The Digital Marketing Ecosystem: Definition, Elements & Why

The digital marketing ecosystem helps business owners and entrepreneurs achieve a holistic online presence that will subsequently help them attract new customers and even form new partnerships that were not possible before.

However, this “ecosystem” is complex. It has a lot of ramifications that need to be understood in order to get the most of it.

Want to learn more? Keep reading.

What is The Digital Marketing Ecosystem?

The Digital Marketing Ecosystem is known as the entire process involved in creating a digital campaign to increase the positioning of brands in the market, either locally or internationally.

It is known as an “ecosystem” because the entire process involved is done in a unified way.

The main objective of this entire process is to ensure that brands achieve greater customer loyalty, significantly improve traffic on their website, and ultimately, get more leads.

The main concept of this type of marketing strategy is given by the intention of directing all customers’ attention to your business website, which makes it the focal point of all marketing strategies.

The Elements of The Digital Marketing Ecosystem

This ecosystem is composed of a series of elements that we need to keep in mind when designing any type of digital media campaign or strategy, ensuring that clients are directed in one way or another to your website.

Website

The website will be the principal element of this entire system since it is totally under your control. In your website, you can apply any marketing strategy you want, and sell any product or service you want. Also, you can optimize it for maximizing conversions. 

Brand

Your brand is how your users or possible customers identify your products or services. It is the face of your company, and it should transmit a clear message of what you offer and how.

This element is essential since, without a brand, a website or a marketing strategy can’t differentiate itself from the rest of the businesses.

Goals

In all areas, it is always necessary to mark the objectives that we want to achieve and how are we going to achieve them. Do you want to get more clients? Or maybe, to expand your brand?

Having clear goals is absolutely essential before planning any kind of digital marketing strategy to avoid losing valuable resources.

Digital Platforms

Digital platforms are an essential part of the online marketing ecosystem since they exist to boost your brand’s presence.

Apart from your website (which should be the main platform), you can also leverage, email, and social media platforms like Facebook or Twitter.

Search Engine Optimization (SEO) 

Search engine optimization (AKA SEO) is one of the most effective digital marketing tools that businesses can leverage to achieve success in their online marketing initiatives.

In short, SEO is a channel that helps businesses attract visitors, and ultimately clients through search engines like Google or Bing.

The difference between SEO and other marketing channels like PPC is that SEO strategies are designed to bring visitors (and customers) organically.

Search Engine Optimization is so effective because once you build solid foundations through your authority and content, your website will become a machine that qualified users automatically.

Pay-Per-Click Advertising (PPC) 

Using Google Adwords, Facebook ads, Yahoo, etc, you can achieve one of the most advantageous and innovative advertising methods, in which you only pay as the name says “when a user clicks on your ad”, known as PPC is a very interesting way to bring leads.

If you have the resources, combining SEO and PPC can provide huge benefits to your business. SEO is focused on the long term, but PPC is focused on the short term. If you use both of these tools properly, it is possible to generate a considerable amount of revenue consistently.

Web Analytics

Web analytics is a combination of tools that allow you to measure the performance of your digital marketing initiatives.

Web analytics is essential and must be understood properly because, with the help of these tools, you can obtain enough data to make educated business decisions so your marketing strategy can produce better results over time.

Some of the most popular web analytics tools are Google Analytics, Google Search Console, HubSpot, Google Trends, and Google Data Studio.

Web Design

As we mentioned at the beginning, websites are the center of the entire digital marketing ecosystem.

Every day there are more companies, brands, and services that migrate to the web, but you have to be clear that no one will want to come to your website if it is lacking value and a clear message. Your website should provide confidence, professionalism, friendliness, and safety.

Your campaign could be performing well, but just imagine what happens if visitors come to your site, and it is not interesting for them, or it seems that it is very complicated, loaded with irrelevant information that ends up becoming difficult to digest.

Here are some tips to keep your website relevant and user-friendly.

1. Be Professional

The first thing you have to do is hire those who know about marketing, you should hire professionals as your business is.

Hire an agency that has the technical staff necessary to design, develop, and manage your site, especially if it is an e-commerce. They will make sure that your website is fast, relevant, effective, and above all, professional.

2. Color and Design

Not everything is about professionalism and marketing, right?

Your website needs to be charming and attractive, it should catch your visitor’s attention and they must have a pleasant experience while navigating it.

If you manage to provide a nice experience, you can avoid frustration among your visitors, and you’ll have better chances of converting them into customers.

Remember that first impressions matter a lot, in fact, according to a study, first impressions are more influenced by a site’s visual appeal than by its usability.

3. Call-to-Action

Another important aspect of our website must be the so-called call-to-action, which consists of, as its name says, buttons or other interactive elements that attract the user’s attention so that he clicks on it to perform a subsequent action.

