The Bible of Digital Marketing - Cláudio Torres

How many times have you heard the phrase “the world is changing”? Probably too many. But the world is really changing! New technologies are emerging every day and they can help us deliver much better results for our business.

Marketing is one of the areas that has been updating itself over time with new technologies. In this summary of the book “The Bible of Digital Marketing”, written by the author Cláudio Torres, we will understand the essentials to be a star in Digital Marketing!

Let’s go?

The book “The Bible of Digital Marketing”

We live in a digital revolution, where the internet connects billions of people of all ages and countries. On the internet, everyone seeks information, relationships, and entertainment, interacting with everything and everyone.

It is in this scenario that we need to evolve. The characteristics of the public have changed and so do their thinking. So, like everything else, marketing needed to become digital. And that’s what we’ll see from now on.

Originally published in 2009 and updated in 2018, with the Portuguese title: “A Bíblia do Marketing Digital”, and its English version “The Bible of Digital Marketing”. It brings everything you need to know about marketing in the digital world.

The author Cláudio Torres presents the general theory of digital marketing, the main strategies and the points that we must pay attention to in the new territory.

Who is Cláudio Torres?

Cláudio Torres has a degree in electronic engineering from Instituto Tecnológico da Aeronáutica (ITA) and holds a master’s degree in systems from Universidade de São Paulo - USP.

He joined the field of marketing from a postgraduate degree in Sweden and several specialization courses in countries such as Germany, Switzerland and England.

Today, he works as a writer, Digital Marketing speaker and consultant, and he is the director of The Digital Enablers project, which helps people achieve their goals through the internet and digital technologies.

Why should I read “The Bible of Digital Marketing”?

We recommend the book "The Bible of Digital Marketing” for those who want to know, understand and deepen the concept of digital marketing.

So, if you work with marketing, study marketing or if you are interested in the subject, you’ve come to the right place, because here we will unlock this digital marketing concept and showcase its key strategies.

What can I learn from “The Bible of Digital Marketing”?

The book brings a complete study of digital marketing, where we can highlight the following ideas:

• The General Theory of Digital Marketing;
• The 7 strategies that will guide you to success in the internet world;
• What awaits us in the future? What new technologies will bring innovations to the marketing business?

Are you curious? So, let’s go!

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What is the General Theory of Digital Marketing?

The first step in understanding the new reality of digital marketing is to know the concepts that form it and what are their characteristics.

Digital marketing comes from using the most diverse technologies as tools to formulate strategies and achieve better results. From it, brands can reach much broader and, at the same time, more segmented audiences.

The digital universe is constantly expanding. New technologies are emerging every day. Smartphones, tablets, broadband, 4G, 5G, streaming video and Big Data are just a few examples we can cite about this technological development.

It is up to digital marketing and its professionals to analyze and understand how to use these technologies for the development of campaigns for product dissemination and conversion into sales.

As stated by the author Cláudio Torres in his book “The Bible of Digital Marketing”:

“Digital strategies must be constructed from a vision of the internet and digital technologies as a digital ecosystem, composed of several digital agents, each one with a digital DNA, that interact with each other, and where people, companies or brands act through their digital identities, creating their own digital culture.”

From this excerpt, we can extract the following concepts:

• Digital agents: they are the websites, social networks, online companies and other tools that will allow the development of digital marketing;
• Digital Ecosystem: it is the set of all agents and the ways in which they interact with each other;
• Digital Identity: it is who we are in the digital world, our accounts and profiles in social networks, our interactions, preferences of content and other variables that will define our characteristics in the internet world;
• Digital Culture: these are the roles that people can play on the internet. It can be a consumer who negotiates products and services online; an influencer, who publishes on a theme or market and becomes an influence on the subject; a collaborator, who works for a company and provides services for which he was hired; and an expert, who produces knowledge and can solve problems;
• Digital Strategies: These are the strategies that marketers need to consider when working in the digital ecosystem. From them, it is possible to create a process of continuous improvement in the course of the evolution of the digital ecosystem.

Knowing these concepts, let’s delve into the 7 digital marketing strategies from now on.

What are the Seven Strategies?

People access the internet in search of something. And the book “The Bible of Digital Marketing” defines, analyzing consumer behavior, that when we access the Internet, we are searching for 4 basic activities: relationship, information, communication and entertainment.

