What is Digital Marketing and why is it booming in this day and age? Unlike traditional marketing that utilizes offline avenues to market a product or service, Digital Marketing makes use of online platforms to help brands reach their potential customers. With the internet being more accessible to many, your product or service is just a click away.
If you are new to the industry, you may find it difficult to figure out where to start. Here are some useful skills to hone when entering the field.
Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
The process of driving website traffic is called Search Engine Marketing and is done by purchasing ads on search engine results pages like Google. It involves choosing keywords and phrases to associate with your ad for it to pop up when someone looks for the product you are selling or something similar to it.
Search Engine Optimization goes hand in hand with SEM as it increases a website’s viewership by improving its ranking on search engines. Think about whenever you search for something specific, most often, the number one result is what you were looking for (even if you misspell it).
Social Media Management
Like SEO, Social Media Management includes monitoring. Aside from posting content and answering messages and comments, a social media manager is able to see if a post is effective or not. Applications like Instagram and Facebook show statistics like what time your page gets the most views and which content interacts with the most. From these, strategies for future posts may be made for even better results.
Creatives play an important role in this field as digital content must be eye-catching for target consumers to be interested in what you are promoting. Remember, your brand will be up against local and international ones. The video must stand out for it to be effective and garner results. In 2020, 92% of marketers said videos played a key role in digital marketing as they can capture the attention of potential customers. Given the current global situation, people have more time to be online and it would be a great opportunity for brands to create entertaining content to attract more customers.
The Digital Marketing industry is highly driven by technology which means it is more fast-paced than other industries. If you are interested in becoming part of the field, you must be able to adapt as technology advances and be comfortable with using it. Millennials and Gen Z find this to be second nature however, as long as you are willing to learn, it is never too late to try your hand in it.
Numbers will become your best friend. Data analytics is the management of information and is a vital skill as it can be used to improve future business opportunities of a brand. Digital marketers monitor and gather useful information regarding customer behavior towards a brand campaign to further improve strategies.
Thankfully, when creating a campaign with Google, you can actually edit your strategy as you go along. If your data analytics shows that your current plan is not giving the results you want to see, it can be easily tweaked.
Who Is It For?
An ideal individual for this field is someone who has the drive to learn new things and adapts pretty quickly. Unlike traditional marketing, digital marketing is more fast-paced. When updates are made to online platforms, campaigns and strategies are expected to adjust accordingly.
The beauty of digital marketing is that it may be used by any type of business. Both start-ups and long-established companies are welcome to apply their strategies to further grow their brands. It is important to keep in mind that some strategies will work better than others based on the nature of your business.
Why A Career in Digital Marketing is Timely
Given that we live in the digital age, it is no secret that technology has been rapidly evolving. With the creation of the internet, users are able to access things from virtually anywhere. In January 2021, a report showed that there are around 4.66 billion people online. Keeping that in mind, brands nowadays have made themselves available through online platforms like websites and social media pages to continue marketing in a digital world.
A career in digital marketing is fitting as the current global situation encourages people to stay at home, making them more likely to be browsing content on the internet. In the Philippines alone, 71.4 million are internet users, 70% of which, have purchased a product or service online. It has also been studied that Filipinos are heavy internet users, spending an average of 10 hours a day online.
The Advantages and Disadvantages of going Digital
Through digital marketing, brands are able to connect with their target market not only on a local scale but on a global one as well, allowing the reach of a larger audience. Ads may be directed towards specific groups of people based on their age, likes, location, and the like. Think about all those times you encountered advertisements of brands that were overseas. It also targets prospects who are most likely to buy a certain product or service.
It is deemed as more cost-efficient than traditional marketing and enables you to measure success in real-time through web analytics. A great advantage of digital marketing is that even ongoing campaigns may be tweaked to attain specific goals. If you notice that a different approach might be better, you can always change the campaign. Customers are provided an avenue to voice their experiences and opinions on products or services availed of. Digital marketing also shows improved conversion rates since customers are only a few clicks away from making a purchase as opposed to making a phone call or going to a physical store.
However, as with anything, there are disadvantages to going digital. When certain websites are down, brands have no control over the situation and often have to wait it out. The market may also be segmented as not everyone is active online or finds it easy to navigate through websites. Since it is also an easily accessible service, competition is high and you are also up against global brands which may pose a challenge to stand out amongst competitors. Security and privacy issues occur as well when customer data is collected for digital marketing purposes.
Starting Your Career
Due to the number of start-ups on the rise and brands choosing to go digital, establishing your career is not impossible to achieve! You may want to start off by looking for companies that offer digital marketing services and see how you fit. Stay updated with the market trends and keep your mind open to a fast-paced career.
If you are looking for an educational background in the field, Google and Coursera offer courses that focus on digital marketing. Don’t be afraid to ask questions from more experienced people and to learn new insights as you go along.