Digital Marketing -The Changing Approach to Marketing – Job Opportunities and Future Prospects
What is Digital Marketing
In simple terms, ‘Digital Marketing’ is the process of advertising and promoting brands and products through channels like websites, social media, search engines, email, and mobile applications. Thereby, highlighting and presenting the key features of a business or services to customers. There has been an explosion of digital media and increased uses of the internet. Due to this, the traditional way of doing advertising like print and broadcast channels is losing its charm. On the other hand, the internet and other digital media have opened doors for companies, advertisers and consumers.
Digital marketing channels
Business and marketing strategies have completely changed in recent years. With the increased use of the internet, Digital marketing has overshadowed the traditional methods of marketing. However, before deciding on an effective marketing strategy the marketers need to understand the best of the channels suited for the product or services promoted. Broadly, there are seven channels used by the advertisers and companies to generate leads. There are-
(i) Search engine optimization (SEO)
SEO is a technique of using the high traffic keywords in a way that the posts, articles, and advertisements are raked high over the internet. These keywords are identified using multiple algorithms. These algorithms use the millions of daily search data available over the internet. This helps in generating good organic traffic.
(ii) Social Media
With millions of users accessing Facebook, Twitter, Instagram, LinkedIn, etc., social media websites have become an effective channel for digital marketing. Today, these sites are flooded with catchy advertisements that appear at certain intervals. Such advertisements generate good leads and are cost-effective for advertisers.
(iii) Email Marketing
Email marketing is an effective way to build rapport with prospective clients. It also helps to maintain a relationship with the existing clients. Hence, this channel of digital marketing is essential for every company. Today, companies use email marketing to keep their clients updated with the latest product, offers, and promotions. This is one of the most cost-effective channels for advertisers.
(iv) Website and Blogging
For the existence of any company today, a website is a necessity. The website needs to be updated regularly through blogs and posts to keep the consumers informed about the news, insight, and offers.
Along with a website, advertisers also prefer to build a mobile application of the business and services. With a large number of people using a smartphone, this channel of digital marketing is capable to generate good leads.
(vi) Display Advertisements
By placing advertisements in the form of banners, video clips or animations on popular websites is a well-proven channel by advertisers. This helps in generating leads for their product and business. The tool is also helpful in increasing brand awareness.
(vii) Pay-Per-Click Advertising
Pay per click advertising or PPC marketing is the advertisement where the advertiser has to pay when someone clicks on it. These advertisements keep coming in between while surfing on the net. This helps in generating good traffic of potential customers within a very short period.
Apart from these digital marketing channels, there are few other channels like YouTube and Podcast which have gained good popularity and successful in generating potential leads.
Digital marketing advantages and importance
For any successful business, the number of customers it reaches is most important. Digital marketing has enabled the business to reach its customers using various tools and channels. The importance of digital marketing cannot be ignored in today’s world. No doubt, digital marketing is a necessity if someone wants to see his business at a new high. Here are some of the key advantages –
- It is one of the most cost-effective modes of marketing to reach target customers.
- It saves time
- Digital marketing is much more effective than traditional ways of marketing
- It provides a measurable result
- It gives the flexibility to target the ideal customer
- One can improve his outreach
- Know your competitors
- Real-time tracking
Digital marketing examples
Any advertisement that is done using online and digital channels are digital marketing. Examples of digital marketing cover a big list, some of the prominent ones are- SEO marketing, Affiliate marketing, Social media marketing, Email marketing, smartphone marketing, Pay-per-click marketing, etc.
Digital marketing jobs as a career
Digital marketing is one of the emerging fields with a huge scope. Obviously, the demand for professionals and experts in this field is going to increase in the coming days. Based on the interests, one can earn good money along with a strong career by choosing any field of digital marketing. Students can opt for related professional courses while doing B.A, B.Sc. or B.Com. Such courses are available both online and offline. Professionals can find jobs like Digital Marketing Manager, Content Manager, Social Media Marketing Specialist, Web Designer, App Developer, Content Writer, Search Engine Marketer, Inbound Marketing Manager, SEO Executive, Conversion Rate Optimizer, etc. These jobs offer a handsome salary. Digital marketing specialist plays a key role in the success of any company.
Big companies maintain a dedicated digital marketing team. This team is responsible for digital marketing materials to be prepared, maintained, and campaigned over digital media. They create web banner ads, branding materials, email contents, websites designing, etc.. These contents are made available to customers through various digital channels.
