Hello! I’ve often been asked to talk about digital marketing as a career – especially to young people who are starting out and looking for options. What should I study? What types of jobs are available in digital marketing?
Let’s explore some of the options in digital marketing and where things will go in the future.
What is digital marketing?
Digital Marketing is the use of digital channels to promote products or services, convert leads into sales and retain customers to generate revenue.
The purpose of a business is to make a profit.
Digital Marketing helps businesses do this using the latest technology and platforms.
Digital Marketing is ALWAYS changing.
Traditional marketing vs Digital marketing
If you think about traditional marketing, this will include channels that are becoming more and more redundant in an increasingly digital world.
Traditional marketing channels include:
My take on traditional marketing is that for large brands with massive branding budgets, these channels are still viable. The traditional channels are useful to create mass awareness of a brand or product.
However, the mass market may not be the right audience for a specific brand or product and this is where digital marketing targeting is super useful
Digital marketing channels allow you to create hyper-specific campaigns targeting the right message to the right people at the right time. In addition, digital channels are not only one-to-many broadcasting opportunities but rather a way for businesses to develop one-on-one interactions with individuals in a more relevant and customized way.
Digital marketing channels include:
- Organic search
- Paid search
- Organic social media
- Paid social media
Digital marketing channels have significant advantages over traditional marketing channels. It is cheaper to reach your ideal audience on digital. Your digital campaigns give real-time data so you can quickly pause or adjust the campaigns that aren’t working or scale the ones that are. You can quickly change creative or messaging with digital. Digital allows any business to advertise, no matter how small their budget.
Let’s explore some of the digital marketing channels and what these entail.
Social media includes the popular platforms (Instagram, Facebook, Twitter, LinkedIn, Pinterest, Tiktok, Snapchat etc) and thousands of other platforms that are less popular.
Most large social media platforms are powered by advertising revenue and allow businesses to target their users with ads.
Public Relations (PR)
This is a traditional marketing channel which has taken on a digital nature due to the distribution of press releases through email and online news portals. PR is still a relevant channel for brands to inform the market about relevant news such as new products, developments in the industry or to respond to a crisis.
PR is a broadcast medium and does not cater for targeting custom audiences.
Online Display Advertising
Display is a form of digital advertising which includes banner and video ads. Display ads are similar to a highway billboard in the sense that you can create mass awareness of a brand or product. Most display advertising platforms also allow advertisers to target specific pages, topics, interests or audiences so that the advertising is more relevant.
Banner blindness (when people ignore ads) and ad blocking software is a concern for the effectiveness of display advertising.
Display advertising can be effectively used in retargeting campaigns to show ads to people who have previously visited your website.
Affiliates are 3rd parties who can generate leads or sales on behalf of a business. Affiliates are paid according to how many leads or sales they generate on a cost per sale or cost per lead basis. Sometimes affiliates also earn a percentage of the revenue they help generate.
Managing affiliates requires people skills, data analytical skills and a broad understanding of different marketing channels.