How To Launch A Stellar Career In Digital Marketing

How To Launch A Stellar Career In Digital Marketing?

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Introduction: Why The Fuss Over Digital Marketing?

There is no denying that people are moving at a rapid rate from analogue to digital. Digital content is increasingly being consumed on a daily basis through mobile phones, laptops, computers, and other smart devices. Companies are slowly beginning to recognize that their marketing strategies need to adapt fast to keep up with this evolving trend.

But what makes digital so important, you ask?

On the current marketing landscape, digital is not only a swiftly growing force, but is also considered to be the future of marketing, in many quarters. And given the rate at which companies are moving toward digital solutions, the future for traditional and conventional varieties of marketing looks bleak indeed!

The Rise Of The New Guard

While the older generation will mourn the decline of traditional channels of communication and media like newspapers, television, radio broadcasts, books, etc, millennials –born into the digital era- and a few that made up the old guard- stride forth into a brave new world.

But why?

Because digital ways are faster, more practical, and more versatile. It shouldn’t come as a surprise that once the era began the world began moving towards it at a rapid pace. Of course, the good news is that the Digital landscape offers a lot of scope and potential to marketers as well as to consumers.

Large and small industries are increasingly moving away from conventional marketing methods and towards digital techniques. Companies are hiring more digital marketers since it has proven to be the more preferred career choice for the busy and the outgoing!

Technology is constantly evolving, and whether it is Samsung’s latest innovation of the foldable tablet or the latest Robot technology, the stream of updates is near-constant. Staying up-to-date with each of these new technologies has become crucial to success. Digital marketers are often at the forefront of these evolving trends, having to adapt to new strategies to sustain high performance.

The digital world has drastically altered the way we communicate, interact, research, do business, and build relationships. Mundane, daily chores that once necessitated a ten-minute trip at a minimum now can be achieved at the click of a mouse and with no lead time at all.
And customers are beginning to spend more time online.

So, Why Go Digital?

#1 Because it is a lot more affordable than traditional techniques. For example, an email campaign can broadcast a message to a much wider user-base than via conventional means – but for a fraction of the cost of a television or print ad.

#2 Results can be monitored and tracked. Instead of an expensive customer survey or research, marketers can, in minutes, track customer response rates and measure the success of a campaign in real time. This will also enable the next campaign to be planned effectively.

#3 Digital Media is outpacing traditional varieties of information consumption. According to the Office for National Statistics, in 2014, 38 million adults (76%) in Great Britain accessed the Internet every day, 21 million more than in 2006.

The bottom line is that the digital age is here. Businesses that cannot adapt to the new marketing climate run the risk of facing extinction sooner rather than later.

Sounds Great! But How Do I Launch A Career In Digital Marketing?

There are a number of disciplines within the broader umbrella of Digital Marketing, such as:The_Digital_Marketing_Career_Path_1

Let us consider each of these, in turn:

Email Marketing

What Is Used?

Email marketing is a type of push messaging and outbound marketing that consists of sending emails to leads and customers. Typically, the intent of the emails is to engage with the customer or to advertise a product.

Why Is It Used?

Brands can quickly and easily reach target markets without huge investment into ATL communication such as print, television, or radio to target markets. Segmented email lists that divide the target segment up by geography, profession, years of experience, psychographic profile, etc, may be maintained, ensuring the emails that are sent out are relevant and contain content that would actually interest the reader.

Basic skills to possess:

1. Understanding the metrics such as open, click through, and bounce rates
2. A/B testing
3. Segmentation
4. Niche Targeting

Search Engine Optimization

What Do SEO Specialists Do?

An SEO specialist position calls for extensive analytical, tactical, and strategic skills. This is because of the multi-disciplinary nature of the SEO role, having to get their hands dirty with social media, content quality scoring, mobile search, and ongoing search engine updates. SEO professionals analyze, review, and implement changes to a website so they are optimized for search engines.

The key responsibilities of an SEO specialist is to generate traffic and increase the number of viewers of the website.

