What Is Digital Marketing?

Digital Marketing is the set of activities that a company (or person) executes online with the purpose of attracting new business, creating relationships and developing a brand identity. Among its main strategies are SEO, Inbound Marketing and Content Marketing.

The concept of Digital Marketing may seem very clear, but at the same time it is very subjective. How to understand such a comprehensive subject? Does any action from my internet company characterize Digital Marketing? What are the best strategies? How to extract the maximum potential of these actions?
There is no doubt about the usefulness and growth of digital marketing in the coming years, and many people already know that. Is that you? Want to be prepared to know all about it right now?

If your answer is yes, we’ve created this complete content so that you understand exactly what it is, its key benefits, the strategies used, and how your business fits and can take advantage of it.

Among the disciplines, we can highlight:

Another very important feature of Digital Marketing is the use of Data, which today is also known as Data Oriented Marketing. After all, all digital platforms produce a multitude of data and provide metrics that help in making decisions.

Digital Marketing is to promote products or brands through digital media. It is one of the main ways that companies have to communicate with the public in a direct, personalized and timely manner.

However, the ways to make it happen change almost daily. So it is currently impossible to talk about marketing and ignore that most of the world’s population is connected to the internet and shop online.

That is why Digital Marketing is the main way of doing and conceptualizing marketing these days. The term is used to summarize all your marketing efforts in the online environment.

Using digital channels – such as blogs, websites, search engines, social media, email and others – companies try to solve the pains and desires of customers and potential customers.

Do you understand the “balcony” of the concept presented by Professor Kotler? This is a social process! It is something that depends on the agreement between two people within a context.

Digital Marketing can be done by people, companies, universities, NGOs, associations, churches … So there are also cultural, psychological, geographic, legal factors that influence people when buying or selling a product or service.

And each one must do what he can, with the means he has, to find the right opportunities in this environment!

Notice the concept of marketing and add an internet layer. This is the “spirit” of digital marketing! Digital media involve computers and the dominant form of digital communication is the internet.

The great flow of communication that the web provides today favors agile strategies like Search Engine Optimization, Inbound Marketing and Content Marketing, as we’ll see in the next few topics.

When we talk about increasing our network, strengthening our brand and making better sales, all these are goals in which digital marketing is an important tool to reach them.

To get there, the digital media are the best to observe and test the effectiveness of our actions.

Therefore, Digital Marketing has the best means available to calculate the return on each investment, to define clearer and simpler metrics to measure.

No wonder this concept is called new marketing.

Digital Tugas - What is Digital Marketing?

What is the difference between Online and Offline Marketing?

In many places, they want to place digital marketing as superior to traditional marketing (or vice versa.) But the great truth about marketing is that a brand is not only on the Internet or outside itself but in the minds, hearts and decisions of consumers.

With the separation between online and offline actions, the concept of all-line marketing was created, that is, marketing that takes place everywhere, with online and offline integration. However, we can not ignore that there is concept and meaning for digital marketing – and this concept basically says that digital marketing is about online actions.

Marketing is marketing, digital or offline. And this is very important.

Marketing Mix

Even being digital, we’re still talking about marketing. And marketing, as a field of study, provides us with many tools that apply perfectly when we talk about Digital Marketing. Many of them, too, can be expanded to fit the world of the internet better.

For example, do you know the 4 Ps concept of Marketing?

Also known as Marketing Mix, this concept refers to a product or service in four key points:

  • Product;
  • Price;
  • Place;
  • Promotion.

Thus, when applied to the digital universe, there are authors who extend this diagram for a few more elements.

5 Ps of Marketing
Over time, the importance of valuing the consumer as part of the strategy has made a new P add to the concept of people.

In this context, companies began to consider the purchasing power of the public when creating campaigns, understanding that these people need to be conquered not only by the product and its products but also by brands.

8 Ps of marketing

Finally, we reached the era of 8 Ps of Marketing, where besides Price, Square, Product, Promotion, and People, we have:

  • Processes;
  • Positioning;
  • Performance.

They have become determining factors to identify successful actions in Marketing.

In this sense, Digital was fundamental, because online actions allow people to evaluate the results obtained in a systemic and scalable way, contributing to make the actions even more targeted and strategic. Let’s explain in more detail how this works.

 7 Key Concepts of Digital Marketing

Just as each specialization has its specifics, digital marketing is a universe with its own terms. Before starting this post, let’s elucidate each of these key concepts.

  • Person

Unlike traditional strategies, Digital Marketing works with the concept of personas, which are semiformal profiles, based on their actual consumers, and who represent their ideal buyer. That way you can create more targeted, targeted actions for the right people, saving you time and money.

  • Lead

Leads are business opportunities. These are the contacts that, through an Inbound Marketing strategy, leave your key information so that you can identify your potential buyers and nurture them with relevant information until they are ready for the moment of purchase.

  • Sales Funnel

The Sales Funnel, also known as Consumer Journey, are the steps through which a person goes through the purchase process, from understanding a problem, through purchasing consideration to decision making.

  • Landing Page

These are the lead catch pages, 100% focused on conversion. The idea is that on these pages you offer content or valuable material and in return, the most interested visitors leave their contact information and thereby become leads.

