Digital Marketing 101
In a world where over a 170 million people use social media on a regular basis, every working professional is expected to be familiar with at least the core tenets of Digital Marketing.
In simple terms, Digital Marketing is the promoting of products over the internet or any form of electronic media. According to the Digital Marketing Institute, “Digital Marketing is the use of digital channels to promote or market products and services to targeted consumers and businesses.”
Why Choose a Career in Digital Marketing?
Are you interested in a career that’s fast-paced, ever-changing, and ripe with potential for advancement? Then consider a career in digital marketing, even if you lack experience.
Large and small industries are increasingly moving away from conventional marketing methods and towards digital techniques. As a result, companies are hiring more digital marketers and the demand for people to fill these jobs is high.
If you’re interested in digital marketing and believed you don’t need a college degree, but you’re not sure about the job outlook, rest assured the jobs are out there. According to a report by Burning Glass Technologies, four out of 10 jobs listed in marketing now call for digital marketing skills. In addition, the report states:
- Job postings that call for digital marketing skills almost doubled between 2011 and 2016.
- Demand for content marketers rose 450 percent during that time frame, while demand for digital analytics skills increased by 152 percent.
- Forrester Research predicts digital marketing will account for 35 percent of all marketing spending by 2019.
- Jobs requiring digital marketing skills pay almost $7,000 more than other marketing roles.
- Mobile marketing offers the highest salary at $88,681, followed by multi-channel marketing at $82,782.
- As an indication that these skills are needed but not readily found in job candidates, digital marketing jobs take 16 percent longer to fill.
And all this demand for skilled professionals is predicted to grow as marketing becomes ever more digital, keeping pace with our digital world.
Digital Marketing Skills
Digital marketing has so many parts to it—with those parts constantly changing as technology develops and consumer tastes evolve—that it’s almost impossible to list every aspect of the field, but some of the key components include:
- Marketing automation
- Email marketing
- Search engine optimization (SEO)
- Search engine marketing (SEM) which includes pay-per-click (PPC) advertising
- Social media marketing, including Facebook, YouTube, Twitter and more
- Mobile marketing, including SMS
- Content marketing
- Web analytics
- Growth hacking
- Digital advertising
As you can see, digital marketing covers a wide and diverse range of areas of knowledge, with only some crossover between them. And while one employer needs someone highly knowledgeable in social media marketing, another might need an email marketing wiz while yet another is seeking a growth hacker. All of these are skillsets someone new to the field can learn without going back to school for a degree.