What is Digital Marketing?
What are the basics of Digital Marketing?
What kind of job opportunities are there in Digital Marketing Industry?
What are the skills required for a successful Digital Marketing Career?
If you came here looking for answers to these questions. Read on, this article is for you.
Now, the response to first question: What is Digital Marketing, is- often referred as ‘web marketing’, ‘online marketing’ or ‘internet marketing’ too, Digital Marketing is an umbrella term for marketing various products/services using digital platforms. These platforms can include various devices/platforms using internet e.g. websites, applications on computer, laptops, mobile phones, display advertising, and any other digital medium.
The millennials (also referred as Generation Y) and Generation Z, wouldn’t even know how the world was without internet and digital platforms. But believe it or not, Digital Marketing as a term didn’t even exist before the 1990s. The term ‘Digital Marketing’ started getting used in late 1990s, however certain attempts of carrying out digital marketing functions can be found as early as in 1980s.
Before we start serving you Digital Marketing dishes for your lunch today (or dinner, whatever you prefer :)), let’s first review what Marketing stands for.
Back to Basics: What is Marketing?
Marketing is one of the longest standing study and management of relationship functions, and remains one of the Core concepts of Business Management. We emphasize on ‘Core’, because companies generally don’t outsource Marketing activities and like to control all its aspects on their own, unlike other management activities such as accounting, legal activities, human resources and sometimes production etc.
Marketing has been, over the years, defined by various professionals – individuals, associations and corporates. Let’s look at one of the key definitions, given by the American Marketing Association – “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Basically, with Marketing you cater to the goals of your company by keeping and satisfying your customers – current, past and potential. In this process you also create customers (and customer needs), if required; and provide feedback internally for product/service or process improvements.
These are peculiar times to be marketer, especially a digital marketer. Most of the Digital Marketing professionals have not had traditional training in marketing theory and basic concepts. Their background is mostly comprised of streams like computer science, web designing and such. Nothing wrong with that, but the fundamentals of marketing theory applies to Digital Marketing as well. So keep working on your marketing knowledge too, if you aim to create any real value for your clients and your own career as a Digital Marketer.
However, at the same time, Digital Marketing is different in many ways than traditional marketing practices. The skill-set and tools at the hand for a digital marketer are also different.
Therefore, time to move our focus from what is Digital Marketing back to Digital Marketing overview.
Digital Marketing Overview
The modern customer spends a lot of time ‘online’, uses multiple digital channels/platforms and has abundance of choices for most products/services. With digital technologies, companies can now personalize their marketing efforts and target their relevant segment with more precision. They can provide a cross-channel, continuous personal experience to their customers.
What is Digital Marketing?
Simply put, Digital Marketing is use of digital technology for carrying out marketing activities. Firms across the globe have woken up to this new tool available to them to reach out to more and more customers in number of ways. Digital Marketing is also referred as ‘Online Marketing’, ‘Internet Marketing’ and ‘Web Marketing’ in various countries around the world.
Various Tools available in Digital Marketing Industry
Digital Marketing comes with number of tools with it – content marketing, blogs, search engine optimization (SEO), website designing, web banner ads, paid search (SEM or search engine marketing), affiliate marketing, mobile marketing (SMS, MMS in-app marketing), email marketing, social media management, social media advertising etc. And the important thing to keep in mind is that it is continuously coming up with more such tools and platforms, and the marketers are both spoilt and confused with so many powerful options at their disposal.
These are exciting times to build a career in Digital Marketing. Don’t you agree? Check out the careers in digital marketing and how you can start a digital marketing career for yourself