, it is the domain or domains associated to the account. In the same account we can link different domains. The property performs the complete configuration of the domain in Analytics as well as the linking with other Google tools such as Ads, Search Console or Optimize.

View

The view or views, you can have several views for each domain, are specific configurations to filter, discard or obtain specific data from a domain. For example, you can create a view where Analytics does not take into account connections from a specific IP.

Attribution

The process of assigning credit for sales and conversions to touch points in conversion paths. Attribution allows advertisers to quantify the contribution of each channel to sales and conversions.

Audience

The audience shows us data about our users, to better understand what type of audience visits our website. This Google Analytics report collects data such as from which country our users access, what devices they use, browser type, interests, age, gender… etc. Audience information is becoming more accurate and complete, allowing a very fine segmentation of our segments.

Event ( Google Analytics)

These are user interactions with content that can be measured independently from a web page or screen load. For example, downloads, link clicks, form submissions and video views are actions that can be analyzed as Events.

Objective (Google Analytics)

Goals are a way to measure how often someone completes a specific action on your website that is relevant to your interests. These goals can be events, access to a certain URL …

Conversion funnel

Also called “Conversion Funnel”, it determines the different phases or steps that each of the visitors to our website has to take to achieve a specific objective. Normally to become a registration or lead or to complete the purchase of a product or service.

Session

This metric indicates all the interactions(hits) that users carry out on a website during a given period of time. It is computed by means of a timer that is started when we enter the web page.

Bounce rate

This is a metric that reveals the percentage of visitors who leave the website without taking any action on it.

Visitor

This KPI refers to the person accessing a website, provided the unique combination of IP address, device and browser is given.

Parameters UTM

These are code snippets that are added to the end of a URL to learn additional information about the visitor. There are 5 types, although 3 are mainly used in Analytics(source, medium and campaign):

  • utm_source: source of the link.
  • utm_medium: channel clicked from.
  • utm_term: keywords for which the link to our ad can be found in search engines.
  • utm_content: identifies two versions of an advertisement.
  • utm_campaign: allows us to identify a campaign.

Terms Marketing Strategy

Digital Marketing Strategy

Digital strategy is the application of technology and digital media to create value, that is, it defines in the digital environment what we do and how we do it. A successful digital strategy is based on the overall strategy of the company, starting from its vision / mission and analyzing the market potential, the profile and needs of customers, the strengths and weaknesses of the company, among other elements. The digital strategy brings together different areas, as it mixes technology with marketing and operations.

Inbound Marketing Strategy

Set of non-intrusive marketing actions and techniques that allow us to attract customers by providing value, through the combination of various digital marketing actions such as SEO, content marketing, social media presence, lead generation via advertising and web analytics.

SEM Strategy

The use of different platforms and paid tools that allow us to position a brand, business or product within the different search engines (Google, Bing, Yandex…).

Content Strategy

The practice used in digital marketing to plan, manage and develop all the content in text and visual format (images, videos) when launching a message to the public or carrying out a promotion of any kind.

SEO Strategy

The use of a range of techniques, including html code rewriting, content editing, site navigation, linking campaigns and more, in order to improve a website’s position in search engine results for specific search terms (keywords).

Google Platform Terms

Google Ads

Google’s advertising platform on its own search engine, Google Ads. Through ad campaigns, ads have to meet quality and optimization requirements to enter the bidding and auction system that determines the right ad for each user and for each search.

Google Analytics

It is Google’s web analytics tool. It offers grouped information of the traffic that reaches the websites according to the audience (users), acquisition (channels through which they reach the website), behavior (web browsing) and conversions (value actions) that are carried out on the website.

Google Search Console

Google Search Console is a free service from Google that helps you monitor, maintain and troubleshoot the indexing and appearance of your website in Google Search results. This tool allows you to understand and improve the way Google sees your website.

Google Marketing Platform

It is the unified platform for advertising and analysis of Google products to develop marketing strategies in a smarter and more effective way.

Google Optimize

One of the tools within Google Marketing Platform. Helps web development focused on UX based on a/b testing. Helps to create a better digital user experience by testing different versions of a page (changing a button, a color, a text, the organization of the contents…).

Google Tag Manager (GTM)

Another tool that can be integrated within Google Marketing Platform. It is a tag management system that allows you to update the tracking of your web or mobile app, through tracking codes and related code snippets collectively referred to as “Tag” tags.

Once GTM is installed, a user can insert new tags, triggers or tracking variables into web pages directly from the tool, without having to manually modify the html code of the page (and eventually call in a programmer).

Google Data Studio

Google Data Studio is a tool that is also part of the Google Marketing Platform toolset. It is a free application that converts data into clear reports and dashboards, fully customizable and easy to consult and share.

Google Trends

Keyword and search term search trend tool for both desktop and mobile. Organizes information into time periods and geographic areas.

Youtube

Streaming video platform in which users upload content (professional and non-professional) in video through a channel associated with the Google account. Currently, the second most used search engine in the world and where digital advertising is evolving faster.

GA4 Analytics

It refers to Google Analytics 4, the new version of this platform that will replace Universal Analytics as of July 1, 2023. With this version, Google intends to unify its Web (Analytics) and App (Firebase) measurement platforms.

