Traditional Marketing and Digital Marketing: Back to the basics

Both traditional marketing and digital marketing have their key fundamentals and concrete differences. Some even say that digital MKT is simply a modern version of traditional MKT.

Let’s see what are the key elements of one and the other!

Fundamentals of digital marketing and traditional marketing

The Marketing Mix (4P) is a model that guides brands to focus on analyzing the elements that can influence decision-making and customer perception of a particular product or service.

For their part, the 4C model focuses exclusively on the consumer’s relationship with brands and how the relationship between both parties is improved through that interaction.

Each of these streams addresses different means, actions and resources that converge at the same point: brand positioning and sales consolidation. Let’s take a better look at both models.

Traditional Marketing: The Public as Mass

The Marketing Mix: The 4Ps of traditional marketing

The 4Ps of the Marketing Mix allow you to explain how marketing works comprehensively and completely. These are 4 basic elements with which the American accounting professor E. Jerome McCarthy defined the concept of marketing in 1960.


It consists of strategically and coherently defining the basic characteristics of your product, such as size, weight, presentation and packaging.

In addition, you should also consider planning things related to logistics and storage (warehouses, transport, time and delivery).


It is about evaluating the factors and costs that will define the price of the product or service, such as the raw material, costs associated with its distribution and marketing, legal costs, brand costs, research costs, promotional costs and operating costs, taxes, among others.


It consists of defining the most appropriate place and channel to promote the sale and distribution of the product or service in the most optimal, efficient and effective way.


It is about planning and selecting the most appropriate means that will be used to promote the brand, product or service.

Digital Marketing: Same Actor in Different Costume?

Some affirm that digital marketing works under the same basis as traditional marketing and that it is simply about new channels, with greater optimization.

On the other hand, some argue that digital marketing has been so disruptive that it has the special place that distinguishes it from traditional marketing.

Let’s see some keys to understand it better and draw more accurate conclusions:

What are the 4Cs of digital marketing?

The 4C model of digital marketing was proposed by Robert F. Lauterborn in 1990. Lauterborn tried to adapt as much as possible to the original 4P model created by E. Jerome McCarthy in 1960.

Lauterborn’s idea was to make the necessary modifications to the model to adapt it to the new digital realities of digital marketing, but without changing the essence of the 4Ps.

If we started from the original 4P model of the marketing mix of traditional marketing as the basis for the 4C model of digital marketing, it would be as follows:

Consumer / Customer

First, it is important to know who we are talking to, as our clients are very well differentiated and grouping them will allow us to achieve our objectives. It is not enough to have your sociodemographic data or your geographical location, you have to know your tastes, habits, fears, needs and how you think.


Cost is an important factor in which the customer can decide whether to purchase the product.

In conventional terms, the total cost is the sum of the different elements such as raw material, costs associated with its distribution and commercialization, legal costs, brand costs, research costs, promotional costs and operating costs, taxes, among others.

However, from the new perspective of digital marketing, the value that the brand, product or service implies in terms of status, opportunities, added value and quality is also considered.


In digital terms, everything should be customer-centric, from service design, quality of service (CX) to user experience (UX) and user interface (UI) … even SEO and SEM are fundamental to make things much easier for customers and users.

Therefore, it is important to propose different alternatives in terms of service, sale, payment and shipping channels, so that customers have greater comfort and security when participating in any process.


Communication and conversation are the main fuel of digital marketing and thus we gain the trust of our clients. For this reason, it is vital to have constant interactive communication, but without invading the space of consumers with SPAM.

It is essential to generate valuable content to promote the brand, product or service periodically, without involving direct sales constantly.

Bonus: The 4Cs of Social Media

Yes, digital marketing is quite broad. There is another model, the 4Cs of Social Media. Through them, the ideal ways to generate effective, efficient and optimizable strategies are proposed for the generation of promotional content on social networks for a brand, product or service.


The creation of valuable content depends on research, active listening and interaction to get to know the consumers or users of your brand, product or service.

The saying “content is king” applies as long as it is appropriate and responds to the interests of the audience.


A digital community is built with effort, with quality content that generates a connection with the audiences.

Users who visit your social networks and website must come, stay, share and return. A truly effective community is not the one with the most followers, but the one with the most loyal users who generate conversions.


The message on each digital platform must be the same but adapted to the characteristics and functions of each one, since users respond differently. Structure the messages according to the language, context, community and interaction of digital channels.


Apply active listening and generate conversations aligned with the digital marketing objectives of your brand, product or service.

Keep in mind that it is useless to promote a message if you do not get a response aligned directly with the objectives. Listen to suggestions, talk, earn the trust of your community and boost sales from your trench.


The Marketing Mix is ​​a model that guides brands to focus on analyzing the elements that can influence decision-making and customer perception of a particular product or service, while the 4C focuses on the consumer’s relationship with brands, and how through this interaction the relationship between both parties is improved.

Consumer or CustomerProduct

Now that you know a little more about how the world of marketing works, you may notice that it is a job that must be done by specialists. Leave this job in our hands and dedicate yourself to generating income for your business. Helping you grow is our passion! Contact us!

