1. Introduction
2. Who is the father of digital marketing?
3. What are the Digital Marketing Trends for 2020?
4. Digital marketing channels
5. Skills needed for digital marketing
6. How do I start digital marketing as a career?
7. Conclusion

Introduction

Surveying the digital marketing landscape shows that the world of digital marketing is massively growing. And it can’t be ignored!

The time we are in, is a time where more than 170 million people use social media on a daily basis. Research has it that 81% of Americans own a smartphone and spend on average 8.8 hours online per day. Digital content is being consumed by people on daily. As a result, every professional is expected to be familiar with at least the core tenets of digital marketing and it’s a must for companies to have a digital marketing strategy that meets consumers in the digital realm and follows them all through their online sales cycle.

When it comes to digital marketing landscape, there are many advantages. Digital marketing is more affordable compared to traditional marketing. With it, you will be able to reach a larger audience in a shorter time period. With the advancement of technology which have resulted to the digital marketing landscape evolving. This has caused people to move on to smartphones, tablets and computers, which are the devices through which digital marketers have gained ground.

The role played by digital marketing, helps your business to be found, to be noticed, have leads, and then turn those leads into loyal customers. No matter your industry, or the products and services you offering. Know that digital marketing trends cannot be ignored. The world we are in now, has moved online and into our pockets too.

The digital marketing landscape is evolving so quickly!

Who is the father of digital marketing?

This is a tricky question as there’s no single person believed to be the father of digital marketing. But there is an argument that Gugliemo Marconi the inventor of radio in 1896, was the world’s first digital marketer.

Some people has the believe that the computer engineer, Ray Tomlinson should be credited with the birth of digital marketing. Why? Because he was the first person to send the first ever email in 1971.

While there are many marketing luminaries that have made big contributions to the field, only few made the kind of lasting impact to the marketing world like Philip Kotler. This well-known American professor has penned more than 60 marketing books. And he is praised for his efforts of establishing marketing as a field of academic study.

Kotler also argued that marketing was an essential part of economics and proposed that demand for goods and services was not only influenced by price. But also by advertising, promotions, direct mail, retailers, and distribution channels.

What are the Digital Marketing Trends for 2020?

Interactive Content

Interactive content has to do with anything that people can click on, swipe, or interact with online. These formats work better with cutting-edge marketing technology, such as augmented reality and video content, offering people a more immersive, engaging experience. Currently in our world now, consumers want this type of funny content from brands, as it helps the company connect to their customers in a unique way.

Omnichannel Marketing

This is the practice of digital marketing across multiple platforms. This includes social media, apps, email, and your website blog. Omnichannel marketing is a kind of marketing that enables businesses to connect with customers on more digital touchpoints. By effectively offering a better user experience.
To deliver a seamless, consistent voice and cohesive brand message across all channels, to generate much better results. From all indications, AI technology is improving, companies can us data insights and machine learning to get a better understanding of customer behaviors.

Through this channel, customer retention, average order value, and purchase frequency are all higher when you have multiple channels. Fortunately, omnichannel marketing is the path to an enhanced customer journey that keeps people coming back for more. This clearly shows that digital marketing landscape is evolving.

Chatbots

A chatbot is an artificial intelligence (AI) software that acts as a virtual assistant communicating and assisting users in completing their goals. Well, chatbots interact with humans in a more natural way, primarily through the use of text chat windows. And verbal interactions can also be possible with it. However, as the system keeps collecting more data insights and learning more about the customers. With the possibility of offering a continuously improving service.

Voice Interaction

Verbal interaction with devices is continuous on the increase. All thanks to Google, Alexa, Siri, and a host of other smart devices. Generally, humans prefer talking or speech as medium of interaction. With the advancement of technologies, devices are catching up to the way people want to search, shop and discover new things. To adopt a voice search strategy isn’t just about remaining relevant. This is also about creating a unique and optimized customer experience that will bind relationships and build brand loyalty. So, marketers targeting voice search users should write in a conversational tone, using keywords that people will speak rather than type.

Content marketing

This continues to be an essential component of digital marketing, one can’t from that from digital marketing landscape. Though there’s an increasing emphasis on distinction in content. The quality will always matter, because there’s more emphasis on the context and targeting. Currently, Google is developing a deeper and more sophisticated understanding of online content. Meaning that marketers must think carefully about their target market.

