Digital marketing has taken over, and there is no question about that. Modern-day consumers have grown extremely dependent on online platforms for different uses.
The availability of electronic devices and the internet have contributed to this phenomenon. Whether it’s a homeowner looking for a handyman or a student researching material for a paper, online resources have become almost indispensable. This dominance is what has made digital marketing so relevant.
Digital marketing has made that possible in very many ways. The importance of digital marketing has opened numerous doors for individuals with the intentions of pursuing careers in the field. As the significance of online media grows, so does that of digital marketing.
In fact, digital marketers were the most hired persons by companies in 2015 according to Smart Insights. By 2020, experts in this area will be the most influential and with good reason. Before evaluating the future of digital marketing, though, it’s important to see where it is at present.
A Landscape Overview
Digital marketing techniques have much of the same objectives of traditional advertising except that they are structured for online media. Marketing through digital channels offers numerous competitive advantages to advertisers, including measurable ROI. A company can calculate what it spends on a particular marketing method and compare the figures with the leads generated. With the availability of analytics and metrics such as clicks and bounces rates, business owners can gauge performance.
There is the advantage of having several advertising options as well. When marketing for online media, entrepreneurs have a choice of strategies such as social media, content marketing, search optimization, pay-per-click, and email marketing, to mention a few. Organizations can select the most suitable approaches to meet their goals.
Companies also get plenty of opportunities to engage with their consumers. Whether it’s through blogs or social media, different entities have found ways to get closer to their audiences, something conventional advertising modules did not offer. These are just a few justifications of why digital marketing holds such a significant market share.
In the next five or so years, marketers are bound to find more use for digital marketing, and that means an increase in career opportunities. The best thing is that digital marketing does not just serve businesses. Online visibility for individuals has become just as crucial.
Digital marketers are hired to boost personal brands as well. As the proliferation of online media extends even to the remote regions of the world, the prominence of digital marketing will be unlimited.
Marketing for Digital is a sector that evolves very fast. Tools and strategies that were leading five, even two years ago are not anymore. Online platforms take different shapes with each shift, and that requires companies to adjust their marketing. This cycle creates a great need for digital marketing skills.
Spending budgets for digital marketing are set to increase in the next five years as the dominance of online advertising continues. Over 75% of marketing budgets will go to digital. New technologies are sprouting left right and centre, making digital marketing a must-have for businesses.
For example, the use of indoor positioning systems has allowed enterprises to maximize location-specific promotions. With the use of wearables and other electronic devices gaining popularity, it is expected that companies will have to invest more in marketing, and that means professionals in this area will be in very high demand.
Why a Career in Digital Marketing
The merits that working in digital marketing offer are some of the reasons more people will join the field professionally. For one, the industry incorporates several skills in marketing and technology. Advertising for online media mean having to engage in particular technical aspects such as website development and graphics design. Even someone without a degree in marketing can capitalize on their skills.
For example, website design is part of online marketing; and so, an IT expert with experience in this sector can play a role in a digital marketing company. A marketing professional can also learn some technical skills to improve their grasp of how online media functions.
Working in digital marketing means a fast-paced environment where something new is just beyond the horizon. An individual doing SEO, for instance, has to keep up with algorithm updates to search engines all the time. Marketers also have to learn about the guidelines governing the various channels. If a social media site institutes a new set of rules, a marketer should be the first to know.
All these provide quite a busy schedule for experts in the field. For anyone fond of an active career with tasks changing face every few weeks, digital marketing offers all of it.
Unlike traditional professions, it is possible to kick-start your digital career individually. Understanding how the industry runs and gaining the right exposure online is the least it takes to begin your path to be a digital marketing professional. Even without an internship, you can showcase your skills through blogging and social media activities.
In fact, a lot of digital marketing professionals work online so that should be the place to focus on marketing oneself.
Another reason the field will be among the top careers shortly is its versatility. Digital marketing professionals can specialize in several areas, depending on the passion and skills an individual possesses. As the industry grows, more alternatives may present themselves, making the field an even more exciting career move. Currently, these choices are available for aspiring digital marketing professionals.
Online retail stores have become the order of the day as consumers embrace the power of shopping on the web. Entrepreneurs are investing in e-commerce businesses, which have been quite successful over the last few years. Whether it’s buying a classic novel or a car, online retailers have made work easy for shoppers.
E-commerce marketing aims to promote these online merchandisers to consumers. The scope of electronic businesses is increasing as concepts like mobile payment take shape. New trends will result in more work for professional in e-commerce marketing. Titles such as Director of E-commerce, E-commerce Marketing Strategist, and E-commerce Analyst are just a few that experts hold.
