Introduction to Digital Marketing

This is an introductory class to Digital Marketing. It is the first class that we give both to our clients and to our students and it helps us to understand the basic steps that users take in relation to an online project. It also helps us to position the different digital marketing techniques in relation to these steps.

When we set up a blog, e-commerce store, or any other website, we generally do so with one or more goals in mind. The objectives of a Web can be oriented to the business, the company or an institution: increase profits and / or reduce costs. But they can also be focused on the user or the customer: increase loyalty and / or increase satisfaction.

Whatever the overall objective, there are 4 fundamental pillars that you must define, measure and on which you must take action when setting the objectives of a website.

Introduction to Digital Marketing:

Scope (acquisition)

Also known as acquisition, it is the one that focuses on attracting visitors to your website.

The idea is to increase the reach of your brand, blog or business on the target audience. It basically consists of attracting visitors interested in what you have to offer, in increasing traffic to your website. eye! Not just any type of user is good for us: we want users who are interested in our products and services and who want to hire them. It is about attracting a target audience, qualified and of interest to what you are selling online.

The Digital Marketing techniques that usually bring better visits are SEO, SEM and social networks. With SEO and SEM we can attract users who are just looking for our products and services. With social networks we can attract user groups that match our target or target audience.

Commitment (engagement)

It is about making visitors carry out actions within our site and that somehow a kind of user interaction is established on our website.

These actions can be associated with consuming content (for example, reading several blog entries or visiting a specific page), downloading a PDF or any other file, registering, leaving a comment, performing an internal search, watching a video, sharing on Facebook. or other social network, etc.

What we want is that the user does not bounce . Bounce means that the user arrives at your site and in a matter of seconds they turn around and leave your page. This is what we must avoid.

The Digital Marketing technique used in this case is called User Expercience . UX experts are designers who know about web analytics and who are constantly measuring the behavior of users within our website.


Conversion occurs when a user performs an action that has been defined as valuable for your company, such as making an online purchase or calling your business from a mobile phone. The idea here is to ensure that visitors meet the purpose for which your site was created. Basically, it is when the user completes an action that you have determined as success.

The purpose for which a site has been created will depend on each project. In an e-commerce store you will be placing an order. In a blog it can be the subscription to a Newsletter list or the sale of a mini-course. On other pages it can be hiring a service, requesting more information, requesting a budget, etc