Thanks to its reports we can track users in a more complete way on websites, applications and software to analyze the customer journey.

Attribution

This Google Analytics tool allows us to know the attribution models (how the customer interacts with the brand). It is very useful to analyze to what extent the different channels used have contributed to the conversion.

Websites

User Experience (UX)

User eXperience refers to what a user feels when interacting or browsing with a certain product or service. UX design, therefore, prioritizes that this perception is as positive as possible (ease of use, ease of finding CTAs, overall impression, values, categorization of information…). It is different from the UI (interface that allows the visitor to interact).

Pop up

This is a pop-up window that appears when we are viewing a website in the browser. The pop-up message (usually advertising, but can be informative or for newsletter registration) is thus superimposed on the content of the active page we are on.

Shopbot

It is a software that acts as a web commercial agent. This tool helps to search, compare and purchase products or services on the Internet in a particularly agile way. The best shopbots improve as they learn from user requests, thanks to artificial intelligence.

Mailing terms

Mailing

It is a type of email marketing focused on direct sales through the promotion of a product or service. In it, the email acts as a communication channel between the brand and the potential buyer.

Opt-in

This process (also known as“one-time confirmation“) consists of asking the user for permission to send marketing messages to their email address. This ensures that they are interested in receiving them and, consequently, that they are not perceived as SPAM.

Opt-out

It covers the various techniques that can be used by the holder of an e-mail account to prevent the receipt of unwanted advertising messages. Such is the case of the unsubscribe button that usually accompanies newsletters. By Opt-out, we also mean the action by the user of removing the option to receive future mailings marked by default on a form.

Permission marketing

It is a variant of marketing characterized by the consumer voluntarily allowing advertising messages to be sent to him. This is the result of their interest in the brand or in a specific product.

Phishing

A form of hacking that seeks to steal confidential user information (e.g. passwords). To obtain such data, users are tricked with fictitious emails or websites that impersonate the identity of entities they trust.

Spam

This term encompasses all unsolicited and/or anonymous messages. This form of communication is almost always sent en masse and has an advertising nature. It is usually used in emails, forums and social networks. All messaging services nowadays include anti-spam filters.

Terms of applications (apps)

App

Apps, or applications, are programs written in different languages for smartphones or tablets. The language varies depending on the operating system used (iOS for Apple, Android for Google, etc.). They allow you to create a unique experience for users, which goes far beyond what a website can offer. They are useful and easy to install/uninstall from app marketplaces. There are thousands of apps of all kinds: games, services, products, entertainment…

Freemium

This business model divides app users into two levels: premium (unlimited functions) and free (limited access), depending on whether or not they pay to use the app.

Geomarketing

It is an area of marketing that uses geographic location methods. This discipline uses the exact location of the customer to enable the growth of a business.

Geotargeting

This is a digital marketing segmentation method that personalizes ads and content based on the geographic location of the potential customer.

Glossary of Digital Marketing and Digital Strategy Terms

Our glossary of digital marketing terms will be rolled out periodically, so refresh the page to stay up to date. In the meantime, you can always count on EMD for any questions you may have.

  • Eric Onidi
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8 steps to create an Inbound Marketing strategy
8 steps to create an Inbound Marketing strategy 2560 1707 Eric Onidi

Inbound Marketing is a relatively recent concept that deals with the most effective way to attract customers. Inbound Marketing is far from traditional marketing strategies. To create an Inbound Marketing strategy, we propose you to follow 8 steps. The main objective is to captivate and attract users to a website or blog to convert them into leads or registrations. After a maturation process during which we will send them the information they expect or need, we will transform them into the real customers we expected. It is not a matter of attracting attention so that potential customers come to us, but to create content thinking about providing answers to the needs of our users.

Did you know where this concept comes from? Inbound Marketing emerged in the United States and became popular in 2009, among other reasons, because of the book by Brian Halligan and Dharmesh Shah, “Inbound Marketing: Get Found Using Google, Social Media and Blogs“. Soon after, this “attraction” marketing expanded to the rest of the countries, differentiating itself from Outbound Marketing in which the company was looking for the customer and not as now, that the customer is attracted to the company and looks for it. Many new terms came from the other side of the world, here we leave you a small but key list so you don’t get lost in the marketing world.

inbound-outbound-marketing

What is Inbound Marketing for?

  • Increase the visibility of your business, i.e. the ability of your brand or website to be seen through Google results, paid campaigns, blog content, videos, email marketing…
  • Attract more traffic that generates leads, thanks in large part to content that is more tailored and not so generic.
  • Attract quality traffic that corresponds to your target, or “buyer persona” which are real potential customers.
  • Reduce investment in advertising, “paid media”, such as Google or Facebook Ads, and reallocate the budget to own media, such as a blog or a YouTube channel.
  • Generate eye-catching content: the more relevant the content, the more likely you are to convince visitors to your website or application to follow you and in the future to make a purchase or contact you. Inbound Marketing is basically composed of different contents that are disseminated through different channels. Ideally these contents complement each other, making the user access them from several channels.
  • Ease of closing the sales process. How? To implement an Inbound Marketing strategy we will invest time in studying what each person needs at each moment. The creation of content that adds value is based on knowing in detail our “buyer personas” and the individual buying process. In this way, with all the information obtained from our database, we will observe what to offer and the stage theyare in. In the face of a known need, a solution on a plate.

