Translated from Português (Brazil) • View original All companies that succeed in their trajectory nowadays need to use digital marketing. This is because it makes all the difference when establishing strategies and goals to reach new customers virtually. Although it seems like a very clear concept for most entrepreneurs, many people, especially those who are still starting out in the area, still have doubts about how it works. Because of this, we have prepared complete content on what digital marketing is and how it works. What is digital marketing? Digital marketing is the promotion of products or brands through digital media. It is one of the main ways that companies have to communicate with the public in a personalized and direct way. This tool is the main way to do and conceptualize marketing these days. The term is used to summarize all your efforts in this area in a company's online environment. Using digital channels, such as blogs, search engines, social media, and email, companies try to solve the pains and desires of customers and potential customers. Digital marketing can be carried out by people, companies, universities, NGOs, associations, etc. In this way, there are also cultural, psychological, geographical, and legal factors that influence people when buying or selling a product or service. Key concepts of digital marketing Just as each specialization has its specificities, digital marketing is a universe with its own terms. Learn about the main key concepts of digital marketing: Persona Unlike traditional strategies, digital marketing works with the concept of personas, which are semi-fictitious profiles, based on your real consumers and that represent your ideal behavior. In this way, you can create more segmented and targeted actions for the right people, saving time and money. SEO SEO (Search Engine Optimization) or search engine optimization. These are the actions that contribute to improving the ranking potential of your pages and content, helping you to meet the main prerequisites required by search platforms. Lead Leads are business opportunities. They are contacts who, through an Inbound Marketing strategy, leave their key information so that you can identify your potential buyers. In addition, leads are used to nurture them with relevant information until they are ready for the moment of purchase. Sales funnel The sales funnel, also known as the consumer journey, are the stages that a person goes through during the purchase process, from understanding a problem, through the purchase consideration to the decision. CRM CRM (Customer Relationship Management) is a software responsible for effectively managing a company's relationship with its potential and current customers. Among its numerous features that this type of tool presents, the main ones are: customer registration, registration of their information, preferences and last contacts made with your company and control of follow-ups. Landing Page Landing pages are the pages for capturing leads, 100% focused on conversion. The idea is that on these pages you offer valuable content or material and in return the most interested visitors leave their contact information and, with that, become leads. Advantages of digital marketing There are different types of benefits that companies have when choosing to use digital marketing to compose the strategies of the enterprise, see some of them: Analysis and measurement In 1960, the business model of marketing and advertising agencies was emerging and growing in the world. In this period, there were few methods of measuring the effectiveness of advertising campaigns and advertisements run. We can say that, until the arrival of the internet, a lot of money was spent on actions that did not obtain so many results. In the world of digital marketing, obtaining and analyzing data is a fundamental step for the continuous improvement of your strategy. Nowadays, absolutely everything needs to have its return proven with the real-time analysis of metrics such as Return on Investment (ROI) and Acquisition Cost (CAC). More opportunities for the company Nowadays, even small brands can run good campaigns and attract consumers from the other side of the city, the country, and the world. With this, consumers also win, as they have more opportunities to meet companies with which they identify. The same goes for companies that can create a good online positioning, increasing their sales opportunities through different channels. Targeting Many people may think that they will be able to talk to as many people as possible and this thinking is very good. However, one of the great differentials of digital marketing is that companies are now able to take actions to attract and win the right people for their business. That is, those who really have the ideal profile to consume from your company. This is a great benefit because, in addition to saving money, you get to know your audience better, becoming more and more expert in winning them over. It turns out that this is the secret behind the real value of digital marketing and is revealed for anyone to put into practice.