Digital Marketing in 2024: what is it and how does it work?

Let’s take it one step at a time! First, I’ll introduce myself to the reader: nice to meet you! My name is Gaurav Rajput and I wrote this text to help you (and Mia) understand more about Digital Marketing!.

You may have heard about the subject, but do you really know  what Digital Marketing is and how it works?

By the end of the text, I will tell you: what Digital Marketing is, how it works and how to start using it. Let’s go?

What is Digital Marketing?

I can start by saying what Digital Marketing is not: unattainable promises and schemes that, upon closer inspection, are suspicious at the very least!

Digital Marketing is, in fact, a set of very well developed, well-founded and elaborate strategies to promote products and services on the various communication channels available on the Internet.

And if you want to go deeper, just keep reading!

What does Digital Marketing mean?

There’s no mystery: Digital Marketing is marketing carried out in a digital environment. It’s that simple! This allows companies to get closer to their audience, and that’s when they need to know how to communicate properly.

In addition to facilitating communication between companies and consumers in a direct and personalized manner, another fundamental point is the analysis of performance indicators (KPIs), which allow you to identify when a campaign is on the right track or not, making it possible to make any necessary adjustments.

Meaning of Digital Marketing

We can summarize the concept of Digital Marketing as the set of strategies used to prospect, attract and convert customers in the digital environment. However, unlike traditional Marketing, digital marketing has technology as a great facilitator. Right?

This way, he can achieve all these objectives more efficiently, using the various Internet channels — websites, blogs, social networks, email…

Digital Marketing is still excellent for strengthening your brand and, consequently, achieving better sales! Still not convinced? Follow me!

Meaning for a Digital Marketing professional

For a Digital Marketing professional, being in the field means working in a dynamic and stimulating discipline that requires a combination of analytical skills, creativity, adaptability and a deep understanding of online consumer behavior.

In fact, one thing I usually emphasize is: Marketing professionals also need to understand sales!

There’s no point in producing content frequently, attracting thousands of followers on social media, and not knowing what to do to convert them into customers. After all, no one wants to invest in something that will only lose money, right?

And, of course, it is necessary to understand people! This is because Internet Marketing is a two-way street: brands are constantly in contact with customers, receiving positive or negative feedback. Therefore, knowing the persona and knowing how to relate to them is essential. See?

I will explain more about personas later in the text, OK?

Another issue that professionals need to keep in mind is that planned strategies will not always bring the expected results! There is no magic formula.

Making mistakes is part of the process and you need to know how to deal with it. However, one of the great advantages of Digital Marketing is that it provides enough data to check where the error is and correct it. This is what Guilherme calls “making mistakes in an organized way”:

It’s not a question of being sympathetic to mistakes, but rather of learning to make mistakes in a more organized way. In Digital Marketing, the more data you have to support your choices, the greater the chance of getting it right or understanding where you went wrong.

Where did Digital Marketing come from and where is it going?

In the early days of the Internet, systems were outdated and pages were very simple. There were no channels for interaction between companies and customers. Communication was unilateral, as in traditional marketing methods.

The Internet has been evolving and, around the year 2000, Digital Marketing began to improve. The growth in the number of users has led companies to invest more and more in this sector, bringing about great technical and technological evolution.

We follow this entire movement and, just like Digital Marketing, we are also constantly evolving, adapting more and more to the needs of brands and audience profiles.

Although it is always being reinvented, there is one thing that does not change: high-quality and extremely personalized content is the basis of all successful Digital Marketing.

I know it may seem like more of the same, but it is essential to say the right thing, at the right time and to the right audience — so much so that this strategy has come to be known as Content Marketing.

History of Digital Marketing

If you were born in the 90s, you know that a lot has changed in the digital environment until we reached what we have today. In fact, do you remember the first time you used the Internet? It seemed so modern back then, didn’t it?!

Yes, Marketing has also been transforming since the moment companies saw, in this new virtual space, an excellent opportunity to be found by millions of people.

That’s right: Digital Marketing has revolutionized the way brands advertise their products and services — but we can’t forget that, until recently, it wasn’t easy to have Internet at home, much less on the street (since smartphones didn’t even exist!).

With the advancement of the Internet, pioneers like Philip Kotler helped establish the basic principles of Marketing, which were later adapted to the digital environment.

Authors such as Seth Godin, with his concept of Permission Marketing, and David Meerman Scott, who recognized the potential of social networks and blogs, brought innovations that shaped Digital Marketing.

Brian Halligan and Dharmesh Shah, founders of HubSpot, introduced Inbound Marketing, revolutionizing customer attraction and engagement through relevant content.

Additionally, Avinash Kaushik defined web analytics best practices, and Jay Baer highlighted the importance of customer-centric marketing, promoting real utility and value.

These visionaries and their ideas were fundamental to the development of Digital Marketing, transforming it into the powerful tool we know today!

Therefore, Marketing had its roots offline, when advertising still needed to be done through traditional media:

Offline marketing

Includes advertising in conventional media such as television, radio, newspapers, magazines, billboards and in-person events.

Even with the advent of Digital Marketing, offline Marketing remains an important part of many integrated strategies, complementing online initiatives and helping to reach a wider audience.

Print marketing

Here we are not just talking about magazines and newspapers, but also posters, leaflets, pamphlets, cards, correspondence or any other type of printed material.

Radio Marketing

How can we forget the jingles that marked an era? For a long time, radio was our main means of communication, until the arrival of TV. Even today, radio advertisements are used, especially when the intention is to reach a wide audience located in a specific region.

TV Marketing

Much of the content we consume on the Internet today (especially in video format) came from TV adaptations. It is a medium that continues to convey credibility and, not surprisingly, is often used in conjunction with online campaigns.

Marketing on the phone

Who has never received a call from a company offering a product or service?!

Many people consider this approach to be old-fashioned and invasive, but today, thanks to technology, teams can segment their audience and call the right people, reducing this inconvenience.

The Internet and the emergence of Digital Marketing

As I explained previously, Digital Marketing emerged with the popularization of the Internet around the 1990s. In the beginning — a period that became known as Web 1.0 — there were few websites and they were very different from what they are today.

The pages were very basic and there was no interaction with the user. In short: the person just visited the page, read the content and left.

Things started to change in 1994, the year in which the first clickable banner appeared:

A few years later, the first free email services came along, until, 
in 1998, the search engine that changed the history of the Internet was launched: 
Google.

With the turn of the millennium, there were other important events, such as the emergence of virtual encyclopedias, blogs and social networks — Facebook, for example, was launched in 2004 (and the late Orkut too!).

Users stopped passively consuming information and began to have the possibility of producing their own content and exchanging experiences with other people. In this way, virtual communities gave rise to Web 2.0, which is more dynamic and collaborative.

This is also when big brands realized that generating content on the Internet was a great branding strategy. If before they needed to go to customers (Outbound Marketing), now it was customers who would come to them (Inbound Marketing).

Then came smartphones and mobile networks (3G, 4G, 5G), making access to the internet even easier. To give you an idea, in 1999, there were around 280 million internet users in the world. In 2014, that number jumped to almost 3 billion!

This huge increase in human traffic in the digital environment forced brands to also migrate to the Internet. However, companies gradually realized that the network’s great reach was not the only advantage of Digital Marketing over offline Marketing:

What is the difference between Marketing and Digital Marketing?

In Digital Marketing, with a much smaller initial investment, it is possible to segment ads for specific audiences — divided by location, gender, age, interests… — and most importantly: measure the results of campaigns in real time, that is, know how many people saw the ad, clicked on the ad and purchased.

For the first time — unlike TV, radio and billboard advertising — companies can choose exactly who sees their advertising and still find out precisely what the return on investment (ROI) was.

Have you ever stopped to think about how this has made it easier to convert customers? Enjoy Minder was already thinking about this in 2007, when it was founded. Yes! Back then, we realized that Content Marketing and online positioning would completely change the course of business.

Digital Marketing: How does it work?

Digital Marketing works through a combination of several techniques and tools that, together, help to attract, engage and convert customers in an efficient and measurable way.

