Digital Marketing: Your Guide to Online Success

The multitude of communication channels we enjoy today means that brands are diluted in a morass of information from which it's difficult to stand out. Many market the same product, and many also edit and manage their content within the same scope. How can brands stand out to consumers in this context? Without a doubt, by offering added value that surprises them. A good option in this regard is branded entertainment , which represents a step beyond branded content. The emergence of branded entertainment is related to what is known as the attention economy. That is, the approach to the need to get consumers to devote at least some of their time and attention to our brand . And this doesn't involve selling them something, but rather offering them an added bonus that interests them and therefore makes them relate more to the brand. This generates more engagement than with branded content. In short, branded entertainment focuses on creating branded content based on entertainment techniques , such as the launch of series and films. In this way, an alternative and engaging experience is offered to consumers, which improves their image of a particular brand. One of the types of branded entertainment that more brands are embracing recently is gamification . This involves the use of game-like techniques in a non-gaming environment, with the aim of appealing to users' emotions and behaviors in a fun way. This motivates people, ultimately creating a high level of commitment and engagement with the brand that provides this experience. Some international brands have long been working on organizing cultural and leisure activities as a way to achieve strong positioning in the minds of their potential consumers , rather than as a core business. These activities include festivals, workshops, and music or theater venues. Furthermore, sponsorship of specific activities by large companies is increasingly becoming established as a means of achieving commercial activation by improving their awareness. In short, online marketing experts advocate for a complementarity between branded content and branded entertainment to differentiate brands from the competition by offering consumers the most complete and engaging experiences possible. Furthermore, this boom in branded entertainment seems poised to turn brands into the major entertainment platforms of the future.

 

When you start planning a digital marketing campaign , one of the decisions you'll undoubtedly face is choosing which channels will be most effective in achieving your ultimate goal: conversion and social media are one of them.

 

The role of social media is increasingly recognized in this regard , although most of the time we tend to think only about the classics Facebook and Twitter, forgetting about everything that the others, especially YouTube, can offer us.

 

Before analyzing the specific role of social media in generating sales , we must mention an important fact: social networks as a whole are considered to have an impact of almost 90% on the generation of assisted purchase conversions.

 

Without a doubt, a figure like this makes them worthy of a prominent role in any online marketing strategy.

 

Likewise, social media is not only important at the successful completion of a purchasing process, but also at the beginning. Its role in generating awareness—that is, helping launch a product—is equally, if not more, decisive.

 

In fact, some digital marketing experts consider them to be essentially a referral channel, rather than a direct conversion channel.

 

Social media can be considered the most effective area of action for influencers , who in some way "push" their followers to convert to a purchase on the appropriate channel.

 

 

The specific role of YouTube in social media

 

This idea is particularly evident on YouTube, which is by no means a sales channel for any product, but is a very suitable medium for creating trends.

 

Within social media, YouTube has always had its own distinct personality, and until now, it seemed somewhat distant from Facebook and Twitter in the realm of digital strategies.

 

However, the latest statistics indicate that it is the most effective in both generating awareness and conversions.

 

The truth is, there's no shortage of reasons for it to be so effective, simply considering that it has over a billion unique users per month . In fact, it's practically on par with Facebook in the United States.

 

The growing YouTube phenomenon of recent times has made this social network one of the most promising launch platforms today, and the truth is that many digital marketing strategies already consider YouTube as one of their main players.

 

Without a doubt, its future prospects are a challenge to be explored in the near future, especially in the area of low-priced impulse purchases.

