{"id":490,"date":"2020-01-27T20:54:46","date_gmt":"2020-01-27T20:54:46","guid":{"rendered":"https:\/\/abrahamgeifman.com\/?p=379"},"modified":"2020-01-27T20:54:46","modified_gmt":"2020-01-27T20:54:46","slug":"podcast-1-la-mercadotecnia-digital-no-es-gratis","status":"publish","type":"post","link":"https:\/\/abrahamgeifman.com\/en\/podcast-1-la-mercadotecnia-digital-no-es-gratis\/","title":{"rendered":"Digital Marketing Is Not Free"},"content":{"rendered":"<p><iframe src=\"https:\/\/open.spotify.com\/embed-podcast\/episode\/3fTUioQbdhTznU3IDVQxlj\" width=\"100%\" height=\"232\" frameborder=\"0\" allowtransparency=\"true\" allow=\"encrypted-media\"><\/iframe><\/p>\n<p>Digital marketing is a universe of opportunities you cannot afford to overlook. That is why, <strong>Abraham Geifman, marketing consultant,<\/strong> explains and teaches you everything you need to know about this discipline, which has already established itself as the primary driver of business, sales, and commerce across every category and among the most widely consumed products and services in this postmodern digital and technological era.<\/p>\n<p>Let us talk today about digital marketing and some of the misconceptions surrounding it, such as the belief many people hold that digital marketing is free because it appears to be. That belief, however, is incorrect.<\/p>\n<p>Digital marketing as such emerged between 2000 and 2001 with the rise of email. The internet became publicly accessible around 1995\u20131996. Many will remember that this was when we began exploring it and purchased a curious little device called a modem. You connected it to the telephone line, it suddenly started making strange noises, and that was how you connected to the internet\u2014to the \u201cwww,\u201d the World Wide Web. It was extremely slow.<\/p>\n<p>Later, around 2000\u20132001, email use became increasingly common, while Google emerged as a search engine alongside Yahoo, which was the market leader at the time. We began using search engines to find web pages.<\/p>\n<p>Cloud computing also began to emerge in a very basic form through the practice of storing our email on a server. In other words, you had an email account with Hotmail, Yahoo, or Terra. The earliest developments that paved the way for social media included blogs, which emerged between 2002 and 2003 with the idea that we could upload content to a digital platform. People began posting texts, poems, and the occasional photograph.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>The Origins of Digital Marketing<\/strong><\/h2>\n<p>Forums began to emerge on platforms such as WordPress and Tumblr. These were among the first platforms where you could upload essays, texts, poems, and reflections. Then, around 2005\u20132006, we entered what geeks technically call Web 2.0. The real change resulted from increased bandwidth. In other words, broadband internet technology enabled web pages to download faster while also providing the capacity to upload information to a website.<\/p>\n<blockquote><p>This is where social media truly emerged. Social networks grew from the effort to interact and upload images, as well as what we now know as video. Today, bandwidth enables us to use\u2014and almost depend on\u2014the internet for everything because we download television series, movies, and programs. Streaming is possible because of bandwidth, and the amount of information we upload today is very similar to the amount we download.<\/p><\/blockquote>\n<p>This gave rise to digital marketing as we understand it today. I have worked in digital marketing since 2010\u20132011, when I began my career as a marketing consultant. By that time, the consolidation of several social networks, other advertising media such as banners and email, and the broader ecosystem had begun to establish digital marketing as a discipline toward which many businesses were migrating.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>The Marketing Myth That Was Completely Debunked<\/strong><\/h2>\n<p>One of the misconceptions I mentioned relates to the early days of digital marketing. I am referring to the beginning of the previous decade, around 2010\u20132011. At the time, people believed digital marketing was genuinely free because you could create a Facebook business page\u2014a fan page\u2014and begin publishing content. People responded, and the response was positive.<\/p>\n<p>Some people sold or positioned products on social media relatively easily and seemingly at no cost. As more users joined these platforms, the impact gradually declined to the point that today we must pay to generate the desired impact for a brand through digital media.<\/p>\n<p>We must pay for two reasons. First, there are more people and more competition, and we spend an increasing number of hours each week on digital channels. Second, algorithms have emerged. Social platforms use increasingly sophisticated algorithms that establish the rules governing what I can or want to see on social media, thereby preventing excessive repetition.