For comparison purposes, imagine a large online street market. With the application of Digital Marketing, instead of shouting to attract customers to my stall, I use several strategies so that they find me naturally and become interested in what I have to offer.

This happens because the Internet is much more dynamic than the traditional media I have already mentioned, such as printed materials or radio. 

Just take social media as an example! The company creates a specific action — or takes a stance on an event — and receives real-time feedback from consumers, which can be used as a thermometer to measure how a certain content will be accepted.

Speaking of measuring, measuring the results of strategies adopted in the digital environment is also much easier and more accurate. It is even possible to adjust certain actions during their execution: if you notice that the results are not meeting expectations, simply adopt new directions.

Another example of the facilities that Digital Marketing provides is the calculation of ROI (return on investment). As well as the adjustments mentioned above, you can also calculate the return on each action during execution.

What is Digital Marketing for?

Digital Marketing is used to win over and engage with customers in an effective and accessible way for companies of all sectors and sizes. Like a lighthouse in a sea full of ships, it guides your customers to you, the safe harbor.

In the past, online strategies were the privilege of companies that could make large investments, especially in creating good websites. Today, fortunately, access to these services and strategies is much more democratized!

And when we think about the benefits of Digital Marketing, there are so many that I couldn’t even list them all completely.

Tools like SEO, Content Marketing, Social Media and Email Marketing give any business the power to build a strong online presence, engage with customers in real-time and adjust their campaigns as needed to get better results!

The Importance of Digital Marketing

In recent years, Internet use has grown exponentially throughout the world, and Brazil is no exception!

Nowadays, the vast majority of Brazilians already have access to the Internet, and we are among the populations that spend the most time connected daily. Being offline is, therefore, a terrible disadvantage if what you need is to sell more and better.

And speaking of selling, for your product, service or experience to sell, you need to promote it! In the digital environment, closing a deal has become a more accessible and dynamic process.

The importance of Digital Marketing lies precisely in this: in optimizing the sales process .

Instead of speaking to a generalized and unformed audience, Digital Marketing promotes interaction with consumers, bringing the brand closer to the customer and creating a two-way dialogue. 

With the ability to better measure results, it allows you to know exactly where your money is being invested. And it has the best cost-benefit ratio compared to other types of Marketing, let’s be honest!

It’s becoming increasingly easier to understand why companies are choosing to invest in the digital environment, right? But the question I often get is:

Does Digital Marketing work for all companies?

The truth is that Digital Marketing can help micro, small, medium and large companies to gain more business opportunities. It is a gigantic universe that brings countless advantages, such as lower prices, greater reach, segmentation and measurement of results.

In fact, I’ve already heard Gaurav Rajput summing it all up well:

Digital Marketing is very democratic. It allows different actions to be taken, for different budgets and contexts. From the self-employed to the multinational, everyone has a place on the Internet.

Unlike advertising on TV or in magazines (which are expensive), advertising on the Internet is much cheaper and literally any company — small, medium or large — is capable of creating a personalized strategy, even with a low budget.

Another point that I consider quite advantageous is the incredible ability to segment the audience. Do you have little money to invest? No problem! On the Internet, you can use it more efficiently, since you can choose the characteristics of who will see your ads, for example.

Oh, and not to mention that, with real-time metrics, it’s easy to measure results and know whether your investment really paid off.

In fact, here at Enjoy Minder, we have success stories from companies in various segments. It’s worth taking a look to get inspired!

Digital Marketing for Small Businesses

If your business is still small, there are several effective strategies you can adopt without having to expand or invest heavily! Start by registering your address and other information about your business on Google My Business to increase your local visibility.

Starting a blog and generating content on social media can also help you attract more customers and increase engagement with your audience. Another option is to join online communities and forums related to your niche, where you can position yourself as an expert and build a valuable network of contacts.

Additionally, consider local partnerships for advertising and joint promotions. If you have the budget, investing in Google, Facebook, and Instagram ads can be a great way to reach a wider, more targeted audience, but don’t worry if that’s not possible right now.

Focus on organic strategies that provide a good return in the long term!

Digital Marketing for Medium-Sized Companies

For medium-sized companies, Content Marketing can be a powerful tool! Use SEO techniques to improve your website’s ranking on Google and attract more visitors organically.

It is essential to have an active presence on social media and use an email marketing automation tool, such as RD Station or HubSpot, to nurture leads and increase the chances of conversion.

Additionally, consider hosting webinars and online events to demonstrate your industry expertise and attract potential clients.

Remarketing campaigns and creating a loyalty program can also help keep your customers engaged and drive business growth.

Even if there is no immediate interest in expanding, these actions can strengthen the brand and improve the efficiency of your Marketing operations.

Digital Marketing for Large Companies

Larger companies have the advantage of being able to invest in a dedicated team of Digital Marketing experts! However, small and medium-sized businesses can also benefit from Digital Marketing agencies, such as Enjoy Minder, which has over 16 years of experience in the sector.

Even if it is for specific projects or consultancies, an agency’s expertise can bring significant results.

Planning paid media and organic media strategies in an integrated way tends to generate great results, like the ones we achieved for ourselves and for clients like Monika Kumari.

Make the most of data analysis tools and adjust your campaigns to achieve even better performance!

Digital Marketing for B2C Companies

B2C is the acronym for Business to Consumer. Companies that sell directly to individuals should focus on strategies that reach a wider audience and generate a higher volume of sales, even if the average ticket is lower.

Effective strategies include creating relevant and attractive content on social media, using digital influencers to promote products and implementing targeted email marketing campaigns.

Special offers, loyalty programs, and personalized discounts are also effective ways to increase customer retention!

Additionally, investing in good website design and usability can significantly improve user experience and, consequently, conversions.

Digital Marketing for B2B Companies

B2B stands for Business to Business, or “business to business.” Here, marketing strategies need to be more specific and focused on building lasting relationships with other companies. 

The purchasing decision process is longer and involves a detailed analysis of the available options, so it is important to have a consultative approach.

Producing whitepapers, case studies, and educational content can position your company as a thought leader in the industry.

Attending trade shows and industry events, as well as maintaining an active presence on LinkedIn, can help you build a valuable network of contacts. CRM (Customer Relationship Management) tools are essential for managing leads and tracking the progress of deals.

Digital Marketing for Retail

The retail industry can benefit greatly from Digital Marketing! With the growth of e-commerce, it is crucial to have a strong and efficient online presence!

Use online sales platform , such as Shopify, Magento or Woocommerce, to make it easier for customers to purchase products.

Invest in digital marketing campaigns that include SEO, content marketing, and paid advertising to attract more visitors to your website. Data analytics tools can help you better understand consumer behavior and adjust your strategies accordingly.

Additionally, consider using retargeting to bring back visitors who didn’t complete their purchase, thus increasing the chances of conversion.

Offer a seamless online and offline shopping experience, with in-store pickup or express delivery options. Seasonal promotions and personalized campaigns based on customer purchase history can increase loyalty and engagement.

Advantages of Digital Marketing

It is noticeable how everything around us is influenced by digital media, and Marketing is no different! Therefore, it is essential that companies, regardless of size or stage of growth, have Digital Marketing as a priority.

It doesn’t matter what industry your company is in, how big it is, or how limited your budget is. If you have a good online positioning and use the right tools, you can create strategies to:

• Educate the market;
• Increase the company’s brand awareness;
• Strengthen competitive advantages;
• Better understand your audience;
• Generate leads;
• Generate sales opportunities;
• Win more customers;
• Receive feedback;
• Improve customer relationships;
• Build customer loyalty;
• Increase the company’s profitability.

And much more!

More communication and interactivity

Digital Marketing significantly improves communication and interactivity with the public. Digital channels, especially social networks, are effective tools for contact between customers and companies. On these platforms, consumers and prospects take advantage of the proximity to ask questions about products and services, give feedback and share expectations and tips.

Who better than the customer himself to say exactly what he wants and needs from your company?

