Everything You Need to Know About
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
Digital Marketing
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Pursuing a Digital Marketing Career Everything You Need to Know
About
The world of marketing looks different from the way it did just 15
years ago. In less than a lifetime, we’ve managed to move over half
of our advertising dollars from
traditional media to online platforms.
Ad Spend Shift from Traditional to Digital
digital ad spend
traditional ad spend
$110B
$130B
Source: Washingtonpost
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Everything You Need to Know About Pursuing a Digital Marketing
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Digital Marketing
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Digital Marketing a Digital Marketing Career Everything You Need to
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Today's digital marketing teams include a combination of
strategists and doers, creative minds and analysts, each bringing
their expertise and perspective into the mix to help drive a
company's business objectives.
With many different directions to go in, figuring out which to
follow or if a career in digital marketing is even right for you
can be confusing. The good news: you’ve come to the right place to
get the answers you need.
There is room for individuals of all backgrounds and experiences in
this ever-changing field. In this guide, we cover a variety of
paths open to those considering a digital marketing career and what
it takes to get started.
More and more companies require creative
and effective marketing professionals, with the
Bureau of Labor Statistics reporting a projected
8% employment growth by 2028 - higher than
any other occupation.
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What You’ll Learn
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Everything You Need to Know About Pursuing a Digital Marketing
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Digital Marketing The Dynamic Field of
Marketing’s adaptation to an online world has brought with it
several advantages. Unlike traditional mediums such as print
publications, radio, and television, online platforms have offered
clear and
timely data to help separate effective campaigns from ineffective
ones.
According to Hubspot, businesses using digital marketing methods
can see real-time results of each campaign. Additionally, online
marketing platforms have enabled us to segment audiences
into more granular groups based on specific interactions,
interests, and online behavior. The reach and personalization
afforded by digital platforms has been unprecedented, shaping
the way brands and customers communicate.
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an Exciting Career? What Makes Digital Marketing
The shift to online marketing changed how we think about marketing
to the masses. It introduced completely new methods which still
prove successful today, like Search Engine Optimization (SEO) and
Email Marketing.
What makes this field particularly exciting is how these
established methods have evolved and how new channels continuously
challenge the status quo of communications.
of fulfilled marketers feel supported when they need help.
have a clear idea of what they’re working on that day.
bounce back quickly after receiving criticism.
What does a fulfilled marketer look like?
64%
87%
69%
source
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Everything You Need to Know About Pursuing a Digital Marketing
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Continually Changing? Why Should You Care That Digital Marketing
is
Regardless of your role, your tasks and projects will constantly
change. You’ll likely come across other marketers whose drive and
creativity will inspire your ideas and perspective.
The truth is, every digital marketer has a sort of mad scientist
inside them. When an idea sparks, the team comes together to
brainstorm and build something new from scratch. After analyzing
the data, you may suggest slight adjustments and measure
performance with these changes. This ability to create, test, and
learn is what keeps digital marketing so exciting.
There are endless opportunities for creativity and learning.
You’ll never get bored in a digital marketing career.
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Everything You Need to Know About Pursuing a Digital Marketing
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As digital marketers find new ways to learn about their audiences,
they’re introduced to remarkable technology, such as AI and Big
Data. Our desire to create a more personalized world, where
communication breaks through on an individual level, makes the use
of new technologies both appealing and necessary.
Digital marketing professionals routinely engage with innovative
technologies to support the online communication that drives their
work.
You’ll be at the forefront of emerging technologies. “Social
media
continues to be a fast- paced ever-changing field which brings out
the best of my half-art/half-science personality, so I couldn't be
happier when I'm engaged in my social media marketing work”
Continually Changing? Why Should You Care That Digital Marketing
is
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There is something for everyone in digital marketing.
A digital marketing career can be both scientific and creative. The
field is
constantly changing, making it easy to stay engaged and
fulfilled.
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Businesses of all sizes and from all industries use digital
marketing to connect with audiences and attract customers.