How to create an Inbound Marketing strategy in 8 steps?

But how do we create an Inbound Marketing strategy? If you read any blog that talks about this type of strategy, you will see that not all of them are the same or organize the steps in the same way. But we can guarantee that in summary they all coincide in the same verbs: attract, convert, relate, sell and analyze.

From EMD we will tell you in a summarized way which are the steps we use to create an Inbound marketing strategy in 8 steps.

1. Knowing the business

We must know its vision, values and mission. Define the objectives, the difference between our project and the competition, the available resources and the priorities…

2. Describe our buyer persona

It is one of the fundamental pillars around which marketing actions should be planned. In other words, it is a way to fictitiously personify our target customer. We do this so that the company can understand its customer and thus improve its customer acquisition ratios, sales or the format in which it presents its services.

If in the past we were satisfied with having a segmentation of the public based on age, sex, place of residence or socioeconomic level, today we can go much further. Knowing their concerns, relationships, interests, intentions, hobbies, day-to-day life or friends is now possible… And the more we know about our buyer persona, the closer we will get to making the right decisions related to product or service development, communication actions, sales and brand messages… As you can see, business strategy depends on detailed knowledge of what our customers expect.

There are different methods and tools to obtain this information; we will explain them soon in another blog post.

3. Purchase process

Once we have identified our buyer personas, we need to know what they are and what they are not. stages they go through from the moment they discover they have a need/problem to the moment they decide to purchase a product or service to solve it. To analyze the phases of a process The well-known AIDA model, which consists of 4 guidelines, can be used:

Understanding-the-aida-model

4. Key words

Not all words are good keywords, nor only a few are the right ones to create a great strategy. Keep in mind that they will be present in your SEO strategy, social media and in all the content you create. To choose them you must understand what needs your target customer has, so you can choose the ones that best suit and fit your target. A good way to understand which words are the closest to your target is by doing an in-depth study such as a semantic analysis, which we explain in this blog post:“Semantic Analysis in your SEO strategy“.

There are two factors to take into account when choosing keywords:

  • User intent, with searches:
    • informative: corresponding to a search for information in general on a specific topic
    • transactional: corresponding to a search for an already identified product, a supplier of this product and its price, delivery conditions, etc.
    • navigational: which are more playful searches, without a clear intention.
  • Search volume:
    • Head tail: correspond to very broad searches and with a high volume of searches, i.e. a lot of competition…
    • Middle tail: these are more specific searches, but are still very general.
    • Long tail: correspond to very specific searches, with little competition and which are mostly transactional.

5. Organize content and plan its dissemination

In order to offer the solution to the needs identified in our buyer persona, a good planning of the content calendar is key. It is a matter of assessing which of our publications are included in the dissemination plan. In addition to good planning, we must bear in mind that content is king, as long as it has the added value that attracts the user we are interested in. We could say that there are some rules when it comes to consider the publication of this content, it has to be:

  • A specific content that attracts those who are looking for something specific. “NO to eternal texts. We have less and less time and we don’t want to waste it in eternal searches among endless texts or empty posts. Let’s apply the rule of less is more.
  • The content has to be entertaining or at least educational, but not promotional, since in 80% of the cases it scares people away. This rule is valid for the website, social networks or blog, for example.
  • The design of what you show is important. Remember that the first impression is the one that counts the most, but a good impression without valuable content is worthless.

Owned, earned, paid

Once we have the perfect content we will have to see how to distribute it successfully. One of the simplest and most typical ways is with our own media and dissemination channels, through a blog, email, networks, videos.

A second way is through earned media, it is a very easy and fast way, since it is the publications made by our users of social networks, whether comments, links, repost… An organic way to be known through the opinion or activity of our audience, being able to get future customers thanks to the experiences of the first ones.

Finally, with paid media. In this case it will have a cost, although we have much more control over it, we can decide, in most cases, the segment that will receive it and its temporality, such as banners, external links…

Inbound Marketing turns your brand into a powerful magnet

Raquel, from EMD

6. Take off with advertising

Organic positioning is the pillar of an Inbound Marketing strategy, but let’s not fool ourselves, to be well positioned we will need time and sometimes Google plays tricks. That is why we should consider betting on other actions that allow us to attract traffic in the short term, such as SEM (Search Engine Marketing) with ads in Google Ads (Paid Search, Display, Remarketing) or Bing. Another interesting method to get visits to our content is with Paid Social, that is, placing advertising on social networks such as Facebook, Instagram, Pinterest, LinkedIn, Twitter, among others.

Note: if you get dizzy with all these terms we advise you to read our “glossary of marketing terms”.

7. Automate processes

Once the previous steps have been completed, the next step is to create the automation process. You will have understood that sending personalized content at the right time and on the right channel can be a real puzzle if you have many users. There are platforms that allow you to automate and manage from a single place most of the digital marketing processes, we could call them “all in one” tools.

