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What is Digital Marketing, and Would It Help in Terms of Earning a Good Career?
The new buzzword in the business community today is digital marketing. Companies are moving all their operations to the digital world to reap the benefits that technology has to offer. On the other hand, consumers are also preferring digital services because of convenience, a wider market, better prices, and more options in terms of goods, services, brands, and payment options. India particularly started embracing digital services with wider arms after the pandemic (COVID-19) and the advent of Reliance Jio in the telecommunication industry. Earlier, consumers were consuming around 2GB of the internet in a month, and with Reliance Jio, they are now consuming 2 GB of the internet in a day. Because of all of these, we can also see a bright career in the field of digital marketing.
In this article, we will be diving deep into the concept of digital marketing and exploring the various career options that an individual can choose when they enter the digital marketing industry.
The Concept of Digital Marketing
Any marketing initiative taken by the company on digital platforms or the internet to promote or advertise its product, service, or brand name is known as digital marketing or online marketing. Companies today are leveraging the fact that consumers have access to high-speed internet and smartphones. The various wings of digital marketing are −
Social media marketing
Affiliate Marketing
Search Engine Marketing or Website Marketing
Search Engine Optimization
Email Marketing
Content marketing and others
Benefits of Having Digital Marketing as your form of Marketing Communication
It is a more cost-effective form of marketing communications − Since companies can choose their customers from across the globe, can create special ads to ensure that the conversion ratios are high, and along with this, can indulge deeply in organic marketing, the marketing initiatives become cost-effective for the company.
Provides the company with a wider target audience − companies can now easily target consumers across the globe. There are no geographical or other boundaries to stop them from trading, and consumers can also take advantage of having quality products at a reasonable cost.
Helps companies perform data-driven marketing techniques − Companies can now fuel their marketing initiatives with data and technology. Today, it is possible to show two different kinds of ads on two different handsets that are in the same household at the same time and watching the same show. Everything is based on data and algorithms today, and digital marketing can make use of them.
Gives you a competitive advantage − If you have a strong online presence, it is possible for you to have an edge over the competitors, and you can also compete with well-established multinationals.
It is easy to improvise your marketing campaigns − In traditional marketing, once you have given the ad to print or once it is printed, it is out there in the world. No matter what the response is, companies cannot take it back. But this is not the case with digital marketing, where companies can improvise their content in real-time as per the customer's responsibility.
Improves conversion rate and quality of your leads − With data and digital presence, companies can get quality leads, and the conversion ratio is sure to shoot up. Companies can only show their ads to people who are looking for the product or service instead of cold calling and doing mass advertising.
Helps in building stronger customer relationships – With digital marketing companies now have a platform (their own digital channels) through which they can interact with consumers day and night. This helps them build a relationship with the consumer that goes beyond sales and purchases.
Various Digital Marketing Career Options that an Individual can opt for Include
Search Engine Optimization (SEO) Specialists − here, the individual is helping with the organic marketing of the company. The main function of the specialist is to find a list of relevant keywords, ensure that they are being used in the content prepared for the website, and then check the performance of each keyword and optimize it. It should be a mixture of long-tail as well as short and generic keywords. Organic marketing and SEO marketing are the answers for the long-term survival of the company.
Search Engine Marketing (SEM) Specialist − Here the focus of an individual is to find the best model of paid advertising for the company. investing in the model and then monitoring its performance. Improvise when it is needed. Individuals can choose between the pay-per-click model (PPC), click-through rate, cost per thousand impressions (CPM), and Google Ad Words. Companies are here to develop a strategy as well as keep the digital ROI and conversion ratio in check.
Affiliate marketers or influencers − individuals can also choose this as a source of their passive income or turn into full-time affiliate marketers. Here, the individual helps the company promote its products or services and bring in sales. The marketers are using their own resources to create the advertisement and are holding no inventory of the product. The marketers receive a commission on every sale that the company makes through the fan base of the affiliate marketers. There is a link or coupon code generated for every affiliate marketer.
Content specialist, content writer, or content curator − This is the job role for an individual who has a good command of the language, is creative, and can think outside the box. These people help the company by generating relevant, eye-catching, and engrossing content for the consumers or customers of the product. It could be content for the company's social media accounts, blogs that help the consumer understand more about the product, problems that they can solve using the company's product, information on the website, documentation of the marketing campaign, and so on.
Social media marketer or social media manager − social media platforms are the most popular, and companies need to have a social presence for their customers. This not only helps the company with brand recognition but also ensures reliability and trust between the buyer and seller. It is a habit of the consumer to check out the product and the opinions of other people by going on the social media accounts of the company or other review sites.
Search Engine Optimization (SEO) Specialist − Companies are struggling to rank high in the Search Engine Results Page (SERP) of Google and other browsing websites. There are more than 200 updates that Google alone has come up with to determine the ranking of a website. Hence, it is very critical for companies to improve their ranking on the browsing website. An SEO specialist will provide the company with keywords, backlinks, and other strategies to improve the ranking of the website. Good SEO-related work will also improve the visibility of the company’s page on different social media platforms.
Email Marketer − Email marketing is something that is very crucial and needed for B2B companies as well as for technology products. What will excite your customer to open the mail, how to design a mail that answers all the customer's questions, the call to action button, and other multimedia effects to make the mail more interactive are all things that are required by every business. An email marketing specialist will help the company in all these matters.
Digital Marketer − It might be the case that all these aspects or wings of digital marketing excite, but just doing one of them all your life seems like a boring task. Then do not worry; we have the generalized digital marketer role for you. Individuals have to understand that, though specialists can advise better and more in-depth, not all companies can afford to hire so many people. For startups, small or medium-sized companies would prefer having one person do all the jobs.
Digital marketing helps companies understand and influence their target audience. It has a lot of benefits to offer both to the company and the customer and therefore offers individuals a rich career path. The only thing an individual should have is the willingness to learn more and more.
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