2022 Registrations. Early bird registrations are now open for 2022. Apply now.

How to pivot traditional marketing skills into practical digital marketing skills (2021)

marketing skills Image

In a world that is continuously evolving, adaptability is a key characteristic. Adaptability is the ability to constantly adjust to new conditions. Since the Internet was first introduced, there has been a massive change in marketing. Businesses are no longer only using older, traditional ways to advertise their products or services. They are having to radically shift towards a more modern way which is being driven and fueled by digital technology.

In order to remain relevant as a marketer, those with a background in traditional marketing have had to pivot their skills to make them valuable resources again, but this time in the digital marketing space. Those who are not adaptable or who have not begun upskilling in this space will struggle to remain employed in years to come. Knowledge in digital marketing is no longer optional.

 

Traditional marketing vs Digital marketing

Traditional marketing generally refers to any type of marketing that is not online. That includes print, broadcast, direct mail, phone, and outdoor advertising like billboards. From newspapers to radio, this method of marketing helps reach targeted audiences. Traditional marketing is not only one of the oldest forms of marketing, but also one of the most researched. Marketers lean towards this method because it is tried and tested. Everyone encounters some sort of traditional marketing in their lives, whether it is reading a newspaper or driving past a billboard.

In contrast, digital Marketing provides marketers with a live platform to reach out to a larger target audience across a more diverse range of demographic groups, unlike traditional media. Today, most businesses are willing to allocate more than 60% of their marketing budgets to digital marketing, because of the great opportunities for advertisements offered by the digital media world. With a basic website, any business (no matter its size) can have a starting point for their digital marketing. This is the first platform they use to create awareness of their existence to their potential clients. A website is essential as many believe if a business does not have one, they are not established or able to compete. A website lends credibility and professionalism to a business. The website then opens up new ways for communicating including social media marketing, direct emails and newsletters among many others.

marketing skills image 2

How to pivot your skills from traditional marketing to digital marketing

Digital marketing offers a wide variety of options for you to specialise in once you decide to take the leap and transition your career. The diversity of options is what makes the digital marketing world so unique as pretty much anyone can find a career path suited to their personality and skillset. Here are some examples of different paths in digital marketing:

1. Digital Marketing Manager

A digital marketing manager has the relevant knowledge on the latest marketing strategies and tools. They are responsible for driving the business communication strategy into action and running digital marketing campaigns, right from coming up with a concept to the execution and reporting afterwards. Managers also often work closely with supporting an entire marketing team to make campaigns go live.

2. Content Strategist

The fundamental function of a content strategist is to develop a content strategy based on business objectives and the needs of the target audience. A content strategist is meant to handle the company’s content requirements and come up with a content strategy to deliver on communication objectives.

3. SEM and SEO Specialist

A search engine marketing (SEM) specialist or a search engine optimisation (SEO) specialist is responsible for managing organic and/or paid campaigns on search engines. Along with that, the job description often includes handling or overseeing display ads on Google. The specialist has to manage everything related to these campaigns, including strategy, budget, execution, and reporting (usually in conjunction with an outsourced agency or freelance specialist).

4. Email Marketing Specialist

An email marketing specialist has to take the lead with strategies related to email campaigns. The primary duties comprise running an end-to-end email marketing campaign, managing the database, and coming up with email messages relevant to specific audiences and the industry.

5. Social Media Manager

The role of a social media manager is to administer social media accounts. The prime responsibility is to come up with eye-catching and engaging text copy along with visual designs, including video, images, infographics and more to increase engagement and followers on the company’s social media pages and drive traffic to the website.

Upskill yourself with a relevant course or certificate

Upskill yourself image

Now that you know some of the possible career paths you can develop to pivot your marketing career, it’s time to equip yourself with the latest digital marketing knowledge and skills.

IMM’s industry-leading Applied Digital Marketing Certificate will teach you how to develop a digital marketing strategy and how to apply digital marketing skills through practical activities and assignments.

What sets this certificate apart from other digital marketing certificates is the practical nature of this course. Every bit of theory you learn will be applied and developed as a marketable skill for future job prospecting. Upon completion you will be armed with 10 different skills-based certificates as well as your own portfolio of work.

We developed this certificate after researching the needs of the industry. You will be able to study online from anywhere in the world, in your own space, at your own pace, guided by our industry experts. With our practical and business-relevant material, you will be given the latest hands-on digital tools to help you deal with real-world digital marketing scenarios.

For persons who already have experience, this course is your fastest route to obtaining hands-on skills in digital marketing. Visit the link to find out more about this one-of-a-kind course, or to sign up today! https://shortcourses.imm.ac.za/online-course/applied-digital-marketing-certificate/

Remain relevant

Once you have chosen your desired career path to transition into, and completed a relevant certificate or course, you cannot become complacent.

This industry is constantly changing, and you should therefore always be learning. Don’t allow your skills to become outdated. It is important that you ensure that your digital marketing skillset remains updated with the latest tools, tricks and trends in the industry. The best way to ensure this is by continuously adding knowledge to your arsenal. Keep looking out for new updated short courses on topics that are relevant to you.