Digital Marketing has been on the rise for decades since the launch
of the Internet; however, before professionals went digital, they
grew businesses with what is known as traditional marketing
The backbone of traditional marketing is the four Ps, which are key
concepts involved in marketing a service or product. While these
concepts were introduced in the pre-digital era, they ring true for
digital marketing as well.
The concept of the four Ps has been around since the 1950s; as the
marketing industry has evolved, the concepts of people, process,
and physical evidence have become important components of marketing
a product, too. - Investopedia
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Product.01This is what a company offers to consumers or businesses,
whether it is tangible like glassware or intangible like an online
course.
Marketers create demand for products or services by positioning
them as something enticing and necessary for prospective
customers.
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02 Price. In simple terms, price refers to how much a customer is
willing to pay for a product. It is the marketer’s job to establish
an attractive price point and communicate both the real and
perceived value, while still turning a profit for the business.
Perceived value can be as easy as luxurious packaging and a
carefully chosen color palette.
Determining the price of a product or service is weighed against
several factors, including what competitors are charging, supply
costs, and even seasonal promotions.
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people online for the first time.
Placement. Once a product is priced appropriately, a marketer
decides where it should be sold and the ideal places (physical or
online) to convert prospects into customers. It’s tempting to want
to put your product in front of as many people as possible, but the
most effective marketing campaigns will target those who are most
likely to buy your product at the determined price.
Appropriate placement helps to ensure the success of marketing
campaigns by increasing your return on investment (ROI). ROI is an
important marker of success because it measures how much revenue
you generated compared to how much you spent.
When it comes to the digital space, determining the best place for
your product means understanding where your customers are spending
their time online and attracting them there through targeted
campaigns and ads.
765 million CHINA INDIA
391 million
Top 5 countries connected to the internet as of 2017
JAPAN
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audience that is more likely to buy what’s being promoted.
No guarantee of interest Targeted audience
1 30-second Super Bowl Commercial
1 YouTube ad online Paid $100,000
Paid
$5,250,000
viewers100
Promotion. This concept refers to how marketers communicate about a
product, and how they differentiate it from other products, to turn
target buyers into customers. If you’ve ever been introduced to a
product or service, either online or offline, you’ve witnessed a
promotion campaign.
This “P” in particular highlights the many advantages of digital
marketing over traditional, non-digital methods. Marketers can run
a promotion, using the collected data to learn what’s working
quickly, and pivot based on those learnings.
While we run these dynamic campaigns, we’re reaching millions of
people at a fraction of the cost; instead of a billboard that can
only be seen by drivers in a specific location, a display ad online
can reach a targeted audience regardless of their location.
The Four Ps of Marketing
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The digital space has expanded exponentially.
With more people online every day, digital marketers are
increasingly finding new ways to learn about their audience
and how to market to them.
Product Purpose: solve a problem and make life easier or better for
consumers. Price Purpose: communicate value and qualify your target
audience.
Placement Purpose: brand awareness and audience engagement.
Promotion Purpose: create demand and generate brand loyalty.
Key Takeaways
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Inbound vs. Outbound Marketing
Optimizing content with SEO techniques
Social media listening
Examples of inbound marketing include
Inbound marketing brings people into your world. This strategy
attracts customers through meaningful content and brand experiences
personalized to them. Content is distributed via social media
campaigns, emails, ads, and other formats that can be used to
spread the word about your product to potential customers.
Are you currently subscribed to a newsletter from a company whose
products you enjoy? Do you follow them on Instagram? Well, that’s
inbound marketing in action.
The objective is to draw customers to your online marketing assets,
such as a landing page or blog, so they can learn more about your
product or service, develop trust in it, and ultimately purchase it
(also known as converting customers).
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involves reaching out to an audience, instead of the audience
coming to you. Also known as “interruption marketing,” it focuses
on promoting products or services through direct advertising, such
as PPC and cold emails, as well as through more traditional
marketing mediums such as commercials, radio ads, and print
ads.