  • SEO

Search Engine Optimization or search engine optimization. These are actions that help improve the ranking potential of your pages and content, helping you to meet the key prerequisites required by search platforms.

  • CTA

Calls-to-Action or CTAs are the buttons or calls that direct the action that your users must take when visiting a page so that they continue in the flow of your sales funnel and arrive at the time of purchase prepared for consumption.

  • Flow of Nutrition

It is a Marketing automation process where a user action is the trigger for a flow of messages, usually by email, in order to help your visitor walk the sales funnel.

Digital Marketing - 7 Key Concepts of Digital Marketing

4 Advantages of Digital Marketing

Why digital marketing should be a business priority and what are the key benefits an online strategy can deliver? In this topic we will address this subject.

You may have realized how much Digital has changed the way you do marketing and for the better, both for business and for consumers. There are several advantages that can represent savings for both, as well as closer relations between the public and the brands.

  • Interactivity

One of the main reasons Digital Marketing is increasingly adopted in relation to traditional channels, especially offline channels, is interactivity with the public. The focus is no longer on the product but rather on the user experience in their buying journey.

Companies make campaigns, publications, and actions, and on the other hand, consumers can interact, voice and tell others with just a few clicks, increasing engagement with brands as well as the demands of the public. Thus, it is increasingly necessary to improve the way you talk to your audience.

  • Analysis and measurement

Imagine the world in the 1960s, when the business model of marketing and advertising agencies was taking off. In this period, there were few methods of measuring the effectiveness of ad campaigns and ads served.

It can be said that, until the arrival of the internet, a lot of money was spent on ineffective actions! After all, if you can not measure whether a customer was convinced by your marketing action to buy a product or service, it’s hard to tell if your strategy is effective.

In the world of online marketing, obtaining and analyzing data is a fundamental step for the continuous improvement of your strategy.

Fortunately, today, absolutely everything should have its proven return. Metrics such as Return on Investment (ROI) and Cost of Customer Acquisition (CAC) can (and should!) Be analysed in real time.

Thus, companies can identify failures quickly by putting improvements in practice. This was unthinkable not too long ago.

  • More opportunities for companies

On top of all this, reducing literal distances between businesses and customers has helped a lot. After all, today even small brands can make good campaigns and attract consumers across the city, the country and the world.

With this, consumers win. They have more opportunities to meet companies with whom they identify. The same goes for companies that can create a good online positioning, increasing their sales opportunities through various channels!

  • Targeting

Many people may think, “Wow, I can talk to as many people as possible,” and yes, that’s great!

But one of the great differentiators of Digital Marketing is that companies can now take action to attract and win the right people! That is, those that really have the ideal profile to consume of your company.

This is a great benefit because in addition to saving money – after all you stop spending lots of money on people who have no interest in your products and services through segmentation – you get to know your audience better, becoming more and more specialist in conquering it.

That’s the secret behind the real value of digital marketing, and it’s revealed to anyone to put into practice! Only one method is needed and we’ll talk about it now!

Digital Marketing Strategies

There are a myriad of ways to apply a digital marketing strategy. Understand what and how to make a choice that matches your business needs.

The growing computing power of computers and infrastructure on the internet has led us to a universe of possibilities. Just think of the volume and quality of content we have available today – their herd for free.

Today, if I ask anything to Google, chances are good that I receive a satisfactory answer. And that response will be contained in some content made available by a website. Is not it simple and at the same time fantastic?

Following this logic, websites that contain many good responses are more likely to attract the public and consequently win more customers, increase their brand awareness and learn more about consumer behavior.

As mentioned in the previous chapter, many businesses are migrating from offline media to online marketing means. Of course, this increases competition on the web.

As we said in the previous chapter, the secret is in the method. To reach your marketing goals, we need to find ways to get there.

But if the internet has infinite possibilities, how can I know that I am making the right decision? Do not worry, because now you will know what is most current in the world in terms of strategy. Check out.

Inbound Marketing

Inbound Marketing is synonymous with attraction marketing. When creating an Inbound strategy, your goal is to be found by people ..

In inbound marketing, companies seek to understand the pains and needs of consumers to then establish a channel of communication with these people in order to offer a solution to their wishes and desires.

Today, the internet is filled with tools for doing research, discovering the interests of the public, and publishing materials to help satisfy them.

When this is practiced continuously, you create your audience, generating a channel of constant communication with it. In other words, the company talks to its audience, not only sends messages.

As a result, his publications are being sought by more and more people. Through this communication, it is possible to understand more and more specific interests of the public (and come out ahead to serve them).

– The Complete Guide to Inbound Marketing: What It Is and How to Do It
– Understand the Sales Funnel and how it relates to Inbound Marketing
– Growth Hacking for Inbound Marketeers: Leverage Your Strategy

The main way people get to you today is by creating content, that is, by providing relevant information that solves real problems and is widely accessible. This strategy is called Content Marketing, which we will address as follows:

Digital Tugas - Inbound Marketing

Content Marketing

Consumers are daily looking for solutions on the internet, and, in the herd of times, this search starts in search engines.

Content Marketing aims to position your brand in place and at the right time of the purchase journey to offer the best solutions.

