Digital marketing techniques

It is no longer worth making a Web page to get visits and sales. Before doing anything, we should study the different digital marketing techniques to be able to decide if a project is viable or not and if we are going to be able to get the most out of it.

It is no longer worth making a Web page to get visits and sales. Before doing anything, we should study the different digital marketing techniques to be able to decide if a project is viable or not and if we are going to be able to get the most out of it.

Main techniques of Digital Marketing:

  • Web Analytics
  • Search engine optimization (SEO)
  • User Experience (UX)
  • Search Engine Advertising (SEM)
  • Email Marketing
  • Social media
  • Combinations with Offline Marketing

What does the selection of digital marketing techniques depend on?

The selection of these techniques will depend fundamentally on 3 factors: our public, our competence and our capacities. It is true that there are large companies with large budgets on the Internet, but it is also true that smaller projects can gain a foothold if they manage to intelligently apply these types of techniques and connect in some way with their potential audiences.

Before continuing, we recommend that if you have not done so yet, you review the previous class to find out how the different digital marketing techniques are situated in relation to the steps that the user takes before, during and after arriving at our Online project:


If you are already prepared … let’s get started!

Web Analytics

The first basic rule of Digital Marketing: we have to measure our efforts. If we are going to invest time and money in our Web project, it makes no sense that we do not do it. Many small and medium-sized companies are reluctant to hire analytics services and yet these provide the basis for deciding what to do with the rest of digital marketing techniques.

Web analytics consists of collecting all the information that users provide when interacting with our website and then analyzing all the data, with the aim of improving the browsing experience and performance of our business or project.

The information is collected by means of a javascript code that is inserted in the page and that is supplied by the professional measurement tools themselves.

There are many web analytics tools, but the most used is Google Analytics . However, in addition to this general tool, each Digital Marketing technique has its own. For example, you can measure newsletter shipments with MailChimp and our actions on Facebook with its insights or analytics tool. To always be sure that all our techniques work as we expect, we must measure both in Google Analytics and in the measurement tools of each Digital Marketing technique.

To know what we must analyze, first we must define what is the objective of the website of our business, once this is resolved, we have different metrics that will serve as a guide, the most common are:

  • Visits
  • The only users
  • Bounce Rate
  • Pages Views
  • Navigation Time
  • Traffic Channels
  • Behavior on Landing Pages

There are many metrics, but as we have already mentioned, your choice will depend on the objectives to be pursued.

Measuring and analyzing are the basis on which we guarantee the fulfillment of our objectives. For us, Web analytics is the most important Digital Marketing technique, on which all the others depend.

We believe that it does not make any sense to bet on any type of Digital Marketing technique if it is not going to be constantly measured and optimized.

We want to emphasize that it is not only important to observe the data that comes to us from Google Analytics, but also to make objective decisions in this regard, which exploit the channels where we are most successful and optimize those in which our website encounters the greatest obstacles.

Talking about Web Analytics is not talking about metrics, it is talking about the actions to be taken to improve those metrics.

Search engine optimization

SEO and content marketing

SEO is the abbreviation for the words Search Engine Optimization , in Spanish and so that everyone understands it to come out first in Google (or any other search engine) for a specific term . The main objective of SEO is to position any Web page, increasing the number of visits that come from search engines.

1 user would search for the keyword “digital marketing techniques” and would find our page positioned in Google. Clicking and entering would count as a visit.

SEO covers many aspects: From the words and content of your page to the way in which other pages link to your website. A few years ago, SEO was about making sure your page was properly structured so that search engines would understand it. With the increase in online competition, SEO is getting harder and harder.

It should be noted that SEO does not consist only of building a website suitable for search engines, but also for people. That is, one of the most important parts of SEO is creating quality content, content that other users are looking for and is relevant. The creation of this type of content, prepared primarily for SEO and SEM, is called content marketing.

User Experience (UX)

One of the factors that SEO depends on is the User Experience or User Experience , also known as UX. The user experience studies how our public navigates through our website or app and tries to create a positive perception and lead users to the objectives set by the Web analyst.

UX depends both on the design and technologies used on the web and on the emotions, feelings and perceptions that users have of our products, services and brands.

