Building a digital marketing strategy

Internet has had a surprising evolution so far. It’s expected to continue with similar exponential growth and surely in a few years most of the traffic and user interest will correspond to applications that do not even exist today.

In the context of marketing and communication, the use of offline media has been coexisting with online channels so far although the trend is that by now the traditional media should be integrated joining a multichannel environment, with little space for a differentiation between them.

The number of companies that allow themselves the luxury of not having their information and businesses in Internet are every day more residual since the advantages of the online medium are increasingly extensive and evident:

  • Enables interaction with the user.
  • The results of the actions performed are measured more easily.
  • Customises and segment more effectively.
  • Sales and transactions are performed.
  • Provides flexibility and responsiveness.
  • It has a lower cost of production.

It becomes obvious that the need of a curated digital transformation aligned with an adequate digital marketing strategy is key to success in the highly competitive online channel.

1. Choosing the right digital marketing strategy

In order to define the strategy to follow we must first ask ourselves what are our company main digital objectives. Normally these objectives pursue one of the next four causes:

Branding Actions designed to create a brand identity and strategy to promote the assets linked to this brand and the values associated with it.

Traffic Acquisition of traffic and increase the volume of new users visiting a particular medium. Traffic, usually to a web, is measured quantitatively and is represented by the number of visits and page views that unique visitors make.

Leads Known as Leads, it would be the business opportunities offered by users by leaving their consent under data forms that are subsequently used to complete the sale.

Sales Transactions in relation to the product or promotion that acts as the basis of communication actions

The choice of the most appropriate strategy depends on several factors, among which the mode and time frame in which profitability is expected to stand out it must be the most relevant. In the case of strategies focused on branding and traffic acquisition, the return on investment (ROI) will be expected in the medium / long term, and the results will be more difficult to measure. Otherwise, strategies to obtain leads and sales expect a more immediate or short-term profitability.

Other factors that influence on the are the type of product or activity of the company, the position in the distribution chain or above all the budget allocated to the actions of marketing and online communication.

2. Level of coverage and affinity

After identifying one or more strategies to follow, the next step would be to define what level of coverage and affinity is most appropriate to achieve the goals we have set.

We call “Coverage” the percentage of consumers we want to reach while we understand the concept of “Affinity” as the percentage of chances that the potential customer receiving our campaign has an interest in our products or services.

The two concepts can be antagonistic and therefore we must find the optimal balance for each campaign.

3. Target segmentation

Next, we must find our target audience, by defining the segmentation criteria and establishing the characteristics of the set of people we consider can potentially become final consumers of our product or service.

The criteria used in segmentation can follow several strategies and can be developed to become very complex but the list of the most usual segmentation criteria is the following:

Gender: When defining campaigns based on gender criteria, we generate very broad subsets and therefore it is a criterion of low segmentation.

Age: Similar criterion that gives us more information but is still broad and low-segmentation.

Population or geography: Geographic targeting helps us define a smaller subset so we consider it a medium targeting criterion. In this criterion we can also identify types of communities (rural, urban etc …)

Educational or cultural level: Both studies and the economic levels are factors to be taken into account when modulating communication with the consumer potential. We also consider it a criterion of average segmentation.

Interests: Interests and hobbies allow us to further narrow the subset we are targeting and consider it a high segmentation criterion.

Habits of life and consumption : It is considered the highest degree of segmentation and should allow us to limit the subset of our target to the maximum. All consumers that we identify in this subset may be potentially interested in the product or service we offer and for this reason we consider it the highest segmentation criterion.


As a summary, we could say that the chosen strategy is the one that indicates the levels of coverage, affinity and segmentation that we need.

Branding Coverage Low
Traffic Coverage – Affinity Medium
Leads Affinity – Coverage High
Sales Affinity Very High


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