<\/p>\n<p>You have probably noticed on channels such as Facebook that when a meme becomes popular, you may see it only once in your feed. It is difficult to see the same meme on Facebook more than once because the algorithm tries to prevent it from being circulated or shared by too many people. Otherwise, the effect could be negative: I might open Facebook and see the same meme posted by everyone. The immediate consequence would be that I become less inclined to use Facebook.<\/p>\n<h2><\/h2>\n<h2><strong>The Key Rules<\/strong><\/h2>\n<p>These platforms want to provide the best possible service and support to their users and followers. They must therefore ensure, as much as possible, that the content I see on social media is relevant and meaningful to users\u2014not repetitive, biased, lewd, hurtful, or offensive. These algorithms enforce an extensive set of rules.<\/p>\n<p>Under all these rules, what we now call organic content is what a page creates or what a company generates organically on its Facebook page. In other words, when a fan page begins sending messages to a community of followers, those messages are known as organic posts or organic content.<\/p>\n<p>Because of the algorithm\u2019s complexity, it is impossible to guarantee that this content will reach our entire fan base. Moreover, digital platforms monetize their business models through advertising. Google, Facebook, and LinkedIn must monetize their efforts and generate revenue, and they do so through advertising.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>It Is Not Free; It Is an Investment \u00a0<\/strong><\/h2>\n<p>That is why platforms are increasingly limiting the organic reach of what we publish. This does not mean that digital marketing is exclusively for large companies, as television advertising once was. Digital marketing is for everyone, but it is not free. I want to be very clear about that. It is not free because the algorithm does not allow it. However, mechanisms do exist that enable me, through an investment that may be small, to reach the audience that interests me and generate purchase intent.<\/p>\n<p>Although it is not free, its profitability and measurability allow me to identify what is known as return on investment. In digital marketing, we can finally talk about investing in marketing rather than treating it as an expense. We therefore have a clear understanding of what happens to the money we invest in a digital platform or campaign.<\/p>\n<p>For the first time in the history of advertising, we can launch a campaign today and turn it off a minute later. We can also run several campaigns simultaneously, pause some, and create others. Large companies in Mexico allocate substantial budgets because they manage numerous campaigns and audiences. This creates an impressive level of digital activity that gradually unfolds across every platform to deliver the expected results. However, it must remain profitable and, ideally, self-financing.<\/p>\n<blockquote><p>That is one of the main rules of the game for achieving a meaningful impact. The 2010\u20132011 era, when we could generate organic reach practically for free, has definitely come to an end. Anyone with a Facebook fan page can see this firsthand: their content reaches only between 5% and 10% of their fan base.<\/p><\/blockquote>\n<p>Imagine the tip of an iceberg, where we have a fan base that we believe represents the only readers of our message. The most compelling aspect, however, is that those readers can forward or share these messages with their own followers. By moving beyond the existing fan ecosystem, we can expand our reach. This is how small businesses and certain online platforms have achieved considerable success on social media.<\/p>","protected":false},"excerpt":{"rendered":"<p>Digital marketing is a universe of opportunities you can't afford to miss. That's why Abraham Geifman, a marketing consultant, explains and teaches you everything you need to know about this discipline that has already established itself as the main driver\u2026<\/p>","protected":false},"author":1,"featured_media":549,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-490","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/posts\/490","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/comments?post=490"}],"version-history":[{"count":0,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/posts\/490\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/media\/549"}],"wp:attachment":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/media?parent=490"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/categories?post=490"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/tags?post=490"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}