Introduction to Digital MarketingOften referred to as ‘online marketing’, ‘internet marketing’ or ‘web marketing’, digital marketing has gained popularity over the past decade. With the arrival of social networks, digital marketing now also boasts of a new branch of social media marketing. Even though the term ‘digital marketing’ was coined in the 1990s, its complete usage and importance has risen only in the recent past. As technology advanced rapidly over the past two decades, digital media became so widespread that anybody could access information anytime, from anywhere.
This helped in promoting products through this all-pervasive media as the marketers could monitor what is trending, what is the selling point of a product, etc. Not just that, digital arketers are also able to monitor, in real time, what is being read, for how long, and by how many people – put a number on all content out there and through that analyze what works and what doesn’t alongside the rate of sale conversion.
As a marketer – digital or otherwise – you need to have a complete understanding of your audience. This is a challenge for the current crop of digital marketers as there is a variety of protocols, specification and interfaces across deferent digital media and devices.
Digital Marketing Communication Mix
Digital marketing is a broad discipline, which can be broken down into a bunch of modules. Like the general marketing mix, digital marketing communication mix is the adaptation of place, product, promotion, and price in the digital context. As the number of internet users grows, so does the reach of your product, brand or services. This can be achieved through various techniques such as search engine optimization, search engine marketing, pay per click, web analytics, integrated marketing communications, etc. You can learn the basics of digital marketing by enrolling for the introductory course at Simplilearn.
Simplilearn is World’s leading certification training company. The course will also help you master tools and platforms such as Google Analytics, AdWords, Twitter, YouTube, and Facebook.
Jobs in Store for a Digital Marketer
In the recent past, digital marketing has gone hand-in-hand with the traditional media marketing or at times outranked it, for any product/services promotion. This is the reason why job opportunities in digital marketing, which was pegged to be worth over $62 billion in the United States in 2012, are immense. A simple search for ‘digital marketing jobs’ will throw up nearly a 1,000 jobs on any given online jobs portal. In 2013, the digital marketing jobs overtook internet marketing jobs which have more or less plateaued, by a great margin. In fact, there is such an increment in jobs in the digital marketing sector that employers are finding it hard to find the right candidates for their digital teams. Within the digital marketing sector, there is double-digit talent gap under each specialisation. For e.g., there is a 27% gap between existing and required talent in just marketing experts for email, content and social media. For mobile it is 29% and for analytics it is a whopping 37%! Digital jobs for social media marketing, search engine optimization, digital strategy have seen an increase of 35, 15, and 24% increase respectively. Not just the jobs, even pay scale has improved for those who have made the smart transition from traditional to digital marketing. What is more, that there is less disparity between male and female salaries in the digital structure!
Trend analysis of jobs in marketing indicates that digital marketing is a superb industry, especially for the younger employees. Graduates who studied business, graphic design, marketing, or social media are more likely to have twice as many job options than their counterparts with other subjects. Overall, the marketing market will see about 40% growth in the next decade. Overall, the marketing teams are to either increase their strength, or maintain it which makes digital marketing one of the most lucrative jobs out there. As mentioned earlier, digital marketing is made up of several core areas. Let us each area in detail and understand the career opportunities for each of them.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the method of increasing trac to a website by enhancing its rank on a search engine – taking steps so that a particular website will be seen higher up on an internet search. SEO does not just mean enhancing the quality of content on the webpage – by ensuring that there are enough relevant keywords and the page itself is organized with subheads bullet points and clear hyperlinks – it also means that the site’s HTML code is also optimized in a way that any search engine can determine what is on the page and display it as a result of a particular search. Search Engine Optimization (SEO) SEO then becomes the bottom rung of a ladder for a marketer to know their end customer. There is SEO and then there is SEM – Search Engine Marketing – which employs SEO and other mechanisms such as social media marketing and paid searches to enhance any product’s exposure. As more and more people use the web to access information, search engines are the new go-to places. This has helped the SEO industry grow leaps and bounds. Thus, a certification in SEO prepares a professional to excel in this section.
As the LinkedIn skills survey showed, there was a 15% increase in jobs for Search Engine Optimization in 2014. This is only going to increase as more and more consumers get drawn to the web for services and product analysis. Also, as the search engine giant Google recently revamped its search algorithm, the onus is back on SEO managers to rethink their existing strategies to make their website more in sync with the new trend. Not just keyword, but technical optimization has also got a huge boost. This translates into more tedious work, which in turn means more jobs to keep the website/content ‘fresh’ for consumer’s use. And, despite more additions to the ever-changing jargon book of digital marketing, 78% of marketing professionals say SEO is part of their job description – as revealed by an industry survey conducted by moz.com.
Social Media Marketing
Today, the world has indeed become a small place, thanks to social media. With an average person spending at least an hour a day on a social networking website, it is important to exploit this avenue as a marketing tool. Social media marketing, thus, is a fast-growing segment of online marketing, where you will employ techniques and strategies on social media websites to increase traffic to your website, promote your brand and protect your online reputation. Social media certification, offered by Simplilearn, helps those who are involved with branding, public affairs, marketing communications to plan, execute, and assess a comprehensive and effective social media campaign.
The need for Social Media specialists is on the rise as consumers are turning more and more towards the social media networks for information. According to business2community.com, social media specialists have a 42% job growth. Payscale.com says that the average salary for a social media manager is anywhere approximately between $34,500 and $56,500.
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