Well, content marketing has come to stay. But Google is getting smarter, and it gives preference to in-depth, accurate, current content that is closely aligned with user intent.

Video marketing

You can’t compare text based content with the power of video. Especially when it comes to using to sell products and services online.

Statistics from ImpactBND has shown that: 70% of consumers have shared a brand’s video, 52% of consumers claim that watching product videos makes them more confident and guides their online purchasing decisions, 72% of businesses believe video content has improved their conversion rates.

https://www.impactbnd.com/blog/6-intriguing-stats-why-you-should-implement-video-marketing

Now, the world is mobile oriented, people watch more video than ever before, using smartphones to watch and share videos.
Video marketing is highly engaging and educative, especially if it’s live video.

Live streaming is one powerful tool in digital marketing landscape when combined effectively with influencer marketing. It doesn’t matter if it is the generation of social media influencers or traditional sources.

Social media marketing

Platforms such as Facebook, Instagram, Linkedin, Snapchat and rising star Tik Tok are dominant marketing channels.

Nowadays, businesses in all industries have taken a significant interest in apps like Facebook Messenger and WhatsApp in recent times. Don’t be surprise, when you consider the opportunities 1.3 billion monthly users. Who are actively busy on Facebook Messenger, sending more than 10 billion messages every month. WhatsApp is said to have 1.6 billion active users, sending over 55 billion messages every day.

It’s anticipated that the next decade, messenger marketing is expected to be the number one marketing channel in the world. Therefore, it’s logical sensible for brands to start connecting with people on these platforms.

Email marketing

Email is still a major channel of communication, with billions still using it for personal, business, and academic purposes. Better still, email has come to stay, and email marketing itself to very important.

However, email marketing is evolving rapidly, and from all indications generic marketing emails aren’t as effective as they use to be. Currently, it’s combination of automation and, more importantly, personalization that is making email marketing important for 2020.

Digital marketing channels

Digital marketing is marketing and advertising delivered through digital channels. These channels include social media, mobile applications, email, web applications, search engines, websites etc.

In our world toady, digital channels are integrated into the marketing plans and in everyday life. With increasing use of digital devices, digital marketing campaigns have become a dominant force in the market place. Thereby employing the combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, email marketing, and display ad.

Digital marketing equally extends to non-Internet channels that provide digital media. This include the following; television, mobile phones (SMS and MMS) and callback. This extension to non-Internet channels differentiates digital marketing from online marketing.

Skills needed for digital marketing

Data Analysis

Nowadays, tools for data analysis are widely available. This gives marketers the needed information to understand and target customers with the right messages.

Data analytics is regarded as the use of functional techniques and modern software in collecting and processing of extensive collections of data from online interactions of your target market. These interactions can come in different ways, including online transactions, content consumed, search queries, and other relevant online footprint.

Together with data analysis comes data cleansing, which is known as to eliminate incorrect, duplicated, or incomplete data on the database. So, as a digital marketer you need to constantly purge your database of outdated, data to avoid making ineffective marketing decisions.

Writing and editing skills

Writing and editing are much more than just publishing articles for your blog posts and landing pages. It’s the ability to connect with your target audience using relevant messages to convince them to take your desired action.

Don’t forget, having relevant and well written copy and content is a must for every digital marketer. Hiwever, what can help optimize it is creatively including SEO keywords into it. Keyword optimization will make your content rank on search engines so your audience can see it.

SEO and SEM skills

A well written article or newsletter is useless if the right people don’t see it. However, Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are the key strategies responsible for driving traffic to your website. A in depth understanding of it will translate to better execution of your marketing strategies.

Listening skills

One common error brands make is to focus too much on creating and promoting content. As a result, they fail to build a good relationship with their customers. And these people are supposed to be the evangelists or promoters of their business.

Now, what is the best way to convey your marketing message to customers? By listening.

Go on social media, and listen to the way your target audience are talking about your brand, your products, and your services. This will also assist you to gain more insight about how your target market perceives your competitors.

Email marketing skills

Email marketing is said to be an old practice. But it’s still one of the most effective ways to build and maintain a good relationship between you and your customers. So, think outside the box and dish out the best email marketing service.