Through engagement (likes, comments, shares) on social media, visits to blog articles and clicks on ads, you can better understand your target audience and their needs.

More competitiveness

Digital Marketing increases competitiveness by allowing your company to reinforce its competitive advantages and strengthen ties with consumers. Being present online is an effective way to reinforce your competitive advantages, strengthen ties and, with care and attention, even build customer loyalty!

Have you ever stopped buying from a company because it didn’t have a credible website? Who hasn’t, right?

With so much competition, online positioning is a good way to differentiate yourself! The better your content is, the greater the value perceived by customers.

Best value for money

Unlike traditional and offline strategies, Digital Marketing has more democratic values, being one of the main benefits for small and medium-sized companies.

The cost-benefit is excellent: in addition to allowing you to work with more affordable prices, the campaigns are much more segmented, reaching only the audience that really matters to your business!

Greater reach

The Internet allows for greater reach, an advantage that is especially relevant for companies that operate nationally or internationally. If your business is well positioned in the digital environment, more people will get to know it!

Estimates indicate that more than 5 billion searches are made on Google every day (not counting searches on social media). That’s a lot of chances to be found! Therefore, investing in Digital Marketing is a practical and efficient way to make your brand even better known.

Analysis and measurement in concrete data

One of the most striking benefits of Digital Marketing is the possibility of measuring and analyzing concrete data.

In traditional marketing, measuring results is more complicated. How do you know which customers came through ads in magazines or billboards?

With Digital Marketing, you can know exactly where each customer and prospect came from, what path they took to reach your company and identify which strategies are most promising. This way, you can adjust your investments more accurately!

More leads and opportunities

With well-segmented strategies, it is possible to increase the number of sales opportunities ! 

In Digital Marketing, when someone provides their email address to receive an e-book, for example, they are signaling that they liked your content and want to know more about what you have to offer. With this openness, the visitor becomes a lead, facilitating the conversion into a customer.

Attract the right audience

Segmentation of Digital Marketing strategies is one of the main attractions. With traditional Marketing, winning customers was a bigger challenge!

By using Digital Marketing strategies, it is possible to increasingly segment and focus on distributing the message only to people who can truly represent potential customers for your business.

The more focused your strategy is, the greater the chances of conversion!

Allows access to consumer feedback

Social networks allow companies and customers to communicate transparently. Users tend to use these tools to communicate more practically and directly with the companies they are interested in.

If you are on these channels and know how to use them strategically, you will be able to identify suggestions from your customers to improve your image in the market and increase competitiveness.

Consumer feedback is essential for growth. Use it wisely!

Digital Marketing Examples

“Okay, Rodolfo, I’ve already learned what Digital Marketing is, its history, how it works and the main advantages. But what does it look like in practice?”

Well, I believe that providing some examples may be the best way to visualize the effects of the methodology on a day-to-day basis . Check out below some examples that I consider interesting of what is done in the market.

1. Colgate

The cool thing about Colgate is that it takes literally what we say here at Enjoy Minder: you need to build a relationship with the lead using valuable information for them!

By creating an entire section of the company’s website dedicated to oral care and common mouth problems, Colgate is showing potential customers that they can reach out to for help when they need it most. This educational approach is just one part of the brand’s strategy.

Colgate’s marketing strategy stands out for its product diversification and the use of mental triggers that capture consumers’ attention. For example, the company constantly launches new products, from toothpastes with specific benefits to technological toothbrushes, keeping consumers curious and engaged.

In addition, Colgate uses mental triggers in its advertising campaigns, such as social proof, showing testimonials from satisfied customers. The authority trigger is certainly one of the most used, bringing the recommendation of renowned dentists, the old “nine out of ten dentists recommend”.

An active presence on social media, with compelling visual content and interactive campaigns, further strengthens the relationship with consumers. Colgate also invests in educational videos on YouTube and collaborations with digital influencers, expanding its reach and influence online.

In short, Colgate uses Digital Marketing comprehensively and effectively, offering value, constantly innovating and using mental triggers to maintain customer attention and loyalty.

2. Blue

Have you seen Azul Airlines’ YouTube channel? There’s little talk about planes, travel or flight promotions.

There, the company talks about the importance of finding the ones you love again, of dreaming, of living with your head in the clouds and of finding the courage to make the impossible possible — a diluted and sincere way of saying: “We know how you feel. Buy from us and you’ll see.”

Applying Content Marketing is a smart way to increase the emotional meaning of the brand in the hearts of travelers, talking about subjects that touch people’s hearts — after all, if it’s not for business, people travel to make dreams come true.

In addition to emotional content, Azul also stands out for its active and humanized presence on social media, using the slogan “The Sky is Blue.” to reinforce its positioning: “When we dream, we look to the sky. Whether to dream or to fly, remember: #TheSkyIsBlue 💙✈️”. This message resonates deeply with customers, creating a strong emotional connection.

Azul uses email marketing to keep customers informed about special offers, promotions and flight updates, all personalized to customers’ interests and travel history. Azul’s mobile app makes it easy to purchase tickets, check in online and access exclusive promotions, providing a convenient and integrated experience.

At airports, Azul offers personalized service, with efficient support to rearrange missed flights and other passenger needs. This contributes to the company’s reputation as one of the largest and most beloved airlines in Brazil.

With well-crafted advertising campaigns, which often include inspirational videos and customer testimonials, Azul continues to reinforce its commitment to making travelers’ dreams a reality.

These Digital Marketing strategies not only promote your services but also create a meaningful and ongoing connection with your customers, strengthening their loyalty and satisfaction.

3. Insider Store

If you use social media frequently, you’ve probably seen Insider Store ‘s Digital Marketing strategy in practice — and the power of Influencer Marketing!

The company began its e-commerce journey with a website optimized to provide a smooth and informative user experience. By investing in SEO strategies, the brand ensures that its website ranks well in searches related to technological and anti-sweat clothing.

But, as I mentioned before, Insider Store’s biggest differentiator is its effective use of Influencer Marketing! The company collaborates with digital influencers who align with the brand’s values ​​and its target audience. These influencers help amplify Insider Store’s message, promoting the benefits of technological clothing to a wider audience and generating trust and credibility.

Additionally, Insider Store maintains an active presence on social media, sharing product launches, fashion and clothing care tips, and user-generated content.

Social proof is a key element in Insider Store’s marketing strategy! The brand highlights customer reviews and testimonials on its website and social media channels, as well as encouraging consumers to share photos and videos using its products, increasing engagement and brand authenticity.

Insider Store is also concerned with sustainability and social responsibility, transparently communicating its sustainable production processes and participating in initiatives that promote social and environmental causes.

In short, Insider is an example of how a company can be born from the digital world and use Influencer Marketing effectively to build a strong and engaged brand, standing out in the technological fashion niche!

4. Magazine Luiza

Magazine Luiza is a shining example of how to lead the adoption of new Digital Marketing trends in retail! The company is always ahead of the curve when it comes to innovation and leveraging the latest strategies and technologies to connect with its customers and increase its sales.

One of the main areas where Magalu excels is in digital transformation. The company has not only created a robust e-commerce platform, but has also transformed its platform into a marketplace, allowing other sellers to sell their products. This has significantly expanded the product offering and attracted an even larger audience!

Magalu has also developed a SuperApp, integrating multiple functionalities into a single mobile application. This complete digital ecosystem offers users everything from shopping and payments to financial services, providing a convenient and integrated user experience.

In the field of social media, Magalu is extremely active. The company uses platforms such as Facebook, Instagram, Twitter, TikTok and YouTube to engage its audience. 

The creation of the virtual character Lu, who acts as the brand’s virtual assistant, is a pioneering and highly successful example of the use of the “brand avatar” concept . There’s no way around it, when you think of this strategy, Lu, from Magalu, immediately comes to mind. This initiative further humanized communication and strengthened the emotional connection with consumers.

Another trend that Magalu adopted early on was Influencer Marketing, which I have already mentioned. The company collaborates with a vast network of digital influencers, from micro-influencers to big celebrities , to promote products and campaigns. This type of partnership not only expands the reach of campaigns, but also increases the credibility of the brand.