Therefore, Content Marketing is the process of publishing relevant and valuable information and materials in order to attract, convert and delight an audience.

It is worth remembering that this strategy, if well-done, can help to triple in less than a year the accesses to the company in the internet, besides bringing many other benefits, such as: brand recognition, creation of authority and education of the market.

For this, you need to spread your content in regions of the internet that are attractive to you. There are a few methods that are considered standards, such as a blog, company website, and social networking profiles.

However, there are ways to diversify your reach with different content channels. Here are some ways to do this:


The blog is the home of Content Marketing.

This is because it is an exclusively your channel of communication with the public, without the interferences and distractions that other channels like social networks can have. That is, you can publish what you want, however you want, whenever you want.

Blogs are also very easy to edit and manage, making it easy for companies with small or large Marketing teams to get a strategy done in a practical, cost-effective and fast way.

And last but not least blogs are an excellent content optimization tool to improve your rankings on search engines such as Google. This improves the visibility of your business and expands your attractiveness to the right people!

In addition, you can use some other channels like Medium and LinkedIn Pulse to build your audience accordingly. They work like blogs, with the disadvantages of not being proprietary domains and with less rankings, but which are easier and more accessible.

Access the complete corporate blog guide: build, structure, and leverage your blog results.

Digital Tugas - Blogging

Institutional Site

Many companies are content to have a blog or a page on a social network. All of this is very important, but it does not dispense with the need for an institutional website.

Firstly because it increases the credibility of your business. After all, when people look for you, they need to be assured that your business is serious and trustworthy.

Second because this becomes one more channel where people can find you and that is also yours and can help you to achieve good positions in the search engines.

It is also essential that your Marketing actions direct people to a channel where they can request your products or services and finally consume from you, taking away the main doubts of them. And this channel is, without a doubt, the institutional site.

Social Media

Few places proportionate both the interaction of people with brands and social networks. They are a channel created precisely for this purpose: communication, influence and dialogue.

So, having a page in the main social networks where your audience is found has become indispensable: either to promote your actions and content, or to let people know the “behind the scenes” of your company.

In fact, this has become a fundamental point for the choice of a brand by the consumers, which is to identify with the companies beyond the product and the service, but with the values and the ideal behind them. And social networks are an excellent channel for this engagement to happen.

Social media are, as its name says, the means. However, the most important ones to cultivate are the nets.

And in the case of social networks, strategies have several purposes, since they are very important for branding and buzz and, at the same time, for generating traffic and conversions.

Of course, we need a strategy that we can learn to create right now. We separate some content that will help you in this:

How to define a social networking strategy

An effective social networking strategy should generate significant participation in generating traffic to your domain, but at the same time it is a channel for communicating and publicizing the brand.

So let’s break it down into a few simple steps:

Step 1 – Set goals and goals. Social networks also have a funnel and you should consider the relevant metrics at each step. The OKRs methodology for measuring performance fits perfectly in this case.

Step 2 – Find the right networks. Facebook, Linkedin, Instagram, Twitter etc. are different channels and have their particularities, so the intention of users in each of them as well. Conduct searches on your audience profile, keywords, and trends before creating a business profile.

Step 3 – Create a profile. Be aware of the correct sizes of posts and images in social media. Remember to use a design and tone of voice that meets your brand standards and is focused on the goals defined in the first step.

Step 4 – Perform a benchmarking. See what your competitors and related business blogs are saying. If you have strong competitors, certainly they publish a lot of relevant stuff and that you should provide.

Step 5 – Define a plan and an editorial calendar. This is necessary to organize the funds and analyse the progress of the strategy. Apps like BuzzSumo are good trending and keyword search tools.

Step 6 – Learn from the results. Just like blogs and websites, social media also have analytical tools. Use them to calculate your metrics and metrics.

Email Marketing

Email Marketing is the process of sending business messages to a group of contacts obtained by a company on the internet.

It can be used as a method of strengthening your brand, sales, communication with customers and potential customers.

The direct messaging channel with the user is an unmatched tool and can deliver very effective results. In addition, you can segment your lists by following a variety of factors, such as opening emails, replies, downloads, and more.

Building a mailing list

The first step to a good email marketing strategy is to build your mailing list, that is, to get the contacts of the people who will receive your content. How to do this?

Step 1- Choose good software to manage your lists.
Step 2- Create an incredible offer such as a newsletter, discount or rich content.
Step 3- Insert application forms inside your website or blog.
Step 4- Develop a voice for your business and create engaging messages.

Types of email

Email is a channel of contact with customers and potential customers, right? This medium is a bilateral form of communication. After all, whoever receives emails can answer them!

Therefore, there are several types of messages you can send, each with a different intent in relation to your leads.

