Digital Marketing is a bit of a buzz subject as the marketing industry realises that the traditional marketing methods are no longer relevant to a connected multiscreen world. Let's take a look at what Digital Marketing is and how you can join in this exciting revolution.
I'm Steven Drummond. I created my own digital marketing start-up myWebhero after working in the industry for many years. I've learned a lot about how to maximise internet marketing and will share with you some of my top tips for breaking into this industry.
What Is Digital Marketing?
Let's start by talking about what Digital Marketing is. Digital Marketing covers a broad spectrum from websites to email & social media. Insiders often specialise in one specific field, but a joined up consistent approach across all channels is vital (more so in small businesses), so an understanding of the goals and functions of each channel for the Digital Marketeer is essential.
We can think of Digital Marketing as a way of reaching out to an audience who are using digital technology, be this their Smartphone, tablet, laptop, gaming console or other connected smart device.
There are many ways to reach this audience, but let's take a look at the most consistently used channels, all of which are disciplines you can learn about during your digital marketing training.
Almost everyone has a social media account of some sort. With such widespread use, it’s no wondering these platforms offer marketing solutions. The social channel is a great way to promote brands, connect emotionally with an audience and show relevance.
When we use Social Media we are being, well, social, we don't want interruptions from companies we don't care about - we certainly don't want to be sold to. Care has to be taken to be interesting and not “salesy” - the goal of the social media marketing is to raise awareness, empathy and align with the target audience.
While Social Media deals with awareness, Search deals with need. As somebody searches the internet, they are looking for answers - the marketer needs to provide this answer.
Search marketing focuses heavily on appearing in Search Engine Results (such as Google and Bing) for targeted keywords (the phrases people type into the search engine).
Search includes Pay per Click advertising (PPC) - paying for a top slot on a search engine for a given keyword.
It also includes Search Engine Optimisation (SEO) where the website is optimised to appear at the top of search results naturally. Both concepts are complimentary and are specialities in their own right.
Content marketing is a way of building trust between company and end user or potential customer. It introduces audiences to content that they find useful or engaging - think blogs or how to guides - like this one!
Content marketing offers usefulness in exchange for awareness and trust. The goal here is to collect information on a potential user or showcase your product in return for information they will find useful or interesting.
Email marketing is an effective way to sell. Emailing a target audience directly with promotions or products they may have previously expressed an interest in. The goal of email marketing can be either to raise awareness or drive action, such as a purchase.
So, how do you get into Digital Marketing?
With traditional forms of marketing, you'd expect to study for a long time and then work your way up the ranks within a marketing agency.
Not so with Digital. Digital Marketing is a fast moving and dynamic industry with opportunities opening up all the time. If you studied one aspect for 3 years, you'd expect it to be no longer relevant by the time you’d finished. New apps and methods of communication open up regularly and the digital marketer has to be flexible enough to grasp the opportunity.
Apprenticeships in Digital Marketing offer a fantastic way to break into the industry. Companies are often looking for young enthusiastic and adaptable candidates who they can train in the areas they need while they perform useful work within the company.
Apprenticeships are offered at different levels from GCSE equivalent up to degree level, so whatever you’re level of education, there's a suitable course for you - and you get a nationally recognised qualification.
I’ve trained several digital marketing apprentices throughout my career and my favourite things about them is that they blend traditional learning with real world experience working in a digital environment.
Well, thanks for reading this far, if you’d like to ask a question, please do so in the comments section & I’ll do my best to help!