This enormous change will re-position the manner in which an online user interacts with advertising, considering it to be a complementary extension of the information he has chosen to consult by visiting a given webpage. Consequently:
Advertising becomes smart, adapting to the behavioral habits of each individual user, representing an opportunity rather than a nuisance.
The second radical difference that distinguishes Digital Marketing from Web Marketing is the mobile sector. Markets are increasingly approaching a reality which is ONLY MOBILE, i.e. that tends to adopt only mobile devices for connection to the internet and browsing in the web.
From the technological point of view, this behavioral migration represents an enormous challenge for the platforms that handle content and online interaction such as social networks, websites/blogs, e-commerce. In the first place, the mobile context excludes the dominance of the browser and, as a result, the role of search engines. Then we are faced with a huge competition in the use of applications by users.
Finally, for the purposes of marketing actions related to online users, digital marketing 3.0 distinguishes two primary relational phases:
creating interest in online campaigns on the part of new online users (bringing them first-time content views of an offer);
convincing users to act online (returning them to the contents of the offer and convincing them to conclude a transaction);