  1. Informational Emails – This type of message is intended to convey relevant information to the contacts. If you have some news first hand, want to advertise some specific event or action, informational emails are an excellent method. Generally, this type of email is shorter, seeking to send as much information as soon as possible. If possible, in the message title itself.
  2.  Nutrition Emails – Nutrition emails are those that influence the reader to take a specific action on your website or blog. Often, the client’s journey may take longer than you would like. Therefore, lead nutrition can speed up this process and make your base more prepared for the moment of purchase. Messages of this type should also be objective and take the user in the inbox to your domain, offering content that will lead you to continue in the sales funnel.
  3. Educational Email – Educational emails are very useful and should be the bulk of the content you submit. Simply because educational content is one focused on solving problems and doubts. Basically, this is the main reason why the user subscribes to your content.
    Use it to send relevant posts, materials selected by you, unique content, and what else your audience is looking for.
  4. Transactional Emails – This type of email is very important, and needs to be used wisely. Emails suggesting a transaction or offer must be sent in a way that the recipient does not perceive to be exaggerated. A good practice is to keep your email base always clean, only with users who really are considered people. In addition, transactional emails should be focused on user conversion, which sets the tone of the message, a good call-to-action, and a direct link.
  5. Newsletter – Newsletters are a recurring type of mailing. When you sign it, you expect your messages to arrive with a certain frequency. It is like a newspaper in which you can offer content, disseminate materials, write messages and dialogue with your base.

SEO – Search Engine Optimisation

In a digital marketing strategy, being found in search engines is essential, right? And for that, there is a specific concept to get results organically, that is, without paying for ads.

It is what we call search engine optimization, search engine optimization or SEO.

Today, search engines hope to offer the best results for the user experience. There are several techniques you should apply to show search engines that your site can provide the best experience and thereby improve your rankings.

Optimizing your pages means making them understandable to both people and crawlers. And this will depend on your performance in a combination of various rankings factors. There are two groups of ranking factors, which we explain below:

SEO On Page

On Page factors are those that can be optimized within your pages, such as title, meta-description, internal linking, use of heading tags, etc. All of this improves the user experience, but is also read by crawlers such as Google Bot.

So you may have very attractive content, but you have to demonstrate this to robots by means of data structures. You must use the code to reference your title, your meta attributes, your images, hyperlinks.

SEO Off Page

It does not stop there! External factors also influence your rankings, such as the loading time of your site, its security parameters, incoming links, etc.

If you want to understand more about SEO and the different rankings factors, I recommend reading the Complete SEO Guide.

SEM – Search Engine Marketing

Search Engine Marketing. That name says it all. Search engines are useful for digital strategies that involve organic or paid media. When doing a search, these mechanisms will return you a list of useful links, and some of them will be ads.

Therefore, marketing on search engines is a fairly comprehensive process. Even SEO is contained in SEM!

Today, it is virtually impossible that Search Engine Marketing is not an important part of any internet marketing strategy. When displaying organic ads or links, most of all, search engines are worried about the user experience and this is how you reach users who have business intentions when performing a search.

In addition to organic growth, paid media offer unique growth opportunities. Analytics tools and techniques allow you to find the way to a positive return on investment.

And, if investing in ads on the internet can bring in much more profits than costs, why not try?

If we still do not convince you, learn a little next:

On the internet, today, there are three types of media:

Media acquired: from interaction with the audience, they represent engagement, sharing, comments and mentions.

Media possessed: those that belong to someone, websites, blogs, profiles in social media.

Paid Media: It is the promotion of your content through advertisements such as pay-per-click (PPC), displays, retargeting, social media ads and content promotion.

This combination of media is what will define the best way to win your audience. Never disregard any of them.

Of course, organic results are excellent over the long term but do not have the same speed and options of online advertising. Get to know some ad types now:

PPC – Pay-Per-Click

PPC  is the purchase of media that are charged by the number of clicks your ad receives. The most common type of pay-per-click are ads on search engines.

So, on the Google results page, for example, there are organic and paid links.

If you’re an advertiser, you can position your ad using keywords and variations on them. And the user, when performing the search, will find these sponsored links in the SERP.

Display Ads

A display or banner is a mixture of images and text. Display ads generally do not appear on search results pages, but on sites that are part of the chosen advertiser network.


Retargeting – do not confuse with Remarketing – are banners that appear to the user after he visits some website or practices certain action. Here, the idea is to get your ad to be remembered by people, retaking engagement with your sales funnel.

When you visit a certain site, for example, possibly more ads from that site will appear to you when you visit a website that is part of the advertiser network.

Content promotion

Promotion is an interesting paid media alternative for anyone who does content marketing. The web is filled with incredible content and gaining prominence can be difficult.

There are free means of dissemination, such as social media. However, if you want to speed up this process, you can turn the call to your content into advertisement.

This will give you a prime view on search engines and social networks, and you can target the audience to whom it is displayed.

Social Ads

Many companies are content to have a blog or a page on a social network. All of this is very important, but it does not dispense with the need for an institutional website.

Firstly because it increases the credibility of your business. After all, when people look for you, they need to be assured that your business is serious and trustworthy.

Second because this becomes one more channel where people can find you and that is also yours and can help you to achieve good positions in the search engines.

It is also essential that your Marketing actions direct people to a channel where they can request your products or services and finally consume from you, taking away the main doubts of them. And this channel is, without a doubt, the institutional site.

Digital Tugas - Blogging

Social Media

Just as there are ads in search results, they can also be displayed on social media. The Facebook network – which includes other media, such as Instagram – has its own network of advertisements.

So according to your preferences, interests and profiles you visit, the network will display ads specific to that user. Each social media has different targeting options and this makes all the difference in the performance of these ads.