These software help us to execute our marketing strategies in an automated way, and allow us to have a much more complete control of the whole process, since we can know if we have achieved leads with our strategy, how and what has happened in the sales process. Among the best known platforms are HubSpot, Pardot, Zoho, Marketo, Eloqua, Spokal. Although we can also find more specialized tools in the various aspects of automation.

8. Analyze traffic and results

A regular and detailed analysis of the traffic we receive, of the audience, of the content read or consumed, is a fundamental step in modern marketing. Assessing whether the decisions taken are the right ones and are yielding positive results or whether, on the contrary, our strategy needs to be reoriented seems obvious. However, it is surprising how little time companies devote to this work.

Basic data such as the number of unique users, the evolution of the bounce rate, time spent on pages or conversions, cost per lead, acquisition, etc … are KPIs (Key Performance Indicators) that we cannot ignore. To go further and get more out of analytics, current tools allow us to obtain precise data on audiences, conversion funnels or attribution; in short, key information that will give us a better understanding of our users and allow us to adapt our actions.

CONCLUSION

In this article we have presented how to create an Inbound Marketing strategy in 8 steps. Soon we will develop each of the points with case studies and interviews with experts in the marketing field.

Do you have doubts about a specific point? Do you want to ask us how to define a strategy for your company? Follow us on LinkedIn, on our blog or contact us directly through this form.

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Methodology for implementing Semantic Analysis
Methodology for implementing Semantic Analysis 1280 636 Eric Onidi

Search engines are increasingly focusing on semantics, intent and the context in which a user performs a search. This is in order to offer the most relevant content possible.

Consequently, we must adapt our digital marketing strategy to understand what interests the user at each moment and create the right content to offer in the appropriate channels.

The way to do this is through semantic analysis and semantic content creation, as described in our previous articles.

On this occasion, we detail the methodology to be used to implement semantic analysis in a content strategy oriented to satisfy the user’s needs as the main and, we could say, almost exclusive objective.

Because by fulfilling this objective, other benefits will automatically appear: better SEO positioning, a better brand image, more relevant and profitable advertising, greater diffusion in social networks, among others.

Ultimately, all elements of a successful Inbound Marketing strategy will benefit from working on semantic analysis.

The methodology to implement semantic analysis consists of several phases that we will detail below.

The Methodology to be implemented and its different phases

As a preamble, we will highlight the importance of putting ourselves in the shoes of our “Buyer persona”, i.e. our target audience.

What are their intentions, how they approach a product or service, what is their buying process are key elements to know.

In terms of semantic analysis, we will focus on the questions that are asked at any given moment, how they are asked (in writing or by voice), where and in what format they expect the answers, in parallel to the initiatives they expect from our brand.

As we can see, we are far from the old robot-style “buy red shoes” language that was used when searching and did not return valuable content for the user.

Phases of Semantic Analysis implementation

In a process that extends over nine steps, the methodology for implementing semantic analysis ranges from the first choice of topics to be developed to the creation of the editorial plan and the measurement of results.

Below, I will explain each of these steps so that you can start integrating semantic analysis into your editorial strategy.

Semantic analysis methodology

Step 1. Identify issues

The first thing to do is to identify the main themes we will work on. These themes will be given by the nature of our company, its products and/or services.

For example, if our company is a digital strategy agency, the main topics will revolve around digital strategy and online marketing.

It is a matter of finding, not defining, and starting to align content with our core business. Subsequently, throughout the different steps we will define and adjust the best content for the user.

Step 2. The purchasing process

As we mentioned in our previous article Semantic Content and Customer Journey, throughout the purchase journey we find different phases through which the user passes. From the moment they discover our brand or product until they become our ambassador to other users.

These phases are:

  1. Discovery
  2. Consideration and research
  3. Purchasing and loyalty

This will allow us to develop the right type of content and plan its dissemination through the appropriate channels, favored by the user.

Step 3. Keyword research

At this stage of the methodology, we will perform a keyword audit of the different topics we are going to develop. For this we will have to carry out a study containing the following type of keywords:

  • Generic and sector
  • Short tail
  • Long tail

The most accurate way to obtain the necessary information is by analyzing the long tail keywords used by users and all queries and questions related to our topic.

Step 4. The competition

We will carry out a study of the competitors in the sector, their keywords and the keyword gap between our company and the rest of the competitors.

To do so, we carry out an organic competition study. That is, competing companies in search engines such as Google or Bing.

The study will focus on the following tasks:

  • Organic competence of the sector
  • Keywords of each competitor
  • Long tail keywords of each competitor

The objective of this step is to acquire to our keyword strategy all relevant long tail keywords from the competition.

The most accurate way to obtain the necessary information is by analyzing long tail keywords. long tail keywords keywords used by users and all queries and questions related to our subject matter.

Step 5. Categorization of keywords

In this step, we will classify the keywords found into several categories and associate them with the type of pages (transactional or informational) that we already have, or that we will develop. We will begin to outline the evolution of the contents and the structure of the site.

The implementation of new pages will allow us to:

  • Increase keyword volume
  • Responding to product searches with an informational or more commercial message
  • Appear in organic positions where, currently, you would only have a paid position.
  • Reduce costs of paid campaigns (by relevance and quality of landing pages)
  • Lose dependence on one keyword for all products
  • Improve global positioning

Step 6. Keyword and content selection

After the detailed analysis of all the keywords and their categorization, we will define precisely all the keywords + long tail keywords on which we will work and to which step of the buying process they belong.

