Digital Marketing and its role in the career development

After completing the lecture, students will have the knowledge about main characteristics of digital marketing; the main preconditions of the foundation of the development concept of Digital Marketing;  Main digital marketing activities: search engine optimization (SEO), search engine marketing (SEM), content marketing, user-generated content (UGS), influencer marketing, content creation automation, e-commerce marketing, social media marketing (SMM), direct mail, contextual advertising, advertising in e-books, programs, games and other forms of digital products; History of the term; Strategies within the Digital Marketing, etc.

After the end of this lecture, the students will know about 10 steps to becoming a digital marketer.

Among of them:

1. Learn the basics of digital marketing

2. Working as an SEO expert

3. PPC Ads Wizard

4. Develop Social Media Marketing Skills

5. Implement content marketing campaigns

6. Learn How Email Marketing Works

7. Develop Team Management Skills

8. Learn how to use data analysis/reporting tools

9. Get a Digital Marketing Certification

10. Stay up to date with the latest digital marketing trends

After completing this lecture, students will be able to analyze: What can be considered the main characteristics of Affiliate marketing; Which are the most active sectors of affiliate marketing; How can be considered to develop partnership relations in the field of affiliate marketing etc.

As a result of this lecture, students will be informed that Internet advertising has, as a rule, a two-stage character. The first step is external advertising placed by the advertiser with publishers - an advertising medium. Types of this advertising: banners, text blocks, video ads. Such advertisements usually link directly to the advertiser's website. Advertising on the Internet has several advantages, in contrast to conventional advertising: the ability to track the reaction and actions of the Internet user, the advertiser can quickly make changes to the current advertising campaign. The desired user action is called a conversion.

One of the main modern Internet advertising technologies is the RTB platform (from English Real-Time Bidding), which allows you to organize an auction of advertisements in real-time.

Furthermore, students will have knowledge about Types of Advertising (1. Content advertising (text link); 2. Contextual advertising (advertising in search results); 3. Television format of online advertising; 4. Hidden advertising; 5. Dependent advertising; 6. Popup Ads.) and different king of Promotion Methods

After completion of this lecture, students will know that Email marketing is one of the most effective online marketing tools for businesses. It allows you to build direct communication between the brand (or business, company) and potential or existing customers. The result of such communication can be expressed both in increasing customer loyalty to the company, and in increasing new and repeat sales, that is, in other words, retaining and returning customers.

Marketers collect a base of subscribers, prepare newsletters, personalize them and monitor their effectiveness. Email marketing allows you to build direct communication between a brand (or business, company) and potential or existing customers. The result of such communication can be expressed both in increasing customer loyalty to the company, and in increasing new and repeat sales, that is, in other words, retaining and returning customers.

According to statistics, in 2017 the number of e-mail users reached 3.7 billion, in 2021 it has been grown to 4.1 billion.

After listening to this lecture, students will know that Social media marketing, SMM is full-fledged marketing and not just promotion through various social platforms. Maintaining social media accounts is part of the marketing and communication strategy.

This is a set of measures for using social media as channels for promoting companies or a brand and solving other business problems. Marketing in the abbreviation is not an accurate word, since it means promotion, which is part of the marketing mix. That is, a more accurate name is Social media promotion (SMP). Simply, this is communication with a future consumer through social networks.

The main focus is on creating a message (text or visual) that people will distribute through social networks on their own, without the participation of the organizer. It is believed that messages transmitted via social networks inspire more confidence among potential consumers of a product or service. This is associated with the recommendation scheme of distribution in social media due to the social ties that underlie the interaction.

Promotion in social networks allows you to target the target audience, choose the sites where this audience is more represented, and the most appropriate ways to communicate with it while affecting people who are not interested in this advertising to the least extent.

Promotion in social networks is applied not only to goods and services. Mass media actively use this technology. They create their social media accounts, post their content, and thereby collect followers (readers of their product).

The main tasks of marketing in social networks are branding (brand promotion), increasing audience loyalty and fame, PR, and increasing website traffic of various companies.

SMM tools are blogging on social networks, informational messages in various communities, communication in comments, working with forums, hidden marketing, direct advertising and viral marketing, monitoring of positive and negative backgrounds, and optimization of the media space.

After this lecture, students will understand that Video advertising is a form of advertising posted on the Internet, aimed at creating a company's image, promoting services or goods, and providing information to increase sales.

A distinctive feature of video advertising on the Internet is the dialogue in the interaction between the advertising company and the audience that has watched the advertising video. Because video ads are often placed on popular video hosting sites such as YouTube, Vimeo, etc., the audience gets the opportunity to leave reviews and form their video rating. Representatives of the company, in turn, receive information about the number of views of the record, geographic statistics - the place of residence of viewers, and statistics of views by day. This data allows you to evaluate the effectiveness of advertising activities, and to make predictions about the conversion. Also, the popularity of video advertising on the Internet is due to the low price of placing a particular video.

After the ending of this lecture, students will have the knowledge, that Search engine marketing (SEM)) is a set of activities aimed at increasing website traffic by its target audience using search engines. Search marketing methods include all methods that solve this problem, ranging from direct attracting targeted traffic with links from places less relevant to the site, ending with work within the site that increases the relevance of the site for its target audience (thus increasing the visibility of the site in search engines by re-ranking the issuance of the results in favor of this site for key queries). In essence, search marketing is about redistributing traffic on the Internet from places that are less relevant to a query to places that are more relevant to them.

Why is the term "marketing" used and not "advertising"? Because the concept of "advertising" is the goal, and marketing is a means of increasing the effectiveness of advertising.

With the help of search marketing, you can attract only the audience that is interested in purchasing the goods and services of the customer.

Market

In 2007, US advertisers spent $24.6 billion on search marketing. In the second quarter of 2015, Google (73.7%) and the Yahoo/Bing partnership (26.3%) accounted for almost 100% of US search engine spending. Since 2006, search marketing has grown much faster than traditional advertising and even other online marketing channels. Search campaigns are managed either directly by the search marketing provider or by the search marketing tools provider. It can also be self-service or through an advertising agency. As of October 2016, Google leads the global search engine market with a market share of 89.3%. Bing is in second place with a market share of 4.36%, Yahoo is in third place with a market share of 3.3%, and Chinese search engine Baidu is in fourth place in the world with a share of about 0.68%.

After the end of this lecture, students will have such important statistical information, according to which,

The potential of e-commerce is growing rapidly. In 2017, e-sales worldwide amounted to $ 2.3 trillion, by 2021 this amount has almost doubled to $ 4.5 trillion. In the US alone, online shopping already accounts for 10% of retail sales and this data is likely to grow even more.

By 2020, 72% of EU citizens were involved in online trade. 46% of buyers spent between € 100 to € 500 on one-time purchases in the last 3 months of 2020.

According to statistics, men spend 28% more on online shopping than women. It is also interesting to note that comfort has been a priority for online shopping customers when shopping. 43% of online shoppers say they buy in bed, 23% in the office, and 20% while in the bathroom or car. 10% of consumers say that while shopping online they bought expensive items under the influence of alcohol. A study of consumer behavior has shown that most buyers start looking at one particular, desired item, but eventually buy a similar but different good.