Affiliate Marketing

A very common way to monetize Digital Marketing is through affiliates. If you sell some product or service, you can create a network of blogs and websites that can market your product in exchange for a commission.

Likewise, if you own a blog or website and get a lot of traffic, you can be paid to facilitate or generate sales to a producer. Usually this is done through a banner or sponsored content.

Leads Management

Managing leads means tracking and taking potential customers from the first conversion to the sale and after-sales. This subject of digital marketing is also known as customer acquisition management or contact management.

Also, often, lead management is confused with lead nutrition. We will see that lead nutrition is a part of the lead management process.

Check out the steps in this process:

Generation of Leads: it is the art of finding users potentially interested in your business. Lead generation occurs at tactically positioned conversion points in emails, ads, content, tools, and so on.

Generating Qualified Leads: Rather than simply generating new leads, qualified leads are those identified as opportunities to sell. They are more “advanced” people in the funnel.

Qualifying Leads: Qualifying leads means analysing them more accurately, ranking the best opportunities according to your registered behaviour. Marketing and sales teams often have contact qualification specialists.

Leads Nutrition: Nurturing leads means delivering relevant content to your contact base in order to get them to continue on the sales funnel. Today, email is a very efficient method of lead nutrition, but there is interesting news, such as account-based marketing.

As your lead base grows, your lead management process needs to become scalable.

A base of contacts can reach hundreds of thousands and even millions of people. This causes the need to deal with more robust systems, complex mechanisms of activity tracking and standardization of the messages sent.

It does not stop there. Even after the sale, customers do not cease to be leads within the base. After all, you need to find upsell, cross-sell, and customer retention mechanisms.

It should be remembered that the sales funnel does not end in sales, but rather at the moment when customers become advocates of your brand.

If you want to create custom messages that are segmented according to the different contact profiles present in your base, you must use the technology. The greater the number of leads, the more complex the administration is.

For this, automation software is essential from a minimum level of performance.


order to communicate with thousands – perhaps millions – of people, you need a tool that can organize and track all those records.

That is why, more than a technique, marketing automation is a type of digital marketing technology. Through it, you can streamline all those needs.

Often, this software has solutions for creating workflows and communication. It’s like a mix between storage systems, data analysis, and contact engagement.

In this way, it is possible to segment its base in relation to the profile, the behavior and its actions performed and – for each of these criteria – to provide a series of incentives for the conversion and, finally, to the user’s enchantment.

The competition for the best automation tools has grown a lot and this market has proved very promising in the marketing world. It is estimated that by 2025 this market will reach a capitalization of more than US $ 7 billion!

CRO – Conversion Optimisation

One of the most used terms in digital marketing is conversion, right? The process of bringing the audience to your base of contacts and getting them to the bottom of the sales funnel.

The goal of conversion optimization – or Convert Rate Optimization – is to find out where the conversions are not being used properly within a blog or website. And the best ways to do this are data analysis and testing!

Before making a decision about what modifications to make to increase conversion rates, a CRO practitioner makes a logical diagnosis. It is divided into five stages, described below.

  1. Raising hypotheses
    CROs generally have a means of obtaining data in all their channels. Tools like Google Tag Manager allow the installation of applications monitoring users on several websites and blogs at the same time.So you can understand why there are people who visit the blog but do not continue on the funnel. From there, simply create actions focused on the audience that really wants to be part of your network.
  2. Main Metrics
    Once you’ve come up with a hypothesis, it’s time to turn that idea into something measurable, and that’s no easy task!Using the right tools, we can get all kinds of data. So many, we can get lost in so much information – and that’s serious! Looking at the right metrics will save you a lot of time and money.Of course, anyone wants to generate more revenue, have more and better customers. But for that, you need to figure out what drives the most revenue and break them into measures for every stage of the buying journey.

Marketing metrics, therefore, can be divided according to the sales funnel, from attraction to after-sale!

Conversion Metrics

Why optimisation for conversion? It’s simple. There is a direct relationship between the number of conversions and the amount of revenue generated by your business.

And on any page, there are a myriad of reasons why people do not convert.

Therefore, investing in conversion improvement points will reflect on some important numbers, which are:

  • Number of leads – represents the number of leads generated. This metric works as a parameter of performance over time. After all, the traffic tends to grow and with that, your rate of lead creation should accompany you.
  • Cost per lead – CPL determines the quality of leads you receive. Therefore, the cost of generating a new lead should always remain low in relation to the cost of acquiring a new customer.
  • Number of users – thousands, maybe millions of people will convert to your pages, but is that number large or small compared to the number of users browsing your domain? This is what this metric seeks to answer.
Digital Tugas - Inbound Marketing

Revenue Metrics

Revenue metrics should not be viewed separately from conversion metrics. The purpose of the conversion is to take the user to the purchase and, here, we will differentiate them by methodological question.

Cost of customer acquisition: A marketing strategy can have costs in time, money and other resources. So we need to calculate how much, on average, we spend to get a new customer.

Lifetime Value: Also known as LTV, it represents, on average, the revenue generated by the customer throughout its entire life cycle.

Number of customers: As we are talking about a funnel, it is natural that there are far fewer customers than leads. Therefore, this metric responds to which conversion points most generate customers and if the number of customers is aligned with revenue.

