By Fauzaan Farook, Director, Digital Marketing Services, Acuity Knowledge Partners Sri Lanka

Ever-evolving digital marketing has gained material traction as a career option in recent times. Businesses’ bias for the digital medium has, unsurprisingly, made digital marketing one of the fields with the highest potential, widening the scope for followers of this practice. Consequently, it becomes imperative to grasp the basics of digital marketing.

Growing demand for digital marketing

The ubiquity and efficacy of the digital medium attracts a strong business preference for this channel, driving the burgeoning demand for digital marketing.

Moreover, consumers use the internet to research and compare before purchasing. This is where digital marketing steps in: it allows a brand to connect with a consumer through a combination of platforms, including the corporate website, and Google Ads on social media channels such as LinkedIn, Meta, Instagram, YouTube etc.

Some individuals seeking or transitioning to a career in digital marketing are oblivious to the path to pursue to reach their destination. First, one must be aware of the core skill sets and knowledge required in this area.

Essential ingredients required to succeed in digital marketing

Digital marketing’s appeal lies in its accessibility – there is a piece for everybody. However, the secret sauce for a highly successful career is mastery of the requisite skills:

• Website Marketing: A company’s website is one of the main digital marketing channels to build your brand and promote your products & services organically. Being a website content specialist involves, understanding the CMS structure, website content & components and making sure the right content gets published on time.
• Search engine optimisation (SEO): It optimises the ranking of a website in search results. SEO entails determining the exact time when content will reach the target audience. It is a vast area, encompassing ways search engines crawl, index, process and rank digital content. Digital Marketers with a grasp of SEO can optimally craft and deliver digital content.
• Content marketing: At the core of digital marketing lies highly enriching content. Blog posts, videos or social media content must be embedded with material rich in value and engagement to drive traffic.
• Email marketing: It principally entails informing existing and potential clients about new product launches, product updates, thought leadership material and corporate events, among others.
• Social media marketing: In today’s world, a brand must have a presence in social media to increase visibility. Knowledge of how to engage the audience and the tools to use for each project is pivotal.
• Data analytics: The ability to read, analyse, interpret and present data is a precious skill. In this information age, data – the new oil – has become the core focus of all organisations.

Reasons to pick digital marketing as a career

One of the most interesting aspects of digital marketing is dynamism – new tools, fresh theories and evolving markets make digital marketing an ever-changing space. The other attractive feature is flexibility. Given that most companies have adopted hybrid or remote working models, digital marketing specialists can work for clients worldwide from their hometowns. Besides, one can engage as a freelancer or as a contracted professional, making it a flexible career.

Reasons that make digital marketing one of the best careers for growth

Digital marketing offers significant growth opportunities to one and all – students, graduates/postgraduates and experienced professionals. An individual can switch from business, IT, data analytics, engineering or other backgrounds. The only mantra for success is the ability to learn, adapt and stay current with industry trends.

Considering the continued rise in demand for digital marketing professionals, gaining expertise in the requisite skills may put an end to several career pathways. ‘Companies are looking for skilled professionals who can assist the companies in building their online presence and then create leads to grow business’.

Future of digital marketing as a career

The broader the digital world’s reach, the greater the benefits to industry stakeholders. Artificial Intelligence, marketing automation, enterprise-level platforms across marketing channels (web, email and social media) and emerging technologies work in synergy to reshape the digital marketing landscape. All companies are looking to migrate to an integrated marketing ecosystem. Marketing professionals quick off the block and equipped with knowledge of marketing trends, new platforms and tools are likely to be the biggest beneficiaries. Digital marketing is one of the careers that offer endless possibilities for specialisation and advancement.

Photo Caption- Fauzaan Farook, Director, Digital Marketing Services, Acuity Knowledge Partners Sri Lanka