What is Digital Marketing? Digital marketing refers to promoting and marketing products and services using digital channels and electronic technologies, covering a wide array of platforms, including the Internet, mobile devices, social media, search engines, email, and more.
It aims to connect with existing and new customers, where they spend much of their time—online. Digital Marketing has become essential for businesses of all sizes due to its ability to reach a larger audience than traditional marketing methods, especially in a digital age like this.
According to Market.us, The global digital marketing market is poised for significant growth, with sales projected to reach US$1,310.3B by 2033, indicating a robust 13.6% compound annual growth rate from 2024 to 2033.
In this article, I will delve into the significance of digital marketing, the various types of digital marketing channels, and how you can pursue a career in this field.
Whether you’re an experienced marketer looking to refresh your knowledge base or a newbie exploring the possibilities of a career in marketing, I got you covered. Let’s dive in!
Digital Marketing: Key Takeaways
- Digital marketing provides better reach, measurable results, and cost-effectiveness, and drives engagement compared to traditional marketing methods
- Popular types of digital marketing include social media marketing, content marketing, email marketing, search engine optimization (SEO), paid advertising, and influencer marketing
- Digital marketing offers diverse career paths for creative and analytical individuals, emphasizing continuous learning and adaptability in the dynamic digital landscape, with opportunities in agencies, in-house positions, and freelance consulting
- To enter the field, individuals can build personal projects, seek internships, and network with professionals
What is Digital Marketing?
Digital marketing, also known as online marketing, is a powerful strategy that encompasses marketing efforts using the Internet or other forms of digital communication.
Businesses strategically utilize digital channels such as search engines, social media, email, web ads, and more to effectively connect and engage with potential and existing customers.
This dynamic form of marketing involves various techniques and strategies, including content marketing, search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, email marketing, and more.
With digital marketing, businesses can tap into a broader audience compared to traditional marketing methods, fostering real-time engagement and providing in-depth analytics for continuous improvement and growth.
Why does Digital Marketing matter and how it differs from traditional marketing?
Digital marketing has become the fundamental basis for businesses and outranked traditional marketing in today’s digital age for several key reasons:
Digital Marketing provides a better reach and visibility
When comparing traditional marketing methods like billboards, which are limited by geography and influenced by foot traffic and seasonality, digital marketing emerges as a more versatile option. It breaks through geographical constraints, enabling businesses to engage with global audiences instantly.
Unlike traditional marketing, digital marketing provides precise targeting capabilities, leveraging demographics, interests, behavior, and other factors. This precision ensures that marketing messages are delivered to the most relevant audience at the optimal moment, thus boosting conversion rates and enhancing engagement.
That being said, traditional marketing still holds a strong significance in the marketing space.
It is important to highlight the effectiveness of blending traditional and digital marketing strategies, as seen in the example of the new “Deadpool and Wolverine” movie promotion in Japan, which utilized viral social media marketing to achieve not just national, but international exposure.
Digital marketing also offers a variety of channels and platforms to engage with customers, including social media, email marketing, search engine optimization, and more. This multi-channel approach ensures that businesses can reach their target audience wherever they are online, increasing brand visibility and awareness.
Digital Marketing offers measurable and trackable results
One of the major advantages of digital marketing is the ability to track and measure results with the use of analytics tools such as Google Analytics. It’s pretty amazing how much info you can get your hands on as a marketer, including demographics, interests, and online behavior. These data can then be used to refine marketing strategies and improve ROI.
Digital Marketing is more cost-effective
We all know that traditional marketing comes with a hefty price tag. In comparison, digital marketing strategies typically cost a fraction of traditional advertising methods.
For example, the average cost per click for Google Ads in 2024 is around US$4.66, while Facebook Ads can be as low as US$0.77 per click. In contrast, traditional advertising methods like print ads or television commercials can incur significantly higher costs without guaranteed results.
Channels like social media, email marketing, and content marketing are relatively inexpensive, making it possible for small businesses like SMEs or entrepreneurs with limited budgets to compete with larger competitors.
Digital Marketing drives engagement and loyalty
Digital marketing channels like social media and content marketing allow businesses to connect with their audience in a more personal manner.
Hubspot is a great example of killer content marketing, the team always produces high-quality and relevant content that resonates with their target audience. This approach helps businesses build trust, credibility, and loyalty with customers, ultimately leading to increased repeat business and word-of-mouth referrals.
While traditional and digital marketing will undoubtedly continue to co-exist, the increasing number of consumers turning to the Internet for information and shopping makes it essential for businesses to have a robust digital marketing strategy in place for success.
Types of Digital Marketing
Digital marketing covers a wide range of activities and channels, making it impossible to cover everything in detail here. This article will focus on introducing you to the most commonly utilized types of digital marketing to help you get started.
