Module-1: An Introduction To Digital Marketing
History of Digital Marketing
Decades ago, a lot of consumers were depended on advertisers who spoon-fed them messages through marketing and media channels like print, billboards, television, radio. Markets were created by these advertisers by underpinning and defining consumer clichés. Basically, advertising was a one-way conversation with a targeted and captive audience. After the 1950s. TV advertising evolved into an attainable marketing medium. Experts were hailed as style-makers.
With the thundering of digital media, people began to get involved with each other through active engagement. Users and followers of the companies or brands mingled with them in new ways. The traditional print and broadcast channels became less relevant and it completely changed the dynamics between a consumer and corporation. Digital mediums paved the way for consumers. Consumers became authorized critics, publishers, and authors. No more passive participants in a one-sided marketing conversation. Consumers now can exchange ideas as the digital landscape is now participatory. Discussions are no longer carried out to marketers. Everyday users or consumers are now digital trendsetters and style-makers.
Since marketers are facing stiff competition in this digital spectrum, it’s now a huge challenge to make your content surface above the competition. The amount of content available online has increased rapidly ever since consumers have started spending much of their time on web and mobile these days. The number of digital content created in a day is more than people can consume in a year. The attention span of the audience is very short considering so many choices and distractions.
The importance of digital marketing has sky-rocketed due to the rapid growth in digital channels. Today, digital marketing is not just about the channel. It’s also about the process through which people are producing and dispensing their experiences and content, enchanting both with each other and the companies they do business with.
What is Digital Marketing?
Digital marketing is a mechanism that includes the use of the internet, search engines, social media, mobile devices and other channels to reach the target audience or consumers. Digital marketing is considered as a new venture by some experts that demands a new way of approaching or understanding customers as compared to traditional marketing. Digital marketing is considered as a tool to understand the behavioural pattern of customers.
Digital marketing is interactive yet targets a specific segment of the customer base. Be it incorporating marketing with customer feedback or building a two-way communication between the customer and the company, digital marketing is gaining a lot of popularity as it includes search result ads, email ads and promoted tweets.
Online (a.k.a internet) marketing is quite different from digital marketing. Internet marketing is solely done on the internet and digital marketing can be managed over the telephone, in an underground subway, in a video game or via a smartphone app.
When we speak of digital marketing jargons, advertisers are described as ‘Sources’, the targeted ad audience is referred to as ‘Receivers’. Sources target well-defined and specified receivers. For example, McDonald needed to spread the word out that they have extended the late-night hours on the majority of its locations. The digital ads targeted all the travellers and shift workers because the company knew that these people contributed to the major chunk of its late-night business. They were also encouraged by McDonald’s to download a Restaurant Finder App. Through this app, they target ads on places like ATMs and gas stations. Websites with potential and frequent customers at night were also targeted.
How Learning Digital Marketing Can Help You?
The digital economy is placed in every corner of our lives, and it’s not going anywhere and anytime soon. Anyone thinking about starting or leading a business will require a basic understanding of digital marketing for lead generation and conversion. In 2019 and onwards, there is a huge scope for digital marketing and related careers. Content creation and curation, social media strategy, analytics, and martech are some of the skills that are currently in high demand for those who are swerving towards a creative, social and business end of the spectrum.
Those who are technically minded and specialize in technologies like SEO and SEM have high earning potential since this is the base of what drives profits in any business. Content marketing swears on traffic and any individual having the perfect expertise to analyze the winning patterns is a valuable asset as such kinds of jobs have become more complex with the arrival of machine learning and artificial intelligence.
Learning digital marketing can help you with the following things:
1. A wider range of career options
The best part is, digital marketing doesn’t restrict you to one specific job role. Leading giants like Google, Twitter, and Facebook provide a wide line-up of career opportunities.
The choice depends on the individual or professional who has to make a career in digital marketing. New jobs are declared online on a regular basis for various enterprises and organizations. This enables you with an added advantage of being selective about the type of workplace and kinds of work. However, be careful to analyze before zeroing in any job roles. Make sure that your choice gels well with your needs.
2. Deploying skills from company to another
Digital Marketing professionals can transfer their knowledge and skills from one company to another. You can easily use the expertise gained to solve the problems of others since the digital market is utilized by small, medium and large-scale companies.
3. Become a multi-talented Professional
Owing to the high demand for digital marketing expertise and the fact that you can use this knowledge for any sector or role makes this an exciting career. So, if your goal is to pivot later, you need a little hone or upskill to consider a switch. In essence, you still learn new skills along with existing skills and stay in the same field. This indicates that there is plenty of ongoing learning opportunities and choices where different skills work together in different ways.
