Digital Marketing represents the creation and dissemination of content on digital communication channels: websites, social networks, mobile applications, e-mail, etc., and promoting that content using a wide variety of paid media or owned media strategies, such as SEO, SEM, pay-per-click, advertising, content distribution, social media, email.

The importance of digital marketing is given by the popularity of the internet

Here are just a few statistics about using digital marketing:

▪1.843 million Moldovans use the Internet/1.725 million use it daily;

▪81% of those who use the internet globally inform themselves online before buying;

▪Daily, the Google search engine operates around 5.6 billion searches;

▪58.4% of the world's population uses social networks. Average daily usage is 2 hours and 27 minutes.

The digital marketing strategy is a coordinated and complex action plan, with general marketing measures, in which promotion plans are determined on online channels: Facebook, Instagram, Youtube, Twitter, Google, and the network of Google partner sites, own website, news sites, SEO, Google Ads, Newsletters, etc.

How do we work on creating a digital marketing strategy?

1. Definition of objectives - definition of SMART objectives: Specific, Measurable, Accessible, Relevant, time-bound. Establishing the levels of KPIs.

2. Target audience study – identifying the consumer profile and target audience.

3. Competitive analysis – identifying competition strategies and assessing the strengths and weaknesses of the competition.

4. Funnel creation – we present the funnel under the AIDA model: Awareness, Interest, Decision, and Action.

5. Creating a strategic plan – identifying promotion channels and creating the media plan. Allocation of budgets.

The benefits of digital marketing

• Strengthening the market position: increasing the visibility of the brand in the online environment and attracting customers.
• Increasing audience and diversifying potential subjects.
  Increasing the sales figure and strengthening the company's position.
• Promoting a positive image for the company.
• Increase the average check cashed by the company.
• Increasing the number of interactions with the brand.
• Increase website traffic.
• New customer referrals through word of mouth.
• Arousing interest in what the company has to offer.
  Increase website traffic.
• Customer loyalty so that they follow the company's activity regularly.
• Repeat customer conversion (registration for training from former customers).
• Get referrals and reviews on Facebook and Google My Business.

Key performance indicators for digital marketing are:

• Average time spent on site - The average time spent by all users on a single page. To calculate it, Google Analytics adds the duration of each session over the specified period and divides it by the total number of sessions.
• Returning Website Visitors - Indicates the engagement rate as visitors return.
• Traffic Channels - Shows how people find your website/landing page.
• The total number of visits. The number of unique browsing sessions by the number of individual visitors to the site.
• The total number of unique visitors.
• The number of people who visited the website/landing page.
• Click-through rate (CTR). The percentage of people who clicked on a CTA button or link.
• ROI - Return on Investment - is the percentage of the investment that returns to the person making that investment. It is calculated as the volume of revenue generated for each dollar invested in the campaign.