Days are gone when media consumption of consumers was dominated by offline media. Today online media is dominant and more than half of media consumed by consumers comes from digital channels. Digital marketing has some significant advantages over offline marketing. Firms can talk to specific consumers while using digital marketing tools. This is difficult through offline marketing tools. For example- Online retailer can know about buying appetite of individual consumers when they visit retailer’s online store and market products accordingly. Let us take the case of matrimony site. Only those looking to marry will visit such a site and it is easy to sell matrimony services to them. On the contrary, matrimonial ads reach all and sundry when published in newspaper, one of the oldest offline marketing channels. Let us take another example. Let us assume some company wants to recruit design engineers. Best platform to search for design engineers would be dedicated site for them. If the firm gives ad in newspaper, it may remain ignored by prospective recruits as recruitment section is part of a bigger package. While using online platforms variety of options are available. General recruitment sites may not provide best results but dedicated recruitment sites may work exceptionally well.
Second big advantage of digital marketing is measurement. It is possible to track individual customers online. Measurement can facilitate optimization. Number of visits, frequency of visits and discontinuation of visits of individual customers can be measured. If some consumer has bought some product and then discontinued visits, it is futile to market same product to him or her. On the other hand if some consumer is visiting repeatedly but not buying anything then this may indicate appetite to buy but failure to find intended product. In other words even appetite of an individual consumer can be measured using online marketing tools. This is difficult when using offline marketing tools.
Important digital marketing skills
1.Understanding of marketing fundamentals- Majority of people who aspire to become digital marketing professional, think that computer and internet skills are only needed. This is a notion. Most important skill required is, understanding of marketing fundamentals. One should not ignore the fact that digital marketing is also marketing. Online consumers are also consumers and consumer behaviour needs to be studied, in case of digital marketing too.
2.Skill to Ace advertising channels
·Paid advertising channels- Facebook, Google, linkedin, twitter etc. are paid advertising channels.
·Organic channels- These are free channels and makes marketing heads happy. SEO, Content, Social media etc. need to be mastered to get free traffic on website. SEO fundamentals need to be learnt. Using social media for engagement needs to be learnt.
3.Understanding channel strategy- This skill is very important to strike a balance between costs and results. Digital marketing manager need to strategise, which channel to use, which not to use, extent of use of different channels. If a marketing manager observes that a particular channel gives results but is expensive is available and on the same time another channel which is cheap but gives mediocre results is also available, then he or she should be equipped to choose between the two.
4.Communication- This is another important skill. Communication of a digital marketing manager should be awesome.
5.Data driven marketing- Data is the biggest tool of digital marketing. Digital marketing manager needs to understand where data lies. Data resides in multiple sources like gooogle analytics, CRM etc. A digital marketing manager needs to understand where is the data that he or she is looking for and what is the data that he or she is looking for.
6.Technical skills- Most digital marketing professionals struggle on this account. They are always dependent on designers and developers. It is advisable to become self dependent by learning basic of css, html, wordpress, sql etc.
7.Product marketing- Digital marketing manager also needs to market a product like traditional marketing managers. So, product marketing skills are needed.
8.Project management- Project management skills are needed because online marketing campaigns are quite complex projects.
9.Experimentation and passion- Innovation is necessary for marketing campaigns, be it online or offline. There should be passion for innovation in digital marketing managers. This is a fast changing field and innovation is very important.
Digital Marketing Modules
2.Search engine marketing
3.Social media marketing
4.Email Marketing
5.Inbound Marketing
6.Web analytics and reporting
7.Mobile marketing
Digital marketing professionals need to learn all modules and then specialise in one module. There is a concept of integrated digital marketing. Now digital marketing module can give results independently. All modules complement each other. Different modules also overlap each other and there are no boundaries. This is the concept of integrated digital marketing. If we draw a integrated digital marketing process flow, we find that quality content is at the centre. Quality content gets trafgic from search engine. Email list is also built up by quality content. Quality content will get likes, shares and comments. Sales can come from email list and directly from quality content.
Other Modules of Digital Marketing
1.Conversion rate optimization
2.Web usability and experience
3.Behavioural communication
4.Lead scoring and sales predictions
5.Inside sales
End goal of digital marketing
1.Drive more traffic to website- This traffic can be both free and paid.
2.Convert this traffic into leads- Lead is basically contact details that includes name, phone number and email id. Lead is generated for sale.
3.Converting leads into customers- Lead can be converted into sales through email marketing, follow up calls and other different methods.
4.Converting customers into repeat customers- Customers can be motivated to buy products again from one’s own firm using digital marketing tools. Converting customers into repeat customers is one the most important goals of digital marketing.
5.Converting repeat customers into fans and brand ambassador- Digital marketing can turn repeat customers to fans or even brand ambassadors. These brand ambassadors can popularise product through word of mouth publicity.
Importance of digital marketing has given rise to need for formal digital marketing training courses. There is no dearth of IT training institutes in Noida offering quality Digital marketing training. It is really difficult to decide which is the best digital marketing training institute in Noida. One needs to judge institutes on parameters like- Curriculum, Faculty, Infrastructure and Placement, to conclude which institute offers best SEO training in Noida. Skyinfotech Noida is one of the best training institute having google certified trainers for training
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