Everyone has heard of dashboard analytics and their role in digital campaign strategies , but the truth is that this is one of the least-known concepts in the online world. It's worth knowing what we can really achieve with this resource. What is a dashboard really? It's nothing more and nothing less than a graphical representation of a company's business indicators . Using it, you can work with the data generated by a business and transform it into useful information to take advantage of it. With this definition, it's clear that a dashboard can be very useful when planning an online marketing strategy , as it allows us to graphically reflect all the data that allows us to make decisions in an online marketing campaign. In fact, we could say that it 'forces' us to confront the main variables that affect our business. Therefore, it's important that it clearly reflects all the data it includes. And not only that: it should also include an analysis of what can be deduced from the data presented, in which specific actions to be taken are recommended. The relationship between dashboards and web analytics is obvious, considering what we've said so far. Using a strategic dashboard as a basis for decision-making in an online marketing campaign is essential for finding the reasons for any action we take in a digital strategy. However, for a dashboard to be a truly useful tool in our online marketing strategy, it's important to understand that it's not just a space for analyzing a specific point or action to be taken. A good dashboard should reflect all the indicators that a digital business revolves around . This way, we can find the root of our strategy's needs. And we can't forget that this information is essential for making decisions. A good strategic dashboard, useful in web analytics, reflects the facts, their origins, and consequences. By managing all this information, we can deduce the necessary recommendations to improve our campaign's strategic errors. Once we've reached this point through the use of a dashboard, it's time to begin a detailed analysis of what caused the detected problem and look for appropriate solutions. And for this, there's nothing better than resorting to reports and concrete actions, whether in AdWords or any other area of digital marketing.

It's no surprise that digital marketing is advancing and progressing at a dizzying pace. But sometimes, not all of us are able to keep up with this speed, and we fall behind…

That's why I want to introduce you to the new ClickOnline360 website.

This new and radiant 2015 is expected to be a decisive year in many ways. Strategically, I'd say it's one of the most important in the last five years, although we'll have the whole year to go over this together. In any case, we couldn't start the year any other way than with this new website and new realities .

New realities?

Indeed, everything is evolving, and even more so on the Internet, as I said at the beginning, and at ClickOnLine360 we are clear that we are not going to be left behind, so, along with our new website, we are introducing… new services !

Beyond the expansion of our brand, it is an indisputable fact that our dear clients have asked us and made us see that ClickOnline360 must respond to the needs of companies in terms of Digital Marketing globally and be able to go hand in hand through all the necessary paths in the 2.0 environment... and a little beyond too ;-)

Among many other things, we are now able to offer WordPress websites, e-commerce sites with different technologies, content and video creation - the latter will be the real deal this year, we are convinced - as well as SEO positioning , Analytics services, and more things that we will see together little by little.

I invite you to visit our new website www.ClickOnline360.com and make it yours.

And although a little late, I take this opportunity to wish you all a happy new year and hope that we all achieve our goals and objectives at work. Above all, I hope that we all have a great 2015 filled with health and happiness.

“If content is king, conversion is queen” (John Munsell).

Click Online 360 kicks off the year by welcoming new projects! Bernat Tirado has become a member of the Google Partners Academies program . This year, in addition to being an official speaker at Google Actívate, he will also be an official speaker in the program. After passing a series of tests and exams, he has finally been welcomed. So, he is officially a Google Academies speaker! Bernat and the entire Click Online 360 team are proud to share his experience as a technical expert and co-founder of an agency in each of their presentations. After more than seven years of experience in the world of Google AdWords, Bernat has continuously improved his expertise to the point of being at the forefront of all Google tools.

Bernat Tirado, a Google AdWords specialist and official speaker for Google Actívate, will now also be a member of the Google Partners Academies program.

At Click Online 360, we know that good account management isn't easy, so Bernat will be happy to explain how to efficiently manage all the tools at our disposal to ensure optimal management. We'll keep you updated on his upcoming presentations as soon as we have confirmed dates, as well as how each one went. As always, the Click Online 360 agency, since its inception, has been characterized by being constantly up-to-date in order to offer the best service to companies looking to increase their online presence, boost sales, and achieve all their desired results. As our co-founder David Fernández says: "There is no goal unattained, only work to be done." And this is what characterizes our agency; this is what you will find: a motivated and experienced team that can help you achieve all your goals.

One of the most important things in Google AdWords is achieving your goal, often a request for information, a registration, or a sale. Getting users to complete a goal isn't usually easy; for this, it's crucial to define our strategy and know who our target audience is. However, all of this would be useless if we didn't configure our goals. To do this, we need to create the conversion code. To create the conversion code, we need to go to the Tools tab and click on CONVERSIONS: Next, a page will appear where we have to enter the name of the code. In no case will this affect the performance of our campaigns, but it is interesting to enter a name that we can then quickly find in our source code. Next, we have to choose the type of conversion. The most common is to arrive at a specific page such as the thank you page once the user has purchased or requested information. For this, a website is used. On the following page we can find several sections, including the following:

• Conversion Value: In this section we can decide whether conversions have any value or not to set any value per conversion.
• Count : We can decide to count all conversions or only the first one that each user makes within the established period.
• Conversion Sale: We can decide how long the AdWords conversion cookie remains for users.
• Conversion Category: We can decide if it's a registration conversion, a sale, or a page landing...
• Markup language: We will inform you if our website is in HTML, CHTML, etc.
• Tracking indicator : There is an option to inform the user with a text that appears on the website, saying that we are collecting statistics from Google, normally it is not done.

