Natural position in search engines, usability, permission marketing and viral marketing are tools that have characterized the digital marketing of the first half of this decade. These tools, though still necessary condition to compete in the Internet have also ceased to be a sufficient condition. The Web 2.0 revolution now requires a broader view and be open to new trends in which consumers purchase a much more active role. And although the search engines continue to play a key role in generating qualified traffic, we must learn to manage a wider range of actors, settings and plots of relationships where social networks are gaining unprecedented prominence. The, if you can qualify as traditional as has happened in the last ten years has been incorporating tactics and tools to implement a single strategy: to attract enough quality traffic to the websites and be able to convert this traffic into some kind profit for the company. We could classify these tools depending on the specific objective to meet within the life cycle of a tour: 1. Attracting visitors: natural search engine-positioning-PPC Campaigns-Banners – E-mail marketing – Advertising offline 2. Convert visitors into buyers, Usability 3.

Customer loyalty-marketing Permission marketing or e-mail-enabled customization of content / offer “loyalty programs in April. Convert customers marketing viral-recommendation (send to a friend) In this simple scheme included the majority of tactics that companies have implemented in recent years to obtain a return on investment of their Internet presence. To some extent, the planning was simple because the actors and relations between them were also simple: on the one hand, a company that wants to extend its offer to consumers, on the other, potential customers and, between them, Internet as a means and support that relationship.