Definición de Marketing Digital

En los últimos 10 años mucho se ha escrito sobre marketing digital. Algunos han puesto el énfasis en el internet, otros en las redes sociales, la tecnología, aplicaciones móviles, etc. A mi juicio primero que todo, lo importante está en comprender cuál es en esencia el significado de marketing digital y sus alcances.

El marketing digital implica la promoción de bienes, servicios, marcas, ideas y/o proyectos a través de medios y métodos electrónicos tales como: internet, redes sociales, optimización en motores de búsqueda (SEO), marketing en motores de búsqueda (SEM), dispositivos móviles, correos electrónicos, publicidad gráfica digital, marketing de contenidos, SMS, MMS, SNS y cualquier otra tecnología de carácter digital.

Es así como el marketing digital es un concepto general que involucra a todos los esfuerzos de marketing en línea. El éxito del marketing digital depende en gran parte del cómo la empresa o persona natural utilizan los distintos medios o canales digitales para conectarse de manera segmentada y personalizada con clientes y potenciales clientes.

Dada la naturaleza del marketing digital, este permite el estudio y análisis en tiempo real de los resultados de las campañas de marketing, disminuyendo significativamente el tiempo para la toma de decisiones y así acelerar la velocidad y calidad de las respuestas de la empresa en el mercado.

Fuente: Andrés Silva Arancibia, Autor de Conextrategia. febrero 2018.

Social Users Expect One-Hour Response Time from Brands on Twitter [Study]

By Jessica Lee, November 1, 2013, ClickZ.

The next time you think about putting off a response to that tweet your brand just received on Twitter – or not responding at all – think again. According to research put out by Lithium Technologies, more than 70 percent of users expect to hear back from the brand they’re interacting with on Twitter, and 53 percent want a response within the hour ... Read more:

Marketers Rate Below Politicians, Bankers on Respectability Scale

By: Rupal Parekh Published: October 24, 2012, adage.com

Think politicians are slimy? Well, according to a new study, what they do for a living is considered more desirable and valuable than what marketing and ad execs do.

The study, conducted earlier this month, was commissioned by Adobe and fielded by research firm Edelman Berland. It included 1,000 participants in the U.S., China and Japan; three quarters of them were consumers 18 years and older and the remaining quarter was made up of a mix of marketing professionals. That latter point is what's most troubling about what Adobe found: Not only do consumers not value the role of marketing and ad professionals, but many people in those jobs don't value themselves.... Read more

What Siri Means for the Future of Mobile Shopping

March, 13, 2012, eMarketer.

Even while Siri is in the hands of relatively few consumers, Apple’s digital assistant looks to have serious potential to change how people use their smartphones, mostly by streamlining the fast-growing smartphone shopping experience both in, near and out of stores.

Data from February 2012, from Catapult Marketing, showed that more than one-third of shoppers have either already used or would be interested in using Siri to compare prices at the shelf, while nearly as many would want Siri to check inventory for them at another store. Even more popular: sending Siri off in search of coupons and deals while the smartphone owner shopped...... Read more.

Is an Email Marketing Offer Just Like a TV Commercial?

David Daniels, March 12, 2012, ClickZ.

When sending email marketing offers, context matters more than timing - a theme covered in thiscolumn. In it, I discussed the hastened pace that our time-starved, short-burst society moves at and the impact that it has on our attention. As consumers we like simple things; the increasingly popular info-graphic is an example of our love for the elegant yet easily digestible. To create more engaging email, we must begin thinking like TV commercial producers and data-driven artists and quickly get our point across and spur action. This column looks at the intersection of creative, content, and context to drive engagement.

An Email Marketing Offer Is Just Like a TV Commercial - Or Is It?

LiveIntent conducted a study that found that on average their publisher clients' emails were viewed for 28.3 seconds, putting view time on par with a 30-second TV commercial. The duration that subscribers were engaged with these non-video emails is impressive, indicating that creative elements of email were contextually relevant to hold the subscriber's attention for this duration of time. Moreover, this LiveIntentcase study from publisher Techlicious shows that not only was engagement time long, but when using contextually relevant ads, their acquisition oriented ads improved. Most importantly, the engagement of these subscribers was better than other acquisition sources and these subscribers..... Read more.

How Do You Become a 'Super CMO?'

By: Russ Lange Published: February 16, 2012


The political controversy over Chrysler's 2012 Super Bowl ad with Clint Eastwood describing a rebounding Detroit is a reminder of how broad the role of the CMO is becoming. No longer just the master of corporate advertising and promotions to sell a product, "Marketing's CEO," as our firm has come to call him or her, is a lead driver of growth and strategy.

The "Halftime in America " ad, which Karl Rove decried as a plug for President Obama's reelection, is more of a call-to-action for Americans to rally in times of economic hardship and political discord than it is about selling cars. It's a high-profile example of a brand embracing deep-set issues on a national stage, perhaps in recognition that until Americans feel stability again they will continue to keep their wallets closed.

Don't lose sight that Chrysler is still in the business of filling..... Read more.