Like any good e-commerce, Magalu also invests heavily in SEO and Content Marketing! It maintains a blog with articles on technology, consumer trends and tips on how to use products, in addition to producing explanatory videos and tutorials for YouTube. These initiatives help educate consumers and improve rankings in search engines.

Digital advertising is another strong point. Magalu uses Google Ads, social media ads and remarketing techniques to attract and re-engage users. In addition, the company sends personalized newsletters and uses push notifications to keep customers informed about promotions and launches.

These strategies show how Magazine Luiza not only follows, but leads the adoption of new Digital Marketing trends , establishing itself as a reference in the retail market!

5. TAG Books

TAG Livros is a brilliant example of how personalization can be used as a competitive differentiator in Digital Marketing. This book subscription club stands out by offering unique and highly personalized reading experiences to its subscribers, creating a deep and lasting emotional connection with its audience.

TAG Livros offers different subscription plans, such as TAG Curadoria and TAG Inéditos, each one catering to different reader profiles:

In TAG Curadoria, big names in literature and culture choose books especially for subscribers; while TAG Inéditos presents unpublished works by contemporary authors, allowing each reader to find something that resonates with their literary interests.

In addition to the curation, the unboxing experience is designed to surprise and delight subscribers. Each box contains not only the book of the month , but also exclusive literary treats and a magazine with additional content, such as interviews with the authors and articles related to the literary world. This attention to detail reinforces the feeling of exclusivity!

The company, a leader in its market niche, maintains an active presence on social media, sharing relevant and interactive content, such as literary debates, reading tips and interviews with authors. These interactions not only keep subscribers informed, but also create a sense of community among readers!

The use of Email Marketing is another area where TAG Livros shines! They send personalized newsletters based on subscribers’ preferences and behaviors, offering reading recommendations, news and exclusive promotions.

Email automation allows communication to be highly relevant and timely, increasing subscriber satisfaction and engagement.

TAG Books also encourages subscribers to participate through user-generated content! Subscribers are encouraged to share their experiences and opinions about the books on social media, creating powerful and authentic social proof that attracts new subscribers and strengthens the existing community.

All these examples show how companies from different markets can use Digital Marketing strategies, from the most well-established to the most innovative, to stand out! 

If you want to see some more examples, just access the following text:

Main concepts of Digital Marketing

Now it’s time to delve deeper into the main concepts used in Digital Marketing, perhaps clarifying some of the jargon commonly used for those just starting out in the field.

Come with me!

Persona (Brand Persona and Buyer Persona)

The word “persona” is, for some, a banana peel! One of the biggest mistakes in Digital Marketing is to confuse target audience with persona. Target audience is a broad concept with different consumer profiles; while persona could be considered an individual portrait of a person within this broad profile.

Furthermore, by adding a simple noun, the word takes on a completely different meaning. I’m talking about the concepts of Brand Persona and Buyer Persona, where:

• Brand Persona: is the personification of the brand. It is the creation of a unique personality for the brand, with characteristics, values, and a tone of voice that resonate with its audience; 
• Buyer Persona: is the representation of the ideal customer. It is based on detailed research into the habits, needs, desires and challenges of consumers.

When we define Buyer Personas , we have the chance to gather more specific and strategic data about the behavior of leads. This gives us the opportunity to speak human to human, using detailed data that makes the consumer as real as you or me.

And as for the Brand Persona, it defines how the brand presents itself and communicates , becoming an almost human figure with which consumers can connect.

Lead

It’s finally time to better explain the concept of a lead! Getting straight to the point, a lead is a potential customer who has shown interest in a product or service from your company by providing contact information, such as name, email or phone number.

This interest can be expressed through a variety of actions, such as filling out a form on a website, subscribing to a newsletter, or participating in an online event.

A more humanized view of the potential customer (the “leads”) is important for the company to develop a strategy that aims to “nurture” this person with everything they need — and at the ideal time, based on what they already do — to convince them to buy a product or service.

It is essential to look at the idea of ​​leads in stages (which in turn are divided between the business sectors), which can start with a Landing Page in the Sales Funnel, migrate to articles created by the Content Marketing bases, until reaching the hands of the sales team — who close the deal.

Leads are essential for Marketing and sales strategies, as they represent opportunities for conversion into real customers!

Sales Funnel

A Sales Funnel is a model that represents the stages a potential customer goes through from the first contact with a company until the purchase is completed.

It is divided into phases that typically include:

• Top of the funnel (attraction): where the public’s attention is captured;
• Middle of the funnel (consideration): where interest is nurtured and customer needs are best understood;
• Bottom of the funnel (decision): where the conversion happens, leading to the sale.

This is a theoretical model that has become popular as a “Holy Grail” of Digital Marketing — which, for me, can be a big trap, since a lead can decide to close a deal at any stage of the funnel.

The customer journey will depend on a factor that we consider a lot here at Enjoy Minder: context.

Each customer will reach your product, service or content in a unique way and trying to control each step of the lead in the purchasing journey is always useful.

This is what we call the “funnel”: how the lead moves from one stage to another in familiarizing themselves with the company until closing the deal — but it’s impossible to do this all the time.

Nutrition Flow

One of the ways to gain the lead’s trust — and subsequently their loyalty — is through a periodic Nutrition Flow that informs this potential customer about the company’s universe: from the products it sells to the values ​​it promotes.

It is essential that the Nurturing Flow is structured in conjunction with the company’s Digital Marketing strategy. Combined with the Sales Funnel and automation tools, each piece of information delivered to the lead solves some doubt or problem in their life — leading them to think about your company when closing a deal.

SEO

There is no point in producing quality content if it cannot be found by the public!

To do this, it is important to master SEO techniques — or “search engine optimization” in a literal translation. It is the SEO-optimized content that appears in search engines like Google or Bing — and you cannot achieve relevance on the Internet without it.

But make no mistake: optimizing content is not about endlessly repeating a bunch of keywords to index your articles on the first pages of search engines: you need to think about some factors, such as:

• Scannability (ease of reading);
• Loading time;
• Content size;
• Visual elements;
• References to reliable sources.

In addition to these, there are a series of other factors that justify the hiring of professionals specialized in optimizing content for Digital Marketing.

PPC

PPC, or Pay-Per-Click, is a digital advertising model where advertisers pay a fee each time their ad is clicked. Instead of hoping people find my site organically, I pay “a toll” to ensure more people visit my page.

Think about Google Ads, for example. It works like an auction: I bid on keywords that are relevant to my business. When someone searches for those keywords on Google, my ad appears in the results.

What I love about PPC is its efficiency! I can reach my target audience directly and measurably, while controlling my advertising costs and maximizing my return on investment (ROI).

SEM (Search Engine Marketing)

Search Engine Marketing (SEM) is a combination of the two concepts I just explained! Together, SEO and PPC form a powerful strategy that increases a website’s visibility in search engines.

Imagine that I have an amazing store, but it is on a quiet street. SEM is like putting up bright signs and eye-catching advertisements on the busiest avenues in the city, attracting everyone to visit my business.

A powerful fusion of organic and paid traffic that greatly increases your chances of being seen and attracting qualified customers. It’s like securing a VIP seat at the main show instead of sitting in the stands waiting to be noticed!

Landing Page

Landing pages are like virtual business cards — they’re often the first contact a person has with your company.

It is the information contained there that will transform your blog visitor into a lead, or even a fan, if your company can offer quality educational material that helps that person solve problems.

Landing Pages also serve to showcase your best work and convince someone who is already a lead to close a deal with your company, instead of looking for a competitor in your sector.

As it is “the bridge” between content and commercial contact, landing pages are considered one of the most important elements of Digital Marketing.

CTA

Translated from English, CTA is defined as a “call to action” for the lead to act towards their goals. Do you know when a YouTube channel asks you to like or subscribe? This call to action is a CTA.

