Marketing has always been about connecting with the audience in the right place and at the right time. Digital Marketing is any marketing that takes place online through social media, mobile applications, emails, web applications, search engines, or any other digital channel.
The term digital marketing gained popularity in the 2000s and signifies a phenomenon that made Google and Facebook earn more revenue than any other firm doing traditional marketing. Today, an average American spends 11+ hours on digital devices, a trend which is gaining traction with each passing day.
The seven major categories of online marketing are: Search Engine Optimization (SEO), Search Engine Marketing (SEM), Content Marketing, Social Media Marketing (SMM), Pay-per-click advertising (PPC), Affiliate Marketing and Email Marketing.
A digital marketer can reach the people where they spend time and money. Around 22% of the world's population is on social media, showing need-specific ads; so, 48% of people reported making their last purchase after seeing an ad on Facebook.
A successful digital marketing campaign can give a small business a chance to outrank online, giant companies like Amazon, who spend millions in advertising.
Digital marketing is a much more targeted form of marketing, where you can show your add to a person with a specific age, education level, profession, or buying behavior. In digital marketing, even the level of 'personalization' can be achieved, especially in the form of email marketing. It's important to note that 72% of consumers prefer to communicate with businesses through email. Email marketing has the highest ROI; it can get up to 3800% return in the field of digital marketing.
Digital marketing comes with advanced analytics. It allows the marketer to see if someone saw the ad, interacted with it, liked it, shared it with someone, if it led to another action and if it generated a sale. To teach a skill as necessary as digital marketing has become, companies like Google and educational platforms like Coursera and Udemy have launched their online courses.
Google teaches how an online ad works and getting more visitors to your website to do costing and budgeting for an online campaign. Google provides analytics through dashboards that help in monitoring the effectiveness of a campaign. Most of the digital marketing courses offered by Google are taught free of charge.
Many others offer digital marketing specialization from beginner to advanced level, each specializing in around 5 - 7 courses. These digital Marketing courses provide certifications at the successful completion of their terms. Some of these specializations in digital marketing are individual modules taught by renowned universities as part of their IT education. These specializations, though cheaper than on-campus courses, still prove to be costly for some students.
Some platforms are offering the digital marketing in smaller courses. Thousands of students who enroll in these online courses upgraded their skill set, and most of them have either started a new job in the field of digital marketing or got promoted in their careers.