Social Media Marketing
In today’s digital era, the widespread habit of endlessly scrolling through social media feeds, known as “doom scrolling,” has become increasingly widespread. As highlighted in DataReportal’s Digital 2024 April Global Statshot Report, 62.3% of the global population is active on social media, spending an average of 2 hours and 23 minutes on these platforms daily. This trend shows that social media is continuously thriving and it looks like it’s only going to get more popular.
Social media marketing involves engaging with audiences and promoting products in creative forms via popular platforms like Instagram, X (formerly Twitter), or video-focused platforms like TikTok or YouTube. This involves creating compelling content, interacting with followers, and analyzing data to optimize strategies for maximum reach and impact.
Content Marketing
Content marketing is a multifaceted strategy that involves creating valuable and relevant content to attract and engage target audiences. This content can come in various forms such as blogs, videos, infographics, and more.
An essential element of content marketing is the aspiration of creating content with the potential to go viral. Viral marketing holds significant power in content strategy, as it can exponentially increase brand visibility and audience engagement.
Conversely, by focusing on creating high-quality and shareable content, content marketers aim to build brand reputation, drive traffic, and ultimately convert leads into loyal customers.
Email Marketing
There is a high chance that you’ve piled up a bunch of unread newsletters or promotional emails in your inbox, but guess what? Email marketing is actually one of the most converting and cost-effective digital marketing strategies.
Studies from Omnisend have shown that for every dollar spent on email and SMS marketing, businesses can expect an average return of $72, highlighting its efficiency compared to other marketing methods like paid advertising or direct mail.
Email marketing is a powerful way to reach your audience through personalized messages delivered directly to their inboxes, nurturing relationships, and building brand loyalty.
What makes email marketing stand out is its ability to target specific segments of the audience based on factors such as past interactions (e.g. sending reminders for abandoned carts). By tailoring email content to the interests and needs of the recipients, businesses can increase engagement and drive conversions efficiently.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is a crucial digital marketing strategy to enhance website visibility and traffic through organic search.
You may have heard of keyword research and content optimization for better SEO performance, but a comprehensive SEO strategy should involve on-page, off-page, and technical optimization, ensuring the website is easily indexable by search engines, creating high-quality, relevant content that satisfies user intent, and establishing the website’s authority and credibility.
One unique aspect of SEO is that it doesn’t drive immediate results like paid advertising. According to Maile Ohye, former Developer Programs Tech Lead at Google, it usually takes SEOs four months to a year to help your business implement improvements and see potential benefits.
SEO requires continuous monitoring, analysis, and adjustment to keep up with changes in Google’s search engine algorithms and user behavior.
Paid Advertising
Paid advertising is a powerful tool in digital marketing that helps businesses to grow rapidly. By investing in paid advertising, companies can quickly and efficiently reach their target audience. This method gives immediate results and allows businesses to measure the success of their campaigns in real-time, and make adjustments with a data-driven approach.
Paid advertising covers a wide spectrum but the majority of businesses usually cover Pay-per-click (PPC) advertising, as known as search engine advertising, and social media advertising.
PPC allows businesses to target specific keywords to reach a highly relevant audience. Social media platforms like Facebook, Instagram, and X offer ads that target users based on their interests and behaviors. Businesses only pay when users click on their ads, helping them get the most out of their marketing budget and achieve a higher return on investment.
Influencer Marketing
Influencers or key opinion leaders play a crucial role in today’s digital landscape, sharing trends and influencing consumer behavior. Think of Charli D’Amelio, Mr. Beast, Khaby Lame, Addison Rae, and many others who have gained significant followings on social media platforms, making them valuable assets for brands looking to reach a wider audience.
By collaborating with influencers who align with their values and target audience through sponsored content, product placements, and endorsements, brands can leverage the reach and influence of these individuals to drive engagement, build brand awareness, and ultimately drive business growth.
Working Environments in Digital Marketing
Digital Marketing Agency
Digital marketing agencies offer a dynamic and fast-paced environment with exposure to a wide range of clients and industries. By working in a digital marketing agency, you’ll have the opportunity to engage in diverse projects and collaborate with experts across various digital marketing domains.
However, working at digital marketing agencies often requires juggling between multiple projects with different deadlines and requirements, so it is a good opportunity for you to learn to manage projects efficiently and simultaneously.
In-House Digital Marketing
The biggest difference between working at a digital marketing agency and an in-house role lies in the focus and objectives.
For in-house positions, the emphasis is on understanding the company’s offerings thoroughly and aligning marketing efforts with the organization’s specific objectives and strategies. In this setting, long-term brand development and ensuring a cohesive brand message are prioritized.
Freelance as a Digital Marketing Consultant
Freelancing in digital marketing is best for experienced professionals who can showcase their work and attract quality clients. As a freelance digital marketing consultant, you have the flexibility to choose projects, clients, and working hours, and Independence in setting your schedule and work environment.
However, being a freelancer means you need to handle everything, from finding clients to delivering projects. Compared to a full-time job, freelancing is mostly project-based and focuses on short-term growth for the clients, matching their business needs.