Profit: Lastly, conversion optimisation should impact profit. This number will tell you if the investments and costs have paid off. It is worth remembering that negative profits represent losses.

3. Calculating relevance

Before a conversion optimisation process is deployed, you must first define what are reliable results.

Therefore, it is necessary to have a defined population and samples of reasonable size to conduct the tests.

And this is no easy task. In a very small sample, the results become very sensitive to variations, whether positive or negative. However, a very large sample – while not statistically poor – can be a waste of time and resources with tests.

4. Creating tests

Creating tests is an art. In fact, this subject can yield an entire book. Thanks to digital media, it is possible to perform dozens (sometimes hundreds!) Of tests at the same time.

Thus, the testing phase can be divided into smaller phases.

In a preliminary way, several hypotheses are tested. After collecting the results, the best are carried forward, but the process does not stop there.

Then, chances are determined how the best results can be worked out to generate even more results by restarting the cycle.

Only when the best results have positive improvements will the CRO professional have sufficient evidence that definitive improvements have been implemented.

5. Analysing results
Although it does not seem like it, this phase is quite complicated. Not only by visualising the data, but also by trust in the process. To get reliable results you need to:

Set up all conversion steps. Often this involves various software, and you need to make sure that the results that come to you are correct. An error at the beginning of the process will confuse who analyses the data.

Look for the correct metrics. Many leads do not necessarily mean more revenue. On the other hand, leads that become clients whose acquisition cost is too high will not always be a good deal. This varies in each segment and only those who analyse the data can define the best parameter.

The correct analysis of the results will define the decision making. Analysing them incorrectly can lead to inefficient or even harmful actions and, even worse, totally confuse the marketing team.

So, you need to check each conversion point, ensure that the information is coming in correctly in your CRM or marketing automation software, and even question the most obvious assumptions.

Other Channels
Podcasts and audio posts
Audio content is a growing trend, especially with the popularisation of podcasts.

They allow a greater ease of consumption by the user, since they can be accessed, for example, from a mobile device to listen to while walking, driving or just away from a computer.

In addition, it is worth remembering that Audio Marketing is one of the great bets of the future, mainly because of the emergence of virtual assistance technologies such as Alexa from Amazon and Cortana from Microsoft.

Tools and apps
Applications are extremely interesting for various niches. They allow for a greater interaction between the user and brands, besides being an exclusive space of the company.

With them, you can encourage the user to stay in contact with your domain more time and increase the value perceived by the public.


The chatbots, automated communication robots, are excellent tools to add to your digital strategy.

In addition to assisting in the process of optimising customer service on websites and social networks, these bots can be used to improve the relationship with leads and customers, to disclose important information and even generate sales.

Blogs and Partner Sites

Publishing materials with links to your domain on other blogs has become an essential tactic of digital marketing. It is worth remembering that the volume and quality of backlinks are important ranking factors in Google.

So you can create relevant content to publish on a partner’s blog, for example. So everyone wins.

Digital Marketing Plan

To create a digital marketing strategy, you have to start setting goals, right? And, for you to achieve your marketing goals, the best way is to plan for different possible actions.

When trying to predict the possible scenarios and document a roadmap of actions, we are talking about the creation of a marketing plan, in which all possible sources of information are used.

For example, if you want to generate more sales, a marketing goal can be a percentage increase in the number of qualified leads.

From that, considering your persona, your available resources and the setting in which your business is, it is possible to establish a plan to make that goal happen!

But how to put together so many elements at once?

It may seem very complex, but there are some steps that are proven to help (much!) In structuring a plan.

1. Definition of objectives

When defining a plan, it is important to cover different types of objectives. This is because, often, larger goals depend on the fulfilment of several small goals. This is what we call primary and secondary goals.

Beyond complexity, the deadline is also very important. Therefore, good planning contemplates short-, medium- and long-term goals.

This being the first step in a marketing plan, its relevance is incalculable. Failure to set objectives can compromise the strategy as a whole.

And to eliminate this possibility, there is a very popular framework for this, SMART.  SMART is a mnemonic in English for the essential characteristics of a marketing goal.

So a marketing goal is relevant as long as it is:

Specific or specific: everyone involved must have a clear understanding of what it is about.

Measurable or measurable: it does not make sense to create a goal if it can not be measured or has subjective criteria, right?

Actionable: Easy goals lead to wasted opportunities, and too difficult goals can discourage the team. The best-crafted goals are both challenging and realistic.

Relevant: When setting a goal, make sure that it is crucial to your business.

Time: Every goal must have a deadline to be achieved. Of course, goals for a month, quarter or year have different characteristics.

2. Creation of Key Performance Indicators (KPIs)

Objectives always come with indicators. However, in a sea of ​​information, one must look for the correct indicators. They will show you whether you are walking the right path to reach the goals.

KPIs or Key Performance Indicators represent exactly that concept. KPIs are absolute numbers or percentages that can be measured, analysed and have direct relevance to your business.

For example, do you have a goal linked to traffic generation? So the minimum daily visits to your site or blog is a valid indicator.

It is worth remembering that KPIs can be indicators of any nature, as long as they are measurable and relevant. Marketing metrics, for example, can be key indicators, as we’ll see next.