Depending on the type and size of the content, a CTA may appear several times throughout the material, but it is mandatory that at the end of a text, video or audio, you direct your consumer to a platform where you can “reach” them more often — with new content or strategies that convince them to purchase a product or service from your company.

Rich Materials

The last two concepts I presented serve to offer the visitor something of value in exchange for their data and the possibility of getting in touch with them: Rich Materials.

It works like this:

• When filling out a form on a Landing Page, the lead provides you with a way to contact them (usually email);
• He does this because he saw your CTA that was offering Rich Material; 
• After securing the lead’s data, you provide them with an e-book, for example;
• And that’s it!

But the e-book is just one type of Rich Material! In exchange for the lead’s data, you can offer a spreadsheet, a survey, an infographic, a quiz… the important thing is that what you are offering is in fact content that makes the visitor’s life easier and that is scarce — not available to the public that does not “exchange” a form of contact for the material.

Enjoy Minder itself offers the Free Library on Marketing, Sales and Retention to any visitor who is interested in this content. These are some very interesting examples of rich materials.

Paid Media

Paid Media in Digital Marketing refers to the practice of investing in online advertising to promote products, services or the brand itself.

When I invest in online advertising, whether on Google Ads, Meta Ads or another platform that has an advertising service, I am basically paying for my brand, product or service to appear in front of the right people.

Furthermore, targeting is a superpower of this strategy! I can target my ads to a very specific audience, considering factors such as age, location, interests and online behavior.

And the best part? You can continuously optimize your campaigns, adjusting details as you see results. This way, every investment is well spent, ensuring that you achieve your marketing goals effectively and accurately.

CMS

CMS is the acronym for Content Management System (or “content management system” ) that facilitates the addition, editing, programming, and formatting of content, in portals such as blogs, podcasts or video blogs.

WordPress.org (as opposed to WordPress.com) is one of the most famous examples of a CMS. Similarly, platforms such as YouTube (videos) or Audible (audios for podcasts) are also considered content management systems.

To use traditional CMSs like WordPress, your company pays for “hosting” and manages the content that will belong exclusively to you.

Platforms like YouTube can change their hosting and content management rules in the blink of an eye. That’s why it’s so important to stay up to date with permissions and updates on these types of CMS.

Marketing Automation

Using Marketing Automation is like having a super efficient personal assistant that takes care of repetitive day-to-day tasks, such as sending emails, posting on social media and other digital actions.

Imagine not having to worry about these details anymore and being able to focus on what really matters: creating creative and impactful strategies!

With the support of automation technology, I can reach my customers in a more personalized way and on a large scale, nurture leads, increase sales and measure the return on my campaigns, all while saving time and effort.

It’s like having an autopilot that keeps my Marketing running at full steam, even when I’m busy with other things!

CRM

Customer Relationship Manager does exactly what the name says in English: manages customer relationships. A CRM brings together all customer data in one place: name, phone number, email, birthday, as well as any important information that the relationship team needs to continue working to get closer to the lead.

With the data entered into the CRM, it is possible to automate several mental triggers , based on the actions that each customer takes on your website or platform: Thus, it is possible to:

• Know the best time to send an email with new content (or purchase proposal);
• Measure the level of customer interest in purchasing a new service package (and offer automatic discounts);
• Send birthday messages to deepen the bond with the person on the other side of the device.

Marketing Mix (the 8 Ps of Digital Marketing)

The Marketing Mix, also known as “Marketing Mix”, is an indispensable concept for every Marketing professional!

Initially, the concept was introduced by Jerome McCarthy back in the 1960s, with the famous 4Ps of Marketing: Product, Price, Place (distribution) and Promotion. And, of course, Marketing guru Philip Kotler was the main person responsible for popularizing the idea.

These four ingredients are considered fundamental for the planning and execution of any Marketing strategy, supporting companies in their mission to satisfy consumer needs and achieve their market objectives.

Over time — and with advances in technology and the Internet — four more ingredients were added to the recipe: People, Processes, Positioning and Performance.

These are the 8Ps of Marketing, an update that helped to incorporate more modern and complex aspects of Marketing, ensuring that the strategy is always up to date and relevant!

Product 

This is the heart of the Marketing Mix! What am I offering to the market to satisfy a need or desire of my consumers? It includes decisions about design, functionality, quality, branding, packaging and additional services.

Price

It is the value that your product or service has, the amount that consumers pay for the product. It involves pricing strategies, discounts, payment terms and analysis of the value perceived by customers.

Square (Distribution)

Imagine I have the best product in the world, but it’s locked away in my closet. How does it reach the end consumer? Place includes choosing the distribution channels, logistics, points of sale and market coverage.

Promotion

If I have an amazing product but no one knows about it, how are people going to buy it? Promotion involves all the communication activities that are done to inform, persuade and remind consumers about the product. It includes advertising, sales promotions, public relations, direct and digital marketing.

People

Refers to the company’s employees and customer service. Consumer satisfaction often depends on the quality of service provided by the people involved in the sales and after-sales process!

Processes

Imagine that the process of producing my product is efficient and fast. It includes the systems and processes that influence the delivery of the product or service to the customer. Efficient processes can improve quality, reduce costs, and increase customer satisfaction.

Positioning

It’s how to make sure everyone knows that my product is the best on the shelf! It refers to how I want my product to be perceived by consumers compared to competitors. It involves branding and differentiation strategies.

Performance

Finally, it is the evaluation of the success of my product in the market! It involves measuring and analyzing the results of my Marketing strategies. It includes performance indicators, return on investment (ROI) and necessary adjustments to continuously improve.

First steps to create a Digital Marketing plan 

Although more and more people are looking for Digital Marketing solutions, it is necessary to pay attention to some details that can be decisive for the success of your business.

To avoid making the same mistakes that many business owners end up making on a daily basis, I decided to list some of the necessary precautions to take when structuring a successful digital campaign.

Follow!

Defining goals and objectives (Marketing KPIs)

Defining objectives is crucial, as they guide any and all marketing actions! Knowing exactly what you want to achieve will allow you to chart the right path and choose the most effective actions.

Once you have set your goals, it’s time to set milestones that will help you see if your efforts are working or if you need to adjust them. Without goals, it’s hard to measure the success of your actions! So decide whether your goals will be monthly, bimonthly, or weekly.

Once you have defined your goals, you should also identify the key performance indicators (KPIs) for each of them. This will allow you to closely monitor whether the actions taken within your business are bringing the expected results or whether adjustments need to be made to actually achieve the planned numbers.

One of the advantages of Digital Marketing is precisely the possibility of measuring results in real time, allowing the responsible teams to make adjustments so that the numbers improve in the coming months!

Alignment with strategic, tactical and operational planning

For Digital Marketing initiatives to be successful, it is essential that they are aligned with the company’s strategic, tactical and operational planning.

These three plans together form the organizational plan, which will guide the activities of a company as a whole! And of course, the Marketing sector must have each of these levels planned to ensure the fulfillment of goals and objectives.

• Strategic planning: involves defining the company’s long-term objectives and should guide Marketing actions so that they are aligned with the organization’s mission, vision and values;
• Tactical planning: involves creating more detailed plans that connect strategic objectives to concrete actions that will be taken. Here, marketing campaigns must be designed to fulfill these plans;
• Operational planning: deals with the execution of daily tasks and the management of operations necessary to implement defined strategies and tactics.

By ensuring that strategic, tactical and operational planning are aligned with Digital Marketing initiatives, you ensure that all actions are moving in the same direction, optimizing resources and maximizing results.

Persona study

One of the first steps to planning your Digital Marketing activities is, without a doubt, studying your personas! It is not uncommon to find companies that are working with Marketing, but that still do not know much about who their potential customers are or how to communicate with them.

To do this, you need to analyze your company’s ideal customer profiles (ICPs). There may be more than one group of people, and that’s okay!

At this point, it is important to gather information such as:

• Who are these people;
• What are your routines like;
• What are your goals;
• What are your needs;
• What problems do they face;
• What are your most common purchasing objections;
• How your company can help these people;
• Which products or services are recommended;
• What is the appropriate language to communicate with these people;
• In which communication channels do they look for information;
• What type of content do they usually consume;
• What is the purchasing journey of these people; 
• What do they value in a company in this segment, etc.