CRM skills

Customer Relationship Management involves the use of strategies in monitoring and maximising customer experience. Try and understand customer interactions and experience, this will you connect with them on a personal and emotional level toward improving your brand.

To be able to promote your business to your customers. You need a set of skills to improve your Customer Service Management:

Empathy – asknyourself, how would you want to be marketed to, if you were the customer?

Good Communication Skills – Understand that every client is different. And how they perform business is also different. But, when you master ways to communicate with different people, it will be easier to work out a good deal with them.

Social Media Skills

This days, social media has become one big arena for public conversations. As a digital marketer, use this advantage to engage people with your business and inform them about your product or service.

Paid social media advertising skills

Currently, social media is no longer as simple as it used to be. To reach your target market takes more than just creating a business page, using the right hashtags, or regularly posting relevant content.

For example, Facebook provides marketers and advertisers with a comprehensive tool to create and manage advertisements. But, how do you use it effectively? Without a clear understanding of how social media ads work. You will end up spending more than you budgeted for and still fail to reach the right audience.

Basic design skills

In the marketing world, it’s not all about text. It equally involves a well designed visual appearance. We’re not saying you need to be a Photoshop pro. But, when your graphic artist doesn’t give the exact thing you want. It’s annoying and that’s why you need basic knowledge of design principles.

How do I start digital marketing as a career?

Create an online presence

Nowadays, landing a job in almost any field, it’s advisable that you have an online presence. Especially when it comes to digital marketing: a prospective employer will certainly look online first to learn about applicants. And when they can’t find you, they will move on to the next person who has a curated image.

Have your own digital marketing blog, then link your social media account to websites you have built, portfolios, etc. Show them what you are really good for.

Know the latest trends

Digital marketing is not a static career, is always on the move and always changing. Probably you are choosing it as a career, you need to movw with the latest trends. The industry needs vary over time, and when you fall behind, certainly someone else will be waiting to take your place.

So, attend virtual seminars, conferences and take online classes. Do your best to stay ahead rather than simply keeping up with it.

Use your creativity

It allows you to use creative gifts in different ways. Yes, there are methods and systems for certain applications that are standardized. But you can always add your imaginative flair to projects, making them creative and unique.

It’s built on creativity, so when you have an idea that you think will work, just give it a try. The more creative you are, the more likely you will be noticed and land that your dream job.

Create a winning resume

Make sure that before you start applying for jobs, you had created a dynamic resume that shows just how valuable your skills are. There are different types of resumes, and you shouldn’t limit yourself to just one.

Get out there and network

It is very important to get your name out there, and the best way to achieve that is by networking. Not only will it make people to remember you, but will give you great connections that can help you in many areas throughout your career. One person may know where to get specific training. The other may have a lead on a great job.

Learn about analytics

To be able to know how successful your compaigns are, you need to understand analytics. The data that shows you how well or how poorly a campaign is doing. And helps you to figure out how to make things more better the next time.

Get some experience

One way to get your career going is by gaining experience. You may have to do some unpaid jobs, but it’s a worthwhile investment with long term benefits. Using the skills you acquire to help friends or community organizations with projects. Take all types of side jobs that will give you enough experience that you will draw on when you to start to apply for digital marketing jobs.

Get trusted certification

Digital marketing world is not restricted to a university degree, but to get the best position you need a certification in digital marketing. There are classes you can register for that will help you to prepare for the certification exams. And if you are really serious to make digital marketing your career, then you should get certified.

Be prepared for entry-level jobs

No one start any career from the top, no matter how much training, skills, and experience they may have. You may not get the perfect job you want, but you will get there if you work for it. You will likely start as an assistant, or a junior digital marketer, until you prove that you are able to take on more responsibilities. And that you are ready to work hard in order to succeed in your chosen career path.

Conclusion

If your business has any intention of remaining competitive in today’s digital marketing landscape. There’s need for you to adapt to the rapidly evolving changes in digital marketing. The time we live in, digital marketing is moving fast and customers interests and behaviors are hard to predict.

A Digital Marketing professional must find ways to keep up with this change and develop new skills. The need to keep an eye for emerging trends and the development of newer and smarter Search Engine Algorithms. After all, nobody wants to be left behind in the digital marketing landscape, not even after the Covid-19 pandemic.

Get Involved, or Get Left Behind!

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