We're always hearing how the marketing world is constantly evolving as new technologies emerge. Now that most marketing is digital, what does that really mean?
Digital marketing is just as it sounds - marketing online. How do you know if it's right for you? Ask yourself a few questions. Do you like the digital space? Do you work well in an ever-chaning environment? Explore the breadth of the digital marketing world and see if it's a fit for your developing career.
According to Hubspot, digital marketing is:
"...an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers."
While historically, marketing has taken place through word of mouth, signs and posters, phone conversations, television, or radio, digital media is a new venue for marketing. When you're marketing online, you might build websites, write blogs, promote through social media, create webinars and videos, or develop other digital products such as ebooks and online classes. Digital media encompasses all previous forms, from the word on the street of social media to the conversational tone of a podcast.
SEO and Beyond
One of the ways that the internet works is through its not-so-secret code: SEO. Search engine optimization allows computers to connect with what's in the human brain. Learning from the words that people search for online, digital marketers work to create content that features those words, phrases, images, and more. It sounds simple, but it's actually a complex field, as it's a struggle to find just the right words that will bring your audience to your business.
Creating a Connection
Digital marketing isn't just about correct wording. It's about using the interests of your potential clients and creating content that speaks to those needs. If your customers are interested in a better way to manage their schedules, create content that teaches them how to do just that. According to the Search Engine Journal, "Mix education with entertainment, target the best audience for that content, and you've found the equation to good content marketing." Speak to your specialty, and create a unique voice, and you'll become an authority in your field.
Do you adore social media? If you view social media as a tool rather than a venue where you socialize, you may have the makings of a digital marketer. Each social media platform has its unique audience that uses it in diverse ways. By understanding the platform and how individuals interact with it, the social media marketer can create content such as infographics, video, or status updates that are appropriate to that platform. The social media marketer works to develop a consistent, compelling, and personable voice on each of the business's social accounts.
Drawing People In
When you're involved in digital marketing, you're not just speaking to the masses, you're speaking to those who can influence those masses. According to the Social Times, "Consumers look at fellow consumers to inform their purchasing decisions. Instead of looking at companies, as they did in the past, they now look at each other and at their favorite personalities." Targeting these individuals allows you to reach their wide audience. Influencer marketing is a field to become fluent in if you're trying to break into the world of digital marketing.
When you're first starting out in this field, it can be hard to determine exactly what skill set you want to grow. Hands-on experience such as internships can help you shape your marketing toolkit and learn more about the breadth of the digital marketing world. Want to know some of the most common entry-level marketing positions? Here's the top 15.
Curious about whether digital marketing could become your future career? Discover how you can become part of this emerging and evolving field in the free eBook "Breaking Into Digital Marketing".