Digital marketing funnel
The traditional marketing methods are no more effective. The reason being, it is not possible to track and measure the effectiveness of such a marketing campaign hence a lot of marketing budget goes as waste, thereby adversely affecting the business of the companies still practising these methods. From that past few years, digital marketing has become a game-changer for many businesses. With the growing popularity of the Internet, the importance of using a digital marketing funnel grows for any business that wants to reach out to a bigger audience and achieve a favorable conversion rate.
A digital marketing funnel is the use of techniques with tactics that can help a business:
- Get the more targeted audience in terms of engagement and provide them the right information, at the right time.
- Access to quality leads through customized content to attract prospective customers that can be converted with ease.
- Know your customer level, and how to give value to them to move them a level up so that they share their experience with others.
The three main reasons one should ensure in digital marketing funnel are – Understanding your customer, Delivering the right content and Motivate.
Digital marketing future
With the dedicated effort by the government to promote the internet in far-flung corners of the country and initiative like Digital India, digital marketing will continue to be the most powerful tool for online business. Online marketing opens the door for global markets. Digital marketing has made it easy to do business outside the geographical boundaries. Here are some of the key reasons to justify its the bright future –
- Traditions marking is no more effective
- Online, Internet, Technology and Digital are words of every mouth.
- Digital India Initiatives
- The increasing trend of online shopping with a variety of options to choose from
- Access to markets beyond geographical boundaries.
- 24X7 assess
- Increased use of smartphone and laptops
- Easy to track customer response
Digital marketing objectives
Based on our understanding so far in this article, it is now quite easy to highlight the objectives of digital marketing-
- Generate Leads by increased engagement
- Increase traffic and Improve conversion rates
- Create Brand Value and Awareness
- Promote new products and services
- Continuous feedback for improvement and customer satisfaction
Digital marketing job description
Based on the qualification and experience digital marking has a variety of roles to offer. Some of the key jobs that are offered currently are highlighted below-
Digital Marketing Manager
The digital marketing manager is expected to have a strong knowledge of current tools and strategies. He should be able to lead integrated campaigns from concept until execution. He works closely with the marketing team, technical team, and vendors to launch campaigns on time and within budget. Being responsible for evaluating important metrics and brainstorms new and innovative growth strategies, he is the anchor of the complete marketing strategies of a company.
Content Marketing Manager
A content marketing manager is a responsibility for inbound marketing strategies including social media, blogs and lead generation along with the updates of new technologies and marketing trends. He should be a creative marketing professional with a writing skill to develop engaging content to attract and retain customers. He should be able to create, edit and improve the content according to the taste of the audience.
Social Media Marketing Specialist
A social media marketing specialist is responsible for increasing the social media presence of the company by combining marketing and social media management. He is responsible for promoting social media marketing strategy and campaign by creating content ideas, interaction with target audiences, and expanding the opportunities for increasing revenue.
A web designer is responsible for the look and feels by perfect designing, layout, and coding of the website. He is also responsible for the maintenance and updates of the website.
An app developer is responsible to design, create, implement and maintain the codes of functional programs and applications. He should have an analytical mindset, good knowledge of one programming language and familiar with multiple operating systems and platforms.
A content writer is responsible for creating quality-writing pieces that appeal to audiences, attract customers and enhance the brand value of the company. A good content writer should be capable of strong research skills on industry-related topics, a solid understanding of SEO, generating ideas for new content types, ability to meet deadlines and proofreading articles before publication.
Search Engine Marketer
SEO specialist or a Search engine marketer is responsible for increasing the website’s traffic and ranking a website page on the search engine result. He is responsible for the planning and implementing of SEO strategies by web analysis, content strategy planning, link building, and keyword strategy. He is expected to know the various tools used for effective SEO planning. This sector has shown an increased demand in recent days.
Social Media Specialist
A Social Media Specialist is responsible for the Social Media strategy of the company. He is the voice of the company over social media, responsible for creating and maintaining new marketing campaigns and brand promotions for their company on different websites, track the response and answers to social media inquiries.
Digital marketing salary
Based on the information available over the internet, the average salary of a beginner in is between 3.5 to 4 Lacs per annum. However, for some of the jobs like SEO analysts, SEO specialists, Big data analysts, information architect, UX designer and UX developer the starting salaries are in the range of 7 lacs to 12 lacs per annum.
Digital marketing courses
As we understood, Digital Marketing is a broad concept and it opens multiple windows of opportunities to choose.
Folks, if you have decided to learn Digital Marketing and build your career as a Marketer, you need to understand the area of your interest and accordingly choose the right course. Before enrolling in any of the online programs, please read the course content carefully and make sure that this is what you need