4. Showcase your creativity
Digital marketing breathes life into stagnant websites and blogs. You need to be creative and logical. Creating marketing strategies and writing effective content requires a lot of innovative ideas and imagination. Careers in Digital Marketing will soon become an important part of the marketing world. It is better to choose this enterprising career option. If you are someone who wishes to experiment with the latest tools and adapt to the changes should consider this job profile. In such a dynamic environment, you will be required to figure out new ways of marketing products, providing solutions to problems, conducting A/B tests, enhancing customer experience and working on audience engagement. Additionally, the speed or digital marketing lends itself to experimentation as companies want innovative ways to take advantage of things that are working in the business as long as those that could work better. For example, assume your blog receives a great amount of traffic but the conversion rate is low? Or some markets are performing less than expected in Google Ads? Possibly, A/B testing would help to analyze what customers are doing on the blog. Or maybe adding an Indian flag to the introduction to a video would push more engagement with an Indian audience.
5. Earn Better after Digital Marketing Course
The most fascinating advantage of a digital marketing course is that it benefits you in getting a better salary. The supply and demand for digital marketing professionals are inversely proportional to each other. The supply is meager compared to the demand. In this case, it shall prove fruitful to the employees. You can avail of the best salary package if you have a strong skill set and expertise. Job profiles like SEO, SMO, and PPC have witnessed promising hikes in their salaries.
6. Start your own Career
Digital marketing does not need your degrees or diplomas to embark on your own career. The enormous digital marketing market and opportunities offer you big opportunities without even stepping into a workstation. You can start blogging and focus on creating a bigger fanbase for yourself. You can update yourself by taking online tests such as the Google Analytics Exam. You can further attach your certificates to your LinkedIn Profile so that recruiters can shortlist you.
7. Kickstarting Your Career is Easy
The digital marketing course offers a host of opportunities for you to kickstart your own career before you even consider getting into a workplace unlike traditional careers, where you have to wait for the desired internship or graduate placement. Standout to potential employers by investing your knowledge in building a powerful social media presence or maybe start your own blog and contribute to conversations that are relevant online.
Best ways to Learn Digital Marketing
Learning about digital marketing is easier than ever- there are many online resources out there you can use to increase your knowledge, and they are much easier to find than you think. But which way should you use to learn about digital marketing? Here are the three most popular ones:
Want to start learning about digital marketing by yourself? In the age of the internet, it has never been easier. There are hundreds if not more of books, articles, webinars, guides, and tutorials online for you – just by writing “digital marketing resources” in the search engine, you get 909 000 000 results!
The problem is that as with everything on the internet, not all of the resources you will find online is valuable – some will help you in expanding your knowledge, but you have to be careful to not spend time on learning outdated or outright useless things coming from people just pretending to be experts.
It’s best to stick to resources coming from reputable sources, like marketing experts or digital marketing companies. Another problem with self-study is that this is mostly theoretical knowledge – if you want to learn how to use various tools, you need to find them yourself. There is also no one to help you with an unexpected issue or a question – you have to solve the problem yourself.
2. Online Courses
Learning how digital marketing works in theory, is one thing, using it is an entirely different thing. If besides theoretical knowledge you also want to learn how to use various tools, your best option will be to take part in a course. On those courses, you’ll learn not only how to set up and use the various tools correctly and efficiently, but also plenty of tips and tricks. You’ll also have the chance to ask questions and get answers from experts.
As with the self-study materials, you have hundreds of courses to choose from (either online, without the need to leave your home or in a regular classroom), including various free courses. If you are thinking about a career in digital marketing though, a course won’t be enough. You should look for an advanced marketing course which gives you a certificate to prove your skills and abilities.
Many certificate courses are available online for free, but the more extensive and detailed the courses are, the higher the price.
There are also plenty of so-called experts that promise to teach you all about marketing and give you a “professional” certificate for an incredibly low price but in most cases, those courses will be only a waste of your time and money. Carefully check the company, instructors and course curriculum before enrolling!
3. Marketing groups and boards
Digital marketing user groups and boards can be a great place to meet other people interested in the same things as you, find mentors who will help you with using the tools or to get help from more experienced users. There are groups dedicated to people specializing in certain areas, specific tools or system users, or simply for marketing enthusiasts.
It’s a phenomenal way to learn more about digital marketing and meet people from the same industry as you. What is more, plenty of those groups provide free resources or courses, available only for the group members. They also often organize events or meetings so you can meet them outside of the community board or social media group. User groups won’t help you with every issue or every question though, you’ll still have to do much of the studying yourself. You might also have to wait a while for an answer, depending on when an expert will have time to contact you.
Who all can/should learn digital marketing?
The finest of marketers in the market across the globe should have a passion for discovering, testing and performing what works right. This is because digital marketing is ever-evolving or keeps changing every now and then. The algorithm of Google is updated every 6 months. So, analysts strive hard and figure out to see what has changed. To create a feasible digital strategy, you need to keep digging be it an update on analytics tools or a new advertising platform.
