AN INTRODUCTORY GUIDE TO

DIGITAL MARKETING
Your Guide to Modern Marketing
and Related Career Opportunities
INTRODUCTION TO
DIGITAL MARKETING
Often referred to as ‘online marketing’, ‘internet marketing’,
or ‘web marketing’, digital marketing sits at the intersection
of marketing and technology. It encompasses any type of
marketing effort requiring an electronic device or the internet.
And, there are a lot of electronic devices connected to the
internet now, making digital marketing more business-critical
every day.

Even though the term ‘digital marketing’ was coined in the

1990s, its complete usage and importance has risen only in
the recent past. As technology advanced rapidly over the past
two decades, digital media has become so widespread that
anybody can access information anytime, from anywhere. This
gives marketers more ways to promote products and services
through blogs, websites, and social media channels. Through
various tools now available, marketers can also see what is
trending, what is the unique selling point (USP) of a product,
and why and when people search for a product or service for
better targeting.

As a marketer – digital or otherwise – it is essential to have a

complete understanding of your audience to achieve success.
This is a challenge for the current crop of digital marketers as
there are a variety of protocols, specifications, and interfaces
across different digital media and devices. To overcome this
challenge, digital marketers today have many tools at their
disposal to monitor — in real time — what is being read, for
how long, and by how many people. The data gathered is
then used to analyze what works and what doesn’t, alongside
the rate of sale conversion.

Let’s dig deeper into what digital marketing looks like today,
the benefits of starting a career in it, and what kind of roles
are available in the fast-growing field that has become
mission-critical for any business, in any industry, to invest in
today.
 THE DIGITAL
MARKETING MIX
Reviews
Pay Per Click
Media Coverage
Display Ads
Guest Posts
Remarketing
Mentions
Earned Paid Retargeting
Social Shares
Paid Social
Influencers (Free)
Native Ads
Paind Influencers
(Your) Owned
Website | Blog
The Optimal mix
Profiles | Email
Leverages them all.
Social Pages Source

At its core, the field is based on The Digital Marketing Trifecta,

which represents the three types of media essential for
success in digital marketing:

Earned Media: Recognition you get for free, through

backlinks to your web page, media and analyst mentions,
and customer reviews and recommendations. This helps
strengthen your brand authority, and your domain
authority in search engines.

Paid Media: Paid advertising primarily used the drive

leads to the content on your website, and hopefully
conversions. This includes search ads, social media
promotions, and display ads.

Owned Media: This is the content you create and control

that creates the opportunity to drive earned media. Your
blogs, social media feeds, videos, website, and mobile site
all fall into this category

When earned, paid, and owned media are combined in a

balanced strategy, marketers set the stage for excellent
customer experiences. Not only can marketers reach the
target audience more accurately, but they also do so in ways
that are relevant, preferred and — perhaps most importantly
— expected as part of the buyer journey.

You can learn the basics of digital marketing by enrolling for

the introductory course at Simplilearn.

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 DIGITAL MARKETING
BENEFITS - THE BUZZ IS
AT AN ALL TIME HIGH
Opportunity. The demand for digital marketing
professionals has been on the rise, with new roles opening
up all the time. Companies have been increasing their
digital marketing budgets in the last few years, yet there
are still more open roles than certified digital marketers
available in the market.

SKILLS CMOs FIND IMPORTANT TODAY

Customer experience (CX) 84%

Strategy & planning/brand Management 79%

Data and analytics 76%

User experience (UX) & website design 75%

Content marketing 75%

PR/communications 74%

Social media marketing 73%

Email marketing & marketing automation 69%

E-commerce 68%

Search marketing (Pd search, PPC & SEO) 65%

Display advertising and video 64%

Traditional advertising & media planning 62%

Sponsorships/events 58%

Source: The Economist/Digital Marketing Institute 

December 2019 -The Financial Brand

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 Fast Pace. The digital marketing industry is frequently
disrupted by new technologies, platforms and devices,
so there is always something to learn and apply to your
latest marketing strategies. Exciting new roles are also
opening up as AI, and augmented and virtual reality
continue to mature.

Even though it’s known as the Martech “5000,” there are

actually more than 7,000 marketing technology solutions
available. (Source)

Creative, Critical Thinking. Digital marketing calls for

problem-solving, innovation and new ideas. Brands are
looking for ways to stand out from the competition, and
marketers who can balance creativity with critical thinking
are highly valuable.

Gig Economy. Digital marketers are taking on roles

outside the traditional office. Today, there are more
freelance and remote opportunities than ever before.
Careers in digital marketing are happening all over the
world, with more professionals working from wherever
they feel productive.