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We offer digital marketing strategies for:

SEO Budgeting

Each project is different. Some websites need constant maintenance and optimization, while others require minimal attention. This means that the price of SEO services is calculated based on the time and research required to obtain quality finishes. The SEO budget depends on the size of the website, the degree of optimization and the scale of optimization that a website, blog or e-commerce requires.

The level of optimization of a website considers the amount of research, technical analysis, keywords, link building and maintenance on and off the site.

For their part, web stores need more optimization than personal blogs to maximize traffic and conversion rate, so they need more comprehensive packages.

Finally, the optimization scale implies the geographic reach of the website, as it implies different tactics depending on the strategy.

Consider applying SEO to your website and making it the heart of your digital marketing strategy. Contact us to discuss how to multiply the income of your company.

Off-Site SEO

External SEO is concerned with improving the ranking of a site on search engine results pages through promotional techniques such as:
  • Creation of external and internal links. With the aim of generating web traffic as an additional source and developing greater value. This can drive more traffic to your website, increase reputation, and increase rankings.
  • Marketing in social networks and brand promotions. These actions involve strategy and tactics in social media, both in organic and paid actions to give boost, visibility, credibility and traffic to the website, blog and e-commerce.

On-site SEO

On-site SEO involves optimizing the content of the website, blog and e-commerce at a structural level to make it more trackable and friendly for users and search engines. Includes optimization of title tags, internal links and URLs.

Some On-site SEO actions are:
  • Include keywords in the URL, in case the plugins don’t.
  • Using short and precise URLs, with the recommended keywords.
  • Use keywords at the beginning of the title tag.
  • Use keywords in subheadings in the content of your notes, as Google also searches for keywords in the heading tags.
  • Optimizing images and alt text that describes what’s in the image helps to identify the images and media in your site content.
  • Use synonyms and keywords that would be relevant to search items. When Google presents search results, it also looks for synonyms for the main keyword and other accompanying keywords.
  • Use internal and external links. Internal links connect the content of one web page to another on the same website. On the other hand, external links connect the content of your website with another website, enriching the content and adding value to searches.

Keyword Research

Keyword research is about locating the most searched words and phrases by users. This means that it is essential to tag the content of your site so that search engines can easily locate them.

The keywords used should target frequently used search words and phrases that are relevant to your content and add value to searches. The more keywords that are used and the more relevant they are to users, the easier it will be to find your website, blog or e-commerce. Also, if your website has a higher reputation, it will also be more relevant and better positioned.

Also, it should be taken into account that the position of the keyword in the URL affects its ranking and that the length of the keyword also influences the web positioning. Shorter URLs are easier to find and obviously rank higher.

Technical Analysis

Technical Analysis SEO technical analysis involves an in-depth review of the technical elements to improve so that Google and other search engines can index and crawl your website, blog or e-commerce.

The most common trouble spots are:
  • Need to correct “crawling errors” that prevent Google robots from seeing a page on your website and therefore not appearing in the search engine.
  • Optimize your site so it can be easily viewed from mobile devices, tablets, and desktops. Let us remember that we are in times of “mobile first”.
  • Fix broken links and make 404 errors friendly. Broken links can significantly hurt your SEO ranking because users and Google will have a hard time reaching your site and cause a drastic decrease in web traffic and sales.
  • Verify if you have an SSL certificate and a site with HTTPS encryption, which implies the protection of your data and those of your users from malicious programs and trackers on the Internet. It is an excellent ranking signal as it guarantees a secure connection with Google and reduces the abandonment rate.
  • Optimize page loading speed. This is essential, since if your sites take a long time to load, not only will you have a bad ranking in the Google list, but your users will quickly leave the site and you will lose potential sales.

Preliminary research

Preliminary SEO research focuses on finding out what’s on your website. This checklist is the content you have and discover the best way to select relevant bookmarks to optimize your website, blog or e-commerce. It includes the topics of your content, the types of media present, and benchmarking, that is, researching sites with similar content.

The goal of SEO is to differentiate yourself from your immediate competition, making your content on your website unique. This means that if your website has valuable content and responds to organic user searches, it will be easier for web crawlers to find.

The research done dives into the website’s specific market and the audience it is trying to reach. This step takes many factors into account and is one of the most expensive considerations in your budget.

Custom Desing

You deserve to have your own custom designs. We’ll create a design that’s uniquely yours, with a brand message that reflects your personality and goals.

Capability Statement

The design of a Capability Statement is a challenge, you need to be concise to summarize all the important information about your company on one page, think of your Capability Statement as if it were your resume.


We create the brochure of your company, brand, product or service from scratch specially designed to show your value proposition to the target audience.

Business Card

Make your business card design stand out. We take the time to understand what you need so you can have an impactful card that will make your company stand out.

The Branding Kit

We make sure that our clients have a professional and unique corporate brand that allows them to promote their companies and increase their chances of success.


We take great care in every detail to make your brand unique! Our logos are handmade and then digitally designed, always thinking about the concept of the brand and target audience.