Marketing
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Digital Marketing Jobs
Digital marketing, as a profession, is the act of reaching potential customers via electronic device or the internet. Businesses employ digital marketing staff to cultivate engaging digital channels that can then be leveraged for commercial success. Typical digital channels include:
Search engines, or more particularly, SEO (search-engine-optimisation) and SEM (search-engine-marketing.) The two go hand in hand to an extent, in the sense that digital marketers perform optimisation tasks on websites to increase their organic rankings, and this is often accompanied by paid advertising placing a website at the top of the search engine results (Google Ads.)
Social media offers businesses the opportunity to connect with their target audience directly, engaging in conversation and gauging customer feedback on their products and services. Digital marketers can specialise in social media, developing channels on key platforms like Facebook, Twitter and Instagram before leveraging them in the interest of the business objective.
Email marketing is still very much alive and kicking, and digital marketing departments are paid to ensure a business’ email strategy encourages the mailing list to take action. With GDPR legislation now in effect, marketers are also charged with ensuring the practices fall in line with the law.
Influencer marketing has risen to prominence over the last couple of years. A modern form of internet marketing, here digital marketers work with influential personalities (predominantly found on social media) to coordinate testimonial advertising via their channels. The endorsement of products is recognised by the audience that the personality has built, and it often results in a sales spike.
The aims of Digital Marketing
In summary, the aims of a digital marketing department are:
to create and enhance the awareness surrounding the business, the products it sells or the services it provides
to convert this furthered awareness into potential leads through advertising campaign
encourage the business’ target audience to take up more engagement in the digital activity
increase the search visibility of the website, and decrease the bounce rate
obtain and reply to customer reviews to gauge brand perception
establish a method to manage customer enquiries and feedback online
What Digital Marketing roles are there?
The typical entry level position is a Digital Marketing Executive, but as you will see, the digital marketing industry is broad with plenty of opportunity to specialise in one particular digital channel.
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