If you are looking for online short courses designed by industry experts, visit: https://shortcourses.imm.ac.za/online_courses/marketing-advertising-short-courses/

Conclusion

Despite the benefit of possible full-time marketing opportunities, gaining the knowledge of digital marketing can also open several other opportunities in your professional career. It will allow you to be able to start your own business and market your product or service, fulfilling your dreams of owning a start-up. You will also have the opportunity to become a freelancer, as your Applied Digital Marketing Certificate would have equipped you with the relevant skills for freelance work including copywriting, content management, search engine optimisation, website design and much more.

Regardless of your chosen path in marketing, businesses recruit marketers who are an ideal blend of the traditional media and digital media worlds. Today still, traditional media does exist and plays an important role in marketing strategy.

If you are a traditional marketer that has been dragging your feet on upskilling into the digital marketing space, then this article should have alerted you that your time to make the switch and save your career is now! Pivot your skills before it is too late.

Is Marketing a good career choice?

Is Marketing a Good career choice

Marketing has been around for as long as people have been selling things but officially arose as a career choice in the early 1900s. Having said that, marketing as a discipline is relatively new compared to economics, production and accounting.

Marketing is broadly defined as “activities undertaken by a company to promote the buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses”.

Traditional vs digital marketing

In this digital age, we as consumers are constantly confronted by technology and the internet. Some people use the internet for anything including paying bills, buying groceries and booking a vacation; and they do all of that in the comfort of their own home with a personal computer, a positive bank balance and a steady internet connection.

From a business perspective, the increased popularity of the internet presents businesses with a golden opportunity to become digitised and expand their business influence on cyberspace.

Despite there being 159 different types of marketing, this post focuses on traditional and digital marketing: https://www.splashcopywriters.com/blog/types-of-marketing

Traditional marketing

We are in daily contact with all types of advertising like billboards, flyers and television ads. Traditional marketing refers to any type of promotion, advertising or campaign that has been in use by companies for years, and that has a proven success rate. Traditional marketing mainly uses these four popular methods for promotion:

  • Print media: billboards, flyers, newspaper and magazine ads etc.
  • Broadcast media: television and radio
  • Direct mail: catalogues and promotional letters
  • Telemarketing: phoning potential customers to promote products and services

Digital marketing

Large and small companies are moving away from traditional marketing methods, opting to use digital techniques instead. Digital marketing makes use of one or more forms of electronic media to promote products or brands. It also uses different methods and channels to analyse marketing campaigns to understand what is working and what isn’t. It differs from traditional marketing in that digital marketers have a multitude of tools at their disposal to monitor aspects of a campaign’s progress like what is being viewed, how often and for how long, sales conversions etc.

Dave Chaffey (2018) further elaborates on digital marketing by saying that it “includes managing different forms of online company presences such as company websites, mobile apps, and social media company pages. This is in conjunction with online communications techniques including the likes of search engine marketing, social media marketing, online advertising, e-mail marketing and partnership arrangements with other websites”.

When comparing traditional marketing to digital marketing, it’s obvious that the latter is the future. While traditional print media is still relevant today, the increase in internet users and the popularity of the web makes digital marketing a more effective and widely used advertising method.

Read: The 10 Best Marketing Careers in 2019: https://www.careeraddict.com/marketing-careers

The 5D’s of digital marketing

The 5D’s of digital marketing outlines the opportunities consumers have to communicate with brands and for businesses to reach and learn from their target audiences in different ways:

  1. Digital Devices

Consumers experience brands as they interact with business websites and mobile apps usually using their connected devices such as smartphones, tablets, desktop computers, TVs and gaming devices.

  1. Digital Platforms

Most interactions on these devices are through an internet browser or app from search engines such as Google and social media platforms such as Facebook and Instagram.

  1. Digital Media

Various paid, owned and earned communication channels are used to reach and engage audiences. This includes advertising through email and messaging, search engines and social networks.

  1. Digital data

The information (insight) businesses collect about audience profiles and their interactions with the businesses. This information is now protected by law in most countries.

  1. Digital technology

Marketing technology businesses used to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.

The bottom line: is marketing a good career choice?

Choosing a career is serious. After your studies, there’s a good chance that you’ll spend the rest of your professional life working in your chosen industry. In February 2019, popular jobs portal CareerJunction published its latest index showing which skills are currently in-demand in South Africa. The marketing sector is indicated as a stabilising trend along with the finance and business industries. This information is based on the number of job adverts published on the CareerJunction website over the past 13 months. Also, according to BusinessTech, “An uptake in jobs is evident in the marketing, sales, admin, office & support and manufacturing sectors since the onset of 2019”.

Ultimately, no one can definitively say whether marketing is a good career choice. Digital marketing is a fast-paced and ever-changing industry with an ongoing demand for skilled professionals.

Do you think you’re cut out for a career in marketing? Find out more about the wide range of marketing courses we offer here: https://imm.ac.za/study-units/marketing-advertising/

For more information, call us on 0861 466 476 or submit an enquiry here https://imm.ac.za/enquire