online marketing<\/a> has come of age. Both because it chronologically deserves it in its own right and because of the current prominence of various online strategies within the marketing mix of any company. When we refer to online marketing today, we can no longer do so as an exercise in foresight, as something that will come in an undetermined future and for which we had to perpetually prepare. In case you’re wondering when that future will arrive, know that it’s already here.<\/p>\nSo, enough! Online marketing is not only here to stay but to take over, with the drive and strength typical of youth, from traditional marketing. Please, no more “new media,” “new technologies,” “new tools,” or “new strategies.” We can place the origin of the Internet in the early 70s, the origin of the Web ecosystem twenty years later, and the social media revolution in the middle of the last decade. Continuing to refer to all of this as something “new” for which one must “prepare” is nothing more than looking for an easy excuse not to immediately face this digital revolution with the firm determination to assume the leading role of a leader instead of the passive role of a mere spectator or, worse yet, the collateral victim of someone who feels they have already missed that train.<\/p>\n
Fortunately, if you are reading these lines it is because, faced with this dilemma, you have already chosen. So I feel grateful and privileged to be able to accompany you in the next few pages on this panoramic tour of digital marketing. I cannot guarantee that with this book alone you can go from being a victim or passive spectator to leading the next wave of online marketing. But if you believe that today’s marketing landscape requires a reaction on your part, if you think that your business urgently needs to make the most of online marketing opportunities, this book aims to be the catalyst that accelerates that reaction and helps you advance more quickly in your professional or business evolution.
\nHow the digital marketing landscape has evolved<\/p>\n
At the time of writing this book, several of the most valuable companies in the world by market capitalization have something in common: they are all related to so-called Information Technologies (remember, no more “new” Information Technologies). Apple, Alphabet (Google’s parent company), Microsoft, Amazon, Facebook, or Alibaba rub shoulders in this select group of the ten most valuable companies with former manufacturing, fuel, or finance giants such as ExxonMobil, Johnson & Johnson, Berkshire Hathaway, or Wells Fargo.<\/p>\n
What all these companies have in common is that, very probably, they handle more information than any other private or public entity worldwide. And today, information is power. Whoever has the data and is capable of extracting the knowledge it hides not only dominates the markets but, as we saw with Trump’s election in the USA and the Cambridge Analytica data leak case, can dominate public opinion, the voting direction of millions of citizens, and decisively influence who occupies a position of such high responsibility as the US presidency.<\/p>\n
What we can conclude from all this is that the Internet is, today, THE MEDIUM in capital letters. What happens in reality only counts if it is recorded, shared, and liked online. We attend as people, but also as users, consumers, and citizens, a progressive virtualization of everything that happens around us. To a large extent, we have stopped paying attention to what is near us to connect with what is far away. Paradoxically, social networks distance us from the people who are closest to us and keep us connected with those others further away with whom, in the absence of these social media, we would probably have stopped interacting or never would have come to do so.<\/p>\n
As consumers, today we use the Internet to buy products that are difficult to find in our immediate environment (in that long tail of an almost infinite offer of products of all kinds resides a large part of Amazon’s business, for example) but also to do the shopping from our usual supermarket. When we even order fruit, meat, and fish online, it is clear that the habit of buying on the Internet, timidly started about 20 years ago with the first hotel reservations or plane tickets purchased online, has taken deep root in all age segments and for all types of products or services.<\/p>\n
Even when we don’t buy online, the multiple resources we find on the Web serve to document our purchasing decision. We consult comparisons, analysis, watch official videos or videos uploaded to platforms like YouTube, where other users open the box of the product we are considering buying and show us what it contains and how it is used. Before booking a hotel room or a table in a restaurant, we look for opinions from other users. We read news about companies, about trends, about what is or is not in fashion… All this conditions our purchasing decisions and influences our behavior as consumers also for purchases we make outside the realm of the Internet.<\/p>\n
This growing prominence of the Web as a medium capable of focusing user attention for more hours a day than any other (above television, radio, or the press) defines it as the ideal environment for companies to develop their marketing strategies. But it is the open and universally accessible nature of the Internet that, paradoxically, constitutes both its main opportunity and threat.<\/p>\n
Indeed, the Internet democratizes and puts within the reach of any company the possibility of connecting with its potential audience and making its products or services known. At least in theory, the corner hardware store competes on the Web on almost equal terms with multinational chains in the sector such as Leroy Merlin.<\/p>\n
This is the theory. The reality is that these low barriers to entry have transformed the Internet into an over-saturated medium, where there is already a word to describe the excess of advertising impacts, messages, offers, and content to which any user of the network is exposed daily: “infoxication.” And in this information-saturated environment, standing out, getting attention, being memorable, or establishing a minimally loyal relationship with a customer is becoming more difficult every day. Therein lies the threat.
