The internet has become a huge part of how business is carried out. The digital era has proven to be fast-growing and constantly evolving as new opportunities and challenges arise. More businesses are switching from traditional brick-and-mortar stores to eCommerce stores or running a blend of the two.
Due to the pandemic, businesses are relying heavily on digital marketing now more than ever. The businesses that didn’t have an online presence are now playing catch up with digital transformation and creating digital strategies to reach their target audiences online. This translates to more demand for digital and data skills increasing the relevance and demand of digital marketers.
But first things first…
What is digital marketing?
In a nutshell, digital marketing is using the internet to put products or services in front of potential customers. It’s the ability to manage online content in a way that attracts the attention of the target audience, pushing them to take the desired action. Digital marketing skills are essential for any business to succeed online whether it’s a startup, solopreneur, or even an established business.
Why digital marketing is a great career opportunity
Rapidly expanding industry
The global digital marketing and advertising market are projected to reach $786.2 billion by 2026. According to HubSpot, 63% of businesses have increased their marketing budget in the last year. The rapid growth in digital media spending is clear evidence of the demand for digital marketing skills. If the internet is available, there will always be opportunities in digital marketing.
Exceptional income possibilities
Businesses are working smarter to leverage the tools and digital marketing opportunities available to increase their bottom line. This provides an opportunity for digital marketers to earn a modest income. According to the U.S Bureau of Labor Statistics, there has been a tremendous increase in digital marketing jobs. Digital marketing roles are currently among the highest-paid jobs in the US today.
One of the perks of having a career in the digital marketing field is the flexibility and adaptability of the job. It has seen the growth of digital nomads who work while touring the world. Digital marketers can afford the freedom to work outside the traditional 9-5, allowing them to carry out other duties and work when they’re most productive.
Online marketing has also provided room for freelancers to grow their careers through project-based employment. One can provide freelance marketing solutions from the comfort of their own home to companies looking for remote workers.
Applies to creatives in every industry
Digital marketing connects one with a broad field of creatives including bloggers, vloggers, influencers, producers, and other content creators. A digital marketing career opens doors to engaging with creators from different industries and fields. The opportunities are vast and diverse.
There is a wide range of work opportunities available for people in the digital marketing industry. From PPC marketing to email marketing, social media marketing, influencer marketing, affiliate marketing, branding and UX, copywriting, etc.
Top skills required for digital marketers
Digital marketing is a huge, ever changing industry and it maybe difficult to master all aspects. The good news is that there are so many sub-skills to choose from. Be it the creatives, the analytics, the team players, or lone wolves, there is room for everyone.
To pave the way for a successful digital marketing career, learning is key. Within the highly versatile industry, one needs to keep up with the changes in the field. Take certifications to get hands-on training, undergraduate degree programs, online master’s in marketing, and keep tabs on leading industry trends and topics.
Some of the skills needed to build a solid foundation in the digital marketing space include:
- SEO (Search Engine Optimization)
This involves structuring content to show up on search engines i.e, Google, Bing, and Yahoo. Marketers use relevant phrases or keywords to ensure their target audience finds them. This is referred to as creating organic traffic for a business. With SEO knowledge one can become a Content Writer, SEO Specialist, Link Builder, SEO Analyst or SEO Consultant.
- Social Media Marketing
This entails introducing brands to social media. Digital marketers are equipped to create tailored content to build a following on social media, reach potential customers, , convert them to buyers and build customer loyalty. With this skill, one can work as a Content Marketer, Brand Manager, Social Media Analyst, Social Media Specialist or Public Relations.
- PPC (Pay-Per-Click)
This is the term used to refer to paid ads on the internet. Marketers pay to have their products shown on search engine websites. They can use Google, Bing or Adroll to reach their target audience. PPC campaigns are seen as sponsored ads on social media channels like Facebook, Instagram, and YouTube. Pay-per-click advertising can be used on search, displays, Google Shopping, remarketing, social media, and sequential ads. One can be a PPC Specialist, GoogleAds Specialist, PPC Analyst, or Social Media Marketer.
- Marketing Automation
Technology has seen the development of various tools to grow and scale businesses. That being said, there are not many people who know how to optimize these tools to increase conversions and build lasting customer relationships. Learning to use technology for marketing automation is a great skill set making yourself a great asset to the company. As a marketer, learn how to use tools that help track the customers’ journey as they go through the marketing funnel. Some tools like HubSpot, MailChimp, and Marketo, can be a good place to start. With this one can be an Email Marketing Specialist, Digital Marketing Coordinator or Customer Relationship Manager.
- Data Analytics
It’s often said that data is the new oil of the 21st century. As time passes, everyone is realizing the importance of data. From Google Analytics to Facebook Insights, every top marketer needs the details to understand their customer behavior and better their marketing strategies. Data turbocharges one’s marketing skills putting the business ahead of the game. With this you can be a Data Analyst, Data Scientist, Business Intelligence Analyst or Data Engineer.
The fact remains that digital marketing is a lucrative career option, and this is not likely to change soon. However, it requires a lot of effort and dedication to stand out and remain relevant and credible in the field.