What is Digital Marketing and why is it important?
The definition of Digital Marketing is “the set of marketing activities that use web channels to develop their commercial network, analyze market trends, predict their progress and create offers on the target customer profile”.
The activity of the Digital Marketer fully includes all SEO and SEM (Search Engine Optimization and Search Engine Marketing) activities but also includes specific skills and experiences related to tools such as Google AdWords, email marketing, lead generation and affiliation.
Digital Marketing is important because this activity goes hand in hand with traditional sales strategies and is sometimes the only one. In fact, if we think of eCommerce stores that do not have a physical store, then we understand that the importance of a figure who knows how to attract online customers in the best way is the lifeblood for corporate profit.
The new trends in Digital Marketing
In the world of Digital Marketing, which is growing at an increasing pace, it is always complex to define what will happen tomorrow but we can try to observe the present and define the digital trends:
BIG DATA: Nowadays they are a gold mine for marketing. Until recently, many web marketers shunned big data because they didn’t have the skills or large budgets to use. Now, data mining tools are increasingly easier to use and the management of this data is increasingly usable.
ONLINE ADV CRISIS: Consumers are tired of invasive marketing, so Ad blockers were born. So the theme will be: how can a good brand get noticed? Continuing to create advertisements that blend perfectly with the site rather than interrupting the browsing experience is a first idea, but every web marketing solution must be seasoned with a consumer-centric approach.
SOCIAL MEDIA: Marketers – finally – are recognizing social media as a channel, not a strategy. It is understood that social media is not just communication, and does not function as a “strategy” per se.
3D REALITY: The customer experience is always the number one priority and, even if it is still evolving, 3D technology is ready to be a necessity to be integrated. It started mainly in the gaming industry, but is slowly becoming more accessible and usable in all things, just think of hotels offering a 3D online tour of their rooms or the new 3D videos implemented by Facebook.
OMNICHANNEL: From multichannel marketing to “omnichannel” marketing, that is, which takes into account the use of all available channels. Example: “Tweet for Pizza!” Domino’s Pizza has created one of the most effective omnichannel web marketing campaigns. But soon everyone will understand that the trend of this moment is the integration of online and offline experience. And it applies to both retailers and B2Bs.
Is it easy to find a job in Digital Marketing?
Digital Marketing has been a very active sector in recent years, especially for companies’ interest in the internet as a way to reach their customers. There is no shortage of opportunities for those who want to find work in web marketing, especially in large cities, and the professional figures sought in this area are diverse. But what do you need to do to be a perfect web marketing manager?
In the sector there are professionals with a wide variety of backgrounds: those coming from information technology, those from marketing, those from the humanities or more frequently from communication. So whether you will be working in a company, as a freelancer or in an agency there are things you can do every day to make it easier to find work in this industry.
Follow industry blogs, forums and communities and keep up to date with news; keep an eye on the activity of your colleagues and contacts on the various social networks, do individual research every time you find an idea to deepen or something you do not know, put into practice the new acquired knowledge but above all network with your colleagues, exchange experiences and share opinions, resources and information.
Marketing can be applied in all fields. The importance of tourism for a country, combined with the increasing competition in the hospitality sector, have also allowed Digital Marketing to enter the tourism sector.
Tourism Digital Marketing includes the online definition of the characteristics of the tourist accommodation facility, the application of Internet communication strategies, the development of increasingly structured relationships with relevant users. Through online promotion activities it is possible to increase the visibility of the structure and increase the number of users in targets potentially reachable with their communications.
In a highly competitive market such as tourism, the best strategies for planning online advertising campaigns in order to increase the traffic and popularity of the site are the disintermediation activities from OTAs, the selection of the online booking engine to increase the commercial potential of the site. , online reputation management, optimization of your site for mobile devices (tablets, smartphones, …), geo-localized marketing activities and Social Media Marketing for tourism.
How do you become a Digital Marketing Manager?
The Digital Marketing Manager is the person who coordinates and manages a digital team within an agency or company that develops an effective marketing and communication plan for the product or service in question; The web marketing manager must necessarily have a very wide range of digital knowledge: in short, he must know each branch of Web Marketing.
But what are the knowledge that a Digital Marketing Manager must have? Surely knowledge of web design, to understand how far the web designer can go, combined with user experience skills. He has SEO knowledge, hence search engine rankings. You must know the world of advertising: from knowledge of AdWords to direct remarketing campaigns and on social networks.