\nLarge companies face this scenario with an advantage. They have sufficient resources to get attention by insisting with large on and offline advertising campaigns, the promotion of their content on social networks to increase its dissemination, data mining, and the application of automated marketing tactics.<\/p>\n
The objective of this book is that, regardless of the size of your company, you are capable of competing also for your share of attention, and of business, in this infoxicated environment. Lack of resources is usually replaced with ingenuity. Knowing in depth the different online marketing strategies, in which scenarios some or others should be applied, what are the keys to doing it well, what results we should expect, or how to measure their profitability to make better decisions is vital so that our business project, our online business, can make its way in the digital market.<\/p>\n
What you will find in this book<\/h3>\n
This book is conceived as a panoramic flight through the main digital marketing strategies. Due to the breadth of the subject matter covered and the limitations imposed by its size, it is not feasible to go into depth in each of them. However, it does aim to treat them from an eminently practical and rigorous point of view. If your purpose is to learn in depth about SEO, conversion, online advertising, or content marketing, you will probably be disappointed. There are other monographic works on each of these topics that you will find much more useful and precisely, one of the objectives of this book will be to collect which are those contrasted references, whether bibliographic or online resources, that will allow the reader to go deeper into any of the topics covered.<\/p>\n
If, on the contrary, what you are looking for is to enter digital marketing from a global point of view to understand what role each strategy plays within the marketing mix of a company, this book aims to satisfy that need. It also intends to distance itself from other more academic works that, although they can contribute to the evolution of digital marketing as an object of study, often frustrate the expectations of those who purchase a book in order to find a guide and support for their business, a source of inspiration from which many moments of the type arise: “Gosh, I can do this in my company too!”.<\/p>\n
We will start by addressing how a company’s online presence is articulated: its website or websites, its social media profiles, its apps, and we will see what objectives should be set for each of these online properties, what potential customer profile we are targeting and what should be the relationship between them.<\/p>\n
Once our online presence is decided, we will introduce ourselves into the different traffic capture channels: owned media, earned media, or paid media, and we will study what the characteristics of the strategies we call inbound marketing are and how they differ from those we call outbound strategies.<\/p>\n
This tour will take us through a forest dotted with acronyms from which, I promise, you will come out unscathed: SEO, PPC, SEM, CRO, CPA, CPC, CPM, RTB, CPL… The objective will be that you never again have to put on a poker face when one of these “jargon” words or acronyms appears in a conversation with colleagues or suppliers and you can handle yourself with ease among all these concepts.<\/p>\n
Each of these chapters will present the main characteristics of each digital marketing strategy. What it consists of, what it is for, in what scenarios and for what type of objectives it is more or less efficient and how it can be measured if it is working correctly or not, and why. For each topic, we will include contrasted bibliographic references so that you can go deeper with guarantees in the subject you want. And we will also formulate recommendations that will help you select professional profiles or suppliers for each of these services, as well as guidelines that will help you properly supervise and evaluate their work.
\nFinally, we provide the basic outline so that you can design a coherent online marketing strategy for your company or business. A roadmap in which to capture actions, objectives, and resources that serves as a starting point to move from the virtuality of these pages to the reality of your business.<\/p>\n
Who this book is for<\/h3>\n
This book was born with the objective of guiding anyone who has felt curiosity about online marketing from a strategic point of view. If you are a traditional marketing professional, you will discover a good number of strategies and tactics to add to your toolbox. If you are an entrepreneur, it will help you identify opportunities with which your company could grow faster or reach wider markets. If you are already an SEO, Web analytics, or any other digital marketing specialty professional, it will help you broaden your perspective and understand how your professional work is interwoven with that of other professionals to achieve a common goal: improving business indicators.
\nSo these are the profiles we had in mind when writing the following pages:<\/p>\n
\n- Marketing professionals.<\/li>\n
- Advertising and\/or promotion managers.<\/li>\n
- Website owners and managers.<\/li>\n
- Specialists in any branch of digital marketing.<\/li>\n
- Product managers.<\/li>\n
- Digital marketing training program students.<\/li>\n
- Advertising and marketing agencies.<\/li>\n
- Entrepreneurs.<\/li>\n
- Website programmers and developers.<\/li>\n<\/ul>\n
The objective is doubly ambitious, both because of the breadth of the subject matter that I propose to address as well as because of the dizzying evolution of everything related to the Internet. How to prevent what you are about to read from falling into obsolescence by the time this book finally reaches your hands? It is quite a challenge, but I am willing to try it with the greatest honesty. As an online marketing professional with almost 20 years of experience as a consultant, teacher, and author, I invite you on an exciting journey. Will you join me?<\/p>\n
Dedication and Acknowledgments<\/h2>\nDedication<\/h3>\n
Dedicated to Fernando Domene (in memoriam).
\nMy uncle, my teacher, my mentor, my partner, my friend.