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DIGITAL MARKETING
CAREERS - PLENTY OF
GREAT CAREER PATHS
TO CHOOSE FROM

1. SEARCH ENGINE OPTIMIZATION

What It Is: Search Engine Optimization (SEO) is the method
of increasing traffic to a website by improving the rank of its
pages on a search engine – taking steps to help a particular
web page be seen before other pages on an internet search.

Not only does SEO involve enhancing the quality of content

on the web page – by ensuring that there are enough relevant
keywords and the page itself is organized with subheads,
bullet points, and clear hyperlinks — but it also means the
site’s HTML code is optimized in a way that any search engine
can determine what is on the page and display it as a result of
a particular search.

Aside from SEO, there is SEM — Search Engine Marketing —

which employs SEO and other mechanisms, such as social
media marketing and paid searches, to increase brand
awareness, lead generation, and conversions.

Why It Matters: As more and more people use their devices to

access information, search engines are gathering information
and using it to improve the search experience. From this
growth, the SEO industry has advanced by leaps and bounds.
Thus, a certification in SEO prepares a digital marketer to
excel in this channel.

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Job Opportunities:
SEO jobs are growing six times faster than the rest of the U.S.
job market, 6.9 percent compared to 1.1 percent, respectively.
This is only going to increase, as marketing spend on SEO is
on the rise.

An industry survey conducted by moz.com revealed 78

percent of marketing professionals say SEO is part of their
job description. Working in digital marketing requires working
knowledge of SEO practices.

SEO specialists are needed now more than ever. With Google
changing the way it delivers search results based on user
intent and buyer journeys, experienced professionals must be
ready to rethink existing strategies and align websites with
these updates.

The salary range for SEO specialists is $33,000-$65,000,

depending on experience.

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2. SOCIAL MEDIA MARKETING
What It Is: Social media marketing uses published content
on social media sites to increase traffic to websites, promote
the brand, sell products, and protect the brand’s online
reputation.

To succeed with social media, marketers need to have a deep

understanding of their audience — including which platforms
they spend their time on, and which types of content appeal
to them.

Social marketers must also stay on top of the latest trends in

social media. Changes happen frequently in this channel, so
being informed helps keep your brand visible and relevant.

Why It Matters: Smartphone users spend an average of

40 minutes per day on social networking sites. To reach
audiences on social media, brands will need savvy marketers
who understand the nuances of each platform, and how to
use the channel to achieve specific marketing goals. Become
industry-ready with a certification in social media marketing.

Job Opportunities:
With the proliferation of influencer marketing, chatbots, and
social video - not to mention the sheer volume of platforms —
careers in social media marketing have never been hotter. The
U.S. Bureau of Labor Statistics shows a 10% rate of job growth
for social media marketing managers, from 2016 to 2026.

The average salary for social media marketers is $50,000,

according to PayScale.

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3. CONTENT MARKETING
What It Is: Content marketing is the fastest growing segment
under digital marketing. Content marketing is all about writing
articles to build a brand. Through various write-ups generated
on several platforms – social media blog posts, LinkedIn
articles, content created exclusively for Facebook posts,
online journals, magazines, and even digital newspapers –
content marketing uses the written word to generate inbound
links.

Why It Matters: Content has become the primary ingredient

for success in an online campaign, so a career in content
marketing puts you in a great position to deliver a successful
digital experience. You can master the essential disciplines
for this channel by completing the certification in digital
marketing.

Job Opportunities:
In a study of more than 300 marketing job listings, the
most common requirement found was ‘content marketing
experience would be preferable’. The most successful
organizations spend 40 percent of their total marketing
budget on content strategy, with those budgets increasing
each year. Clearly, companies are spending on content
marketing, but are also in need of professionals who can make
the most of that spend.

The average U.S. salary for content marketing managers

is $66,000.

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4. MOBILE MARKETING
What It Is: Mobile marketing is marketing on or with a mobile
device, providing customers with time- and location-sensitive
information to promote goods, services, and ideas in a more
personalized way.

Why It Matters: Due to the pervasiveness of mobile

devices and fast connection speeds, mobile marketing is
an essential part of any digital marketing strategy. In order
to reach audiences on these devices, brands need to be
better-equipped to develop, execute and monitor mobile
marketing campaigns. In order to succeed, brands need
mobile marketing specialists to help them connect with target
audiences in exactly the right moments. In order to learn the
best practices used to interact with the mobile consumer,
address security and privacy issues, and launch mobile
campaigns that impact sales and brand loyalty, you can enroll
in a Mobile Marketing certification course from an accredited
institute.

