Digital marketing: targeted, measurable, and interactive marketing for products or services using digital technologies to reach and convert leads into customers.


The main objective is to build preference and increase sales by boosting business concrete KPI’s with digital strategies.

Digital is multi-channel by nature; the combination of owned, paid and earned media strategically planned creating touch-points for a digital customer/patient journey. Which mainly are: search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, e-commerce marketing, social media marketing, e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media.

5 Key Points For Your Digital Marketing Strategy

  • 1 Insights

Everything begins with the consumer, as it is the critical first step in developing digital marketing strategies, understanding your consumer has grown importance with digital at a more microscopic level. Building internal intelligence regarding the consumer is essential to gain insights that highlight opportunities to build preference and deepen relationships with consumers. Today’s marketers must be able to know what consumer’s are doing by analyzing their online behavior.

  • 2 Goals

Clearly define the objective of the digital strategy, in a survey conducted by McKinsey 07′, 410 business executives shared how their companies marketing objectives influenced the digital marketing tools employed, these highlighted paid media tools and search as a method to create direct response, and if the goals was brand awareness, companies relied more on display, search, sponsorship and rich media to engage consumers.


  • 3 Engagement

In digital, the right message in the right location at the right timing is critical for reaching qualified consumers. The placement of advertisements should be a result of consumer insights. ROI will be correlated to how well the brand deliver traditional and digital marketing vehicles to meet consumer’s influential touch points.

  • 4 Setting a promise

Something simple and relevant: Ex. Improve efficiency of content creation/curation process, reuse content for higher return on assets, expand investment by optimizing customer experiences. Marketers must design sustainable strategies based on points of differentiation.

  • 5 Measuring 

We must proactively monitor reactions to the content and campaigns, depending on these, digital have the ability to adjust messages so that they are more influential and relevant to consumers. We should have a systematic approach for monitoring digital WOM and other earned media platforms. You can’t manage what you can’t measure.

“Lately, marketers have become less interest in the number of eyeballs that see a screen or hands that touch a page and more interested in the behavior of the owners of those hands and eyes, and how the ad message connects with them” ~ David Verklin, CEO of Carat Americas


Digital world is continuous evolution, the reality of doing and measuring business in real time, the proliferation of structured and unstructured data that overfills your company/brand on a daily basis, the possibility to analyze data to determine the cause of failures and new opportunities.

By understanding the consumer and what they find relevant, we are able to create strategic plans to ensure the right message is placed in the right places.

At the same time we are challenged to find innovative ways for remaining relevant by delivering our promise and engaging consumers to manage post-purchase experiences, knowing that if business objectives are not met, new experience and consumer insights will be addressed to adjust the strategy.

Follow me: @LaloPenalosa

Follow me: @LaloPenalosa