\nYou will always be my Champion.<\/p>\n
Acknowledgments<\/h3>\n
My first thanks go to Eugenio Tuya, editorial manager, for his motivation, continuous encouragement, and infinite patience. Ten shared births. I don’t know if that makes us brothers in some way, but I am lucky to have his complicity. Gratitude that I want to extend to Lidia Se\u00f1ar\u00eds. With her rigorous review, my texts have gained in clarity and correctness. I am amazed by her deep knowledge of the language and I hope to have learned something from her obsession with simplicity and elegance in writing. Thanks, also, to Claudia Vald\u00e9s-Miranda Cros, for her very fast and excellent layout work, to Celia Ant\u00f3n Santos for her adaptation of the cover, and to Eduardo Rodr\u00edguez Meli\u00e1, for a cover illustration in which I see myself identified.<\/p>\n
I also want to thank Montserrat Pe\u00f1arroya, a true pioneer and, surely, one of the people who know the most about digital marketing not because of what she has read, but because she has contributed in the first person and in an important way to the construction of this sector from the different aspects of her activity as an entrepreneur, investor, consultant, author, and teacher. It is a true honor to have her foreword.<\/p>\n
With almost 18 years of experience in digital marketing, I am in debt to more people than I can mention. Please, feel yourselves the recipients of my gratitude all those who in one way or another held out a hand to me at some point and believe me when I state that those mentioned are only your worthy representatives.<\/p>\n
My company and I would be doing something else if since 2005 I had not had the trust of people like Ferm\u00edn Lozano, Nicol\u00e1s Barrios, Alejandro As\u00fansolo del Barco, Javier Candelas, Roberto L\u00f3pez del Cura, Jos\u00e9 Luis Sastre, Tom\u00e1s de Cos, Adri\u00e1n Segovia, Rafael Arroyo, Jos\u00e9 Vidal, Luis Astorga, Olga Pastor, Virginia Clemente, Gema Miralles, Ignacio Bustamante, Marisa Moya, Javier Esteban, Manu Bonachela, Estrella \u00c1lamo, Nicola Riva, Fernando Tormo, Jos\u00e9 Luis Sarralde, Juan Mora, Jer\u00f3nimo P\u00e9rez Paz, D\u00e1maso Curto, Txema Carvajal, Prado Garrig\u00f3s, David Giner, Juan Guerrero, and so many other clients who bet on Human Level from its beginnings, contributing to cement our prestige as a consultant.<\/p>\n
A prestige built from the excellent work of colleagues like Jos\u00e9 E. Vicente, Fani S\u00e1nchez, Merche Mart\u00ednez, Ram\u00f3n Saquete, Roc\u00edo Rodr\u00edguez, Mar\u00eda Navarro, Miguel \u00c1ngel Culi\u00e1\u00f1ez, Anastasia Kurmakaeva, Sandra V\u00edlchez, or Juan Daniel Fuentes, as well as other consultants who in the past were part of our team. It is a pleasure to work with you.<\/p>\n
I also want to thank Marcos Condo, from Condo Consulting (Venezuela), Luis Carlos Chaquea, from Interlat (Colombia), Christian Alvarenga, from the Design and Technology Institute (Paraguay), and Sante J. Achille, from SMXL Milano (Italy) for providing me with the opportunity to participate in international events.<\/p>\n
I would like to include here colleagues with whom I share passion and vision. Passion for digital marketing and vision for turning it into a rigorous, recognized, and respected profession. I appreciate their contribution to this objective to people I admire for their professional and human stature, such as Guillermo Vilarroig, Sergio Simarro, I\u00f1aki Huerta, Ricardo Tayar, Natzir Turrado, Pedro Mart\u00ednez, Gianluca Fiorelli, Eduardo Garolera, Dani Pinillos, Fernando Mu\u00f1oz, Aleyda Sol\u00eds, Carlos Redondo, Javier Lorente, Ismael el-Qudsi, Daniel Torres-Burriel, Juan Gonz\u00e1lez, Daniel Garc\u00eda de la Torre, Lakil Essady, MJ Cach\u00f3n, Miguel Orense, Miguel L\u00f3pez.<\/p>\n
A special thanks to those who gave me the opportunity to share my knowledge and experience in the classroom: Paco Cabrera, Vicente Ros, Alfonso L\u00f3pez Vi\u00f1egla, I\u00f1aki Lakarra, Mar\u00eda Puchalt, Crist\u00f3fol Rovira, Alex Doncel, Gemma Mu\u00f1oz, Jos\u00e9 F\u00e9lix Mu\u00f1oz, Jos\u00e9 Cremades, Narciso Samaniego, Benet Marcos, Jos\u00e9 Llinares, and so many others.<\/p>\n
Finally, my total recognition and gratitude to a family that is my greatest support and motivation. I am enormously lucky to have you by my side.<\/p>\n","protected":false},"featured_media":87118,"template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-87117","libros","type-libros","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\n
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