Digital Marketing Career – The Hindu

MMarketing means connecting with your audience wherever they are, to help them take an action to create awareness or make a purchase, buyout, brand recall and more. Doing this in the online medium/space or the internet is digital marketing. Brand marketers use different relevant channels such as search engines, social media, email and websites, based on consumer interests, demographics and presence to connect and convince them to act.

Why is this important?

Digital marketing connects brands with ideal/relevant consumers when online and thus contributes to brand building and increases and achieves overall brand key performance indicators such as increased sales, increased brand awareness, increased loyalty, etc.

How it works

  • First, define or set your goals. It can be one of the following:

  • Increase brand awareness

  • Get new customers (customer acquisition)

  • Customer loyalty

  • Increase SEO Rankings

  • Increase social media traffic or engagement

  • Increase website traffic

  • Generate more leads

Now work on a strategy to achieve this. This will include information about your audience (behaviour, demographics, habits), tactics, channels, cost per channel, and metrics that will validate the achievement of your goals.

Types of digital marketing

  • Search Engine Optimization (SEO)

  • Content Marketing

  • Social Media Marketing

  • Pay per click (PPC)

  • Affiliate Marketing

  • Native Advertising

  • Marketing Automation

  • Advertising by e-mail

  • PR online

  • Inbound Marketing

  • Sponsored Content

  • Search Engine Marketing (SEM)

  • Instant messaging marketing

Required Skills

Digital marketing professionals should have a mix of technical and soft skills, including:

SEO and SEM: It helps to understand the nuances of increasing website visibility and traffic, and getting found for all relevant keywords.

Marketing analytics: This involves analyzing data to understand customer insights and trends to better recommend and optimize digital marketing campaigns.

Social Media Marketing: The need here is to understand how each channel works and which one is best for your campaign goals.

Pay-per-click and social media advertising: Most, if not all, advertising is paid; so you need to know where and how much you need to spend to get the maximum impact.

Advertising by e-mail: This means running email campaigns (design, copywriting, development (coding) and sending (email platform) for customer retention and loyalty and customer acquisition.

Narration: Here, you need to write impactful copy (write, edit, and tell a story visually) backed by data insights to achieve maximum impact.

Basic design skills: You must be able to create, edit or modify graphic elements and know how to use design tools such as Adobe Photoshop or Paint or similar tools.

Creative problem solving: Your advantage lies in your ability to think differently and come up with innovative ideas to grab attention.

Sale and persuasion: It is important to be persuasive and change people’s minds. Knowing how to sell your ideas and making sure everyone is on board is another key skill.

Project management: Digital marketers must be able to manage multiple skill sets and campaigns at the same time. This requires strong business acumen, agility and inclusive, collaborative and decisive leadership skills.

The author is a senior vertical group leader at Theorem Inc.

About Nereida Nystrom

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