I recommend the guide below to help you learn how to structure your persona more deeply:

Competitor analysis

Competitor analysis is also a very important detail before you start creating your Digital Marketing strategy. Fortunately, we can learn a lot from the mistakes and successes of other companies in the segment.

Therefore, it is important to survey which companies are standing out in your market , who your biggest competitors are and, from there, organize a list of those companies that are worth following.

Evaluate what they are doing:

• What type of content are they producing;
• What kind of language are they using;
• How the public is behaving;
• What mistakes are being made;
• What actions seem to work.

By understanding these issues regarding competition, you can take a more critical look at what you will do from now on, taking the opportunity to learn from other people and not make the same mistakes in your day-to-day life.

Keyword study

If you want to be found on the Internet, do a good keyword research ! At this point, it is important that you already know your persona and know exactly what type of content and what topics need to be worked on.

With this in mind, you can do keyword research using tools like Semrush and Google Keyword Planner to find the most interesting terms for your content production.

So make a list of terms that will help you answer your consumers’ questions and create optimized content for each of them, thinking not only about the search volume, but also about the intent of those searches.

Marketing Channel Analysis

Marketing channel analysis is important for you to understand where you are today and what the bottlenecks are in your strategies.

If you already have a website, check whether it has all the most important information about your business, whether there are descriptions of the products and services that are sold, information about the company, contact details and other details.

A complete, functional website optimized for a good experience for your consumers is the best way to work these channels!

If you are working on your Digital Marketing to sell decoration, for example, you need to evaluate whether your website and the information on it are offering your customer all the content they need to learn more about your company. Does it show all of your products? Are there features and specifications for each of them?

It is also interesting to analyze whether your company’s blog is adequate: is the content optimized? Does it need more attention? What are the results like?

Still within channels, there is also a need to evaluate your business’s social networks and identify whether you are really communicating appropriately. In this sense, it is important to evaluate whether you are working on the right social networks, whether the content and formats being worked on are generating engagement, whether the interactions are good or whether it is necessary to improve what is being said there.

Remember that communication channels are extremely powerful tools for improving your relationship with the public, promoting your company, and the products and services you have to offer.

Therefore, it is essential to carry out an impartial analysis of what is being done today, what the bottlenecks are and what needs to be improved.

How to create a Digital Marketing plan?

When investing in Digital Marketing strategies, it is essential to have a Marketing plan , as executing the various actions that make up this methodology without strategic planning can be a big problem for your business — and for your pocket.

However, there are three steps you should consider when creating your Digital Marketing plan . Check them out below.

1. Define your objectives, set short, medium and long-term goals;
2. Make use of key performance indicators (KPIs);
3. Know your target audience.

Putting the Digital Marketing plan into practice

By mastering the concepts of Digital Marketing, taking the first steps mentioned above and developing the plan itself, you will be able to follow the Digital Marketing strategies that are most appropriate for your business in terms of effectiveness and cost-benefit.

When it comes to Marketing — which is a sales methodology, after all — it is essential to consider the context, as there is no ready-made recipe: what worked today may not work tomorrow, and what worked for one company may not work for another.

Still, it’s a good idea to follow some successful formulas and tweak them to suit your business needs, especially your leads and market conditions.

In addition to understanding the context, simplification is key: the less complex (and more innovative) the techniques used, the greater the chances of creating innovative opportunities that actually generate results.

The first step to increasing your sales is to see Digital Marketing as a generator of opportunities. Next, it is important to analyze, define achievable goals and, above all, know your target audience well. This is the process we use to help our clients generate more results!

The Internet is the safest way to obtain information about your consumer profile, since social networks, such as Instagram, are powerful tools for creating a closer relationship with the customer and ensuring the best sales.

Main Digital Marketing Strategies

I have already covered some of the most commonly used strategies in Digital Marketing when explaining the concepts and advantages of the methodology. But now it’s time to delve deeper into each of them!

After all, it is in the planning stage that you and your team will choose the strategies that best fit the context of your business. So follow me!

What is Inbound Marketing and how does it work?

Inbound Marketing is Enjoy Minder’s specialty! Its goal is to attract customers through relevant content. In this way, companies seek to understand consumers’ needs and then establish a communication channel with these people, with the aim of offering a solution to their problems.

With over 10 years in the market, we have several success stories. One of the ones we are most proud of is Monika Kumari!

The company came to us with a major problem: its online results were not up to par with the company’s success. To give you an idea, the rate of abandoned carts in e-commerce was over 70%, while a healthy average is less than 40%.

What did we do to solve the demand? That’s right, we applied all our expertise in Inbound Marketing! The heart of the project was the creation of blog content to attract the public later to the store. Check out how the store’s sales grew exponentially after the Inbound Marketing project implemented by Enjoy Minder!

What is Content Marketing and how does it work?

Content Marketing ‘s main function is to position your brand in the right place, at the right time, and with the right person . Better yet, it can put your brand in people’s hearts, something we are very proud of doing! 💚

In other words, in addition to Content Marketing providing education and relevant information to the public, it also addresses people’s concerns in order to ensure that they become future customers of your company.

Being a practical, economical and fast option, blogging is the most common way to get traffic to your website, as it is easy to manage, its development is simple and the maintenance cost is low.

However, for this strategy to generate a positive result, it is important that you take four steps into consideration:

• Be strategic in creating your content. In other words, create topics with relevant information;
• Have a schedule for posting;
• Optimize text for Google using SEO practices;
• Go beyond text: diversify the type of communication by creating infographics, podcasts, videos, among others.

What is Email Marketing and how does it work?

Many people believe that the time of emails is over, but that is a big mistake! Email Marketing continues to be one of the greatest powers in Digital Marketing.

Believe me: the potential of an email list is huge (not to mention growing) and the right actions can yield incredible returns.

Generally used to send promotions, request sales, acquire business, among others, E-mail Marketing is the process of sending messages for commercial purposes to a group of people, in order to increase or nurture the closeness of the company’s relationship with its current or future customers.

Therefore, the first step is to create strategies to capture your audience’s emails. Want to know more about how to make the most of this opportunity? Check out our material below!

What are Social Networks and how do they work?

If you are looking for a place that has influence, communication and dialogue to promote your brand, then social networks are a good option for you. This is because most of the time spent by Indian Internet users is on social networks, such as Facebook, Instagram, Twitter and even LinkedIn.

What is Search Engine Marketing – SEM and how does it work?

Search Engine Marketing or Search Marketing is the segment of Digital Marketing that focuses on developing strategies and dissemination formats through search engines such as Google, Yahoo and Bing.

What is Digital Advertising and how does it work?

Even if you offer an excellent product or service at good prices,  it is essential that you manage to bring people to know about it.

Many people may come organically through search engines, but if you can find your target audience where they are, such as on social media, you can boost your revenue. Therefore, set aside some money to invest in paid media — whether on Google, Instagram, Facebook…

Want to learn more about digital advertising? Check out the video below to learn how to use Google Ads!

What is Conversion Rate Optimization – CRO and how does it work?

Convert Rate Optimization is a safe way to improve the performance of a website, increasing the traffic that the address already has. Therefore, it is possible to increase conversions regardless of the number of visitors.

What are the main Digital Marketing indicators and metrics?

When applying Digital Marketing strategies, you need to identify whether the results are truly effective, especially since campaigns perform differently for each business. To know which actions are most appropriate and whether they really put you on the path to success, there is only one way:  monitor the metrics and measure them appropriately.

These tools are fundamental parts of the application of  Digital Marketing , because they show where the errors are, what needs to be adjusted, how to save on actions, what has changed in the indicators and what the new business opportunities are, among other advantages. In other words: they are a perfect guide for making strategic decisions.

Although anyone can track metrics, it is important to rely on a specialized company that has the specific knowledge to determine the correct measurements to generate insights and results. This is because many of them are irrelevant to the real objectives and only show appearances, such as the number of followers or likes.