Then we can define the Content Matrix, including the type of content (from storytelling to videos, articles, photos, podcasts…), the channels (web, blog, social network), the type of promotion and the necessary material.

In parallel, we will draw the impact it will have on the structure of the web: new contents in commercial pages, new informative pages, links between pages…

Step 7. Editorial Calendar

As in any content strategy, the preparation of an editorial calendar is essential to define and plan the type of content to be produced, its category (discovery, informational, inspirational…), the channel through which it will be disseminated (blog, rrss…) and the publication date.

From the content matrix, we will transfer all the defined content to the editorial calendar for its correct management.

Step 8. Content promotion

Giving the widest dissemination to the content must be a priority. The greater the reach, the greater the possibility of attracting and converting leads.

We can promote content organically, through paid media or through organic or paid referrals.

Depending on the strategy, objective and budget, the promotion of the content may be totally different. In the end, the important thing is that the content strategy is aligned with that of the company.

But above all, what must be taken into account is that the work does not end with the creation of content; dissemination is a fundamental part that will require significant involvement.

Step 9. Measurement

Measuring the results of the content will give us the vision of the success, or not, of our strategy. Measurement is of utmost importance to evaluate if our decisions have been the right ones.

In the digital environment, measurement can be done in real time, which is essential to instantly carry out improvement actions , optimizations and corrections.

We must understand the main metrics of those platforms through which we promote the different contents.

Implement Semantic Analysis Methodology in your strategy

As you have seen, the implementation task must follow precise steps. It may seem laborious, but the benefits you will obtain are worth the effort. The main one is that your content will provide precise answers to your users’ questions. Additionally, your website will benefit from a better SEO positioning due to its structure and organization.

For any questions or if you want to implement semantic analysis in your company, you can count on the experts at EMD!
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Semantic Content and Customer Journey
Semantic Content and Customer Journey 1920 1280 Eric Onidi

The implementation of Semantic Analysis in the SEO strategy allows to develop, plan and execute a semantic content plan adapted to each stage and channel of the Customer Journey. This implementation must follow a precise methodology to be effective.

Thanks to the previous study and audit, we will be able to perfectly understand what the user is looking for and what he needs. In this way, we will be able to create the expected content and “send” it in different formats to guide them through the purchasing process.

To achieve this precision in responding to the user at the right time with the right content, it is crucial to understand the Customer Journey and its different stages.

What is Customer Journey?

The “customer journey” or “buying process” is the journey that people make from the moment they identify a need for a product or service until it is satisfied.

There are several stages in this journey and each one has different needs.

Generically, the stages are as follows:

  1. Discovery
  2. Consideration and research
  3. Purchasing and loyalty

For each stage we must identify the touch points between a person and the company and create content that corresponds to what the user expects.

Stages and objectives of the Customer Journey

Below is a breakdown of the different stages of the Customer Journey and the objectives we should set for each one. The digital marketing strategy will have to be defined according to these objectives.

Customer journey map

Recognition of a need

This first stage is crucial to create or capture consumer desire and need, present in a multitude of online channels.

At the moment they encounter your brand (point of contact), the goal is to build trust and position your company as a credible source of information. At this point the user does not have a clear intention to buy, so we must avoid aggressive messages and position ourselves as a source of valuable information and inspiration, with a lot of added value.

It is at this stage that the construction of the brand image begins, from a qualitative point of view.

Purchase consideration

In this phase of the journey, users start to compare between different companies that they have detected can satisfy their needs. There is an evolution from desire to a possible purchase intention.

It is at this moment when you have to position yourself as the company, the specialist or the product that the user really needs above the rest.

To achieve this positioning, content must be created with the objective of contributing, helping, being useful and being a reference for the user. Only in this way will we begin to influence their decision.

Purchase decision

The moment arrives when the user is ready to select a professional, product or service and make the purchase.

Impacting the user on the most advanced features of your product or service and advising them will definitely influence their decision and subsequent evaluation of what they have purchased.

The sale does not end the user’s relationship with your brand or company. In fact, this last part is not, because it has only just begun. The goal is not only to make the sale but also to build loyalty and convince the user in the long term.

This loyalty will make the user become a promoter of your company and/or services and attract other users. In addition, an already convinced/loyal user will be interested in your brand or business again.

Semantic Content Creation

Thanks to our previous work of semantic analysis of keywords, search intentions and SERP results, we will be able to generate content that will help the user to move forward in their own journey.

Semantic analysis in content creation

As we told you in our previous article, in recent years Google’ s algorithm has set itself the goal of understanding us better in order to offer us better results.

Specifically, it studies the relationship between individual words in a search query to create meaning or context. That is, through concept matching, synonyms and natural language algorithms, Google understands language as a human would.

Semantic analysis aims to improve the accuracy of search results by understanding the user’s intent through the contextual meaning of their search. This will help us create content that gives the right answer to what the user is looking for.

Content Types

As we have just seen, we will have to generate specific content for the user depending on whether they are in a moment of discovery or at a more advanced stage and closer to the final purchase.

