Why Digital Marketing is Essential, Even If You’re Not in Sales.
Let’s start with how Digital Marketing has changed sales as we know it:
At the frontline and epicentre of every business are sales people, looking to meet their target KPIs. They are the ones who help businesses translate their products or services into sales; the difference between the success, survival, or extinction of companies. With the explosion of digital technologies over the past decade, “sales” have boomed in more diverse ways than we have ever known before! “Sales” now take on different forms beyond intrusive door-to-door visits, cold calls, infomercials or newspaper ads; with salesmen and women sitting behind screens, optimizing Facebook ads, tweaking sales ads funnels, and leveraging off Google analytics to make strategic marketing decisions. It’s a different world from the one we used to know; and digital marketers are the frontrunners in it!
Why Become a Digital Marketing Specialist?
Digital Marketing specialists are high in demand. According to a 2017 report by McKinley Marketing Partners (Statistica), demand for marketers far exceeds supply in key marketing areas—with over half of marketing talent hires being “digital”. Here are some of the key findings:
- 56% of respondents intend to hire specialists with digital marketing expertise. Yet, only 24% of the professionals with the relative skills are currently looking for a job.
- 44 percent of companies plan to hire more marketers in 2017 than they did the previous year (up from 28 percent).
- Digital advertising and content rank highest among digital marketing needs.
What about the salary? PayScale.com estimates that an average digital marketing manager’s annual salary averages around RM90,799 annually (as of March 2018). Without a doubt, any potential hire with digital marketing certifications or a strong grasp of today’s key digital marketing tools would be preferred over one who does not. Any business founder or e-commerce owner who has mastered digital marketing will certainly have an edge over others who don’t.
So, What Is Digital Marketing, First of All?
We like the simple way HubSpot (from where the concept of “Inbound Marketing” came from) described it:
“Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses use digital channels such as search engines, social media, email, mobile, and their websites to connect with current and prospective customers.”
Which Platforms or Tools Should a Digital Marketer Understand and Use?
As exciting as it sounds, digital marketing isn’t for the faint of heart. Some people think it’s easy to master and doesn’t take rocket science. We disagree. It’s hard work and superhuman fast work. Digital marketing platforms change at breakneck speed, with or without your permission. (Think Facebook’s ever-changing policies, new ads features, and navigation destinations for buttons that you didn’t know got shifted overnight until you took half a day to find where it went!) It’s a ‘science’ that needs to be learned and highly measurable (backed by analytics), and yet an ‘art’ as well—that only a minority of advertisers in this world with viral videos that went wild, organically, can attest to! Think out-of-this-world Old Spice viral kind of video.
Amid all the rising noise of social media and new digital technologies, how does one know where to start? The hallmark of a strong digital marketing specialist is that he or she has a good grasp of (at least) the following key online marketing channels:
- Search Engine Optimization (SEO)
- Search Engine Marketing (Google Adwords)
- Web Analytics (particularly, Google Analytics)
- Social Media Marketing (Facebook, LinkedIn, Instagram, Twitter, Blogging, YouTube, etc.)
- Email Marketing
- Mobile Marketing
- Display Advertising
- Digital Marketing Research, Strategy and Planning
Mind you, there are digital marketing specialists who “specialise” in only one key area among the ones listed above, for example, SEO specialists—and that tells you how extensive and laborious the subject is. You won’t learn it all in one day, one week, or even months albeit intensively, especially when the landscape changes almost daily. If you DO have a strong grasp of all the above, however, we’d love to talk to you and hire you asap. (iTrain always needs new talented trainers!)
Either way, start early and start somewhere. Whether you’re a business founder, an e-commerce owner, a retailer, sales executive, business analyst, business development manager or CEO—digital marketing knowledge is for everybody. But, reality check: not everybody can master ALL of it!
Click on the given link to find out more about our Certified Digital Marketing Specialist (CDMS) course. To register your interest, just hit the “Inquire More” button, fill up and submit the quick form online. Our course consultant will get back to you. To learn more about the syllabus, just hit the “Download Syllabus” button on the Course page header to download a PDF course outline. Contact our iTrain course consultants at +603-2733 0337 or email email@example.com to find out more about our training courses that will help your good self or organisation stay ahead of the curve.
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