Finally, the code appears. This code must be inserted into the source code of our website between Body and Body, only on the page where we want to count the goal.

I hope this has been helpful. Here's a motivational video about achieving goals, and remember, don't give up if you don't achieve it the first time.

The truth is that data searches on Google have grown to an impressive volume, to the point that statistics indicate that more than 100 billion searches are carried out each month on Google.com for information that can often be found in an app . Why not take advantage of this opportunity to promote yours? Google makes it easier to advertise your app on its Search Network . In fact, it offers you the option to create your ad by following the simple steps of a simplified campaign setup workflow to promote your app on Google.com. The promotion you get from these ads has an added benefit: it will represent a significant saving of time and money , because the system only shows it to people who don't yet have your app. This is achieved thanks to the keyword suggestion tool for app ads on the Search Network, which will suggest appropriate keywords based on the main queries used to search for your app on Google Play and Google Search. Additionally, you can achieve something very important with this Google Search configuration: getting your app users to turn to it for information often. The system allows you to create deep links , which will direct users to specific pages within the app they've installed, if you sign up for its beta version. You should also keep in mind that YouTube can be another great tool for effectively promoting your apps. The new TrueView ads allow you to reach users who could be your real potential customers, based on their interests and the videos they've recently viewed. With both types of campaigns, it will be much easier for you to get your app the online presence it needs to increase its download rate.

Who hasn't had problems managing the information about the products they sell on their website? The truth is, it can be a complicated situation to manage when you're in the middle of a shopping campaign, such as during Christmas. It's important to keep in mind that having the correct data for all products is essential for them to be displayed correctly in their respective listings and, therefore, accessible to potential buyers during a shopping campaign. And correcting any problems that arise isn't always easy. To address this need, Google Shopping has launched the new Merchant Center Diagnostics tab, designed to help you identify issues with your product data. The Merchant Center Diagnostics option, which replaces the Data Quality tab, allows you to generate reports on issues related to your account, feeds, and Merchant Center products . This way, you get an overview of the status of the product data involved in a shopping campaign and can prioritize how to resolve the main system issues. This tab also offers new reporting tools on other aspects of product data processing, such as a historical summary of each product's compliance status , which allows you to pinpoint the source of data issues, particularly those related to recent changes. It also offers a downloadable report with all affected products and traffic and impact metrics, allowing you to identify which products are experiencing issues in the current shopping campaign and their status.

Today marks the end of Google Activate 2014. It's been a pleasure to be part of this project, and sharing my knowledge has been a very enriching experience. I've met a ton of people, projects, and dreams. As I always say, pursue your dreams because one day they may come true. Now is the time. What are you waiting for? ACTIVATE YOURSELF.

If you're planning a Search Network campaign and want to optimize it to the fullest, you need to combine as many related factors as possible. Intent, context, and audience in a single online marketing strategy are the keys to success. Reaching the user at the right time is key to your campaign's effectiveness. Therefore, it's important to consider contextual indicators such as location, time of day, and device. Similarly, it's important to keep in mind that advanced campaigns and the remarketing feature will help you reach your users more easily . Specifically, with remarketing lists, you can modify bids, keywords, and search ads based on users' previous activity. The role of remarketing lists: This feature plays a very important role in Search Network campaigns because it combines user intent and context to offer the most appropriate ads. You can increase the visibility of your campaign's ads by adjusting the bids for remarketing lists and combining them with those for advanced campaigns for locations, devices, and times of day . It's also recommended that you bid on broader keywords to increase your campaign's reach to generate more conversions, sales, and ROI. Finally, keep in mind that remarketing lists for Search Network ads have the same tags and management tools as remarketing on the Google Display Network. So, if you already have the remarketing tag on the Display Network, you can start remarketing on the Search Network.