How much do I earn as a digital marketer?
Digital marketing is a multi-billion dollar industry globally, and the salary for digital marketers can vary quite a bit depending on the role, industry, company background, and region.
MCG Talent’s APAC Recruitment Market Guide 2024 reveals the latest salary package info for digital marketers in Hong Kong, and here’s what I found:
| Job Level | Monthly Salary (General) | Monthly Salary (SEO) | Monthly Salary (Social Media) | Monthly Salary (CRM) |
|---|---|---|---|---|
| Executive | HK$15K – HK$24K | HK$15K – HK$24K | HK$15K – HK$24K | HK$15K – HK$24K |
| Senior Executive | HK$21K – HK$30K | HK$21K – HK$30K | HK$21K – HK$30K | HK$25K – HK$35K |
| Manager | HK$30K – HK$50K | HK$30K – HK$45K | HK$30K – HK$45K | HK$40K – HK$50K |
| Senior Manager | HK$45K – HK$60K | HK$39K – HK$54K | HK$39K – HK$54K | HK$51K – HK$70K |
| Head | HK$66K – HK＄102K | HK$54K – HK$90K | HK$72K – HK$120K | HK$54K – HK$90K |
| Director | HK$84K – HK$132K | HK$72K – HK$150K | HK$54K – HK$72K | HK$84K – HK$132K |
As you can see, salary ranges between different roles and aspects of digital marketing can vary significantly, depending on the specific duties, required skills, and level of experience for each position.
It’s important to note that these figures should be used as a reference only, as actual salaries can differ based on various factors such as company size, industry, and geographic location.
What is the career path in Digital Marketing?
One thing I like about digital marketing is its versatility and diversity, where it offers opportunities to explore and gain experience in various aspects.
For career growth, you typically start with entry-level positions such as digital marketing executives or focused roles like social media specialist or SEO specialist. With expertise and experience, you can move up to senior, managerial, and executive roles, ultimately aiming for top positions such as Chief Marketing Officer (CMO).
That being said, I’d say the opportunities are wide open. Having a marketing background can be super helpful for many other roles as well, such as PR Manager, Business Analyst, UX designer, and more. In the end, it’s about what you’re passionate about.
How to get into Digital Marketing as a Career?
If you’re interested in starting a career in digital marketing, the great news is that it’s much more accessible now than it was in the past. You don’t need a formal degree to begin, and there are plenty of free resources available if you’re willing to search for them.
But if you’ve made it this far, you’re likely very interested in digital marketing, and I’d love to help by sharing all the resources I’ve used throughout my marketing career:
Official Digital Marketing Resources:
- Google
- Google Skillshop: Where you can learn everything about Google’s native marketing platforms like Google Analytics or Google Ads
- Google Search Central: Fundamental basics of SEO
- YouTube Academy:
- Meta
Functional Resources:
- Digital Marketing
- Email Marketing
- SEO:
- Fundamentals: ahrefs’s The Beginner’s Guide to SEO, SEMrush Blog
- Trends and Insights: Search Engine Journal, Search Engine Land, Moz Blog
Online Courses
If you’re looking to improve your digital marketing skills and gain recognition for your job search, attending online courses is the best way to learn at your own pace.
Platforms like Google, HubSpot, and Coursera offer amazing free courses that come with certificates after you pass your assessment. While some courses might require a bit of investment, they’re far more affordable and less time-consuming than a traditional degree.
How to get into Digital Marketing as a Career without experience?
Having experience in expanding marketing teams and recruiting for marketing positions, I do believe that possessing a growth mindset, a willingness to experiment, and the capacity to quickly adapt and improve are fundamental qualities of a great marketer.
But of course, there are some things that can make your application stand out when you don’t have any experience:
Build Personal Projects
When it comes to digital marketing, the beauty is that it’s accessible to everyone, and you can try it anytime, with or without experience.
It doesn’t have to be perfect or professional; just find a topic you’re genuinely interested in or experienced with. It could be building an Instagram page sharing your daily outfits, starting a YouTube channel sharing your routines, or creating a blog or newsletter to share your opinions on the latest Marvel movies.
Internships
Look for internship opportunities at marketing agencies or in-house teams to gain hands-on experience with real-world exposure. You’ll get a better understanding of the digital marketing landscape and discover what interests you the most.
Additionally, Internships also provide the benefit of mentorship, allowing you to gain valuable experience in running digital marketing strategies, execution, and analysis with guidance.
Conclusion
Digital marketing is a rapidly growing field that offers diverse career paths and opportunities for creative and analytical minds.
In my opinion, to excel and outstand yourself in this exciting industry, you just need to keep an open mind and always think of yourself as a beginner, stay open to learning new things, trying stuff out, and rolling with the changes in the digital world. Just give it a try and who knows? You might end up building a personal blog about your marketing experience and shine bright in the digital marketing world ✨
Until then, stay awesome,
This is Cherie, Man…obviously.