3. Detailing the Person

When we talk about personas at the beginning of this article, we highlight the importance it has for a strategy. Here the argument is a reinforcement: invest time and resources drawing a detailed person.

Look for users in your base of leads, people in social media (LinkedIn and Facebook are great for this) and internet searches. If you already have a documented persona, you can expand it!

In addition to questions such as “what are your problems?” Or “how can we help the person solve these problems?”, Exploring extra topics can be very enlightening.

Do you want to complement the analysis of yourself? Ask “which books does she read?”, “What are her favorite influencers?”, “What events does she attend?”, “What software does she use?” And others. The deepening of your persona will always result in identifying more and better opportunities.

Digital Marketing Metrics

One of the key advantages of digital marketing is to be measurable. Thus, the possibility of documenting and evaluating the strategies used allows an understanding of the strategy and the decision making based on data.

Before the internet, proving the value of a marketing action was much more difficult. Lack of knowledge motivates bad decisions.

And, for you not to make them and to make the best of all your efforts, setting measurement parameters is essential. It is impossible to succeed without using them correctly.

We’ve listed some of the most important marketing metrics below, but we also recommend that you study more about it when designing a strategy.

The best way to start observing the correct metrics is by getting some data from your blog or website. Common metrics used in a strategy are:

Unique Visitors: How many people access your page. Each visitor is counted only once within the stated time period.

Sessions: is the set of interactions, such as pageviews and clicks, that the same user performs in a given period.

Organic Traffic and Paid: represents the number of sessions that originate from search engines and paid web campaigns.

Bounce Rate: The percentage of users who only make one visit, without performing other interactions, such as clicks and pageviews.

Conversion Rate: This is the percentage of the conversion between the number of visits and the number of conversions.

External Links: is the volume and quality of links coming from other domains that direct to your site or blog.

But these are not the only marketing metrics. In fact, knowing all the metrics and choosing the ones that best suit your business should be a step in your planning.

Therefore, we will carry out an in-depth study on some of the following:

Return On Investment

This is a factor that is directly linked to the profitability of your strategy. ROI represents a comparison between how much you grew in sales and how much you spent.

So, the ROI formula is:

ROI = return – cost of investment / cost of investment

Suppose that, in addition to all costs, your total investment in Content Marketing was $ 100,000 for 1 year.

During this period, this strategy was responsible for 120 sales with an average revenue of R $ 5,000.00, resulting in a ROI of 5 or 500%.

So, for each real invested in this so-called Content Marketing strategy, 5 reais returned in profit form – which would be a great result!

Customer Acquisition Cost

The CAC is nothing more than the relationship between the number of customers and their spending on digital marketing. This metric seeks to answer the question: “How much do I need to invest to attract a new customer?”.

Thus, it is calculated by dividing its costs for the acquisition of customers by the number of new customers in the period.

Assuming a company spent $ 100,000 in marketing in one year and acquired 120 new customers that year, its CAC is $ 833.33.

Recurring Monthly Revenue (MRR)

Also known as Monthly Recurrent Revenue, it is a way to predict the revenue generated. This metric is very common in businesses that involve signatures, as they assume periodic payments.

This measure facilitates performance analysis, especially when your products have a wide range of prices.

For example, think of a contract being paid in instalments. If a customer buys a service for $ 5,000 over a year, divided into 12 instalments, then the MRR generated is $ 416.67. Add that to all other customers and that’s your company’s MRR.

This calculation allows you to visualize the pattern in which your business is growing in terms of revenue.

Cost Per Acquisition

Unlike customer acquisition cost, this is a comparison that may vary. An acquisition, in fact, is defined by the business owner. It could be a new contact, a new lead, or a qualified lead.

As mentioned, this metric is common in lead generation campaigns. This is the sum of your expenses and the contacts purchased within a period of time.

An interesting tip is to compare your CPA with the revenue generated on each acquisition. So if your CPA is higher than the RPA, it is an indicator that your strategy is failing.

Cost Per Lead

The cost per lead, as the name itself explains, demonstrates how much you spend to generate a new lead. It can be a metric similar to CPA, but applicable to only one type of contact.

Lead generation is a recurring practice in digital marketing strategies. We have already said how much lead management is important, is not it?

More leads represent more opportunities, so we need to measure them! CPL is the metric to look at how your efficiency, your spending, and projected lead generation are.

Retention Rate

Nobody wants to get rid of a customer, right? Therefore, it is important to look at how many of them are going away all month, year or any period.

Retention can be calculated using the total number of customers at the beginning and end of the period along with the number of new customers.

Retention Fee = ((Customers at the end of the period – new customers) / customers at the beginning of the period) * 100

The retention rate is always equal to 1 – churn rate. That is, these numbers represent the same thing from different perspectives.

Let’s take an example: if you start a month with 120 clients and close it with 130. In that interval, you won 20 new customers and had 10 cancellations. The result will be 10 extra customers.

This means a retention rate of 91.67% of your customers, or a dropout rate of 8.33%.

Traffic By Channel

A digital marketing strategy today uses multiple channels of acquisition. Several of them are available and have a consolidated audience volume.

From organic searches to social media, paid campaigns, etc. Each of these channels will have a share in the quantity and quality of visits that your domain receives, and consequently the number of sales it generates.