From seosve we often joke that a UX is a designer with a cool name. In reality, a UX expert is a design expert who also knows web analytics and is able to design processes to guide users on their way to conversion, to make the public have a better perception of the project and to achieve a better brand image.

The UX is responsible for the engagement within a web page. Digital Marketing techniques that focus on acquisition (on getting users to the project) are usually very expensive. The job of the UX is to retain those users as much as possible and make them meet the goals set. This is why it is an increasingly valued figure within companies.

Search Engine Advertising (SEM)

SEM ( Search Engine Marketing ) is a digital marketing technique that seeks to promote websites by increasing their visibility in the search engine results pages (SERP).

According to the Search Engine Marketing Professional Organizationert, these are SEM methods: payment for placement in PPC search engines and contextual advising, as long as there is a payment involved. Other sources, including the New York Times , define SEM as the practice of paying for ads in search engine search results.

Imagine you are looking for the word “shoes.” Normally, the first results are SEM, the rest is SEO:

The most popular SEM network is Google Ads. Google Ads has 5 types of campaigns that can be applied depending on the project: search, display, shopping, video and mobile .

In order to carry out a good SEM strategy, it is important that our SEO on page is correct. Otherwise the campaigns could be very expensive and even Google could dismiss our website as an advertiser. If our website does not measure up and is not properly optimized, it is very likely that this technique will not be effective.

Email Marketing

It is a digital marketing technique that uses email as a commercial communication medium to send messages to an audience. In its broadest sense, all electronic messages sent to current or potential customers could be considered email marketing. However, the term is generally used to refer to:

  • Sending emails to improve a merchant’s relationship with current or former customers, build customer loyalty, and stimulate sales.
  • Sending emails to win new customers or convince current ones to purchase a product or service.
  • Add advertisements to email messages sent by other companies to their customers or users.

From a legal point of view, the sender must be authorized by the recipient to send emails, otherwise this practice would be considered unwanted email (spam) and could be violating some law of the country of residence.

It is common to get voluntary subscriptions through capture forms on web pages, or during purchase processes or form submissions.

eye! As of May 25, 2018, the new data protection law comes into force, which includes some changes.

Social media

Social networks are the system with which people can communicate and interact online. In the last 10 years we have seen an increase in the number of social networks. They are called social networks because users develop their social context, with conversations, comments, annotations, etc.

Publishing content has become easier, which has helped social networks have experienced a meteoric rise. Non-technical web users are able to quickly create content across multiple platforms.

For businesses, social media is an opportunity and a responsibility. The large amount of data that users share through social networks makes digital marketers happy. The crux of the matter is the opportunity for some companies to develop and increase relationships between their consumers and their business through social media.

The choice of social networks will depend on our target audience (target). For example, Pinterest is a social network used by women between the ages of 25 and 50, so if you are going to sell bags online, you may be interested in having a Pinterest account, but not a Twitter account.

The main social networks used by companies in the West today are:

  • Facebook
  • Instagram
  • Youtube
  • Twitter
  • WhatsApp
  • LinkedIn
  • Pinterest

Social media usage and audiences change enormously every year.

Combinations with Offline Marketing

Traditional Marketing VS Digital Marketing

For many years the specialists of Traditional Marketing and Digital Marketing have been facing a battle to the death to get more or less budget. Traditional marketing had an advantage, but Digital Marketing has been gaining ground. Companies are investing more and more of their budget in Digital Marketing strategies.

These are some of the reasons:

  • The actions of Digital Marketing can be measured much better than those of Traditional Marketing.
  • Digital Marketing actions can be segmented by age, gender, interests, etc.
  • Almost any SME can afford to build a website on budget, but almost none can purchase a television ad.
  • More and more people connect to the Internet and social networks, so the audience has always been increasing with respect to Digital Marketing.

A new hope

We do not know if you have noticed, but lately more and more ads from big brands in traditional media include the web and social networks. These ads are also uploaded to YouTube, so they can be seen and shared by users.

In other words, in recent years we have seen how online and offline strategies are combining, taking advantage of the audiences of the offline media and the online media.

Is it the end of the separation of Traditional and Digital Marketing? From seosve we hope so and we always recommend that if you carry out actions in both media, you combine them in the most original way possible, encouraging the participation of customers and users and making the most of your investment.