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Recap - Audiences and Digital Behavior

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16 views14 pages

Recap - Audiences and Digital Behavior

Uploaded by

melany.flores
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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DIGITAL

MARKETING
Recap - Audiences and Digital Behavior
Recap
What is Digital Marketing?

Digital vs Traditional Marketing

Fundamentals of Digital strategy

Digital marketing funnel


What is Digital
Marketing?
Digital Marketing

Digital marketing is a set of strategies aimed at


promoting a brand online. Unlike traditional
marketing, it leverages digital channels and tools
that enable real-time performance tracking and
analysis.
Digital vs Traditional Marketing

Feature Traditional Marketing Digital Marketing

Social media, email, search


Media TV, radio, newspapers, billboards
engines

Segmentation General or by age/gender Personalized, based on data

Result Measurement Slow, using surveys or sales Instant, in real time

Cost High (production and distribution) Low (depends on reach)

Two-way and constant


Customer Interaction One-way communication
communication
Fundamentals of
Digital strategy
Digital Marketing

Digital strategy are general plans that


help a brand or business reach its goals
using online tools and platforms. These
strategies include creating content,
using social media, sending emails, and
showing ads to attract, engage, and
convert people into customers.
Fundamentals of Digital strategy

1 Know Your Target Audience

2 Set Clear Goals

3 Create Valuable Content

4 Choose the Right Platforms

5 Choose the Right Platforms


Strategy What is it? Tool or Example

Create and share useful content to attract Blogs, infographics, podcasts,


Content Marketing
people. eBooks
Improve your website to appear in Google Google Search Console, Semrush,
SEO (Search Engine Optimization)
search results. Ahrefs
Pay to show ads on Google, Instagram,
Paid Advertising (PPC) Google Ads, Meta Ads, TikTok Ads
Facebook, etc.
Send emails to inform, sell, or keep in touch
Email Marketing Mailchimp, Brevo, Klaviyo
with customers.
Use social platforms to post, talk, and grow Instagram, Facebook, TikTok,
Social Media Marketing
your brand. LinkedIn

Influencer Marketing
TEXTO
Work with famous or trusted people to
Influencer campaigns, collabs
promote your product or brand.
Use photos, videos, or reviews made by real Hashtags, reposts, social media
UGC (User Generated Content)
customers. contests
Other people promote your product and
Affiliate Marketing Hotmart, Amazon Affiliates
get a commission when they help sell.
Strategy What is it? Tool or Example

Video Marketing Use videos to explain or promote something. YouTube, Reels, Shorts, TikTok

Show ads again to people who already


Remarketing / Retargeting Meta Pixel, Google Remarketing
visited your website.

Guide people from interest to action (learn CRM, landing pages, email
Funnel Marketing
→ like → buy). sequences

Use tools to send emails or messages HubSpot, Mailchimp,


Marketing Automation
automatically. ActiveCampaign

Create campaigns for mobile phones and Apps, SMS marketing, mobile-
Mobile Marketing
tablets. friendly websites

Listen to what people say about your brand


Social Listening & Reputation Brandwatch, Hootsuite, Mention
and reply or improve.

Check the results of your campaign and Google Analytics, Meta Ads
Analytics & Optimization
make it better. Manager, Hotjar
Digital
marketing funnel

The funnel shows the steps a customer follows


before and after buying.

Digital Marketing
Stage Goal Type of Content

TOFU (Top of Funnel -


Create interest Reels, ads, blogs, TikToks
Attraction)

MOFU (Middle of Funnel -


Educate and persuade Guides, comparisons, tutorials
Interest)

BOFU (Bottom of Funnel - Testimonials, offers, landing


Make the sale
Conversion) pages

Loyalty Keep and reward Emails, discounts, community


Audiences and
Digital Behavior
A digital audience is a group of people
who use the internet and digital platforms
(like social media, websites, or apps).
They are potential customers that see,
like, share, and comment on content.
Types of Audience Segments

Segment Type Description Example

Demographic Age, gender, income, education Women, 18–25 years old

Geographic Country, city, region People in Mexico City

Psychographic Lifestyle, personality, values Eco-friendly or creative people

Online habits, shopping behavior,


Behavioral People who buy online weekly
app usage
Digital Behavior
Digital behavior means how people act on digital platforms.

Digital behavior refers to how people interact with digital technology, especially the
internet, social media, websites, mobile apps, and online ads. It includes the
actions, decisions, and habits people show when they are online.

Understanding digital behavior is very important in digital marketing. It helps


brands know:
What people are interested in
How people move through a website
What type of content they enjoy
When and how they make online purchases
People act differently online
because of many reasons:

Personal interests – Some people like fashion


content, others prefer sports or news.
Time of day – Users behave differently in the
morning than at night.
Device used – Behavior changes if they are
using a mobile phone, tablet, or computer.
Emotional state – A person’s mood can
influence what they click or share.
Platform design – TikTok encourages short
videos, Instagram is more visual, and Twitter is
text-based.

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