Digital Marketing – what is it?

Digital marketing means communication, and not as many people think, technology. Its objective is to generate awareness, create engagement of the user, drive action and foster loyalty.

The well-known marketing 360°, where digital marketing was only one of the elements, evolved into marketing 720°, where digital marketing has its proper game of layers.




Marketing 360 is the marketing strategy where the company covers all possible touch points with the customer:

  • Branding
  • Direct marketing
  • Media
  • Advertising
  • PR
  • CRM
  • Event
  • Digital


Given that digital evolved significantly through the years, its scope covers following areas:

  • Website
  • Email marketing
  • Online media
  • Advertising
  • Social media
  • eCRM
  • Mobile
  • E-commerce

Which channels to choose?


Which are the most appropriate for each step of the customer journey?

The digital marketing channels need to be coordinate with the sales funnel:


digital marketing sales funnel

On the level of awareness the recommended channels are:

  • Display advertising
  • Paid social media
  • Retargeting

When the customer moves down into the sales tunnel, on the stage of interest (called as well “engagement stage”) it is recommended to use:

  • Organic social media channel
  • Paid search

More down, where the customer enters in the phase of consideration (or “action”); recommended marketing channels will be:

  • Search (SEO)
  • Website content

When the customer reaches the bottom of the funnel (conversion)(interpreted as well as “advocacy” in certain approaches, although advocacy comes as the next stage, after conversion); the sufficient communication channels will be:

  • Email
  • Organic social media