Job Opportunities:
Consumers now spend more than five hours a day on their
smartphones, and 55 percent of all worldwide online traffic
is generated through mobile phones. With the ubiquity
of mobile devices — and the countless applications being
accessed for social, search, email, voice, video and payments
— the need for mobile marketers is evident. LinkedIn currently
lists more than 13,000 mobile marketing jobs in the U.S.
alone, and mobile marketing is the highest paid skill of digital
marketing skills in demand.

The average salary for mobile marketing managers is

$81,000, according to glassdoor.

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5. WEB ANALYTICS
What It Is: Web analytics is all about tracking and analyzing
how people use your websites and applications, so that
you can improve site performance and implement better
marketing campaigns.

Why It Matters: With the volume of data available on analytics

platforms, marketers have more opportunities than ever
before to monitor performance and make changes in real-
time. To master how to improve visitor activities on your
website or maximize inbound traffic, you first need to know
how people have been responding to similar websites,
what their preferences are, and how they interact with your
website. The Web Analytics Certification course helps you
develop comprehensive expertise and find the right tools to
assess visitor behavior on websites.

Job Opportunities:
As user data on sales, purchase history, site interactions, and
search activities multiplies, so does the need for qualified
personnel to collate it into usable data – the web analyst.
Despite the high demand for web analysts, moz.com found
there is a lack of qualified ones in the industry.

The median salary for web analytics positions in the U.S. is

$70,000.

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6. PAY PER CLICK (PPC)
What It Is: Pay per click (PPC) is an online advertising model
where revenue comes in through sponsored click-through
advertisements. In short, a website displays an advertisement
but is only paid if that ad is clicked by users, and advertisers
only pay for the ad when users click on it.

PPC advertising takes place on search engines as well as

social media platforms. To experience success in PPC,
marketers must understand the advertising standards of each
platform, how to bid on ads and adjust spending, and how to
interpret data and specific metrics.

Why It Matters: Pay Per Click (PPC) and Cost Per Click (CPC)
are the money drivers in the internet world. They are one
of the fastest ways for brands to generate awareness, grow
leads, and complete conversions; however, the technology
can be complicated.

To make the most of PPC advertising spend, brands need to

work with highly knowledgeable specialists who understand
how to interpret data use insights to make cost-effective
decisions. In order to learn the basics of campaign setup,
campaign economics, landing pages, managing campaigns,
and advanced PPC concepts, you can enroll in a Pay Per Click
(PPC) Certification course.

Job Opportunities:
According to searchenginewatch.com, PPC specialist was the
second-most sought after job profile across several online job
boards.

With the median salary for a PPC expert around $50,000,

PPC is another lucrative niche for a digital marketer.

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DIGITAL MARKETING
CERTIFICATION TRAINING
Simplilearn offers a comprehensive training program in
Digital Marketing. The course provides in-depth coverage of
every component of a complete digital marketing campaign
including, Search Engine Optimization, Social Media, Pay
Per Click (PPC), Conversion Optimization, Digital Analytics,
Programmatic Buying and Marketing Automation. Our course
is delivered with a blend of online self-learning, live virtual
classrooms led by industry leaders, and hands-on projects.

Digital Marketing Certified Associate Certification Training

from Simplilearn

95 hours of blended learning

Instructor-led online mentoring sessions

Walkthroughs of 35+ Digital Marketing tools

Designed for OMCA, Google Ads & Analytics, Facebook,

and YouTube exam preparation

10 rounds of Mimic Pro and 7 rounds of Mimic Social

simulations

For more information on Digital Marketing,

visit our resources section.

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Founded in 2009, Simplilearn is one of the world’s leading providers of online training for Digital
Marketing, Cloud Computing, Project Management, Data Science, IT Service Management,
Software Development and many other emerging technologies. Based in Bangalore, India, San
Francisco, California, and Raleigh, North Carolina, Simplilearn partners with companies and
individuals to address their unique needs, providing training and coaching to help working
professionals meet their career goals. Simplilearn has enabled over 1 million professionals and
companies across 150+ countries train,certify and upskill their employees.

Simplilearn’s 400+ training courses are designed and updated by world-class industry experts.
Their blended learning approach combines e-learning classes, instructor-led live virtual
classrooms, applied learning projects, and 24/7 teaching assistance. More than 40 global
training organizations have recognized Simplilearn as an official provider of certification
training. The company has been named the 8th most influential education brand in the world by
LinkedIn.

For more information, visit www.simplilearn.com.

© 2009-2020 - Simplilearn Solutions. All Rights Reserved. | The certification names are the
trademarks of their respective owners.

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