This whole strategy must be very delicate and intelligent, the customer should not feel invaded, and we must make it clear to our users that what we seek is to bring value through our offer.

4. Security & Privacy

You must also take care of security on your page, and have subscription and payment systems that feel secure, and friendly for the users. Also, make sure to explain to your clients what data you store and why.

Remember that trust is one of the key factors that influence your customers before buying a product. Ask this question yourself – would you buy a product from a store where you don’t feel safe, and would you risk compromising your credit card information?

Well, the logic behind these questions applies to your website too, you must provide a secure experience to your visitors if you want to build a profitable business that will survive years.

Content Marketing

Content marketing is the practice of attracting qualified visitors through a cycle of creating, publishing, and sharing content. Content marketing seeks to delicately create a need for your product or service in your visitors.

Content marketing uses different distribution channels to reach wide audiences, these channels include but are not limited to website blogs, email newsletters, ebooks, infographics, videos, social media publications, etc.

To ensure that the content marketing strategy achieves its objective and fits perfectly with your digital marketing ecosystem, it is necessary to:

• Determine the buyer persona you want to attract
• Define what type of content you want to transmit and what would be the ideal format

High-value content is the soul of every digital marketing campaign, and it is always necessary to determine what kind of content fills the needs of your ideal customers

Harvard Business Review, in their article Marketing Revolution say: “The phenomenon of content marketing and brand publishing has unfolded rapidly because it responds to consumer preference…”

Social Media Marketing

Social media marketing can help extend your brand to online communities all over the world, imagine a good mix of interesting content and a community appropriate for the audience you want to reach.

However, you must know and identify your audience and which social media platform best suits your product. Here’s a quick example.

Let’s suppose you have a clothing brand and you are very interested in creating a Linkedin profile. However, there’s a big problem, the audience on LinkedIn is not appropriate for your products and you will end up losing a lot of money in ads and content.

In this case, the best social media for your business would be either Facebook or Instagram (especially because Instagram has a built-in feature for online stores).

These days social media platforms like Instagram, Facebook, LinkedIn, Youtube, Pinterest, and TikTok, have become the focus of digital marketing, they turn out to be excellent solutions to attract interested people to our website or e-commerce. 

Social media marketing should always start by creating content that appeals to our audience, and that they find interesting and appropriate to their needs. These would be the aspects that we must define in each strategy:

“Once the objectives are properly defined, they will serve as a guide to progress in your social media marketing strategy successfully. In this way, it will be easier to develop the content that you must offer to your potential audience.”

Also, social networks produce interaction in the community, in the same way, you must interact with your audience, you could respond to their private messages, even assign them a virtual shopping assistant, and any other strategy that makes the customer feel engaged.

There are social media platforms adapted to all types of cultures, areas, ages, etc. so we could select the one that offers the greatest advantages to your social media marketing strategies, according to the selected target and the brand image that you want to show.

Email Marketing

Email marketing consists of contacting your audience, as its name indicates, through e-mail. By creating a compelling newsletter with information about your products and services, you could generate a considerable amount of conversions.

For a good and effective email marketing strategy it is necessary to do it in a very subtle way, without invading the client’s privacy.

Through email marketing companies can obtain hundreds of advantages, like for example, transmitting messages or information to different users instantly, generating a direct relationship with their subscribers, and obtaining feedback on their brand, service, or product.

Here you have some tips for creating an engaging email marketing strategy. 

• Look for an eye-catching title. The title is as important as the content of the email. 
• The presentation: Check the grammar and visual design of the email.
• Less is always more: Present content that is easy to digest quickly.
• Implement a CTA: You want your subscribers to do something, make it clear.
• Provide unique content: Give your subscribers content that only you can provide.
• Imagery: Take care of the images you put, their volume, and their size.
• Unsubscribe button: Let the user feel free to receive or not the content.

Why Do You Need a Digital Marketing Ecosystem?

In short, a digital marketing ecosystem allows your brand to expand, and obtain presence, and later that presence turns in your favor to obtain more clients.

“According to bussines2community.com, large companies invest approximately 55% of their annual income in digital marketing strategies”

Additionally,  an online marketing ecosystem will let you expand your range of products and services according to the size and variety of your audience.

However, remember that this needs a huge amount of work, and not everyone has enough knowledge and expertise to implement a high-level marketing strategy properly.

If you don’t have experience with digital marketing, it is highly possible that you will lose a lot of time and money in the process. In that case, you can hire a digital marketing agency like us.

Want to include These Digital Marketing Components in Your Strategy?

At brimaronlinemarketing.com, we have the perfect team to start working on your online marketing ecosystem, if you want your brand to have a presence and engagement in the digital world, we are ready to do it.

With the most innovative tools and software that allows measure how you are developing your digital marketing campaign.

We will take care of segmenting your audience, introduce good quality content on your social networks and direct them to your website.