Building a Digital Marketing Career:...

Building a Digital Marketing Career: What You Need to Know about Its Offerings and Challenges

by Rochelle C. Pangilinan
Jobs People Do | JobsPeopleDo.com

Time and again, it’s been said that marketing is the true engine of business success. However, most companies often acquire a myopic view of how to efficiently market by turning their focus solely on marketing success stories. Sometimes, it helps to turn one’s focus on those that didn’t quite make it. This way, you gain a clear understanding of avoiding those mistakes. In addition, in some cases, the same company may have its fair share of both success and failed marketing strategies.

Take for example, Dove. In 2004, Dove was a trailblazer when it comes to placing diversity and inclusion front and centre in their marketing campaigns by launching Dove’s Real Beauty campaign. This campaign featured everyday women instead of models and did not utilize professional makeup or retouching or any photography filters, as well as made sure the models were also more diverse and inclusive than other marketing campaigns at the time.

However, Dove did make a misstep which it now learned from. Back in 2017, committed to the Real Beauty campaign, the company released packaging of its products, from shampoos to conditioners to body wash and skincare line, that depicted female bodies in different shapes. This did not sit well with not just marketing experts but with women as well whom the company were supposed to champion. Dove had no choice but to do damage control, and thankfully, it managed to surmount the adversity.

This is just an example that marketing success is dependent on the four Ps of marketing: Product, Price, Promotion, and Place.

And these days where the Internet rules, it’s high time that companies embrace digital marketing because web site ads and having a strong social media presence have loads of benefits. Digital marketing strategies are instantaneous, offer a more precise reach than any other platform, and are easily measurable. If this is something that interests you, a career in digital marketing may be in the horizon.

What Is a Digital Marketer?

The most apt definition of a digital marketer perhaps is the one from the Digital Marketing Institute: In general terms, a digital marketer is responsible for using a variety of digital channels to generate leads and build brand awareness. Digital channels include company websites, social media networks such as Facebook, YouTube, and Instagram, search engines like Google and Bing, email marketing, mobile apps like TikTok and WhatsApp, online display ads, and blogs.

A digital marketing specialist often works with a marketing team to plan, set up, launch, and optimize campaigns across various paid channels. They should also have knowledge on measuring the success (or lack thereof) of launched campaigns to see if they are meeting their target goals.

Digital marketing professionals are equipped with a degree or diploma in Business, Commerce, or Marketing. Search engine marketing/pay-per-click (SEM/PPC) experience is often an asset, as well as extensive knowledge of  HTML, SEO, Facebook Ads and Google Analytics (including Google Tag Manager).

According to Payscale.com, a digital marketing specialist can earn a salary of $52,000 to $72,000, while those in management level can earn a salary of $68,000 to $91,000.

Challenges in Digital Marketing

With the heavy focus on social media marketing, it’s more difficult now for digital marketing teams to make campaigns using the basics (SEO, website, and blogs) work. While influencer marketing does offer its advantages, SEO-optimized content ensures that websites rank high on Google searches, therefore boosting its visibility.

Another challenge is the constant changes in technology and applications. For example, before TikTok, there was SnapChat and Vine. So being adept at utilizing the new apps will ensure they don’t get left behind.

There you have it, a brief look on how to launch a career in digital marketing. Remember, for digital marketing success, a multifaceted insight on how to execute effective marketing campaigns will help achieve your targeted results.








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