These contents must reach the user in different formats and platforms, but… Which is the most appropriate for each moment?

Semantic Content Types

Contents in “Discovery” phase

At this stage of the buying process, the user has just met us and does not have much information about our product or service. However, he/she intuits or knows that he/she may need us.

It is at this point that we have to offer generic information about us and what we can offer. We have to approach and start aligning the user to our value proposition.

For this purpose, content such as:

  • Articles on trends and/or fashions related to what we are and what we offer.
  • Current articles about our brand.
  • Ideas and recommendations about our products and/or services and various other related ones (it is important not to limit yourself to your own brand but to provide a broader vision).
  • Viral content related to our brand
  • Data and general information about our products and/or services or our brand

This type of informational and inspirational content will allow the user to identify or create a need. We will be a reliable source of high added-value content, in addition to raising awareness of our brand.

Contents in “Consideration” phase

The user has a need and looks for related information or inspiration at different times and channels. Little by little the interest becomes more precise and converts the initial need into a desire to buy. It’s time to keep generating the right content to help convince them when it’s time to buy.

For this phase, the contents we will develop are, for example:

  • Manuals and practical guides
  • Reference documents and/or articles
  • Third Party Opinions and Insights
  • Research papers and/or articles
  • eBooks
  • Webinars

These contents will be contributing and helping the user in such a way that we will be able to positively influence their purchase decision. In addition, it will define us as experts in the solution that best suits them.

Contents in “Decision” phase

At this point in the customer journey, the user has already decided to buy and we have to help him to make the step, of course with one of our products or services.

For this purpose, the contents we have to generate may be:

  • Product or service details (technical data sheet, detailed description, advantages…)
  • Testimonials
  • Reviews and comments about our brand and our solutions
  • Documents with success stories about our solutions
  • Free product trials

This last “push” will end up converting the user into a customer.

Channels for content dissemination

It is essential to offer a person valuable content that corresponds to their intention at each point of contact with the brand. It is equally important to know and choose the channels through which we are going to deliver it.

Each phase of a Customer Journey has its own dissemination channels to better connect with our target, the “Buyer persona”.

These are some of the channels or platforms you can use in the three main phases we have identified.

  • Discovery – Own or third party blog, website, social networks, landing page, press or digital magazine, newsletter, referral…
  • Consideration – Videotutorials, web, blog, webinars, ebooks, social networks, slides…
  • Decision – eCommerce, marketplace, app, landing page, social networks, email…

There are channels such as social networks, the blog or landing pages that can be useful at any stage as long as we develop the right content.

In short…

Semantic Content and Customer Journey table

The management of content, formats and channels summarized in this table requires a global strategy that integrates the different areas of digital marketing but puts the user at the center of all of them. We are referring to Inbound Marketing.

Thanks to Inbound Marketing and its Automation tools, we will be able to accompany and be in contact with the user throughout the customer journey.

In a future blog post we will explain how to implement an Inbound Marketing Strategy. In the meantime, count on our help to perform a semantic analysis in your company.
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Semantic Analysis in your SEO strategy
Semantic Analysis in your SEO strategy 1280 853 Eric Onidi

Google’ s algorithm has evolved over the years to deliver search results that are closer to what users need and want.

One of these evolutions is semantic SEO , which not only affects SEO itself, but also influences other aspects such as web structure and, especially, content.

Performing a correct semantic analysis at SEO, web and content level allows us to define a strategy focused on providing valuable answers to users’ searches.

What is semantic analysis?

To be more specific, it studies the relationship between individual words in a search query to create meaning or context. Through concept matching, synonyms and natural language algorithms, search engines understand language as a human would.

Therefore, semantic analysis aims to improve the accuracy of search results by understanding the user’s intent through the contextual meaning of their search.

In this way we can create content that corresponds perfectly to what the user is looking for on the Internet in relation to our products, services or sector of activity.

By proposing a high added value, our content will be highlighted and privileged by Google and the SERP. Consequently, our position in the search results will improve considerably.

Semantic analysis also provides us with information to understand the search volume and competitiveness of each set of keywords used.

By competitiveness, we refer to the number of articles or material that exists in relation to a particular topic. In this way, we can assess the effort that will be necessary to position ourselves optimally and evaluate the performance of the same.

Semantic analysis strategy

Semantics and keywords How are they related?

When you summarize the content of a page in a sentence or simple words, the result is your keywords. They are ideas and themes that define what your content is about.

Therefore, in general terms, a “keyword” is not a single word, it is a combination of 2 or 3 words that needs a context to lead people to the right page.

Long Tail” keywords are a combination of 4 or more keywords, which makes the search query more specific and easier to understand. In short, semantics.

Semantics and content. Qualified organic traffic

When we create content for the website, blog or any other channel, we want our keywords to be relevant and respond to what users are searching for on Google.

If the content is relevant, Google will improve the ranking of your page over other pages in the search results (SERP).

To obtain this result, i.e. to rank among the first search results and increase qualified organic traffic to our site through content, we must make sure to:

  • Analyze that our keywords and main topics correspond to what users are looking for.
  • Study the type of search queries that are made in relation to our products or services. That is to say, keywords and long tail keywords around a topic.
  • Analyze our target audience and their searches.
  • Know the user’s search intention and context.
  • Monitor our competitors in order to know and anticipate what they are doing and thus improve our position with respect to them.