Skills:

1. Intuitive understanding of all aspects of SEO including the know how to drive organic traffic
2. Identification and evaluation of high quality content
3. Competitor Analysis

Copywriting

Responsibilities:

The responsibilities of a copywriter include:

1. Write advertising and marketing copy
2. Write public relations copy
3. Edit what others write
4. Write audiovisual and broadcast copy
5. Ghostwrite copy

Copywriters also write taglines, direct mail pieces, web page content, online ads, email, etc.

Skills:

Skills that a copywriter should possess:

1. English language skills – vocabulary, sound grammatical knowledge
2. An eye for detail and research ability
3. Curiosity
4. An ability to see different points of view
5. Creativity

Content writing

What Do They Do?

Content writers produce interesting, engaging content aimed at drawing readers to the site, nurturing them into regular followers, and encourage their retention. Professional content writers are internet savvy and create blogs, articles, and other written forms of web material.

These professionals have a major hand in all the written material that is found over the web. They have a solid grasp of the English language and writing skills, and many have experience working with content management systems and HTML\CSS.

Skills:

Skills required to be a content writer:

1. English language skills – vocabulary, sound grammatical knowledge
2. An eye for detail and research ability
3. Curiosity
4. An ability to see different points of view
5. Creativity
6. good understanding of user needs, motivation, and requirements

Social Media Marketing

What Is Social Media Marketing?

This is a kind of marketing that uses social media networks to achieve branding goals by cultivating a voice and feel, and business goals via paid and free promotions.

What Do They Do?

Social media marketers rely mainly on social platforms like Facebook, Twitter, etc, to promote the brand and the company’s offerings. Their primary activity would involve social sharing of videos, content, and images for marketing purposes.

The responsibilities of a social media marketer include:

1. Devising a social media strategy which is in line with the identity of the brand, its goals, and its
    audience.
2. Define a communication style and a content strategy that is in-line with the above
3. Create and adapt the content for each social media network.
4. Keeping themselves up-to-date on the latest digital marketing trends

Necessary skills:

1. Creativity
2. Writing skills and Analytical skills
3. A solid understanding of SEO and content writing
4. A customer service mindset and relationship building

Advertising

What Do Advertisers Do?

Advertisers play a vital role in the generation of income for the media outlets. They are responsible for maintaining relationships with new clients, exploring new opportunities and finding new clients, and ensuring the advertising needs of both, the customer and the organization are met to satisfaction.

Skills of an advertiser:

1. Ability to easily relate to people
2. Communication skills
3. Creative

Search Engine Marketing (SEM)

What do SEM specialists do?

Search Engine Marketers are in charge of the development of marketing campaigns built around keywords which will drive traffic to the website and result in conversions.

Skills Required

1. Understanding of performance marketing, conversion, and online customer acquisition
2. In-depth experience with website analytics tools (e.g, Google Analytics, NetInsight, Omniture,
    WebTrends)
3. Experience with bid management tools (e.g., Click Equations, Marin, Kenshoo, Search Ignite)
4. Experience with A/B and multivariate experiments
5. Working knowledge of HTML, CSS, and JavaScript development and constraints
6. Up-to-date with the latest trends and best practices in SEO and SEM

Mobile Marketing

What Do Mobile Marketers Do?

1. They are responsible for mobile marketing initiatives of the brand
2. Manage mobile SEO, mobile display campaigns, and mobile PPC
3. Ensure there are maximum downloads for mobile apps
4. Have A/B testing to ensure high conversions

Skills required:

1. Good knowledge about mobile marketing
2. Creative
3. Good with numbers and analytics
4. Communication skills
5. Relationship building skills

Education Requirements

To enter the marketing world, a potential candidate would benefit greatly from a degree in marketing, usually at the graduate level. On a full-fledged marketing course, candidates will learn to analyze the market and come up with actionable insights for segmentation and targeting, write copy that is compelling, maximize value for a customer, analyze data to introduce changes if necessary, and handle end-to-end marketing campaigns.

Colleges now offer specializations and dedicated courses to new media and internet marketing which will be relevant. In addition, an education in computer science or information management will also be helpful. Most marketers hold degrees in Business Administration.

Additionally, a certification in the specific field will help build knowledge and expertise in that area.

Important Skills To Have For A Digital Marketer:

#1 To be goal focused
#2 Ability to listen and prioritize
#3 Data Analysis

The Digital Marketing Plan

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