Do you want the help of a specialized company to help you track your metrics and show you what each one means? Request a quote now!

At Enjoy Minder, we have case studies from companies in various sectors that demonstrate our effectiveness in monitoring metrics. Our work inspires confidence because we are dedicated to understanding each business according to the brand’s priorities. Thus, we always seek the  most appropriate insights  to improve decision-making in campaigns!

Check out a list  below of the main Digital Marketing metrics and indicators that we consider important to monitor, and better understand the importance of each of them for Digital Marketing actions!

Return on Investment (ROI)

ROI compares how much you spent and how much you grew  your sales. A basic characteristic of how Digital Marketing works is precisely to improve profits, so this is one of the most important metrics to evaluate.

With this metric, you can know whether the money invested in campaigns was well used and receive  insights  to identify  when it is worth increasing investment, further improving the result.

Customer Acquisition Cost (CAC)

CAC establishes a relationship between Digital Marketing spending and the number of customers. In other words, it measures the cost that each new customer represents for the company, showing whether the campaigns are worth the effort.

This includes all expenses applied to promotional strategies, from the amounts invested in marketing to the salaries of the sales team. To calculate CAC, you must separate the desired period and evaluate the difference between these values ​​and the number of accounts that emerged in the determined period of time.

Want an example of how to reduce your acquisition cost?

Monthly Recurring Revenue (MRR)

MRR allows you to see how  your business is growing in terms of revenue  based on your monthly billing. This means that upfront payments can be adjusted to assess a growth trend over the year.

To do this, simply divide them by 12. However, you should exclude cash payments, accountant expenses and discounts. Include credit transaction and billing fees.

Cost Per Acquisition (CPA)

CPA is responsible for lead generation. It is the sum of expenses and contacts acquired within a period of time. In Google Ads campaigns, the amount charged in CPA is equivalent to lead conversions within the website.

Cost Per Lead (CPL)

CPL measures the  cost of generating a new lead. This metric helps with the way Digital Marketing works, because it shows whether campaigns are well adjusted.

Ideally, the CPL should be as low as possible, but high values ​​are also justified if the conversions of leads into customers are efficient. The result is relative, which justifies hiring a specialized company to measure the metrics.

Average Ticket

The average ticket is applied individually to an account to identify how much revenue that customer brings to the company. It is a metric that helps to understand when to apply engagement strategies, aiming to  increase the demand for the products/services purchased.

Lifetime Value (LTV)

LTV is a metric used to assess the profit potential of each customer to predict results. It analyzes the  entire time of business with your customer, that is, since they started requesting services/products. It needs to be at least three times above the CAC for the account to be sustainable.

Conversion rate

The conversion rate refers to any of the  stages that a visitor progresses through in the sales funnel, from the moment they become a lead until the purchase is made. An intrinsic part of Digital Marketing, conversion is the objective of every action taken.

The team hired to manage your campaigns is the best suited to generate this metric, since they work directly with the strategies in progress. Quick access to this information allows the necessary adjustments to be made to improve the results of the actions, having a great impact on your marketing.

Website visits

Website visits can be measured using several metrics. The total number indicates whether campaigns are running properly, even if they don’t convert into leads. The number of individual visits shows the specific number of people who access the website.

Comparing these metrics allows you to know how many people returned and how many were new, helping you  understand engagement in your campaigns. They are also important metrics for discovering the most accessed content. 

Email Marketing Metrics

There are also metrics specific to email marketing campaigns. These include the  open rate of messages and the click rate of links.

The first metric shows whether the titles are attractive enough, while the second shows the effectiveness of the campaign itself. After all, the goal is to get the sender interested in what you have to offer!

How to analyze Digital Marketing metrics?

Before you start analyzing marketing metrics, it’s important to think about which ones are really interesting for your business. To do this, evaluate your goals and objectives, and see which metrics will really help you measure your company’s progress: Digital Marketing and BI go hand in hand!

Once this is done, it is time to define the priority and frequency of each one.

Unfortunately, many companies end up embracing the idea of ​​measuring all available metrics and end up not paying attention to the numbers that really matter. The result of this? Business owners who do not see the reality of the business transparently and end up not being able to optimize their strategies and improve the results achieved so far.

Sticking to metrics that don’t provide relevant data for your business is what we call vanity metrics. They may look nice, but they don’t provide the depth needed for your business.

How to create a Digital Marketing plan?

When investing in Digital Marketing  strategies, it is essential to have a marketing plan, as executing the various actions that make up this methodology without strategic planning can be a big problem for your business — and for your pocket.

However, there are three steps you should consider when creating your Digital Marketing plan. Check them out below.

• define your objectives, set short, medium and long term goals;
• make use of Key Performance Indicators ( KPIs );
• know your target audience.

What are the advantages of Digital Marketing?

It is clear that everything around us is influenced by digital media, and marketing is no different. Therefore, it is necessary for expanding companies to prioritize Digital Marketing. The advantages include:

More communication and interactivity

The first advantage is improved communication and interactivity with your audience. Digital channels, especially social networks, are commonly used as contact tools between customers and companies.

On these platforms, consumers and prospects take advantage of the proximity to ask questions about products and services, give feedback and talk about expectations and tips for standing out in the market.

Who better than your own customer to tell you exactly what they want and need from your company?

More competitiveness

Increased competitiveness is also a reality, but when your company is available online, it can reinforce its competitive advantages, strengthen ties and, with care and attention, even build customer loyalty!

Best value for money

Unlike traditional and offline strategies, Digital Marketing has more democratic values. This is one of its benefits, especially for small and medium-sized companies.

The cost-benefit of the investment is excellent : in addition to allowing you to work with more affordable prices, the campaigns tend to be much more segmented, allowing you to reach only the audience that really matters to your business .

Greater reach

The Internet also allows you to have a greater reach. If your company works with a software solution, for example, it may be interesting to work with a national reach.

With Digital Marketing, you will be able to reach people across the country in a simpler and more practical way, compared to traditional strategies.

Analysis and measurement in concrete data

We will talk a lot about this: the possibility of measuring and analyzing concrete data.

This is one of the most striking benefits of Digital Marketing. When we think about traditional marketing, it is much more complicated to think about measurement: how do we measure which customers came through magazine ads? How do we measure how many customers came through a backbus? 

With Digital Marketing, it is possible to know exactly where each client and prospect came from, what path they took to get here and, from there, identify which strategies are most promising and which investments need to be readjusted.

More opportunities

With focused and well-segmented strategies, it is possible to increase the number of sales opportunities. This happens because, with lead generation, it is possible to educate the market and guide them to the moment of purchase through a well-designed funnel.

When you work with Digital Marketing, you can help the consumer go through the purchasing process in a more intuitive and simple way.

Attract the right audience

Segmentation of Digital Marketing strategies is also one of the most striking attractions for companies. While, in traditional marketing, we needed to make a big leap to win over a few customers, with Digital Marketing it is possible to segment more and more and focus on distributing the message only to those people who can truly represent a potential customer base for your business.

The more focused your strategy is and the closer you get to the right audience, the greater your chances of conversion.

Allows access to consumer feedback

Social media allows companies and customers to communicate much more transparently. Users tend to use these tools to communicate more directly and conveniently with companies they have purchased from, or are interested in purchasing from.

If you are on these channels and know how to use them strategically, you will be able to identify some suggestions coming directly from your customers to improve your image in the market and increase your competitiveness.

Consumer feedback is vital to your growth. Use it wisely.

What are the consequences of not investing in Digital Marketing?

Digital Marketing is no longer an alternative and has become an obligation for companies that want to ensure market competitiveness. That said, we can imagine that failing to invest in Digital Marketing  is a risk for companies, regardless of the market or size.

Among the biggest losses that businesses can suffer by not investing in Digital Marketing are those listed below.

The business does not keep up with the market

The market is evolving and becoming increasingly digital. To grow your company, you need to keep up with trends and stay ahead of the competition.