Have you ever read an article online and noticed a banner right in
the middle of the article promoting a product? That’s a form of
outbound marketing.
This approach often leads to lower returns (ROI) because rather
than target a specific audience based on interest or other factors,
you’re broadcasting your message to a broader audience who may not
necessarily want or need your product.
Pay-per-click advertising (PPC)
Trade shows
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Marketing Inbound vs. Outbound
A tried and true marketing strategy contains a mixture of
traditional and digital methods to reach as many potential
customers as possible. As you can see in this sample strategy, a
well-rounded approach covers communications online and offline.
Certain methods will work better for different companies, depending
on the audience and product. As we learned with the four P’s,
product placement and promotion has a lot to do with who you are
marketing your product to.
Digital Marketing Digital Marketing
Digital Marketing Digital Marketing
› SEO research › Build campaign › A/B test
› Design › Identify segments & message › A/B test
› Marketing collateral › Lead generation method › Follow up
Communication
› Identify segments › Design landing pages › Finalize offers
› Market research › Communication strategy › Define message and
offer
Campaign
Inbound
Outbound
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Outbound Marketing is diminishing in popularity due to its higher
costs, ad
blockers, and spam filters. Even in the digital world, the
best
marketing strategy should consist of both outbound and inbound
methods.
Key Takeaways
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Digital Advertising Today
Popular Types of
A winning marketing strategy incorporates all types of promotional
mediums and formats to distribute campaigns that are effective and
targeted. Below we look at some of the most
popular types of digital marketing.
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Social Media Marketing This type of marketing leverages social
media channels like Instagram, LinkedIn, Facebook, TikTok, and
Pinterest to engage with audiences, answer questions, and serve
ads. Within social media marketing, we also see influencer
marketing, which involves hiring individuals with large followings
to promote a product or service to their audience. Nike has built
an amazing network of dedicated influencers to creatively promote
their shoes using their own style, like @nardgotsole_htx.
Social media marketing consists of several different roles that
have a strategic and significant impact on the company’s
identity.
Top 5 Social Channels
376 million users
Influencers with 0 - 25K followers have 7% engagement rates on
average. All other influencers have 3.21% and lower engagement
rates.
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Popular Types of
Digital Advertising Today
Video Ads In 2019, there were 1.86 billion YouTube users
worldwide.
It’s no surprise then that marketers are using video ads and
platforms like YouTube to generate awareness, demand, and revenue.
Videos are an effective way to capture attention and are being used
more often to build brand identity and appeal to audiences’
interests.
These ads are put together by a creative team of editors, writers,
and strategists to ensure they hold a thinning attention
span.
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over a billion hours of video daily
YOUTUBE
TIKTOK
TWITCH
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Popular Types of
Digital Advertising Today
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Native Advertising This is sponsored content that looks like
regular editorial content but is designed to promote a product or
service without obstructing the user’s experience. Blogs and social
media content are the most common types of native
advertising.
Content writers hold an important role in the creation of these
types of ads. They conceptualize, write, edit, and publish the
content, while a data team measures its performance.
Native ads yield a 40x higher click-through rate (CTR).
Native video ads are predicted to increase by 24.2% by the end of
2019.
71% of consumers say they personally identify with a brand after
viewing its native ads versus only 50% with display ads.
source
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Popular Types of
Digital Advertising Today
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Email Marketing Most business websites today include a form where
visitors can fill out their information to receive updates,
promotions, and information from a company. This is the first step
in email marketing, and it opens the door for the company to engage
with subscribers and convert them into customers.
Email marketing is also a low-cost strategy, which, if done
correctly, can result in high returns. This is why Email Marketing
Specialists have become so crucial for business growth today.
Average expected ROI is $42 for every $1 you spend
on email marketing.
Adding videos to your email can increase click rates by 300%
source
email to distribute content organically
Average open rate for welcome email
is 82%
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Popular Types of
Digital Advertising Today
A winning marketing strategy incorporates all types of promotional
mediums and formats to distribute campaigns that are effective
and
targeted. Be mindful of your audience to ensure you’re effectively
reaching them on the
platforms they are using.
