Digital Marketing: Your Guide to Online Success

One of the social networks most identified with the teenage world is Snapchat . Therefore, it probably doesn't even occur to you when planning your online marketing strategy. It's time to change your mind. This social network is becoming another important influence in the marketing field, and leaving it aside could mean missing out on many an interesting promotional opportunity for many brands. It's true that it doesn't have the same operating concept as other social media platforms, since its use implies the almost instantaneous and permanent disappearance of the video created by a user as soon as another person views it. In fact, users can define the "lifespan" of the videos they send . Obviously, this has important implications for any online marketing strategy that includes its use. But this doesn't mean we should ignore it. The figures indicate that Snapchat is on the rise. In fact, young adults up to 34 years old are showing a significant increase in the use of this social network, making it clear that it is effectively penetrating the market . But how can we? Some major international brands, such as Macy's, already include Snapchat in their marketing strategies. One good option is, for example, to offer users short images of their special offers using this network , which perfectly combines the promotional objective with the personal nature of this network. Furthermore, many marketing experts consider that the ephemeral visibility of these messages directly influences the creation of a compulsive need to buy, which can be very positive in many campaigns. Are you wondering how you can include Snapchat in your marketing strategy? Keep in mind that other major brands have chosen to use its ability to create ephemeral videos to tell stories, with the goal of creating an emotional connection with their potential customers and generating engagement by encouraging them to visit the landing page of the company or product being promoted. The truth is, the options are endless. Another good option is to incorporate Snapchat into your marketing strategy by organizing a contest, always keeping the duration as short as possible to create a sense of urgency in your users and, therefore, the need to get their act together to participate. A dose of excitement never hurts! Last but not least, you can't forget to consider the most obvious way to use Snapchat in your online marketing strategy: sending promotional videos. Make sure to create targeted and engaging videos so they draw attention specifically to the product or service you want to promote and turn them into your own personal "hook" to grab your customers' attention.

Okay, you've heard all the time that content is king in online marketing these days . That's why people create blogs, post on social media, and strive to offer quality content in every possible way. But is this alone a guarantee of success? Obviously, producing quality content is essential these days, but you must also be aware that you need to know how to produce and distribute it for your strategy to succeed . Marketing, in any of its varieties, requires constant updating so that a brand can be sure it's efficiently reaching its users. And in the case of content marketing, there's yet another factor to consider: the need for creativity and originality. Have you considered whether your content strategy is really working, or if you can improve it? Consider whether you're making mistakes like not publishing at the right time. If a while ago, the basic strategy was limited to publishing a lot to be seen a lot, today the situation has changed radically. Selecting what, where, and when to publish has become mandatory if you want your content to be successful, no matter how high-quality it is. In fact, publishing on a website associated with poor-quality content can ruin your brand image. Likewise , relying solely on social media as the primary distributor of content can be one of your biggest mistakes when it comes to optimizing the results of your strategy. In any case, perhaps one of the main problems you must face to achieve success in your marketing strategy is confusing content with advertising. Trying to promote content in the form of articles doesn't help you gain the trust of your consumers or improve your brand image. Keep in mind that quality content helps you with SEO , but also with achieving the recognition you seek. Finally, if you truly want to be competitive in implementing your content strategy, you must keep in mind that you need to constantly analyze the results you obtain with it . And we're not just talking about analyzing specific figures like clicks; it's equally, if not more, important to consider the media where your potential customers search for information. Knowing how your content is shared and which sites have the highest user loyalty rates is essential for success. How do you gather this information? Web analytics tools like Google Analytics will be essential for monitoring the progress of your content strategy.