So it’s important to check how much each of your channels performs to understand how your results are.

New Sessions

Sessions are calculated, by default, by engaging a user for up to 30 minutes. So if you visit a website twice in a 30-minute interval, this will be counted as one session only.

However, after 30 minutes from the first visit, it will be counted as a new session. When your content has a high power of attraction, often new and recurring users will visit you.

Digital Marketing Tools

Another aspect that positively differentiates Digital Marketing from traditional options is the various tools that can help in the administration and measurement of its results in all channels.

Digital marketing tools will help you filter the most important information, understand strategy development, generate reports and track numbers. But this is only possible if you understand exactly what your goals are with each Marketing strategy and focus on the numbers that really matter.

So let’s list some tools and their different uses so you know exactly what and how to choose the best options for your team.

Check out these and other marketing, management and sales tools.

SEO Tools

SEO involves a number of strategies and therefore there are tools with different purposes in order to execute a good optimization plan to achieve good positions in the search engines.

Keyword Research
These tools allow the user to find opportunities for fundamental terms for his strategy, as well as to identify the competitiveness and the search volume of these words.

Some of the key keyword tools are:

  1. SEMrush
  2. Ahrefs
  3. Ubersuggest

Technical SEO

The technical SEO tools also have varied functions like checking the domain authority (yours and your competitor), ascertaining and correcting SEO errors and finding duplicate content, among other functions.

For technical SEO, good tools are:

  1. Screaming Frog
  2. MozBar
  3. Yoast SEO
  4. Google XML Sitemap


Backlinks tools are important to check the links you receive, the quality of those links and make an analysis of links that should be removed or redirected.

Good tools to check backlinks of your site:

  1. Google Search Console
  2. SEMrush
  3. Ahrefs

Analysis Tools

The analysis tools are fundamental for understanding the success of the strategy and the results obtained.

In addition to tools that already have an Analytics of their own, which is increasingly common, some analysis tools can be used strategically to understand different points of the strategic and have an understanding of the whole.

They allow you to track factors such as traffic, traffic origin, users path through the site, and more.

Good examples are:

  1. Google Analytics
  2. Kissmetrics

Competitor Tools

To follow the results that your Digital Marketing strategy brings to your company is fundamental to analyse your competition and identify points of improvement and learn from them.

These tools serve to make comparisons of keywords, backlinks, traffic, engagement among other things.

Some of the most popular tools are:

  1. SEMrush
  2. BuzzSumo

Design Tools

Design is fundamental in our day to day life, and would be no different in a digital marketing strategy. Visual content is increasingly a trend for online communication.

We at Digital Tugas use Adobe Creative Cloud, which includes – Photoshop, Illustrator, InDesign and others.

Picture Tools

The look of a website or blog is critical to success and to generate a connection with the reader. It is important to find a visual identity for your company and design is key in that.
Many companies find it difficult to make an initial investment in design, so good tools are the free image banks.

In addition, we have some essential tools for editing, creating and processing images such as:

  1. Canva
  2. Photoshop
  3. Ilustrator

Video Tools

Besides images, videos are one of the most consumed types of content on the internet and one of the most beloved by the public.

Investing in a video strategy can greatly enhance your marketing strategy.

Tools for editing videos, to add effects, create vignettes, make montion graphic, among other things.

Among the most popular are:

  1. Adobe Premiere
  2. Final Cut
  3. Adobe After Effects

CRO Tools

Understanding the conversions of your website and your online strategy as a whole is essential.

Good tools that enable this are:

  1. Sumo
  2. Hotjar

While the first allows you to integrate information and track your contacts by the journey in your domain, the second offers heat maps to identify the best points on your site or blog and the ones that can be improved.

Automation Tools

Automation tools are used to integrate your strategy, send emails, manage your leads and facilitate the contact between marketing and sales. They also allow you to create A / B tests, create workflows, and so on.

Good automation tools are:

  1. HubSpot
  2. Pipefy
  3. RD Station

Internal Relationship Tools

The internal relationship tools are very important to facilitate communication between different sectors of the company. The two most suitable tools are Slack and Zendesk.

While Slack is a messaging channel, running as a corporate WhatsApp, Zendesk allows you to open tickets to troubleshoot and centralize information.

Social Media Tools

Social Networking tools are critical to the success of a Digital Marketing strategy. They allow you to schedule posts, track metrics, and centralize strategy across different networks.

To professionalize your strategy in social networks, a good idea is to use tools such as:

  1. Quintly
  2. Hootsuite
  3. Buzzsumo
  4. mLabs

Project Management Tools

This topic is especially important for large teams, but it is important for all companies. Integrating different sectors and coordinating the tasks that are necessary to reach an objective becomes easier when there is a schedule and a good planning.

In this sense, good tools are

  1. Trello
  2. Asana
  3. Evernote
  4. Calendly

Email Marketing Tools

We could not leave out the tools of Email Marketing, because, this is one of the most fundamental elements of any successful digital strategy.

Thinking about it, check out the tools we like the most and we use it here in Rock:

  1. Mailchimp
  2. GetResponse
  3. Mailee
  4. NewsLetters (WordPress Plugin)

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