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Everything You Need to Know About Pursuing a Digital Marketing
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SEO Specialist
SEO Specialists are responsible for improving organic search
results via researching, optimizing, and distributing content. This
is done by identifying and using keywords that match the product’s
objective, benefits, or functionality. SEO Specialists work closely
with content creators to develop blogs, videos, ads and various
other content that incorporate the keywords. When people input
these keywords in a search on Google or other search engines, the
relevant content appears.
The SEO Specialist also audits web pages to ensure that they are
optimized to meet search engine criteria for relevance.
This role generally requires analytical and critical thinking. Some
SEO Specialists may create content themselves, and others may focus
more on algorithm changes, page ranking, and page structure. SEO
Specialists are not always part of content teams, but their work
does inform the content produced by writers, and so these roles
work in close collaboration.
The Career Possibilities in Digital Marketing
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PPC Specialist
A PPC Specialist manages pay-per-click advertising campaigns
including the strategy, implementation, and analysis of ad
performance. This role also works closely with the SEO Specialist,
since keywords are an essential part of targeting and search
intent.
PPC Specialists ensure that the user journey is cohesive from start
to finish by maintaining clear messaging in ads and landing
pages.
People in PPC advertising roles are analytical and sometimes may
tap into their creative sides to shape ad messaging. They must have
strong communication skills, something that is necessary both in
engagement with target audiences and internal teams. Time
management, data analysis, and understanding key audiences are also
necessary skills to succeed in this role.
Data interpreter | Copywriter | Manages pay-per-click
advertising
The Career Possibilities in Digital Marketing
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Social Media Manager
The Social Media Manager is responsible for planning, implementing,
and monitoring social media strategies and campaigns. Often, this
role also includes community management and engagement.
As a content curator and strategic planner, today’s Social Media
Manager uses a range of digital tools to create and schedule posts,
engage with audiences, build or maintain brand identity, and stay
on top of trends and customer feedback.
Not everyone who has a social media account is automatically
qualified to be a Social Media Manager. People in this role must
understand how to align with the company’s marketing strategies,
the concept of audience segmentation, and how the social media
platforms they use work. Being able to gather and synthesize
information to drive the strategy forward is also essential to the
role. A Social Media Manager must be creative, data-driven, and
customer-centric.
Content curator | Strategic planner | Responsible for social
strategies and content
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Digital Strategist
Digital Strategists are responsible for developing marketing
programs and campaigns in line with brand objectives and based on
customer insight and data. They work with several individuals in
the marketing team to ensure successful implementation and
optimization of the overall marketing strategy.
A Digital Strategist focuses on the bigger picture to identify gaps
and areas of improvement within marketing activities. Once a
strategy is outlined, the strategist prioritizes and delegates
tasks, and ultimately reports on the impact of the strategy.
This person must have a deep understanding of the digital space and
the ability to work in a fast-paced and dynamic environment.
Strategists are often self-motivated, with a strong attention to
detail and even stronger communication skills.
Creative strategist | Organized collaborator | Uses data to drive
solutions
The Career Possibilities in Digital Marketing
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While there are several different digital marketing career paths to
choose from, your
skill set will likely end up covering more than one particular
area. The more versatile your skill set is, the more impact you’ll
make throughout your
career. Skills can overlap throughout various
positions, making it easier to shift from one digital marketing
career path to another.
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How to Stay on Top of Your Game
Digital marketing professionals encounter constant changes within
their industry. Whether it’s policy changes affecting how
information is managed, like the GDPR, or a sudden dip in campaign
performance forcing a team to re-evaluate its strategy, marketing
professionals
continuously need to be in the know and in touch with their
company’s needs.
Depending on your role, you will most likely have a set of go-to
sites, thought leaders, and forums to tap into for inspiration and
keep abreast of industry developments.
