With the Covid restrictions slowly being lifted, more and more businesses are looking to expand their operations and maintain their revenue streams. In order to do this, they are turning to digital marketing, which is booming and offers some fantastic opportunities.
The Growth Of Online Marketplaces
You may have heard of TikTok, the wildly popular video-sharing app that was first established in the United States but has since exploded in popularity worldwide. In 2019, TikTok had a revenue of nearly $14 billion, and it is currently valued at nearly $19 billion. What is amazing is that TikTok’s revenue comes entirely from user acquisition — no ads or sales commissions!
Other examples of successful businesses that rely solely on digital marketing to maintain their revenue streams include Shopbop and Warby Parker. It’s clear that with the resurgence of the web and the popularity of online marketplaces, digital marketing as a whole is once again in vogue.
Why Should You Pursue A Certification In Digital Marketing?
A brand new business owner looking to get their feet wet could be forgiven for wondering how exactly they should go about marketing their product or service in the digital age. The truth is that it can be a bit overwhelming trying to figure out where to start and what to do next in this regard.
A digital marketing certificate program can really help clear the fog and offer some much-needed structure to these newbie entrepreneurs. What is more, you can also expect to learn a lot from experienced professors who will gladly give guidance and tips on how to grow and succeed in your chosen field.
Here’s a rundown of the typical contents of a digital marketing certificate program:
Fundamental Marketing Concepts
The first and most important thing you will learn in a digital marketing certificate program is how to apply fundamental marketing concepts to your work. The best way to explain this is by using a metaphor:
Imagine that you have just purchased a shiny new BMW and are cruising down the street in style. Suddenly, you notice a small child walking towards you with her eyes fixed on the bright orange vehicle. You think to yourself, “Ah, she’s admiring my new BMW. How sweet!”
Then, you realize that you have left the car’s safety belt behind in the backseat and look down in panic as you realize that the car is moving and will hit the child unless you pull over quickly.
Fundamental marketing concepts are the basic tools that marketing professionals use to create and maintain effective marketing campaigns. They include things like:
- the Marketing Mix;
- market segmentation;
- ad-hoc measurement;
- event-based marketing;
- market research;
- testing different versions of a product or pitch;
- customer segmentation;
You will learn all of these essential marketing concepts and more through in-depth lectures, tutorials, and hands-on exercises. Not only that, but you will get to explore the topic in depth from various perspectives, such as:
- the digital marketing mix;
- marketing analytics;
- marketing research;
- search engine optimization;
- content marketing;
- social media marketing;
- email marketing.
- Each of these areas can be explored in-depth, offering you a truly comprehensive understanding of the topic.
You will learn advanced marketing research methods while gaining foundational knowledge in marketing. One of the things you will learn is how to apply established models and theories to your work. For example, you will learn how to use regression analysis to determine the impact of different marketing variables.
You will learn how to design and conduct a market survey, analyze the results, and draw meaningful conclusions. You will also learn how to effectively implement and analyze a marketing plan. All of this will be covered in-depth with ample opportunities to practice what you’ve learned.
You will learn the basics of marketing analytics, which includes analyzing data collected from different sources such as social media, web analytics, and mobile app monitoring tools. These tools can help you pinpoint the effectiveness of your marketing campaigns, determine your audience’s demographics and psychographics, and track the performance of specific marketing content.
One of the things you will learn is how to effectively set up automated marketing tools that can collect and analyze data, in order to determine the success of your various marketing campaigns.
Search Engine Optimization (SEO)
Search engine optimization (SEO) is the practice of getting your website to show up higher in search engine results when potential customers type in keywords relating to your products or services. Essentially, you are optimizing your site’s content and structure to make it more appealing to search engines such as Google.
You will learn the underlying theory behind SEO, gain practical experience implementing SEO strategies, and apply that knowledge to your own projects. For example, you will learn the importance of creating content that is easily searchable, including using keywords in your headlines, description, and other content.
If you read our blog, you will learn that we consider ourselves to be content marketers, thanks to the influence of people like Patrick Campbell and Jason Miller (hence the name Content Marketing Institute).
Content marketing is a type of marketing that involves creating and distributing content, such as articles, webinars, videos, infographics, etc., in order to attract and retain customers.
The great thing about content marketing is that it is accessible and measurable. You get to track the leads you generate from content with the help of platforms like HubSpot and MailChimp. Essentially, content marketing is about providing valuable information and engaging with your audience.
You will learn all of the ins and outs of content marketing, from creating high-quality content to effectively promoting it on social media. You will also learn how to track and analyze the results of your various content marketing campaigns and optimize future efforts.
Social Media Marketing
If you keep reading our blog, you will learn that we are big believers in the power of social media marketing. Essentially, social media marketing is the practice of using social platforms, like Facebook and Instagram, to promote your business.
Although the exact details will vary by industry, most digital marketing certificate programs will teach you how to effectively use social media platforms, build a following on these platforms, and use them to attract and retain customers. You will learn how to use popular social platforms, such as TikTok and Instagram, to grow and maintain your audience.
You will learn how to create engaging content, build a following, and use your social platforms effectively. You will learn about the different types of content your audience likes and how to produce more of this content. Finally, you will learn how to measure the success of your various social media marketing campaigns.
If you decide that you want to get into the e-commerce world, you will learn everything you need to know about online stores and shopping carts, including setting up a Shopify store. You will also learn how to write product descriptions that will encourage consumers to make a purchase and how to design an online store that will make customers want to return again and again.
Your e-commerce website will serve as the hub of your online marketing efforts. When a customer clicks on an item, they will be directed to your site, where they can engage with you and your brand. From there, they can make a purchase or find more information about your products or services.
The great thing about e-commerce is that it is very measurable. You can track every sale, lead, and conversion on your site very easily. Furthermore, mobile e-commerce is also measurable, as you can track sales, opens, and clicks from online stores that utilize mobile app technology.
Have you ever gotten a marketing email that just seemed a little too informal or friendly? Well, you are in luck, because email marketing is one of the few types of marketing that exist entirely in the digital sphere. This type of marketing allows you to connect with your audience via email and allows you to build and nurture a relationship with them.