Based on these 4 actions, 7 strategies are defined and followed to achieve better results:

1. Talk: content is essential

“Talking means getting the lead and saying something to people.”

According to the author Cláudio Torres, for a company to be able to sell, the audience needs to know that it exists. So the first step is to talk.

You need to talk about your company, your brand, your product and how you will solve the customer’s problems. Only then people will know who you are and enter the sales funnel.

In digital marketing, this is done with content. And when we talk about content, we do not just talk about your product, but about everything that encompasses that area.

For example, a sports store may talk about its products, but it should also talk about the sports world, the championships that are happening, the preparations for the next Olympics, and other related topics.

So work on content creation, social media and Google Search Optimization (SEO), allowing your content to be one of the first results sought by the public. That way you can talk about your business and get the audience to know your name.

And to speak more and better, follow these tips:

• Have a well-defined target audience;
• Make a content planning to be disclosed, adapting it according to your audience;
• Share content on your blog and social networks;
• Keep content always up to date and useful;
• Monitor results.

2. Interact: Socialize with the public

“Interacting means connecting and acting with others by sharing, talking and exchanging ideas.”

Content is already being offered, you already know what to say to the consumer, now you need to interact with him. And the best way to do this is through social networking.

Facebook, Instagram, Linkedin and Twitter are some examples of social networks that can be used to interact with customers. Of course each of them has a different profile and should be appropriate according to the reality of your product, but the main objective is to interact with your audience.

This interaction should occur through user feedback, where they can ask questions and give feedback on materials, and share content in a variety of formats, whether in text, audio or video.

Here are some tips to optimize this interaction:

• Have profiles on key social networks and find others based on company characteristics;
• Follow important people for your business and create network;
• Make comments and interact with other content;
• Do not use mass mailings;
• Set aside schedules to work on your relationship with the public.

3. Tell: Engage directly

“Telling means exposing an idea to a group of people.”

During the interaction, some clients will interact more and others will interact less. Thus, it will be possible to create a closer relationship with a portion of these clients, where there is a previous registration in which the people can register their email or telephone number.

That way, it’s time to dig deeper into your business, explain to the customer how your business works, what you do, what your product is, and how you can help solve it.

The relationship becomes closer and the customer can be nourished with more specific contents like email marketing, newsletters, promotions and exclusive launches.

Offering this content, consumers will be guided throughout the sales process, getting closer to the time to better get to know the product and buy it.

In short, you will be providing information to build a direct relationship and getting the client prepared.

According to the book “The Bible of Digital Marketing”, to better understand, follow the recommendations below:

• Create an email database;
• Discover the best days and time to send emails;
• Friends referral campaigns are great for increasing the base of contacts;
• Send interesting messages that will impact, for example, periodic information with news of your business and the market.

4. Boost: Reach more people

“Boost means to promote and increase awareness of your ideas, products and services.”

The author Cláudio Torres clarifies in his book that boost refers to expanding your audience using new media and new strategies to reach people who previously had no contact with your brand and your product.

When we talk, we interact and we tell. We can impact a certain amount of people, but it is crucial that a new audience can be reached.

That’s where the boost comes in, through advertising, sponsored posts, banners, podcasts, websites, sponsored links, social networks and Google Adwords, when you can spread your business and your products to a large number of online consumers.

Let’s look at some techniques for better boost:

• Create attention-grabbing campaigns with interactive banners that will impact the consumer;
• Have a set amount for advertising;
• Develop videos about your business;
• Online games are a good way to spread the word to young audiences.

5. Spread: Make your message viral

“Spreading means distributing your message by encouraging others to help and doing the same.”

Aligned with the strategy of boosting, the spreading strategy also seeks to expand the company’s customer base. The difference is that when you are boosting, you are advertising using other means, and spreading, you will use your own audience to share your message. This is known as the viral effect.

If we use a more familiar term, we would say that we have to use word of mouth. As we discussed previously, internet users have the relationship as a standard activity.

All are interconnected, so we must use this fast internet in communication. This way, a client talks to a friend, who talks to another friend, who shares in the social network and so on.

The digital world potentiates the viral effect and we can see some other characteristics:

• Formulate strategies to reach market niches that have not yet been reached;
• Search for similar actions done by companies in the same industry of yours;
• Brainstorm ideas to develop new actions;
• Pay attention to the details, because they are important to spread the message in the best way;
• Learn from this experience so the next one can be better.

