How digital marketing is changing business: the switch to digital business change businesses

Let me tell you about how digital marketing is changing business and how you can take advantage of this for your company or small business.

Right now the way we do business is different to how it used to be. The world is more connected than ever, and for that reason the way you approach business has to change.

For example, if you want to have an ecommerce business you don’t have to think locally—you have to think globally.

The mistake I have seen many entrepreneurs make is that they only have their business site in one language. But if you also have an option for English  your site can reach more people.

Digital marketing gives people more reach than ever before.

For that reason your current business mentality has to change. You can’t just think about your country anymore. Think globally.

Also, more and more people are talking about digital businesses because you just need a laptop to run a business online, to give you access to a website, to social media, to online banking, etc.

To continue reading this post you need to know what marketing is.

What is marketing?

According to the Oxford dictionary, marketing is the action or business of promoting and selling products or services, including market research and advertising.

This is a very good definition of marketing.

We use marketing to let other people discover our services or products, with the goal of getting leads and sales.

To do that, we need to investigate how to advertise well.

There are different types of marketing:

  • Influencer marketing
  • Relationship marketing
  • Viral marketing
  • Green marketing
  • Keyword marketing
  • Guerilla marketing
  • Outbound marketing
  • Inbound marketing
  • Search engine optimization

To do any kind of marketing you first need to research it, and then make a strategic plan of action.

Marketing runs on the basic formula of the 4P’s, and they are product, promotion, price, and place. These are the core elements of marketing strategies.

All marketing strategies have the 4P’s inside them by their nature.

How would you define digital marketing?

If someone asked me this question, I would say that digital marketing is the act of selling your products or services using the internet. It’s as simple as that.

By the internet I mean social media platforms, search engines (Google, Bing, Yahoo, DuckDuckGo), websites, mobile devices and email.

The internet provides new technologies that we can use to promote our products or services.

But you also have to realise that marketing on the internet has something new, and that is interactivity.

With digital marketing your business can now interact with the right people more easily and faster than ever before, and you can gain their trust in order to sell your products and services. You are not limited locally; you now have a global audience thanks to digital marketing.

Digital marketing has many marketing tactics, some are:

  • Pay-per-click (PPC)
  • Search engine optimization (SEO)
  • Social media marketing
  • Content marketing
  • Affiliate marketing
  • Email marketing
  • Blogging
  • Paid search advertising

How to approach digital marketing?

The answer is without fear. Maybe you are a small business owner who is starting a business alone and you don’t know how to start. You read about digital marketing but it is all confusing.

The best way to start is by reading about this topic in books or blog posts because you need to start at the beginning. You need to learn:

  • what a digital consumer is
  • the concepts of goals, tactics and strategies.

Before we continue, let’s learn a little bit about these two topics:

The digital consumer

This is someone who buys and sells online. They also interact with brands and companies virtually. The digital consumer is powerful because they have a lot of information at their disposal to decide on making a purchase.

The concepts of goal tactics and strategies


A goal is what you want to achieve, as simple as that.

Please always remember that S.M.A.R.T. goals are:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Timely

Your goals have to be S.M.A.R.T.

An example of a S.M.A.R.T goal could be:

We will use smart bots to respond to our Facebook inbox to lower our response rate by ten minutes by the end of the month.

It is also important to set goals because without them you have no way of measuring success or your return on investment (ROI).


A strategy is the creation of a unique and valuable position that involves a set of different activities.

It is important to know what a strategy is because people often confuse it with tactics.

Tactics are the concrete actions that you must carry out to achieve your goals.

raul the technology savvy goals, strategy, tactics

Now that you know the basic concepts, let’s talk about the most popular part of digital marketing.

Social media marketing

Using social media correctly for your business can help you reach the right consumer for your business, brand or services.

According to There are now 4.2 billion social media users around the world. This figure has grown by 490 million over the past 12 months, delivering year-on-year growth of more than 13 percent. The number of social media users is now equivalent to more than 53 percent of the world’s total population.

Social media is a game changer. What’s trending now could change in less than a day.

That is the reason why a social media marketing plan is important.

A strategy has to be more powerful than the social media channels.

Imagine that a social media marketing plan is based only on Facebook. What would happen if Facebook was down for more than a day? It would be a wasted day for your business.

That is why a social media marketing plan has to be more than the platform itself.

Social media platforms

The big mistake small business owners often make is that they want to be everywhere on social media. I recommend just picking one social media channel to start with, and it has to be the social media channel where your customers are.

Right now the most popular social media channels are:

  • TikTok
  • Instagram
  • Facebook
  • Twitter
  • LinkedIn

You need to research where your ideal customers are in order to pick one social media channel.

My recommendation is Instagram or TikTok, because right now it is all about videos.

You might say that you don’t know how to edit videos, but you can use Canva for this. It’s the perfect platform for beginners.

Digital marketing has changed   

Yes, digital marketing has changed.

Ten years ago all the social media platforms had good organic reach. Now that organic reach is almost at zero.

For that reason, business owners have started to see search engine optimization (SEO) and digital advertising as new options to get leads and sales.

Digital marketing platforms

Many people say that these are digital marketing platforms, but I think these are great ways of doing a good digital marketing campaign:

  • Search engine optimization
  • Social media marketing
  • Paid advertising

We’ve already talked about social media marketing, so let’s look at the other concepts.

Search engine optimization (SEO)

I think this needs an extra sentence just to orient the reader: When I was working as a social media marketer for a startup business, the first thing I did was to check the SEO.. Why?

This is because it takes time to rank a website on Google, or an app on the app stores.

Search engine optimization is a process. It can take months to see organic traffic on your website or blog, but once you get organic traffic the chances of getting leads or sales are big.

Paid advertising

Paid advertising can help to accelerate the process of getting leads and sales, but it is best saved for when you have the budget to do it.

If not, you have to rely on SEO and social media to get leads and sales.

But the mix of these three things is now my best digital marketing strategy. Obviously, when we have the budget to do paid advertising we get more leads and sales.

A business can change with digital marketing

Your business can change with a sale or with a lead.

Digital marketing is the efforts made by a brand, company or person on the internet to reach consumers. It can be done through digital channels such as a blog, the web, social media, mobile apps and search engines.

For that reason you need to create a digital marketing ecosystem with all the concepts I’ve mentioned in this post.


This involves making your brand visible through various media platforms.

This could be your own media, paid media or earned media, but they should all engage prospects and promote sales of your product or service.

We say that the creation of a digital marketing ecosystem is a process because it comprises several steps, but it all starts with the creation of your blog.

The steps to creating a digital marketing ecosystem are:

• Creatinge your blog
• Choosinge the right social networks
• Choosinge the right advertising channels

Trust me, digital marketing is changing businesses, and it can change yours.

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