Recently, one of the hot topics when talking about digital marketing is, without a doubt, mobile marketing . You've surely heard that it's the future of any strategy, and that it's the focus we should all be on if we want to achieve success in any campaign. But is that enough on its own? The truth is that all the recent studies indicate that mobile marketing has an important ally that allows for even greater optimization of its results: social media. Understanding how consumers use social media on their mobile devices is a key step in understanding how they will interact with a particular brand on this type of device. In fact, if you're preparing your online campaign and want your mobile marketing strategy to be successful, one of the first things you must assume is that consumers don't behave the same across all devices. Harnessing the full power of social media in mobile marketing to improve your brand image depends, in large part, on embracing this idea. A good example of this? The growing number of consumers accessing social media in-store to find other users' opinions on a specific product or the brand in general. How do you establish a good social media marketing strategy for mobile devices? Without a doubt, the first thing you should keep in mind is the need to make your customers feel safe and respected . Keep in mind that consumers are very aware of their vulnerability when accessing social media through smartphones and tablets. Therefore, to gain their trust in your brand or product, you need to ask their permission to try to contact them. You must also respect their time. Users accessing social media from a mobile device don't want to be entertained with long, rant-filled messages . Therefore, base your strategy on short, clear, and concise messages that provide your users with the value they're looking for. Of course, you can't forget the concept of usability either. Keep in mind that your potential customers will most likely use mobile access to social media and the brand's own website just minutes before making a purchase to find the feedback they need to convert. Therefore, if they have trouble accessing the site, they'll most likely give up. The moral of the story ? Invest in a responsive design that guarantees secure, fast, and reliable access from any device.

Millennials, the New Star of Online Marketing Are you a millennial, or don't you know yet what type of people make up this group? The truth is, if you're planning an online marketing campaign, you need to understand these internet users, who can have a significant impact on your business's bottom line. Millennials are a large group of people, reaching 24% of the population in the United States, whose main characteristic is that they are heavy internet users and mobile users . In fact, they are estimated to use their mobile phone 43 times a day. If we add to this their significant financial potential, don't you think they're the perfect audience for any online business? As expert internet users, millennials prioritize the content offered to them on the internet, but not just any type of text . Therefore, it's necessary to offer them valuable content that connects with their needs and values. In fact, millennials are the most demanding internet users, so if you want to successfully target them, you'll need to give them the recognition they deserve. This means treating them individually, facilitating access to the information they need, even before they realize they need it. In other words, they gravitate toward brands that offer values similar to their own and that make a positive difference in their lives. Furthermore, all of these requirements must be met very efficiently. Keep in mind that this generation of users is very accustomed to using the internet, so you must provide them with what they need quickly and efficiently. How can you build loyalty with millennials? Establishing an effective and successful relationship with millennials means breaking your usual patterns when setting up online marketing campaigns. To begin with, it's important to surprise them. A millennial will remain "hooked" on your brand if they don't know where your campaign is going. Being unpredictable will be one of your tools for success. Offer them simple ideas, even if they represent very complex issues. Appeal to the minds of your millennial followers and inspire their imagination to seduce them. These users seek emotional reward in what you offer, and stimulating their imagination is a challenge for them. Likewise, if you want to retain millennials, you need to tell them an organic, true story. Present them with a campaign based on real-life aspects and you will connect with them. Finally, keep in mind that millennials look for brands that allow them to do something different in this world. Therefore, encouraging them to share their stories through innovative means will be one of the keys to your success. Ready to harness the potential of millennials in your campaign?

Since Google introduced Panda as an algorithm, content has become the centerpiece of sites that want to rank well and attract users. If you're preparing an online marketing campaign, you've surely realized that you need to offer your users valuable content that can differentiate you from the competition and improve your brand image . This will also help you rank as highly as possible. But what content is truly valid for achieving all this? Simply writing an interesting article is no longer enough, because both Google's and users' interests have evolved and become increasingly specific. Offering people what they really want to read now requires creating in-depth, increasingly well-crafted and consistent articles. We are increasingly entering the era of "in-depth content." That is, online content written in-depth by experts on specific topics. Obviously, creating it is no longer as easy as the articles used to be. It's time to forget about generic content if you want to succeed with your content marketing strategy! How can you achieve this? One of the best options is to enlist the help of authors who are experts in a specific topic, capable of having the creative freedom to create detailed, high-quality content . Likewise, the creators of the products you sell can offer you detailed information that's interesting enough to keep your readers' attention. What consequences will publishing this in-depth content have for your site? In addition to improving your SEO in Google's eyes, you'll also improve awareness of your campaign and the brand image that users perceive . In other words, offering your site users what they really want to read will allow you to differentiate yourself from the competition and put you on a higher level. Of course, this doesn't mean that your site only has to be based on in-depth content. All the texts you've been creating up to now to feed your content play an essential role in your marketing strategy: generating traffic. Therefore, you can't afford to discard them. The best option? Combine basic texts with those that truly interest your readers and followers , and which, therefore, are also of interest to Google and the Panda updates it periodically releases. Making your site profitable by offering quality and interesting articles is the foundation of a good modern content strategy.

