DIGITAL MARKETING

01-12-2018

Introduction -

Do you see those attractive Web banner ads, Video campaigns, Mobile apps, Informative blog posts quite often while surfing the net? All these are nothing, but different forms of Digital Marketing!

As the world is getting more and more digitized in every respect, Digital Marketing is a booming career option today. With striking features such as cost-effectiveness, instant response, flexibility, convenience, effectiveness, Digital Marketing is making a strong impact in the world of Marketing and Advertising. Especially, the start-ups prefer going digital to market their brand, products and services. Today ‘Digital Marketing’ and ‘Marketing’ both are becoming synonymous.

Digital marketing is a vast field with a variety of areas and segments such as Social media, Content writing, Email marketing, SEO/SEM, Data Analysis, Designing, and much more. To get into Digital Marketing, you need to identify your interests and strengths in order to make a right decision to specialize into a particular area of Digital Marketing. Yes, it is good to get a basic and general knowledge of all the areas encompassing digital marketing, but specialization in one or more fields is the need of the hour.

Why Digital Marketing?

The world is going Digital and by the year 2020, all the companies around the world including India will have online presence and thus creating a lot of career opportunities.

It is a progressive field. With technology developing every day, you have to continuously develop your digital marketing skills so that your career keeps growing.

The digital economy is growing 10 times faster than the traditional economy and firms that engage in online trading are twice as likely to be creating jobs as firms that aren, t.

It provides you with various career options. If you love coding, you can go for web designing or if you are a born writer, go for content marketing and so on.

Fields of Digital Marketing

1. SEO:

Search Engine Optimization is an organic (unpaid) method of improving the ranking of web pages and their visibility on various search engines such as Google, Yahoo, Bing, etc. Optimizing webpages is a very vital aspect of Digital Marketing.

2. SEM:

Another method of increasing the visibility of webpages is through sponsored placements and advertising. SEM specialists should know how to run PPC campaigns, how to purchase traffic through paid search listing to maximize visibility of web pages on search engines.

3. SMM:

Social Media Marketing is gaining a lot of popularity with social media sites like Facebook, Twitter, LinkedIn, Pinterest and others. A good digital marketer should know how to harness the power of social media to market the brand image of the company.

4. Email Marketing:

As it is important to engage your customers and leads with your brand, many organizations send periodic newsletters, email campaigns, auto responders to its subscribers in order to keep them updated with new products/services added or anything worth sharing.

5. Mobile Marketing:

More and more people are going mobile. Smartphones have become very trendy among all age groups. Mobile marketing provides instant updates, promo offers and information of customers, interests. A person needs to be a mobile freak to get into mobile marketing.

6. Web Analytics:

Web Analytics is a very interesting aspect of digital marketing which involves traffic analysis, business and market research and enhancing the website traffic. For instance, Google Analytics gives a great insight into how your website is working.

Focus of a Course in Digital Marketing

You don’t require a special degree to get into Digital Marketing but a certification in Digital Marketing will help you to stand out in the crowd and the struggle to find your dream jobwill become very easy as you will have a higher hand over others.

EduPristine offers career enhancement course in Digital Marketing that covers all the aspects of Digital Marketing which will not only give you theoretical knowledge but will also provide you practical training.

Digital Marketing Careers

There are many other roles or designations in Digital Marketing that depend upon company and their requirements. Some of them are:

1. Digital Marketing Manager or Digital Director:

The Digital Marketing Manager or Digital Director looks after the overall marketing development devising strategies that will drive more traffic, undertaking digital marketing campaigns, making improvements in website and updating it regularly etc.

2. Web Developer & Web Designer

These are the people responsible for those amazing websites that you come across on the internet. The terms web developer and web designer are used interchangeably but the role of web developer is a specific one whereas web designer does a lot of things. As a web developer/designer, you’ll be responsible for designing, coding and modifying websites making it appealing and user friendly. Prior knowledge of Java Script, JQuery, HTML, CSS and web programming is required to get into this role.

3. Social Media Executive and Social Media Manager

As a social media executive/manager you are required to keep a check on the latest social media trends and plan strategies accordingly, co-ordinate with the content team and client servicing team on regular basis, creating quality content or video etc. Knowledge about all the social media platforms and a lot of creativity are a must for this job role.

4. SEO Executive/Expert

SEO executives are responsible for getting traffic on the website and improving the Google rankings. They have to make sure that the content on the website is search friendly, conduct keyword research, research about SEO tools, build sitemaps and submit them etc.

5. PPC/SEM Expert

The sometimes useful and sometimes irritating ads that we mentioned above are created by these people. They generate a lot leads for the company and therefore there is a great demand for PPC professionals. As a PPC/SEM expert you are supposed to manage PPC keywords, split ad groups, refine landing pages, generate reports, provide suggestions for ad copies and graphics etc.

6. Content Marketer

If you think that you can write better than what is already there on the web then you are perfect for this role. Content marketing includes managing the blog, sales page copywriting, email communications, drip marketing campaigns, a little bit of PR, ebook publications, video marketing and guest blogging.

