It is an effective means of contacting and interacting with customers through the web, social networks and mobile applications, since it enables companies to send personalised advertising messages to potential consumers and to target them accurately, boost their online visibility and traffic, and help in the building of their brands. Moreover, as digital marketing is usually cheaper than traditional marketing, it has become a very popular tool for small businesses and start-ups.

         Marketers should go to where their audiences are, since nowadays almost all consumers are on the Internet—specifically on social networks and they carry out searches on Google every day. A company is therefore able to reach them directly via these channels (for example through content marketing, advertising on social networks, SEA/SEO, etc.) no matter where they are located. Digital marketing is also far more accessible for businesses when it comes to cost: it is still less expensive than a television or radio advertising programme (which are generally beyond the means of VSEs and SMEs). You can begin with a very small budget and the bidding system also lets you set a limit that you do not want to go over. However, in highly competitive markets budgets can also become very large.  

        Digital marketing makes use of methods which are both quick and efficient. All you have to do to set up a Google acquisition campaign is to make a few clicks, since almost anyone can carry this out. There are a great many training courses and tutorials on Google which teach you how to create and manage acquisition campaigns.              

You will likewise enjoy having very accurate indicators with which to assess the effectiveness of your campaigns, since this will allow you to optimise your actions and achieve an even better result on a future occasion. The indicators will also give you very accurate information regarding your targets and their behaviour, enabling you to target them more effectively next time. Google Analytics and the Search Console are the primary tools for keeping an eye on web marketing campaigns and they are free to use.