Isabella Di Fabio thinks that nowadays any company or professional considers integrating online marketing into their commercial and advertising strategy.
Online marketing is a set of strategies, actions and tools through the Internet aimed at getting more customers and more sales.
Currently, the main areas of online marketing can be included in:
Social networks
SEO (Search Engine Optimization)
SEM (Search Engine Marketing)
Email Marketing
Content Marketing, Inbound Marketing, Attraction Marketing …
One of the advantages of online marketing compared to offline or traditional is that it is within the reach of any budget and its execution is not in the hands of a few agencies or media, but with the proper training anyone can manage their own online advertising and promotion.
In Isabella Di Fabio’s experience, companies integrate online marketing into their business mainly in 3 ways:
1 – Own marketing department
Most large companies that already had their own marketing department have assigned online strategies to that same department, either by training the staff they already had or by hiring a new, more specialized one.
Others for whom the online world has become a key piece, have created a complete department exclusively for these tasks.
2- Subcontracting
In the case of small and medium-sized companies (the majority in our country), the most common is subcontracting, the delegation of the strategy and execution of online marketing to specialized agencies or professionals.
In these cases, the coordination and integration of all decisions with the rest of the company’s planning is essential, as well as the designation of the person who will act as a link between the company and the contracted agency.
Although sometimes specialized agencies are hired for each of the areas (social networks, email marketing, SEO, etc …), the most common thing is to centralize everything in the same agency or professional to ensure coordination and success of the work.
It is also common to hire training for one of the company’s employees that fits the appropriate profile, that serves as a link with the subcontracted company, and that in time replaces it, once they have the knowledge and experience necessary to carry out the tasks that the position requires.
3- Own execution
Along with that of small and medium-sized companies, the profile of a self-employed professional is the most common in Spain, and many of them choose training and self-learning to take advantage of online marketing tools and techniques for their business.
It is the ideal solution when you are starting and what you have left is time and what you lack customers, although as that proportion changes, it is essential to know when it is beginning to be more expensive to invest our time in something that does not It is our specialty instead of hiring someone who is dedicated to it.
In any case, what is essential is training. But not technical training on how the tools work, but training to know that they exist, what they are, what they are for and thus be able to assess whether they can be useful to you.
If you need an Adwords campaign, for example, the ideal is for you to be managed and configured by a specialist, but if you do not even know what Google Adwords is or what it can do for you, you will never look for a professional to manage that campaign.
The same with SEO, Email Marketing, Facebook and Instagram Ads, etc … if your position, in one way or another, involves the function of getting clients, growing your business or promoting your brand, it is essential that you know what tools they exist for it.
And that is one of the objectives of this blog, to bring all those techniques and tools of online marketing to professionals and entrepreneurs who can take advantage of them so much for their business.
So that they know them, know the advantages and disadvantages of each one, and learn to value which one is ideal to reach their client, to stand out in their sector or to promote their products.
