Digital Marketing: what it is and how to do it

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The world has changed – and so has marketing. If before you had to invest in flyers, TV commercials and magazine ads, today everything happens on a cell phone screen. Digital marketing is no longer a trend: it’s a necessity. But after all, what is digital marketing and how to do it right?

Get ready, because in this article you will understand everything: from concept to practice, with strategies, tools and valuable tips to apply today.

What is Digital Marketing?

The evolution of traditional marketing to digital marketing

Let's start from the beginning. Marketing has always had a single goal: to attract, win, and to retain customers. What has changed is the medium. Before, traditional marketing reigned supreme — billboards, radio, television, direct mail. However, with the arrival of the Internet, consumer behavior has turned upside down.

Today, people research before they buy, compare prices in seconds, read reviews and want valuable content before making decisions. And that's where digital marketing enters: it connects brands to the public through online channels, in a strategic, segmented and — best of all — measurable way.

Why is digital marketing indispensable today?

Have you ever stopped to think about where people’s attention is today? On Instagram, YouTube, Google, WhatsApp, and so on. In other words, if your company isn’t on these channels, it simply doesn’t exist for a large part of your audience.

Furthermore, digital marketing is more democratic. With little investment, small businesses can compete with big brands, as long as they have a good reputation. strategy. Not to mention that the results can be monitored in real time, which allows for quick adjustments and intelligent decisions.

The pillars of digital marketing

Digital marketing is like an ecosystem. There’s no point in doing just one thing well and ignoring the rest. Let’s understand the main pillars that support a successful strategy.

Content Marketing

You know that post that teaches something? Or that video that answers an important question? That's content — and it's gold! content marketing Its mission is to educate, attract and engage the public, generating authority and trust. Above all, when you deliver value even before the sale, the customer is already half-decided to buy from you.

SEO (Search Engine Optimization)

There's no point in having amazing content if no one can find it. SEO is the art of positioning your website or blog in the first results on Google. And let's be honest: when was the last time you clicked on the second page of the search? Exactly. With SEO best practices, you attract organic traffic, that is, visitors who come to you without having to pay for ads.

Paid media (paid traffic)

Want to speed up your results? Then paid traffic comes into play. With ads on Google, Facebook, Instagram, YouTube and LinkedIn, you reach the right people, at the right time, with the right message. But be careful: without a strategy, you will only burn money. Therefore, segmentation is the secret.

E-mail marketing

Forget spam. Good old email marketing is more alive than ever — as long as it’s used well. It’s great for nurturing leads, sending personalized offers, and maintaining relationships with your contact base. And best of all, it has one of the best returns on investment (ROI) in digital marketing.

Social media

To the social media are the showcase of your business. But be careful: it’s not just about posting. Each channel has its own language, its own audience and its own ideal type of content. The secret is to generate value, interact authentically and create a community around your brand.

Marketing automation

Want to scale without losing personalization? Automation is the solution. With it, you can send automatic emails, segment leads, activate campaigns intelligently and make the sales funnel work on autopilot — or almost.

How to do digital marketing in practice?

Now that you understand the pillars, let's get down to business. After all, theory without practice is just slide decoration.

Defining objectives and target audience

Before you start posting, you need to know where you want to go. Is your goal to generate leads? Increase sales? Strengthen your brand? It all starts there. And, of course, you need to understand who you are talking to: age, interests, online behavior, challenges… knowing your audience is the key to effective communication.

Creating personas to guide communication

A persona is a semi-fictional character that represents your ideal client. Therefore, more than knowing their age and profession, you need to understand their fears, dreams, objections and motivations. The clearer the persona, the more accurate your message will be.

Strategic content planning

Now, it's time to create. But without planning, content becomes a mess. A good editorial calendar considers the buyer's journey (top, middle and bottom of funnel), alternate formats (text, video, stories, live) and maintain consistency. So, there's no point in posting 10 times in one day and then disappearing for a week, okay?

Essential channels and tools

Here’s a truth: you don’t need to be everywhere — you need to be in the right places. So, find out where your audience is and focus your efforts there. Plus, there are tools that make your life a lot easier: CRMs, automation platforms, image editors, post schedulers… use technology to your advantage.

Measuring results with metrics and KPIs

In digital marketing, everything is measurable. And that’s wonderful! But you need to know what to track. Impressions, clicks, conversions, cost per lead, open rate, engagement… This data shows whether you’re on the right track or if you need to recalibrate your route. So, define the KPIs that are essential to your business and constantly evaluate them.

Learn how to avoid mistakes

Focus only on direct sales

“Buy now”, “last chance”, “unmissable promotion”… Don’t worry! If you just sell, sell, sell, the public will get tired. In this sense, you need to generate value, build relationships and only then make the offer. Remember: people buy from those they trust.

Do not measure data

Posting in the dark is like playing darts blindfolded. If you don’t measure, you won’t improve. Even simple campaigns need analysis. Sometimes, a small tweak to an ad’s headline or the timing of an email can change everything.

Ignore the sales funnel

Not everyone is ready to buy right now. Some people are discovering the problem, others are comparing solutions, and only a few are at the decision stage. If you don’t understand this, you could miss out on great opportunities by pushing the sale at the wrong time.

The future of digital marketing is now

Artificial intelligence and personalization

AI is already transforming marketing. Since chatbots that provide 24-hour service to algorithms that suggest the ideal content for each user. Furthermore, personalization is what differentiates unforgettable brands from forgotten ones. No one wants to be just another one in the crowd.

Video marketing and interactive content

Videos generate more engagement, period. And when you combine that with interactive content — like quizzes, polls, and immersive experiences — the result is a more engaged and participatory audience.

The importance of user experience (UX)

The user is at the center of everything. If your website is slow, confusing or unresponsive, goodbye conversion. The experience needs to be fluid, pleasant and intuitive. After all, no one wants to buy from someone who complicates things.

In short…

The digital marketing it is not a magic formula, but a combination of strategy, consistency and empathy. It's about understanding others, delivering real value and building true connections. So, it doesn't matter if you're just starting out or already have a career: there's always room to improve, innovate and grow.

Whether it’s content that educates, ads that delight, or emails that convert, digital marketing is the bridge between your brand and your customer’s heart. So, are you ready to cross that bridge?

Need help? Talk to a Vero Contents expert!

Image: Freepik