A semantic analysis approach will enable you to carry out these tasks and to provide an answer that will allow you to draw up an effective strategy over time.

Tools for semantic analysis

As we have discussed so far, semantic analysis is based on keywords, context, search intent and semantic content.

Along these lines, we recommend some of the tools we use at EMD to carry out semantic analysis. Does this mean that you always have to use these tools? Of course not!

These are recommendations based on our tools, but we know that in the digital environment there are many and diverse applications that you can use.

  • Answer the Public – Surely one of the most useful tools for the study of semantic keywords and for semantic content planning. It is based on the “Search Listening” of the questions that users ask in search engines (Google, Bing…) and generates multiple options of long tail keywords.
  • Semrush – One of the applications par excellence for the study, audit and planning of keywords, organic traffic, backlinks, content… One of the best “All in one” Marketing Tool.
  • Google Trends – Allows us to study the trend of keywords by year, region, country, and make comparisons between several of them to determine which keyword or keywords will be relevant

Why implement semantic analysis in your SEO strategy?

Aligning with search engines and their changes

As we mentioned at the beginning, semantics in SEO is a consequence of the evolution of search engines. Therefore, implementing semantic analysis and SEO will make us stand out in Google’s eyes by being aligned with its algorithm.

In parallel, the content we create will benefit from:

  • Better positioning in Google (Hummingbird) and Bing as both search engines are introducing semantic context in their results pages.
  • They will be included in the search history, devices, location …
  • Algorithm changes that apply, among others, to sequential queries (series of search queries based on the results found).
  • Better positioning in voice search results, a fast-growing trend (it is estimated that by 2020 voice searches from mobile will account for 50%)

The structure of the web and semantic analysis

The structure of the website and internal links must evolve to enhance semantics in keywords and content.

Perhaps not so much for the user to understand this structure, but to make the task of semantic understanding easier for Google (and increasingly Bing).

A correct content categorization, tags optimization, refined goals and seo friendly and semantic url’s, will be key to score points in the list of SEO requirements of search engines.

Identify Buyer Persona needs

By generating content that interests the user every time they interact with our brand and that adapts to their intention at all times, we will create a high-value relationship for our audience (customers or prospects), which will translate into brand recognition and awareness and of course into future sales.

We will also be able to identify and better understand our Buyer Persona, the evolution of their intentions, tastes, desires, etc… to be much more relevant at each stage of the sales funnel.

Result of implementing semantic analysis in our strategy

Nothing like a practical and real example to see how the analysis, development and execution of an SEO and content strategy based on semantics offers users the results they are looking for.

To do so, we suggest you search for “Who wrote Don Quixote“. Google returns a rich card in which it indicates, directly, that the author is “Miguel de Cervantes”. It adds the most relevant information about him.

Semantic search result

That is, Google interprets that what we want is information about the author of this book and not about the book itself.

On the contrary, if for the search we use the keyword “Don Quixote”, Google will return the organic results of those pages better positioned and that contain all the information about the literary work.

Non-semantic search result

Semantic analysis and future

The relevance of search results is the focus of all search engines and voice assistants (Amazon Echo, Apple, Siri, Google…). Research on semantic aspects will continue to progress in order to facilitate a natural dialogue between the machine and the user, in line with their intention at the time.

Consequently, you should incorporate semantic analysis into your digital marketing strategy as soon as possible.

In this article we will explain the steps you should follow to do it and in this one we will describe how semantic analysis helps you in each step of the Customer Journey. But if you prefer, you can count on our help!

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What is Return on Engagement (ROE)?
What is Return on Engagement (ROE)? 2560 1708 Eric Onidi

We are familiar with the concept of ROI (Return On Investment), the return on investment, which measures the profit obtained in relation to the investment made. In this article we will explain what ROE(Return on Engagement) is, a concept that has been used in digital marketing for just over ten years.

First of all, it is important to translate the concept of “Engagement“, so that we are clear about what we are talking about. Granted, we are fluent in English, but sometimes it is easier to understand things in our own language.

In the context of digital marketing, by engagement we mean the commitment, loyalty, involvement and participation of a person with a brand. It is in some way an indicator that measures the level of adhesion, of attachment of this person to the brand.

Traditionally, brands have tried to calculate how much engagement and involvement can generate a certain action or strategy – and the corresponding economic investment – in social networks, blog, web, app, video…

The difference with ROI is that ROE is more difficult to translate into numbers, since we are talking not only about interaction with the brand, which can be measured in different ways, but above all about the impact on the strength of a brand.

Return On Engagement (ROE) | Marketing and Digital Strategy Glossary | EMD

Engagement KPIs

There is a whole battery of KPIs(Key Performance Indicators) that are often used; for each action, engagement objectives can be determined and evaluated.

For a webinar, for example, this could be the number and percentage of people who register, those who attend the online course, the number of requests for information or quotes received after the webinar, etc.

For a video it can be the time spent watching it, if you watch it to the end, the number (and percentage) of likes obtained, clicks on links, interactions, times shared, comments received, subscriptions to the channel …

Experience in many companies has shown that they tend to put too much focus on these kpis and generate a kind of obsession with the number of fans, shares, registrations, info requests, downloads… the goal being to increase these numbers in any way possible to legitimize our actions.