Many large companies turn to content distribution networks as one of the most effective promotional channels for monetizing their most valuable content . If you have an online marketing campaign running, even if you're not a multinational, you obviously have a similar goal. So, why not do the same? One of the keys to optimizing the ROI of your online marketing campaigns through content is to consider the impact of content distribution networks on building loyalty and expanding new audiences. Their effects are especially positive when you aim to make users feel like they're part of an information discovery process, not just passive objects of intrusive advertising. Keep in mind that when customers feel they've naturally discovered the product you're promoting, you hold the success of your campaign in your hands. In any case, simply implementing this content marketing technique doesn't necessarily guarantee success . If you want this to work, it's important to consider the data generated by multiple distribution networks, comparing the results of each to determine how much they can help you maximize the ROI of your campaign. This analysis must always take into account the use of different distribution platforms for specific customer niches. This way, you'll realize that visitors who come to your site from a particular platform may be completely new or, on the contrary, familiar with the brand, to give two examples. Additionally, you should also keep in mind that your ROI improves when accessing your site from mobile devices, where statistics show a higher level of loyalty at a relatively lower cost . If your site has a responsive design, the results will always be much better. Likewise, conversion tracking in campaigns with specific objectives is also a factor to analyze when evaluating the results of your campaign . Keep in mind that some distribution networks may generate more traffic than others, and this will impact the higher or lower percentage of final conversions. Truly, getting the most out of your marketing campaign content comes down to finding the distribution platform that offers you the most awareness and exposure. Therefore, all the data generated by each distribution platform must be analyzed in detail to monitor whether the initially set objectives are being met.

A few days ago, we published a post in which we defined social media as a recommendation channel, not a direct conversion channel . This means they can play an important role in any online marketing strategy if you learn to use them appropriately and at the right time. We'll give you some tips on how to optimize your company's social media presence to increase your profits. To begin, you need to connect the objectives of your online marketing campaign with those of social media , always keeping in mind that successful brands are those that are always connected to their users, offering them the right content. To achieve this connection, it's essential that you first know your potential users well. Therefore, you need to understand their context when communicating with them and know how to integrate into their conversation, creating the right momentum. Achieving this is not as difficult as it seems because you can use social listening and monitoring tools, which will give you the necessary information to define your engagement strategy. The third step to ensuring that your brand's social media presence helps increase sales is to define the most appropriate topic of conversation between the company and users, in order to try to attract their attention. Remember that engagement is essential for making a marketing strategy work! At this point, it's time to choose the social media platforms to work with that are most appropriate for your audience and allow you to offer them quality content or an additional service that can become the added value that makes you stand out from the competition. In any case, keep in mind that the process of "driving" your potential customers to your brand must be gradual. Converting them from simple internet users to customers and brand fans involves going through various engagement leads. Furthermore, the purchase decision phase, which we all go through at one point or another , can take days or weeks . Therefore, we need to offer potential buyers personalized communication that allows them to make the right purchasing decision. Of course, the use of social media cannot be restricted to just the moment of purchase. You can, and should, also use your social media presence to retain your customers, implementing a loyalty strategy that turns their shopping experience and relationship with your brand into something positive they'll want to repeat.

Although it's not common to have to go through this process, the truth is that some brands are forced to rebrand in order to better position themselves in certain markets , which don't necessarily have to be new. The concept of rebranding involves searching for a new identity for a brand. If you're thinking about using this technique, you're probably afraid of losing everything you've built up until now. In fact, some brands even leave some customers behind in this process. Despite all this, keep in mind that rebranding can have many positive effects on your business . Are you deciding to rebrand? If you want to give your brand a new lease on life, don't hesitate to follow the following basic tips . To begin, consider whether it's the best option available to you, and whether the risks you're taking can be offset by the benefits you'll gain. If your goal is to adapt to a completely new market, and you need a forward-looking strategy to adapt to it, rebranding is surely the price you need to pay. Likewise, you can't launch a rebranding project without conducting a thorough prior study , which includes understanding how customers perceive your brand and the feelings it generates among its potential audience. This study must take into account specific details such as the color and font that are part of its image. Likewise, when starting a rebranding project, you must be aware that you'll need to change more than just your brand name. Customers need to see different actions from your brand that will change their perceptions. Achieving this radical change requires taking your employees' opinions into account, making them feel part of the company, and understanding how a rebranding will benefit them. In this sense, taking the opportunity to unite all company departments and coordinate their activities is essential, as it helps everyone function as a more reliable and productive team. Do you think it's worth starting a rebranding project for your brand? If so, don't hesitate to apply these tips to get the most out of your brand . Understanding your company's full potential through a prior analysis and learning to work as a team, encouraging your employees to collaborate throughout the entire process, will help you achieve success. Many major brands have rebranded and achieved excellent market results. Why can't you achieve the same?

