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Digital Marketing

Digital marketing is the promotion of products and services through digital channels such as social media platforms, web applications, mobile applications, websites, search engines, or any other applicable digital channel. It is simply any form of services and product marketing that involves electronic devices.

Strategies of Digital Marketing

Search Engine Optimization (SEO).

Search Engine Optimization (SEO) is considered the most effective initiative of digital marketing. SEO is a process that involves improving a company's website to make it rank higher in search engine results.This is done by improving phrases and keywords that relate to the company's business. The higher the website ranks, the higher the chances of more people visiting the website and therefore becoming family with the company's business.

It is very important to use SEO as a digital marketing strategy as research shows that more than eighty percent of product consumers do their research online and, more than half of them discover new products and companies in the process.

Pay Per Click (PPC) Advertising.

This form of digital marketing depends on an auction-based system. This strategy is both powerful and cost-effective. This type of digital marketing strategy works in such a manner that one bid on keywords that they want the company ads to show up for (webfx, 2020). This means that when a consumer search includes any of the company's keywords, the company ad is triggered and therefore appears

at the top of the search results. However, if the user clicks on the company's ad, the

company is charged for the click. PPC is very effective as it prompts the company's website at the top of the search results which may lead to a lot of users purchasing the products and services being offered by the company.

Content Marketing.

The main aim of content marketing is providing valuable information to the intended audience, increasing traffic, and engaging and connecting with potential consumers through online content. This content may be provided through infographics, blog posts, or videos. Content marketing is informational, provides information to users, and not sales-oriented (webfx, 2020). For content marketing, the marketer should focus on the information being relevant and beneficial to the intended audience. Content marketing can also be used to optimize the company's content for search engines therefore improving the visibility of the company's website in search results.

Social Media marketing.

This type of digital marketing focuses on increasing conversations with consumers and increasing brand awareness to new and potential consumers. Some of the popular social media platforms include Twitter, lnstagram, Facebook, Linkedln, and Pinterest. Social media marketing can also be used to maintain the company's image and reputation. A company that is not active on social media leaves its consumers with limited contact options and this may cause inconveniences that could lead to low client retention which may have a direct negative impact on the company's revenue

The Roles and Responsibilities of a Digital Marketer.

i.A digital marketer is responsible for coordinating the design and functionality of the company website (Walter, 2019). He may also be required to work alongside the web developer and designer to coordinate the development process.

ii.A digital marketer is responsible for the creation of the website contents and implementing the most suitable digital marketing strategy to ensure the objectives of the company are met.

iii.A digital marketer is responsible for ensuring the company website is easily found by online users through SEO and SEM. This is a very important role as SEM and SEO directs potential customers to the company 1s website (Walter, 2019) .

iv.A digital marketer may be responsible for e-commerce. He may be required to convert website visits into online sales. This may be achieved by making online shopping an easy process and introducing special deals such as End of Year sale and Black Friday offers.

A digital marketer is responsible for ensuring and managing the online presence of the company and its brand. He is also required to engage and interact with consumers through online platforms.

The Skills of a Digital Marketer

The basic skills and principles of marketing such as good communication skills, listening skills, flexibility, and great storytelling apply. However, a digital marketer needs additional skills especially required for their digital tools as they constantly evolve (Commentator, 2020). These skills include:

Ability to draw insights and analyze data.

Project management and organization skills.

Appreciation and knowledge of automation

Understanding of the customer experience and customer relations management skills.

Advanced knowledge in social media.

Writing and editing skills.

Basic design skills.

The Requirement for a Dlgltal Marketer

Educational Requirements.

The educational requirement for a digital marketing job advertisement is a degree in marketing, graphic design, or communication. The curriculum for the above courses provides the learners with all-round information about marketing such as advertising strategies, market target identification, and market analysis. They also cover technologies and communication strategies as well as organization and time management skills. However, a digital marketer needs to have adequate knowledge in social media and social media platforms to get their message across.

Career Progressive In Digital Marketing.

In many companies, digital marketing teams are divided according to their roles and performances. However, a typical career progression of a digital marketer goes like the following:

i. Digital marketing intern. This is usually the first stage which is a contractual type of a job that spans between 1and 3 months and sometimes 6 months. The intern responsibility is to assist the digital marketing team with

everything required from content writing to management of social media accounts. This is an accelerated learning path that an individual can learn a lot during the period. An intern typically earns between $100 and $300 a month.

i.Digital marketing specialist. A digital marketing specialist specializes in a specific discipline. For example content marketing specialist or SEO specialist. This type of role requires a technical and deep understanding of the specified field.

ii.Lead digital marketing specialist. The lead specialist is usually the link between the digital director and the digital marketers. He is usually tasked with measuring the performers of digital marketing strategies and reporting the same to the digital marketing director.

iii.Digital director. The role of a digital marketing director is generally to plan, develop, implement, and manage the overall digital marketing strategy. The director is also tasked with training, guiding, and managing the digital marketers and other marketing teams.

Informational Interview with an Experienced Digital Marketer

Personal Attributes and Traits of a Digital Marketer.

Adaptability and flexibility.

A passion for learning.

Leadership, management and communication skills.

Reliability, trustworthiness and dedication.

Loving a challenge due to the ever evolving technology.

Analytical and strategical thinking.

Challenges in Digital Marketing

The most common challenge is the ability to know and understand where to start drawing up a digital marketing plan. There is a massive report that is required before coming up with a plan. There is also a need for massive research on suitable digital marketing strategy. One has to come up with marketing objectives and an implementation plan.

Another challenge is social media management. The use of social media in business advertising is still young and therefore there no specific social media strategies to help one succeed in marketing.

Finally, there is the challenge of the usage of multiple devices. It becomes difficult to track the website users' experience across different devices throughout the consumer buying cycle (Leone, 2014).Any Easy Hacks In Digital Marketing?

i.The use of various growth marketing tactics to get to the lead. These tactics include, running a contest or a giveaway, placement of creative popups, and having gated content.

ii.Spreading the marketing word with a social media influencer.

iii.Using of landing pages to personalize the company's ads. iv.Putting more focus on data.

v.Staying informed with the latest growth in digital marketing strategies.