A digital marketing consultant is someone who helps you strategize and develop plans to scale your business or brand. But the truth is there’s still confusion on what exactly digital marketing consultants do. Ten years ago, the average consumer had little or no idea of what the term digital marketing meant. Today, it is an entirely different story. The world has made numerous technological advancements over the last decade, and now more than ever, COVID-19 has pushed more businesses online. We are now firmly placed in the internet era.
As this decade advances, the success and failure of new ventures and veteran brands alike will depend on their transition towards their digital tools and how effectively they can navigate the online space. Here’s a fun fact; in 2020 alone, over 2.05 billion people shopped online, that’s 26% of the entire world’s population!
However, digital marketing is not only about e-commerce and online purchases. This article will explore what it means to be a top digital marketing consultant and what it takes to become one.
What is Digital Marketing?
The term itself “digital marketing” was first used officially in the early 2000s. Many people believe that digital marketing is a field that was invented for advertising and publicizing online. On the contrary, digital marketing is not limited to only the internet.
For a formal definition, digital marketing is a method of marketing products and services via electronic devices. You can use offline tools such as radio or text message, and you can also adopt online ads, SEO, content marketing, email marketing, and so many other strategies. Any form of advertising that adopts a digital platform instead of a physical one can be referred to as Digital Marketing.
Now your next question could be; if digital marketing has been around since the invention of the radio, what is all the new buzz about? Digital marketing has been generating much talk in the last few years – for a good reason too.
Take a look at this exciting statistic. There are currently over 4.33 billion active internet users worldwide. Fifty-seven percent of the entire world’s population has internet access, and when you market on the internet (as is the most common form of digital marketing), you gain direct access to half of the world.
This is the type of access that traditional marketing channels like billboards and magazine ads can not provide. But wait, there’s more.
The average person spends approximately 3 hours and 15 minutes on their phone every day. Compared to a traditional outlet that can only take less than a few seconds to impress and be forgotten, digital marketing takes the cake when it comes to getting attention.
Who is a Digital Marketing Consultant?
Now you have a good idea of what the digital marketing industry is really about, so you probably also get why it is such a sought-after career choice. We will now look into who a digital marketing consultant actually is.
A digital marketing consultant is simply a professional who understands digital marketing’s ins-and-outs and can help grow companies and individuals with their product and service through marketing strategies.
These are some general metrics guide success in the digital space;
These three items are the common goals of any digital campaign, whether for business or individually. Your client can want to drive online traffic to their resources (website, social media, or a product page).
They can want to create awareness around a new launch or be going for hard and fast sales. Sometimes they want all three. An efficient digital marketing consultant will identify these targets and create actionable strategies to achieve the goals and measure the results.
What job does a digital marketing consultant have?
The primary key to success as a digital marketing consultant is to find a specific niche and master it. Although several consultants succeed as generalists, offering a variety of services within the same space. However, it is best for you to provide a maximum of two services as a beginner or intermediate consultant.
Let’s take a look at some of the most popular service categories in Digital Marketing;
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Content marketing
- Social Media Marketing (SMM)
- Pay-per-click advertising (PPC)
- Email marketing
Search Engine Optimization (SEO)
SEO is a type of marketing that helps you target unpaid traffic coming off places like Google. It mainly involves improving web content so it can be more easily found on search engines.
Search Engine Marketing (SEM)
On the other hand, SEM targets paid traffic. It increases the visibility of websites with paid ads placed within search engines.
Content marketing is a stand-alone strategy but is often combined with another category. It is the process of publishing strategic and relevant written content to attract a target audience.
Social Media Marketing (SMM)
SMM focuses on using the different types of social media to promote products and services. It can also be further broken into sub-niches depending on which platform you choose to focus on (e.g., Instagram, Facebook, TikTok) You can also use Facebook Pixel for Ads to optimize your content and drive traffic to your website.
Pay-Per-Click Advertising (PPC)
PPC is an advanced advertising model and is mostly related to top-tier search engines like Google. In PPC, advertisers pay different websites a specified fee for every inbound click that they get from the ads placed on these sites.
Email marketing is one service category that is quite underrated but quickly gaining popularity. Websites use email marketing to collect email addresses from leads and customers and market to them using a series of targeted and specially curated emails.
It will be exhilarating to watch the growth of the digital marketing industry in the coming years. This article has discussed some of the basics, but the truth is that there is a lot more to digital marketing than meets the eye.
Here is a brief highlight again,
- What digital marketing is (and why it is so important)
- Standard metrics of campaign success
- Service categories in the digital marketing space.
I hope you now realize that not only e-commerce stores need digital marketing.