6. Search: knowledge is a competitive advantage

The author Cláudio Torres says:

“It means seeking relevant information and data for the brand.”

We have already understood how to promote your brand. But a challenge comes!

Probably you are not acting alone in the market. Other companies exist offering similar products or substitutes that can affect your outcome.

Considering this reality, continuous improvement is essential. Being in constant learning you can offer updated content and know your consumers, market and competitors, always offering the best products and materials, creating a competitive advantage in the market.

Now let’s look at some topics about this:

• Search for new media and interact with them, seeing the best ways to use them;
• Conduct an opinion poll and analyze the results;
• Use this research and other data about the company, the market and the competitors to define the competitive differential of your brand.

7. Track: analyze your bottom line

“Tracking means getting and analyzing data to understand what’s going on.”

Digital marketing has a number of advantages that allow you to develop your business. One is the analysis of results.

Tracking and measuring the achieved results with marketing campaigns is a strategic action that will make it possible to analyze the performance achieved and the actions taken. From this, it is possible to define possible changes of course and improvement in the actions, optimizing the campaigns and, consequently, the results.

At this point, it is very important that the sales results are analyzed, so that you can understand not only about attracting new opportunities, but converting them into new customers.

The book “The Bible of Digital Marketing” presents the following steps to track your results:

• Use Google Analytics, which allows you to monitor the pages of your site;
• Always define the evaluated variables in each campaign;
• Set up a periodicity to analyze campaign data;
• At the end, do a general study of the data and see what can be improved for the next campaign.

How will be the Future of Digital Marketing?

Now that we understand the key strategies, let’s talk about what the future holds for us.

You already know that the digital world is extremely changeable, right? So we must be alert to all changes that may arise and change the whole status quo from the market. So, what we use today may be obsolete tomorrow.

Considering this reality we face, the book cites 4 promising technologies that we need to be prepared to use in the future and further improve the way we use digital marketing:

Blockchain

This is a technology that promises to change many things in our daily lives. Blockchain is a technology that allows you to generate encrypted records and today is used mainly for crypto-coins such as Bitcoin.

The author uses an example that demonstrates very well how this technology will impact our lives: imagine a medical chart that any doctor around the world will be able to analyze, but can not change or falsify. This is Blockchain.

Artificial Intelligence

Artificial Intelligence also has a broad portfolio of possibilities.

“The Bible of Digital Marketing” highlights the importance of its application in the use of virtual assistants, who can act in the customer service through chats and in the recognition of standards, classifying documents and recognizing products, for example.

Internet of Things

This is the term that defines the integration of several devices through the internet, allowing integrated communication between everything and everyone.

Imagine the following situation: the milk has finished in your house, your refrigerator noticed the lack of it and makes the purchase in the market, that delivers the milk in your house and you did not even realize that the milk was finished.

Incredible, isn’t it?

This will also affect the digital marketing business, and we need to be prepared.

Augmented Reality (AR)

Augmented Reality mixes virtual images with the real environment. It is still an embryonic technology, but it promises to develop and conquer a considerable share of the market, allowing to create a differentiated experience for the customers.

Books about Digital Marketing

In the book “Marketing 4.0”, by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, the authors bring the importance of being aware of changes in the digital world and how this affects marketing. Cláudio Torres presented in this book precisely this importance and how we need to be always updated.

Being completely in line with Cláudio Torres’s thinking about the importance of the Internet for marketing, Seth Godin, author of the book “This Is Marketing”, explains that the internet has changed the rules of the game. It is the most massive communication channel ever created, connecting billions of people.

Jay Conrad Levinson, in his book “Guerrilla Marketing”, presents a way to generate more marketing impact with lower costs. To do so, he suggests digital media as essential in brand and product disclosure, using tools like email marketing, for example.

How can I apply the ideas from “The Bible of Digital Marketing”?

After reading “The Bible of Digital Marketing” book summary and absorbing all its teachings, we need to put them into practice. For this, we have to take the first step towards the digital world:

• Research: Research is essential to give you the foundation to start this new endeavor;
• Plan in an integrated way: unite all the strategies studied and form a macro strategy of digital marketing that encompasses all of them;
• Focus on continuous improvement: be open to feedbacks to always get better results;
• Remind people: the world is digital, but people are still part of it and are the main point to consider;
• Set out for action! Do not wait for tomorrow, because tomorrow there will be new technologies to implement.

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