However, if you ignore Digital Marketing, the chances of falling behind are very high. Being in the digital world will help you not only improve your relationship with your audience and increase your sales, but also optimize routines and review internal processes.

Difficulty finding new customers

Consumer habits have changed and adapted to the digital world. Today, most consumers are aware of the need to do online research before closing a deal with any company.

Therefore, if you want to find clients and be considered by those prospects who are looking for solutions similar to yours, you need to be in the digital world.

Difficulty in retaining customers

Digital Marketing, accompanied by marketing automation tools, can allow companies to build customer loyalty.

After all, we know that a loyal customer can be much more profitable than a new customer. 

With the right platforms and using online communication to reach these people, it is possible to create a network of loyal, satisfied consumers who promote your brand. The result? An increase in organic referrals and your customer base.

Competitive difficulty

If every company is in the digital world and yours is not, how will you compete for your customers’ attention?

The Internet and Digital Marketing allow companies to work to strengthen their competitive advantages and attract more and more customers according to the needs that these people present.

If you are not on these channels, which many consumers consult before making a purchase decision, how do you expect to be considered at the time of sale?

It is important to remember that embracing Digital Marketing strategies is not just a detail: it is a measure to ensure that your company does not die on the beach.

Reduction in company profitability

Of course, with the reduction of competitiveness in the market, the difficulty of standing out from the competition and attracting more customers, the company’s profitability also falls.

A sustainable business needs to maintain recurring growth and always be aware of new developments in the market in order to transform its reality into something more profitable and lucrative.

Digital Marketing Tips

What are the worst Digital Marketing mistakes?

Marketing strategies can bring many benefits. However, to reap these rewards, you need to pay close attention to every detail. Are you doing everything right or do you need to review some things?

See what are the most common mistakes made by companies:

• not knowing your persona;
• not setting goals;
• choosing inappropriate strategies;
• not knowing the needs of your business;
• not knowing the seasonality of your company;
• ignore the need to build customer loyalty;
• not using appropriate language to communicate;
• take specific actions and not invest in recurrence;
• have a very heavy website that takes a long time to load;
• do not write articles;
• not worrying about varying the format of the content;
• not worrying about educating the market;
• not tracking metrics;
• not optimizing marketing efforts.

How do you know if Digital Marketing is working?

To reduce your margin of error and, in turn, increase your chances of success, it is essential to know whether your strategy is working. To do this, it is necessary to monitor some metrics that serve to measure the performance of your actions.

Below, we list some of the most used marketing metrics in a strategy, they are:

• Return on Investment (ROI): makes a comparative analysis between how much you spent and growth in sales;
• Customer Acquisition Cost (CAC): establishes a relationship between Digital Marketing expenses and the number of customers;
• Monthly Recurring Revenue (MRR): allows you to visualize your company’s growth in terms of revenue;
• Cost Per Acquisition: responsible for lead generation, it is the sum of expenses and contacts acquired within a period of time;
• Cost Per Lead: is responsible for evaluating the expenses you have to generate a new lead.

However, it is worth noting that the ideal is for you to know all the marketing metrics and choose the one that best suits your type of business.

How do you know if a Digital Marketing strategy is not working?

Unfortunately, few companies pay attention to the results of Digital Marketing. The truth is that, deep down, few know how to identify whether the company is actually making a profit or not.

Let’s look at some scenarios: if your company currently spends R$2,000.00 on marketing and acquires four new customers, each customer cost your business R$500.00. These customers will only start generating profits for your company if they consume more than their cost (R$501.00 or more). At this point, you need to think about your average ticket:

• if your average ticket is less than R$500.00, your customer will only start to generate real profits for your company with recurring purchases;
• If your average ticket is R$500.00, the customer will only be paying the acquisition cost. Therefore, the profit will only come from the second purchase;
• and, of course, if your average ticket is higher than R$500.00, in this context, the customer will already be able to generate real profits for your business.

Now that we understand the relationship between profit, average ticket and purchase recurrence, it’s time to think about Digital Marketing strategies.

Marketing is here to help companies solve these three very important pillars to ensure business profitability. If your strategy is not able to optimize any of these points, it may be experiencing a bottleneck.

So how do you spot the signs that your marketing strategy is falling short?

Check out some key points: 

• low number of visits to the website;
• low conversion rate;
• unqualified leads;
• few opportunities to be worked on;
• sales below expectations;
• non-loyal customers;
• customers do not engage;
• drop in sales;
• the goal is getting further and further away.

Did you do all this but your Digital Marketing doesn’t work?

Have you come this far, but something didn’t work out? Don’t worry, there’s still a way. Digital Marketing is an excellent tool for setting yourself apart from the rest. However, using methods that are already on the market won’t make a difference to your company’s performance, because to achieve success it’s essential that you seek innovative solutions that generate real results for your business.

Review the persona

If your marketing strategies are not bringing the expected results, you need to reevaluate some aspects. The first is the persona: are you really communicating with the right customer ? Or could it be that your persona is wrong and, therefore, you are not able to attract the right people to your business.

Reevaluate who your customers are and see if your persona is correct. If necessary, redo the persona study and identify what changes need to be made to your marketing strategy.

Reevaluate the numbers

Reevaluating the numbers is important. The more records you have of what has been done and achieved in recent years and months, the better! This data will serve as a comparison factor to understand whether there have really been improvements throughout the strategy being implemented or if something needs to be changed.

It may be that the business has a seasonality that has not yet been identified and that, in fact, the low numbers do not represent a failure in the marketing strategy, but rather a common period of low sales within the company.

This tip is important for all companies, in any segment: keep records month by month. Save the documents to compare with the months of the following years and identify if this is a behavior of your consumer and, from there, reorganize your actions. 

Review the goals

It may be that the goals are above the company’s potential. This is very common: when companies do not have a record of the business’s progress in recent years or a macro perspective of how the market is doing, the goals and objectives set may be beyond the company’s and the market’s potential.

It is important to evaluate how your business is doing and what the expectations are for your sector. Review your goals and try to work with less ambitious numbers to start taking action.

Review the strategies

Strategies can also be wrong, and this is costing you results! Identify, by analyzing metrics, whether the strategies used are bringing the expected return or if it is necessary to rethink the way each of them is being worked.

One of the benefits of Digital Marketing is the possibility of evaluating the progress of each action in real time.

See where the best and worst results are and reorganize efforts.

Why hire a specialized Digital Marketing agency?

Having the help of a specialized consultancy makes all the difference, since a Digital Marketing agency has the right mechanisms to help your company generate results. And we, at Enjoy Minder, know exactly how to do this!

With over 10 years of experience, Enjoy Minder is an agency focused on boosting your company’s success through innovation, adding value to everything we do in search of the best results. Therefore, we have created a unique way of working, based on four principles: marketing, sales, technology and customer success.

Want to know how we can help your company? Then  click on the banner below and get a free evaluation!

Frequently Asked Questions

📗 What is Digital Marketing?

Digital Marketing is marketing carried out in a digital environment, that is, on the Internet. It uses tools such as social networks, email marketing, websites and apps. It allows companies to get closer to their audiences and be more present in their lives. 

🔴 How to do Digital Marketing?

The first step to increasing your sales is to see Digital Marketing as a generator of opportunities. Next, it is important to plan, analyze, define achievable goals and, above all, know your target audience well. This is the process we use to help our clients generate more results!

📗 What does a Digital Marketing professional do?

He is responsible for executing marketing actions on digital platforms, which can be: generating opportunities, promoting the brand, generating sales, etc. 

🔴 What are the types of Digital Marketing?

There are several strategies that make up Digital Marketing, including: inbound marketing, content marketing, email marketing, social media and countless others.

📗 What does Digital Marketing do?

Through tools such as social networks, landing pages, email marketing and websites, it allows companies to get closer to their audiences and find new customers.

🔴 What is the concept of Digital Marketing?

Digital Marketing is the sum of communication actions that companies can use through the Internet, mobile phones and other digital media, to publicize and market their products and services, gaining new customers and improving their network of relationships.