From posted letters to instant messaging apps, the world has come a long way. The digital breeze has made everything, from shopping to reading, easily accessible. When we look back now, it seems quite natural that the concept of digitalisation entered the world of marketing too.
According to statista.com, the digital advertising market generated a revenue of about £15 million in 2018. This is proof enough for the popularity of the digital marketing sphere. In fact, it has attributed to more students opting for digital marketing as a career. If you are interested in pursuing a digital marketing career, this blog is for you. In this blog we will help you understand all about the industry and if this is the right career choice for you.
What is digital marketing?
When digital technologies are used for the marketing of products and services via a digital medium, it is referred to as digital marketing. In other words, it can be described as “advertising delivered through digital channels such as search engines, social media, and websites.”
Types of digital marketing
It is the blanket term for a series of marketing activities that are carried out online, such as:
- Email marketing: this type of digital marketing is carried out by sending email promotions to your existing and potential customers. Even though email marketing is considered an old-school marketing technique, it is still quite popular. According to Wordstream, the ROI (Return on Investment), in the UK, on every pound spent on email marketing is £38; this speaks volumes about the effectiveness of this form of marketing.
- Social media marketing: with people becoming increasingly acquainted with social media platforms as the years pass, social media marketing has become increasingly popular. While carrying out marketing practices on social media, you have to focus on the intricacies of each social media platform. This form of marketing is highly effective and is being widely used by all types of businesses.
- Content marketing: content marketing, in a layperson’s language, is storytelling. The concept of content marketing has been around longer than the internet. Take for instance, comics and flyers; these were content marketing ties for promoting a story or product. To be more precise, it is the process of attracting customers and increasing sales of a product by using concise and relevant content. Content marketing, generally, focuses on publishing content for a targeted audience.
- Search engine optimisation (SEO): SEO practices focus on influencing the online visibility of a website so that they show up in search engine results. Search engine optimisation plays a major role in increasing a website or brand’s digital footprint and is used by companies on a large scale.
- Pay-per-click (PPC) advertising: In simple words, PPC advertising refers to the marketing method, wherein, the advertiser pays for each click on the link to a particular website. Of late, PPC advertising has come to the fore as an effective digital marketing strategy as it follows the principle of targeting relevant audience.
- Affiliate marketing: this is a performance-based marketing technique that focuses on conversions, instead of traffic. Affiliate marketing, essentially, involves two parties – affiliates and business owners. It is the process of using the resources of an affiliate’s online presence to advertise a business’ products or services. In simpler terms, the affiliate promotes someone else’s product with the intention of earning commissions and benefits.
The above mentioned digital marketing tools have gained immense popularity and success in the online marketing genre.
Importance of digital marketing
The transformation brought about by digitalisation in the marketing scene cannot be overlooked and digital marketing has proved to be an irreplaceable asset for the business world. It is essential because:
- Quick: the turnaround time for digital marketing campaigns is low. This means that the implementation and development of digital marketing techniques yields rapid results. It plays to the advantage of a business as it helps save time and money. Furthermore, it is easier to track the progress of your campaign.
- Footprint: having a strong digital footprint helps companies build credibility of their products and services. Since the online community, today, is more active than ever before, widespread online presence can make your business a success.
- Audience: when the world was not accessible with just a click, traditional marketing techniques took a considerable amount of time to deliver the expected results. However, with 21st century being donned as the “digital age”, promoting brands is a quick process and it is easier to reach a huge section of the audience.
- Cost-effective: bringing the digital aspect into your marketing strategies can be lighter on your pocket too. With the right strategic planning and implementation, you can reach the target audience at costs comparatively lesser than the traditional marketing methods.
- Global audience: due to the ease of accessibility, it allows you to reach not only the domestic audience but also customers globally.
How to get into digital marketing?
Step 1 – Take up a course: This industry has flourished immensely over the years, which has urged universities all over the world to introduce digital marketing degrees among the courses they offer. While deciding on which course to take and which college to opt for, research thoroughly about:
- Subjects being offered in the course;
- Specialisation you want to pursue;
- Credibility of the university you are applying for;
- Job prospects offered by the university.
Step 2 – Develop digital skills: during the course of your degree, focus on developing marketing skills that are specific to the digital domain. The following skills are imperative for having a successful career in digital marketing:
- Technical skills related to digital marketing;
- Prevalent online technologies;
- Staying up-to-date with the new digital marketing techniques on the block;
- Social media skills;
- Analytical skills;
- PR skills;
- SEO skills.
Step 3 – Take up an internship: undertaking an internship in this field can help you understand the trade from a different perspective. During your internship, ensure that you are open to learning something new each day and implementing the knowledge you have acquired in your course study.
Step 4 – Add value to your CV: apart from specialising in your area of interest, ensure that you have basic knowledge about other specialisations as well. This will help you get an edge over your contemporaries when you apply for jobs. Moreover, it will give you a broader perspective about digital marketing as a function.
Benefits of digital marketing as a career
- High demand: It is a booming sector and naturally the demand for professionals in this field is high. According to a survey conducted by “The drum,” 56% of the people surveyed stated that they are looking to hire digital marketers.
- Increased job opportunities: though the demand for digital marketers is high, the supply is not adequate. This means that you will have a wide range of job opportunities available if you pursue a digital marketing course.
- High salary: as advertised on “Payscale,” the average annual salary of a digital marketer is about £25,305, whereas that of a digital marketing manager is about £31,979. However, this may vary depending on your area of expertise and years of experience.
If you are planning to take up a digital marketing course, London School of Business offers a number of courses such as Postgraduate Certificate in Digital Marketing, Postgraduate Certificate in Content Marketing and SEO and a short course in Digital Marketing and Social Media. Hurry and sign up for the course you are interested in, now!
This article was written by Meghdeep Patnaik and edited by Anisa Choudhary.