Are social media good conversion channels? Social media has become one of the best ways for companies to connect with their potential customers. However, many brands aren't satisfied with this and are seeking to generate sales through them. Is this possible? Social media strategies have gone through several phases recently, always with the ultimate goal of achieving conversion to sales in mind . Undoubtedly, the most important of these is the pursuit of engagement, but accumulating followers doesn't automatically equate to generating sales, as has already been proven. Have you considered using your brand's presence on social media to increase sales? If you want to achieve this, it's time to become aware of some of the misconceptions most companies make when trying to do so. To begin with, you must be clear that social media is a recommendation channel, not a sales channel . This implies the need to change the approach of the traditional social media strategy and focus almost exclusively on seeking engagement. It's important to keep in mind that being on social media can "push" your potential customers toward a purchase decision, but it will never be their primary focus. For this purpose, there are other sales channels specifically designed for this purpose. The second aspect to keep in mind is that you must maintain a proactive communication strategy with your potential customers to engage with them before they make a concrete purchase decision. Your role should always be to facilitate the purchase, not make the sale. Therefore, it's essential that you don't base your strategy on past events. Consequently, if you want to improve your sales rate through social media, you must base your strategy on three fundamental pillars: measurement, proactive listening, and predictive analytics. Correctly measuring each of the actions carried out on social media will give you enough data to avoid making decisions based on intuition. This is essential so you know how to orient the listening and monitoring tools at your disposal toward direct sales and proactive customer service. Of course, it's essential that you maintain this attitude throughout the entire purchase funnel. This way, you'll be able to define your sales strategy at all times. Finally, to ensure your sales strategy is successful both on and off social media, you should consider using predictive analytics. Studying your customers' behavior and trying to anticipate it will help you offer them the product they need before they've already decided to purchase on another channel. Ultimately, only by changing the traditional sales strategy framework will we be able to transform social media into a true purchasing channel.

Why choose programmatic buying? The constant search for tools that allow us to achieve the greatest positive impact on users has led online marketing experts to turn their attention to programmatic buying as one of the most efficient resources for connecting with their potential audience. But why has this trend, until recently considered merely a future option, managed to consolidate itself? Users of any brand should not be seen solely as those responsible for final conversions . They are also a very important and constant source of information about the brand itself. Therefore, making the most of the data generated by the interaction between consumers and companies must become one of our main objectives. And programmatic buying platforms are the best example of this. In fact, large companies are already working on their own programmatic buying platforms and technological systems that allow for the profitable management of all the data about themselves generated by their own users. What is the result of this entire process? Basically, companies that opt for programmatic buying are able to impact specific users , in a specific place and time. This is the essence of what is known as Real-Time Bidding, the key to which is a dynamic attribution model, integrated into a global digital strategy. The need to achieve the maximum possible efficiency in our online marketing strategy should lead us to look toward programmatic buying and its ability to impact users, achieving the greatest possible affinity . In this sense, the role of agencies is fundamental, as they allow us to pool resources from their perspective as experts in the global strategic management of any campaign. However, programmatic buying is not yet fully operational . In fact, it faces significant challenges such as ensuring security and transparency, improving visibility, and collaborating with other entities on brand safety. Likewise, we cannot forget some of the most common obstacles that programmatic buying must face, such as the lack of trading and data analyst profiles and the need for almost continuous pricing adjustments. In any case, we cannot deny the success of many programmatic buying cases carried out by many companies that have known how to plan by audience and thus achieve the widest possible coverage.