While some marketers see more consistent changes than others, for
example, an SEO Specialist must account for ongoing algorithm
changes; it’s important to know where to
look and keep up with the modern techniques of your field.
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According to the “93% of online activity starts with a search
engine, like Google or Bing, and ensures the continued
effectiveness of SEO as a superior marketing strategy.
About 80% of Americans make an online purchase at least once a
month.”
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With the continued growth of the Internet, digital marketing has
cemented its place within the business world. The reality is, if
you don’t have a digital marketing team, it’s hard to have an
online presence, and if you’re not online, your business doesn’t
exist.
Just over 10 years ago, the roles that exist today were barely
getting their start, but businesses now view digital marketing
roles as highly in-demand. These roles are still settling into
their corporate environment, but they’re quickly demonstrating how
much growth they can drive for companies, even with a smaller
budget.
Professionals who can help drive business through the increase and
optimization of organic online activity are those who will succeed
most in the digital marketing field.
Job Demand Landscape
Job demand in the overall field of marketing should increase by 10%
by 2026. That increase is above the average for all careers.
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Are Looking For What Employers
Before you enter the job market, you will need to build a strong
skill set and show a collection of marketing assets you worked on
to help you stand out from the crowd. Field experience and
familiarity with digital marketing strategies are a must-have, but
you can go one step further by showcasing your own work.
Employers usually request portfolios or writing samples to get a
sense of a candidate’s skill, thought process, and grasp of
knowledge. Content writers and designers can present their creative
work through a personal website, published links, or simply by
sending a few samples together with their resume. More analytical
roles, like a PPC Specialist, are often asked to present results
from campaigns they’ve launched.
Learning by doing, and practical training through real- world
simulations is a good way to learn digital marketing skills, and
can position you ahead of other job-seekers. Programs that offer
hands-on practice in digital marketing strategies and tools,
including email automation software, E-Commerce platforms, and
WordPress for website building, can set you apart in the market by
equipping you with the in-demand skills employers are
seeking.
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The world of digital marketing changes quickly, and curricula must
frequently be updated to reflect new
methods, concepts, and platforms. It’s important to seek out
training courses that teach the most up-to-date marketing
practices. As in any field, getting ahead of the competition also
means
connecting with professionals in the industry. Establishing and
growing your network with digital marketing practitioners can
pave the way not only to meaningful learning opportunities but also
to lucrative employment prospects.
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The Traditional Track
01If you’re more inclined to take the “traditional” route of
obtaining a four-year or two-year degree, studying Business with a
focus on Marketing could be one way to go. Additionally, while
digital marketing itself is not closely related to Computer
Science, a degree in Information Technology can also help foster
critical thinking and data analysis skills. Learning coding
languages can also be useful for building websites.
The degree route is a great option if you can commit the time and
discipline required to succeed; however, you may miss out on
practical knowledge, like how marketers today are using specific
tools in their roles. Not to mention, the financial investment
required for a four-year degree can discourage passionate students
from pursuing one.
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To get started, schedule a free consultation with our Admissions
Advisors.
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03 The Side-Hustle Track The best way to learn something is by
doing. If you are interested in a specific area of digital
marketing, like graphic design or paid ads, why not build up your
skills by working on them yourself? Reach out to friends or family
whom you may be able to help as you grow your skills. As you
progress with each project, you’ll get a feel for what works and
what doesn’t.
This is not an ideal track for everyone. It may not lead to a
lucrative job and won’t guarantee that you’ll become an expert in
that field, but if you do find yourself curious about digital
marketing, explore your interests and see where they take
you.
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Digital Marketing Career? Are you interested in pursuing a
The Loyola University Digital Marketing Bootcamp delivers a
market-driven education focusing on building the necessary skills
for today’s workforce with industry experts and live,
immersive courses.
Get in touch with our Admissions Advisors and ask about our
Introductory Course.
Real-life agency experience Comprehensive career services
Project-based portfolio development Live one-on-one meetings with
instructors