Digital marketing campaigns. / ENG


For any company, visibility on the Internet is indispensable. And online or digital marketing campaigns will be the key to business results in the online world. In this article we will tell you what digital marketing campaigns are, what their characteristics are, the agents involved and their payment models.


To know the concept of digital marketing we will consider several definitions:

Strategic development of creation, economic valuation, promotion and distribution of goods or services, aimed at a target audience through the Internet and through digital techniques.

Digital technology is applied in the creation of digital channels that complement the marketing actions, with the purpose of customer loyalty.

A part of marketing that uses digital communication to achieve reactions to a product and achieve its sale.
All of them are defining aspects of online marketing.

New consumer habits.

Technology has changed the world and also the habits of life and consumption in recent years. Consumer thinking and behavior has changed as a result:

Technology has democratized, with affordable and quality products. This allows us to access any content easily.

In recent years, the socioeconomic contexts of crisis have also determined some consumer habits.
Potential customers, as members of digital communities, interact with brands and want to be taken into account.

If consumer habits change, online marketing campaigns must change as well. New disciplines such as content marketing, multimedia design adapted to social networks, etc. have emerged.


These are the main characteristics of digital marketing:

Segmentation: In order for the user to have increasingly personalized information, digital marketing allows grouping customers with common characteristics. This segmentation optimizes resources and marketing actions, achieving a better knowledge of the potential audience. At the same time, it makes marketing costs more profitable.

Segmentation requirements are diverse:

Quantification: segment members are measurable.

Homogeneity: the marketing and communication actions designed must serve the entire segment.

Accessibility: advertising actions will have an impact on all members of the segment.

Substantiality: the segment must have a minimum size or commercial interest to be profitable.

There are also different types of segmentation, depending on the criteria used. Targeting can be geographic, linguistic, by time slot, by device, by interest or by topic.

Flexibility: Depending on the demands of the moment, marketing campaigns must have the flexibility to be adapted and modified.

This characteristic is not found in traditional marketing, so it is a remarkable added value.

In short, it allows us to make decisions that improve the results of the campaign, taking into account the conditions or the evolution in real time.

Measurement: Digital marketing also allows us to accurately and permanently measure the results of marketing campaigns.

With the results of the metrics we can access a lot of information about our products and customers: the most profitable products, the most searched for, the most visited web pages, etc. Everything is measurable and everything can be improved.


The four F's

The four P's of traditional marketing (price, product, place, promotion) have become the four F's of digital marketing: flow, functionality, feedback and loyalty.

Flow is the sensation that a user perceives when immersed in the web, according to the personal experience and the value-added information they obtain.

Functionality refers to the attractiveness and functionality of the website, being useful and efficient.

Feedback involves responses and communication between the user and the brand. This element will give us more information about our target audience and their behavior, creating interrelationships with them.

We talk about loyalty when we achieve a close relationship with users based on trust and personalization, with the aspiration of gaining loyal followers for the brand.

Agents: Digital marketing campaigns have their own particular actors:

Advertiser: it is the company or brand being advertised.

Support: It is the website where the advertiser will display its advertising.

Advertising platform.

This is the technology available to the advertiser and the publisher. In many cases, the publisher and the platform may share ownership, as in the case of the Google search engine.

Agency: This is the company or professional hired by the advertiser. Its functions are to plan, manage and evaluate the results obtained.

Payment models: Knowing the agents involved in a campaign, we distinguish the various payment models that the advertiser will assume:

CPM (Cost per thousand impressions).

In this case, the advertiser pays for the impressions of its ads. Specifically, money is paid for every 1000 views.

This payment model is popular with publishers, as it involves little risk and guarantees revenue because they only have to display the ads.

CPC (Cost per click) or PPC (Pay per click)

With CPC, the advertiser pays according to the clicks received by the ad, this is the only thing that is taken into account. This type of payment is often used on platforms such as Google, where the advertiser marks a daily spend on the campaign, along with the maximum price they are willing to pay per click.

It is the payment model that favors advertisers, since it pays only for potential customers who have interacted with the brand, through the click, showing their interest.

CPL (Cost per lead)

The advertiser pays only for leads. This payment system is used in affiliation networks, which negotiate with their affiliates (advertising media) and advertisers a specific CPL.

CPA (Cost per acquisition or sale)

This system allows the advertiser to pay according to the effective sales, being the most advantageous option for the advertiser. There is practically no risk for the advertiser and it is limited to sharing a part of the profit obtained from the sales made.

As in the previous case, this payment model is also typical in affiliate networks, and both are little known in Spain.

CPD (Cost per day) or time.

Finally, the cost per day implies that the advertiser pays for appearing for a specific time and place in the advertising medium. An example of this case is the main page of Youtube.

Any of these payment models will be directly related to the type of marketing strategy we want to carry out, depending on the type of objective we have set ourselves.

For example, if we want to generate interest or branding, we will be interested in CPM. On the other hand, if we want to get potential customers, the CPC will be our payment method.

Now after this information we give you these elements that are essential in any marketing campaign.

Creating a marketing campaign is not an easy task. However, there are 5 fundamental elements that you have to take into account for a marketing campaign to be effective.

1.- Have an objective.

First of all, to launch a marketing campaign you have to have a well-defined objective. A good objective is always the key to the success of a campaign.

For that, you need to ask yourself the following question: What is the purpose of your marketing campaign?

With the answers to this question you will be able to define what you want to achieve. It is essential to have a clear objective, a long-term goal. But it is also very important to have more specific, short-term, less ambitious goals. Through these more specific objectives you will gradually achieve the main goal.

Without a detailed plan of everything you want to achieve you can end up losing your way and getting lost along the way. Therefore, if you are not clear about your goals, all your effort and investment in the campaign will be for nothing.

2.- Segment your audience.

Secondly, it is very important to segment your audience. Choose very well to whom the message you want to convey in your marketing campaign is addressed.

Not all potential customers are the same. For this reason, it is important to divide your users into groups that have the same characteristics, taking into account some variables.

These variables can be geographic. You can also segment them by their resources, their habits, their attitudes, etc. This way you will target a more specific audience related to the product you want to advertise and sell and therefore, the campaign will be more successful.

3.- Creativity in the messages.

Be creative. The more creative you are, the more you will attract the attention of your audience and improve your results. The message has to have an added value, it has to be different from the rest, it has to have something that makes it unique.

It is also essential that you use new ways to communicate your message, try new formats and even break the rules to create eye-catching ads.

The goal is to differentiate it from others so that people will remember it and thus, in this way, it will attract more attention and reach as many people as possible.

4 -Use a cross-channel strategy.

Using a cross-channel strategy is a good way to boost your marketing campaign. This strategy will help you integrate all the channels available to your brand to reach your users more easily.

In the same way, it will allow you to send the right messages to the right users through the most appropriate channel. Your personalized content will be displayed according to the channel you use.

In addition, all the information you obtain will be centrally managed and compared with user behavior. With this strategy, you will centralize your campaigns so that users enjoy a better brand experience.

The cross-channel strategy also gives you the ability to manage your data in real time, so you can adapt or change your marketing strategies on the fly. And last but not least, it allows you to automate contacts, taking into account the type of interaction used.

5.- Bet on a professional platform to have real-time metrics.

It is important that you have a professional platform that provides you with real-time metrics in order to make your marketing campaign a success.

One such platform is MDirector. This support offers you a real-time graphical reporting system. All this information will help you to optimize your marketing campaign.

You will also have different data to implement in your campaigns. Emails sent, emails delivered, emails opened, unsubscribes, reputation report of the different users and results of mass mailings are some of the reports you will have access to.


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