If we have seen so many times brands with inflated fan numbers on various social networks, coming from dubious origins, it is for a reason…

It is clear that the actions we carry out, and in particular in the field of digital marketing, must have some indicator of results, and that there are not many other ways to evaluate the impact produced. So the method is the right one.

Empathizing with people

However, brands need to evolve their thinking and put themselves in people’s minds. Okay, it’s not a very new concept, we’ve been reading the same thing everywhere for years!

But let’s try to do it for real. We are a person, not a consumera usera user singleuser, a visitora audience or a cohort … (they have given us some nice names, haven’t they?)

How the brand intends to reward me for my loyalty, for my commitment to it, for the value and the information I provide with my personal data, my navigation or behavioral data collected through the cookies that are installed on my computer every time I open a new web page.

In the age of data, my location, my interests, my contacts, my behavior, my intentions and my intentionseven my words (!) are stored and analyzed. What will I get from brands, beyond personalized advertising and remarketing (with banners everywhere for having looked at a product)?

Brands that will know how to focus on solving a person’ s problems, provide content with added value, service, inspiration, information or quality entertainment, social value; those that will know how to humanize the relationship (let’s not talk about B2B or B2C, let’s talk about human to human), forget for a moment about kpis to be perhaps more altruistic, are the ones that in the long term will strengthen their image and get the maximum Return on Engagement.

Finally, this ROE can be measured through datamining on social networks, in forums or blogs, in comments, analyzing and structuring the information of millions of written words. It is a more in-depth work, which requires means to do it, but it is surely very valuable.

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Automate to humanize
Automate to humanize 2560 1709 Eric Onidi

The basis of marketing is to understand customers. What are their expectations, their desires, their problems, etc. by putting them at the center of any action or decision. Marketing automation allows to go further in this process.

Traditionally, depending on the type of product or service we offer, we identify our target, i.e. the target customer, and segment the market. This segmentation is usually done by demographic data (age, income, level of education, nationality, occupation, etc.), psychographic data (attitudes, lifestyle, personality) or behavioral data (type of use of a product, for example).

Today there are many more forms of segmentation based on data we obtain from consumers’ online behavior:

The segmentation becomes very precise, including elements such as consumers’ intentions (purchase intention, information search or inspiration…), their interactions with a brand (sharing or evaluating information on social networks for example), their perceptions of a brand (in relation to online comments) or their geo-positioning (location information given by a connected device).

User expectations

In parallel, consumers have never been so demanding of a brand:

The starting point (maybe we forgot at some point), is that they want to be treated as human beings, not as numbers or “IDs”. They are not just a wallet, a prospect to be converted into a customer. They want human-to-human relationships, not business-to-consumer, Business-to-Business (B2B) or Business-to-Consumer (B2C), as we usually think.

They want to receive quality inputs, in the form of high value-added content that uses the same language as their own. Those inputs should be based on their problems, their doubts, their passions or their intentions at any given moment.

They want immediate, personalized and consistent responses to their requests, on all communication channels, online and offline. How many times have we explained the same story to different customer service operators? How many times have we received banner advertising for a product we have already purchased? The organization of a company does not matter: the fact that marketing is not connected to sales or customer service is not the problem of the customer, who wants the experience with the brand to be as seamless as possible.

On the other hand, today’s consumer demands more from the brand than a product or service, he needs to know what are its values, what is its vision, how it takes responsibility for social or ecological aspects … What does the company do with the personal and behavioral data it is giving him, how is its loyalty rewarded?

The brand has to empathize with the consumer, to feel what he feels, and to provide in real time the appropriate response to his request, in an ” ultra-personalized” way. This is when we talk about unitary segmentation, that is to say, formed by a single consumer (a utopia for marketers?).

Automate communication

In order to offer this degree of customization, there are several stages:

  • First we must capture as much information as possible in the form of data from all users.
  • Secondly, we must structure this information. This is done thanks to datamining , which allows us to discover behavioral patterns in the huge amounts of data received. Of course, the finer and more detailed the pattern and the smaller the segment, the greater the possibility of personalization.
  • Thirdly, we must know at what stage of the buying process the user is at. It allows us to determine their intention and needs: they may be at the beginning of the process, asking themselves general questions or looking for inspiration. They could also be already decided to buy a product and are actively looking for a supplier for a specific and immediate need. If you want to know more about the Customer Journey, we recommend this blog article where we give you all the explanations…
  • Finally comes the automation of communication, which makes it possible to send the right information in real time and on the right channel. This requires pre-established content elements adapted to each situation (type, format, length, etc.). The final content is created based on the analysis of behavioral data and user intent.

Of course we are talking about a background work that requires time, methodology and a certain budget. Relying on experts is advisable to ensure a correct implementation of the tools (software, chatbot…).

In B2B, Adobe’s Marketo is a good example of an automation tool. For those who want to go deeper, here is the link.

All of the above leads me to this conclusion: it seems a paradox, but automation is synonymous with the humanization of the relationship between the company and the consumer.

Do you have the same opinion?