In this technology driven world, Digital Marketing is something that has become an inseparable part of any business whether it’s a one-tier, mid-tier, or third-tier organization. Every organization needs to build a rapport online for their outstanding products and services.
Digital marketing is a form of online marketing leveraging the internet and digital technologies, such as computers and smartphones, to connect with customers with the purpose to increase brand awareness, drive sales, and promote goods and services through enticing content.
There has been an exponential increase in internet users over the past two decades as a result of which advertisers are increasingly devoting more and more of their budget to Digital Marketing with the advancement years.
Data plays a big part in digital marketing. It collects valuable information by tracking a customer’s journey in real-time and allows marketers to target specific audiences by tailoring content to their preferred digital channels. One such best example to showcase is Starbucks. Starbucks, a beverage company has been known to use data collected from their rewards mobile apps to identify seasonal trends and create promotions relevant to their customer base.
Career aspects in Digital Marketing
Though any certification or experience is not an essential part of making a career in Digital Marketing; having a flair for imagination and creativities play a vital role in shaping one’s career in this field. Whether someone is looking for a job in social media, web design, content creation or e-commerce, there are a plethora of opportunities that can be explored in digital marketing. Let’s take a dive into some of these remarkable career opportunities along with their job descriptions:
Photographers capture artistic images using cameras. Digital marketing agencies often hire photographers for better visual content for their websites, advertisements, and social media posts. There are several areas photographers may specialize in such as product photography, portraits, lifestyle photography, and event coverage and food photography. Photographers do edit of the photos which they take and share the final copies with their clients or other members of the digital marketing team to use in promotional materials.
Social Media Specialist
Social media specialists supervise their clients' social media accounts. They can work for a digital marketing agency where they can manage the accounts of several clients at the same time. Social media specialists can work for a single organization too where they can manage the social media strategy for each of their platforms. They articulate their knowledge of how different social media algorithms work to create content that resonates with their target audience. They even create advertisements, track analytics, and develop reports. They too often collaborate with visual content creators, copywriters, and web developers.
Graphic designers are responsible to create visual content by combining text, colours, illustrations, and images in a way that's visually appealing. They are involved in creating graphics for social media posts, websites, digital advertisements, mobile apps and email newsletters. Graphic designers use special computer software programs to create these images, such as Illustrator and InDesign. They can even take the responsibility of designing logos for their clients. They often work in collaboration with photographers, videographers and advertising specialists in order to create well-branded digital marketing campaigns.
Copywriters are those who produce written content for a wide range of marketing materials such as social media posts, digital advertisements, websites, blog posts and emails. They research the target audience for each campaign they work on to identify what type of content may appeal to them. They work with their clients to determine the appropriate tone of voice and writing style. They work in collaboration with advertising specialists, web developers, photographers and graphic designers to create captivating and persuasive marketing campaigns.
Influencers are digital marketing professionals who've accumulated a significant number of followers on different digital or social media platforms. They establish a partnership with brands to promote their products and services online in exchange for compensation. Influencers are involved in creating photos, videos and written content that showcases products and services their followers may be interested in purchasing. Then they do an analysis for each promotional post and share the results with the brands they represent. Influencers may also work with brands to create paid advertising campaigns online.
An SEO specialist is one who optimizes (rearranges or rewrites) websites to improve their rank in search engine results pages (SERPs). They research commonly searched words or sentences by people, analyze existing website content and assess competitor websites. Then they make necessary changes that might help people in finding their content faster and increase the website traffic. One shouldn’t embed keywords anywhere that might lose the consistency or essence of the entire article or blog. Also while writing an entire article from the scratch, SEO keywords are naturally inserted by the writer/author to maintain the essence of the topic of the article. SEO specialists may also use their knowledge of different programming languages, operating systems and hardware platforms to improve how long it takes a website to load and make it more user-friendly.
A marketing analyst is a person who researches market trends and consumer behaviors to forecast the demand for specific types of products and services. They also review what types of products and marketing methods competitors use to assess their sales numbers and compare the prices accordingly. Later they analyze all the data they had collected using statistical software programs. As the important trends are identified, they convert the data into graphs and other visuals to share this information with business leaders and other members of the marketing team.
Digital marketers supervise all the online advertising campaigns implemented by an organization. They can manage social media platforms, websites, email newsletters and e-commerce stores. The main goal of a digital marketer is to create effective long-term campaigns and short-term advertisements that support the business’s important objectives. The objectives may include – increasing brand awareness, generating sales and driving traffic to the organization's website. They use digital analytics to monitor website traffic and track the behavioral attitudes of the purchasers.
A content strategist is one who researches what types of visual and written content an organization's target audience enjoys. Then they develop campaign strategies for videos, photo shoots, blog posts and graphics that match this tone, style and aesthetic. The major goal of any content strategist is to create engaging content that can improve brand loyalty and increase its sales. They often work with experienced photographers, videographers, graphic designers and content writers to execute each campaign. Later they track the performance of each campaign, analyze the results and use the information they gather to optimize future content strategies.
An e-commerce manager is one who works for a company that sells products to consumers through an online store. They're responsible for optimizing the features, design and format of the online store making it easier for customers to navigate through the website and make necessary purchases. E-commerce managers collect data and analyze website performance in case of any scope for improvement. In order to increase sales and optimize the user experience, they often collaborate with social media specialists, web developers and other digital marketing professionals.
A project manager is the one who supervises each stage of a project, from the initial planning phase all the way through the final execution. They develop campaign blueprints, collaborate with content creators, delegate tasks to other marketing team members, track analytics and generate reports to identify what parts of each campaign are successful. They even maintain advertising budgets, establish timelines and communicate with clients to provide them with regular updates. They even provide raining to new team members ensuring that they understand each client's expectations.
A creative director is one who establishes and maintains the overall image of a brand. They develop layouts for digital publications, create visual guidelines for social media and develop brand manuals to ensure everyone on their marketing team creates content that looks consistent. Creative directors are even responsible for reviewing photographs, graphics, designs and written content before approving them. In case a creative director has a wonderful idea for a brand redesign or a campaign that differs from the general content they usually produce, they can share their own separate presentation with executive team leaders before implementing these changes. It’s the responsibility of creative directors to make sure that the marketing team completes projects on time and within their approved budget
Videographers record events and promotional materials using cameras. They capture presentations, advertisements, informational videos, interviews, live events or behind-the-scenes footage. They even edit the video footage captured by them and create content for different digital platforms, such as websites and social media pages. Videographers collaborate with creative directors, social media specialists, graphic designers and other marketing professionals to create videos that match a company's online persona and brand.
User experience designer
User experience designers develop user-friendly websites, mobile applications, and digital products by articulating their knowledge of computer programming. They also troubleshoot issues and evaluate existing digital products identifying the areas for improvement. They are even involved in conducting usability tests, performing market research and analyzing the digital products’ competitors. In order to increase website performance and sales they often collaborate with other professionals in the marketing and IT departments.
In the growing digital world, companies need to increase their online visibility and hence there is an upsurge in digital marketing jobs worldwide.
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