Digital marketing managers have come to terms with the importance of content creators in the field. Content is one factor that drives digital marketing. Whether it’s a PPC ad, social media post, or a blog, content can break or make an entire strategy. Consumers are beyond the one-line product descriptions and substandard web content.
Forbes contributor, Josh Steimle says good content raises awareness of solutions and educates the customer about products. Finding creators for this quality material has not always been easy, especially with the numerous requirements they have to meet. Working as a content manager is one path than an aspiring digital marketer can take and contribute very much to the industry.
Organic traffic is critical for online marketers. Google receives over 100 billion monthly searches (Mashable, 2015). Any entity, commercial or not, wants to rank high on search engines. Not a lot of business owners or individuals are worried about organic traffic. Competition has, however, forced the need for optimization, which has grown more complex with time.
A website owner cannot use tricks like flooding keywords in their content or buy links. With search engines getting smarter, SEO professionals have gained a new respect. Additionally, local search has provided a ready market for professionals as 50% of mobile searchers end up visiting an online store in a day, making it very vital to businesses. As long as online users still find services through search engines, organic traffic will remain important, and that means SEO experts will have jobs to do.
This area is one that is anticipated to keep gaining popularity as the number of online users on mobile devices soars. Having a mobile website is no longer negotiable for businesses operating in today’s markets. A survey by the Economist Intelligence Unit had 59% of 499 industry experts cite mobile as the technology trend that will create the most impact by 2020.
In just a short period, marketers have incorporated strategies such as text messages, QR codes, in-game mobile notifications, push notifications, and MMS. The advent of mobile applications has also revolutionized how companies market on mobile. Now, enterprises are hiring developers to design apps for their brands. The mobile marketing industry will never run out of prospects, especially with 87% of adult internet users already on mobile.
Social Media Marketing
Another field that has played a role in the growth of digital marketing and will continue to do so is social media marketing. Social media may have started out as ways for people to connect online, but they have evolved into so much more. Businesses nowadays advertise brands on social networking sites.
The nature of these places makes it easy for companies to interact with customers. Consumers can post reviews, give opinions, or make complaints in just a few seconds. Social media managers have grown into some of the most crucial players in the marketing world. Digital transformation expert, Daniel Newman, says that social has the capacity and channel for marketing.
Online Reputation Management
When a simple post or image on a social network can ruin a whole brand, it becomes necessary to have a professional to handle it. Online visibility is imperative in today’s world, but it has opened a lot of security doors through which people with malicious intent can destroy entities with the stroke of a key.
The area of ORM has become synonymous with digital marketing because an online record directly influences advertising. As people use the internet more, these risks will increase; hence, demanding professional intervention. ORMs are here for the foreseeable future.
Planning for a Digital Marketing Career
Seeing where digital marketing is headed and its estimated growth, it is not surprising to find more individuals eyeing the various career options available. For a person with such intentions, it is advisable to make the necessary preparations as you would in any other profession.
Start by analyzing your talents and seeing where they apply most. An individual with a knack for social media can polish their skills to manage business accounts. Someone who is good at analytics can specialize in digital marketing analysis, which is another area expected to thrive.
Conduct research on the different career choices and what companies look for in each one. According to the DIY Genius, analytics, creativity, and an understanding of data-driven metrics will set you apart.
Establishing a presence online is a great way to dip your feet into the digital marketing pool. It would be hard to convince a recruiter that you can blog for a company when you don’t even have a Twitter account. Open social media pages, engage in conversations and build a reputation online. Doing this also gives you an understanding of what goes on in different platforms.
Polishing up on industry knowledge goes a long way when planning a career in digital marketing. Learning about the tools of the trade like analytics, keyword bidding services, and algorithm updates can give you an edge when filling a digital marketing position.
Taking the Google Analytic Individual qualification, for example, or studying Google Webmaster will keep you well informed on Google online marketing. Aspiring digital marketers should also invest resources in learning about the latest technical trends. Knowing the language that a web developer is using when updating a client’s website offers a better take on how a marketing strategy should incorporate that.
Another way to dive into digital marketing by identifying your career path according to your personality, it would save your time (at least 5 years) and energy in the wrong direction. You can take Digital Ladder – Digital Marketing Career Psychometric Test here.
Digital marketing is the future, and it is a bright one with plenty to do. Upcoming trends will consist of more personalized marketing, which has already come to a good distance. Like Social Media Strategist, Zack Shore puts it, “stores selling umbrellas be capable of targeting consumers outside their place if it’s raining.”
Experts also predict that the consumer journey will be mapped more precisely, enabling companies to structure more targeted campaigns and reduce budget waste. All these and more will propel digital marketing. Whether you are straight from school or switching careers, this field has unlimited potential, which you can capitalize on heavily and enjoy being one of the top professionals in 2020.