For decades, traditional marketing has been the primary form of outreach for businesses, with radio ads, billboards, and magazine spreads all being part of the mix. While these methods of outreach are still valuable, the growing importance of the internet and social media in today’s market space has created a greater need for some form of online marketing.
Often confused with traditional marketing, online marketing includes a variety of tactics that businesses can utilize to connect with potential customers in an effective manner. If you’re interested in furthering your knowledge of online marketing or learning how to implement a cohesive strategy, continue reading below.
What Is Digital Marketing?
While most people typically think of marketing when they hear the term digital marketing, this field can refer to a variety of activities including email marketing, search engine optimization, and social media marketing. Essentially, digital marketing seeks to optimize marketing activities for digital platforms.
One of the primary advantages of digital marketing is the ability to target the right audience. Thanks to the growing importance of digital marketing in today’s world, audiences can be found across all social media platforms and across the web. This allows marketers to target their ads to the right audience and reach the most people possible.
Another advantage of digital marketing is the ability to measure results. Thanks to the wide array of tools available to marketers, measuring the success of digital marketing strategies is much easier than it has ever been before. This makes it much easier to determine what worked and what didn’t work when engaging in digital marketing.
The Difference Between Online and Digital Marketing
To avoid any misunderstandings, it is important to note that the terms “online” and “digital” are often used interchangeably. While there is considerable overlap between the two, they are not entirely synonymous. In general, online marketing is considered to be marketing activities and strategies that take place across the web and digital marketing is considered to be marketing activities and strategies that are carried out within digital platforms. The main difference is that while online marketing often includes email marketing, social media marketing, and search engine optimization, digital marketing can also include activities such as blogging and web site design.
The Importance of SEO
Search engine optimization (SEO) is probably the single most important strategy when it comes to online marketing. Over the years, SEO has become much more sophisticated than simply filling out a keyword list and hoping for the best. Thanks to the ever-changing algorithms of search engines like Google, which can affect up to 50% of all searches, SEOs must remain one step ahead of the game.
Additionally, knowing the right key words isn’t enough. SEOs must also focus on creating content that is both relevant and contains valuable information that will attract, engage, and convert potential customers. For example, if your business is in the field of dog grooming, you might want to consider creating content that is relevant to “dog grooming tips’ or “tips for common dog problems’.
However, because SEO is such a moving target, it can be difficult to pinpoint exact results. That being said, it is possible to measure the effectiveness of your overall SEO strategy through various key performance indicators (KPIs). Some of the more common KPIs that SEOs use to determine the success of their strategy include:
- Search traffic
- User engagement (e.g., clicks, downloads, and social media activity)
- Conversion (i.e., the number of leads that turn into customers)
- Cost-per-acquisition (i.e., the amount spent on advertising divided by the number of leads acquired)
If you’re interested in implementing an SEO strategy, it’s important to choose a reputable company that specializes in digital marketing. Doing business with an unproven company can do more harm than good. Additionally, make sure that they have the necessary certification to provide the service that you’re looking for.
The Difference Between Traditional and Online Marketing
Depending on your industry and the way that you choose to approach marketing, there can be a difference between traditional and online marketing. For example, retail businesses that rely heavily on brick-and-mortar locations for their sales might want to consider implementing an online marketing strategy as well. In this sense, traditional marketing is considered to be marketing activities and strategies that take place in the physical world, with outreach occurring through print advertisements (e.g., in magazines), radio ads, billboards, and the like. While these methods of outreach can still be effective, marketing experts and strategists advise that offline marketing is on the decline in favor of online marketing.
The Rise of Multi-Platform Marketing
Thanks to the ubiquity of social media and the internet, marketing now occurs across multiple platforms and media channels. While traditional marketers have long been active on social media, it wasn’t until more recently that businesses were able to take advantage of the online capabilities of these platforms. This has led to the rise of multi-platform marketing, which seeks to implement strategies and tactics across all media and digital platforms.
This might mean creating Facebook Ads, setting up Twitter accounts, carrying out SEO, creating YouTube videos, and even developing apps for mobile devices.
As previously stated, SEO is one of the primary drivers of online marketing. Forrester predicts that SEO activity will grow 21% year from 2018 to 2025, reaching a total market size of over $12 billion.
This makes SEO one of the most in-demand jobs in marketing, whether you’re an MBA or a bachelors in marketing. If you’re interested in a career in digital marketing, continue reading below.
Requirements and Skillsets for the Jobs
Thanks to the ever-changing nature of digital marketing, the jobs and requirements for this field can be quite varied. While it’s always beneficial to have some background in digital marketing, it’s not at all essential. What is essential, however, is the ability to learn new methods, tactics, and strategies as fast as possible.
In fact, in light of the constantly evolving nature of this field, it might be best to consider online marketing as a “mastery,’ not a “job.’” That is, once you’ve mastered the basics of SEO, you can go on to develop your own unique approach to online marketing and become an expert in the field.
Career Prospects in Digital Marketing
Based on your education and professional experience, there are a variety of career paths that you can follow to become an expert in digital marketing. To start, you’ll likely find work in an agency, where you’ll be responsible for executing marketing plans and strategies for large brands. From there, you can move into a marketing role, where you’ll be responsible for marketing a product or service to both existing and potential customers.
Depending on your educational and professional background, you might also find work in an SEO role, where you’ll be responsible for optimizing websites and blogs for search engines like Google. As previously stated, SEO is one of the most in-demand jobs in marketing, with a large number of job openings waiting to be filled. While search engine marketing is a field that can allow you to make some great money, be advised that the competition is extremely high.
Why Should You Study Marketing?
Thanks to the constantly evolving nature of marketing, with new platforms, methods, and tactics emerging every day, it is essential that marketers remain at the forefront of their industry. Additionally, with the average person now having an online presence and social media platforms evolving into sophisticated advertising tools, marketing professionals can play a crucial role in shaping the public’s opinion about their brands.
Last but not least, with consumers less likely to purchase goods and services from companies that they feel are dishonest or don’t value their opinions, marketing experts can play an important role in ensuring that their customers feel valued and that their opinions matter.