Responsibilities of a content marketer includes creating content that has all the qualities of going viral, making sure that the content is promoted well through SEO, co-ordinating with other teams and incorporating their inputs in content, following content trends, etc. To get into content marketing you will need an impeccable knowledge of English language along with a lot of creativity.

7. Inbound Marketing Manager

If you have to define separate role for an Inbound Marketer, his responsibility will be more towards managing the funnel and conversion at each stage. Drip marketing, lead nurturing, conversion rate optimization are important components in Inbound Marketing.

An Inbound marketer can create a strategy for attracting customers. One of the inbound marketing strategies is content marketing. While the inbound marketing manager creates a strategy on how to attract customers using content marketing, the content marketing manager can focus on execution of that strategy.

8. Conversion Rate Optimizer

Conversion rate optimization is the art of increasing the conversion ratio in each stage of the marketing funnel. The CRO expert can be just another person in the digital marketing team but he/she will work with various people. For example, a CRO expert can help the inbound marketing manager in creating landing pages that convert well.

A CRO Expert uses various tools to achieve higher conversions. Increasing conversion rate is important at each stage of the funnel. The ad copy or the site title should attract more clicks, the visitors should convert into leads, and the leads should convert into paying customers.

Career Growth in Digital Marketing

Digital marketing is becoming mainstream in India. Until 2010, many businesses did not take digital marketing seriously. They were not ready to change and were stuck with traditional marketing practices.

However market forces have made sure that you either start doing digital marketing or fail. Because compared to digital marketing, traditional marketing is extremely inefficient. In fact, if you do not have a digital marketing strategy and an online presence, customers are bound to shy away from you and buy from a competitor.

Before digital marketing became mainstream, freelancers and entrepreneurs were able to get the first mover advantage. People who did good content marketing and search engine marketing were able to scale up the business very fast. Traditional companies did not even know what digital marketing was.

This shift in marketing practice is giving rise to a huge opportunity in digital marketing jobs.

Institutes Offering Digital Marketing Courses

Institutes such as Digital Vidya, Digital Academy India, NIIT Digital Marketing, Manipal Global Education Services, SimpliLearn.com, AIMA, EduPristine, Delhi School of Internet Marketing, Edu Kart,Learning Catalyst, Institute of Digital Marketing, Bhartiya Vidya Bhawan, etc. are offering Certificate Courses in Digital Marketing. However, for understanding the crux of Digital Marketing, you need to have a base Degree in either Engineering or Management.

Tips to Make a Career in Digital Marketing

If you are keen in getting into Digital marketing, either as a fresher or if you want to switch to digital marketing, here how you can start:

1. Read a lot on Digital Marketing:

Just search for digital marketing or blog posts on digital marketing on Google, I am sure you will come across several useful blog post and articles explaining what digital marketing is all about. Through these, you will learn the basics, the strategies, techniques and various aspects of digital marketing. Read blog posts from Hubspot, Seomoz, Web Marketing Academy, Google, Unbounce, and so on to understand the world of marketing you are getting into. These blogs are very rich in information and content.

2. Attend Webinars/Events related to Digital Marketing, whenever possible:

Another way to learn more about Digital Marketing is by attending conferences, webinars and all those events which are related to Digital Marketing. Quite often major cities have meet-ups, where digital experts share their knowledge with people who are new to this arena. At such events, you also get the opportunity to meet like-minded people.

3. Choose your Specialization:

Though a general knowledge of all the areas of Digital Marketing is useful, once you have decided to get into Digital Marketing, you need to specialize. Are you passionate about writing articles or doing data analysis? OR Are you interested in SEO or Web Designing? Getting into a specific area of Digital Marketing will help you in getting more job offers than just having a basic knowledge. Companies are looking for experts in SEO, SEM, Email marketing, Web analysis and so on. And gradually, you can add other stuff to your knowledge bank!

4. Get Set Go!

Once you have decided your career path in Digital Marketing, just start working towards it. You can begin by writing a blog post, or creating a website or a web banner ad or improve your social presence, or doing traffic analysis. Initial few months, you will face technical issues in dealing with these aspects, however gradually, you will master the concepts and gain more confidence. Whether you are a blogger, an SEO Specialist or a Web Analyst, what you need is a lot of passion and creativity, as marketing itself requires constant innovation and ‘out of the box’ thinking. Working smart, keeping yourself updated with latest information, excellent communication skills, are key to success.

5. Focus On Business!

Whatever marketing strategy you may follow, at the end of the day it should be business-oriented and should take the business a step ahead. All you technical knowledge is of no use if it is not driving the business. So, as a digital marketer, try to acquire the business acumen needed to implement the best marketing strategy.

With a lot of data analysis happening throughout the world, we have entered the era of Big Data! Everything is getting digitized, so why not marketing? Therefore, getting into Digital Marketing is a very lucrative career option today.

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