Who should learn digital marketing? What kind of person is appropriate for a digital marketing career? These are the kind of frequently asked questions when people consider learning digital marketing. Digital marketing is beyond your education level, qualifications, and skills. There are a few more factors you must consider before evaluating your career potential. However, there is no restriction on who should learn digital marketing. People from many walks of life could benefit from gaining digital marketing knowledge.
Listed below are some professionals who can/should consider learning digital marketing or benefiting from digital marketing training program:
1. Career Switching Individuals
If you are some individuals who are currently executing traditional marketing strategies and are planning to switch-over to new marketing means, then you are highly in need of a digital marketing course. Practising old and dated marketing tactics won’t do any good. Those who like to push the envelope by trying out modern marketing strategies are invited to take up a digital marketing training program.
2. Business Owners
Digital marketing courses benefit people who are already into business sectors as it generates a path for them to earn money and profit with minimal efforts with higher ROI. Business individuals can run their businesses competitively with this knowledge thereby enabling them the ability to earn profits.
Being the head of your organization, you can keep a track of the digital marketing strategies being executed by the concerned team. Attaining clarity about the concepts makes a CEO well-versed at delivering his/her contribution and suggestions.
4. Marketing Professionals
As mentioned before, Business Development Executives, Sales Professionals, Marketing Professionals with MBA or BBA degree and other experienced individuals can benefit from taking up a digital marketing course. The world of marketing is now digitalized and this why marketing officials should look no further to consider learning digital marketing as it is high time that they must acquire the concepts of digital marketing knowledge.
5. IT Professionals
Individuals working in IT industries can benefit a huge deal from taking up digital marketing courses. IT people can have a sound future thanks to the growing demand for digital marketing. Being an IT professional with digital marketing skills can fetch you a good job easily in large business firms as businesses are spending a good deal of money on online marketing and agencies. By analyzing how digitization is increasing by leaps and bounds you can come to know the importance of digital marketing skills and its promising future.
Digital marketing is meant for people who wish to walk through this path and can master the skills with hard work and dedication. It’s wrong to assume that online marketing is only meant for sales and marketing professionals.
Digital Marketing Jobs in India for 2019 and beyond
Digital marketing jobs are in high demand as the industry is booming and there are professionals required with proper skills. According to a recent survey by LinkedIn, 20 of the largest metro areas are reportedly facing a shortage of 2,30,000 with marketing skills. So what should you know if you wish to pursue this career path and what are the top jobs in digital marketing in India?
The most in-demand digital marketing jobs for 2019 and beyond are as follows:
1. Content Strategist
In order to raise brand awareness content marketers to create content such as articles, ebooks, infographics, and blog posts. The main focus of content marketers here is to increase traffic to business websites in order to generate leads for sales that will, in turn, churn out potential new customers. Content strategists plan to execute content promotion via streams like social media or email. The main objective of content marketers is to develop a cohesive brand voice and to make sure all consequent content uses that voice.
2. Digital Content Writer
The job of content writers is to frame the message created by content strategists be it blog posts, ebooks, white papers, or even social media posts. They closely work with editors who supervise their work, ensuring both meet the needs of the client and stays consistent with the brand voice. Content writers have to be multi-faceted; they have to write on many varied subjects and they may be writing diverse content for other media.
3. Digital Marketing Analyst
Marketing analysts are data scientists who help a business invest in marketing that drives a return on investment by reading or interpreting digital data. In order to assist the team make informed decisions about their marketing, a marketing analyst carries out data analysis on everything from a marketing plan to the business itself and industry trends. Marketing analysts back businesses to interpret their customers and competition as well as the market and price structures.
4. Email Marketer
The next generation Millenials are increasingly abandoning traditional mail-in favour of online communication. Businesses these days are hiring professionals who specialize in creating promotional emails to reach a broader audience. Emails can be used to let customers know about the offer discounts, sale announcements, and promotional events. Newsletters that used to get collected in the mailbox are popular content for marketing emails. The emails should motivate customers to share the newsletter, order a product, visit the business, visit the website and more.
5. Paid Search Analyst
PPC is when a company has set up an advertisement on a search engine, including Google, Yahoo, and Bing. Paid search analysts are responsible for managing and developing pay-per-click (PPC) strategies for their company. The PPC analyst has to bid for the clicks based on how popular the keywords are. The more popular the keywords are, the more money a company has to bid for a click.
6. Search Engine Optimization Analyst
Search Engine Optimization analysts make sure that a website is evaluated for the best keywords and phrases that will appear on the search engines. According to recent statistics by Google, there are roughly 3.5 billion searches every day and what matters is how and where a company appears on the search result list. It’s an SEO analysts’ job to set up a strategy that makes sure that website or content ranks high on search engines, ensuring that the potential consumer’s spots and clicks on the links. An SEO analysts’ designation is data-driven and technical as it requires special preparation on tracking, evaluating and upgrading the performance of online content. They also research keywords that are searched by the customers and include those into the marketing strategy. New tools, algorithms, and practices are updated regularly, so these analysts must be up-to-date on industry news and standards.