In today’s job market, it is vital to work in a field that can withstand the unknown. While predicting the future is impossible, knowing whether an industry’s demand is consistent or seasonal may help narrow down your search. More and more of our lives are focused online, from shopping to schooling. This movement toward a web-centric world is one of the many reasons why digital marketing is an in-demand, resilient industry for those looking for work.

The digital marketing industry involves using social media, email marketing and other online applications to advertise on behalf of an organization. The industry’s resilience during economic turmoil is worth noting as many companies add digital marketers and entire departments to their organizational structure.

Let’s take a closer look at consideration for a career in digital marketing and how University of Phoenix can help get you started on the right foot.

Why Digital Marketing is Becoming a Need

Digital marketers have the entire world as an audience to consider. Approximately 4.66 billion people report using the internet including at least one social media platform. It comes as no surprise that digital advertising spending grew by 12 percent in 2020 with no signs of slowing down.

Digital marketers harness tactics like search engine optimization (SEO) and social media engagement to help organizations compete with similar brands regardless of their size. Small to mid-sized organizations still stand a chance against larger businesses thanks to the talented digital marketers who help generate online buzz and awareness for specific products or services. Businesses can connect with customers on their smartphones and tablets more seamlessly than they can in person, especially during the COVID-19 era, which is why the demand for digital marketers continues to grow.

The primary goal of digital marketers is to harness as much space online for their organization to make a name for itself. As the most digitally competent age group, young people typically are the driving force behind what is considered popular. In this regard, it is all the more beneficial to know how to use the internet and social media to foster positive brand recognition.

Different Types of Digital Marketing

Some digital marketers work exclusively on SEO projects. Working in SEO entails using link building and content creation strategies to associate a client’s organization with certain keywords that match what people enter into a search engine. The goal is to make content relevant and easily found online. SEO specialists can help organizations outrank competition on Google and other search platforms, giving their business more online visibility, traffic and (hopefully) sales.

A growing number of businesses are recruiting social media experts to work in tandem with their digital marketing experts. Digital marketers can also use targeted advertising to increase visibility on social media applications. Some social media platforms, such as Instagram, allow advertisers to target specific audiences with their marketing based on user age, location and interests. Digital marketers can use these targeted audience features to reach accounts likely to engage with the brand and become customers or influencers. By creating content specifically designed for a particular type of social media user, digital marketers also play a role in driving profit.

In addition to SEO and social media, digital marketers can also participate in sales through eCommerce, or the selling of goods online. Marketing can call out specific benefits of products and services and encourage users to take actions for free trials, memberships and purchases. Since total retail sales online rose by 30% between 2019 and 2020, it is worthwhile for any organization to employ digital marketers that know how to convert marketing leads into sales.

About University of Phoenix

University of Phoenix offers online degree programs and coursework that prepare students for over numerous career paths. Since 1976, the University has empowered students to earn a degree on their chosen terms. University of Phoenix offers bachelor’s, master’s and doctoral degree programs in addition to several career certificate programs. Keeping adult learners in mind, students can opt to take classes online from anywhere in the United States under a flexible schedule. Students can also take classes in person at one of the University’s many campuses (campuses closed during COVID-19 pandemic).

If you are interested in search engine optimization, University of Phoenix offers a non-credit five-week introductory SEO course. The University also offers a non-credit Social Media Marketing Essentials course. Students who enroll in this class will learn how to leverage social media for positive brand recognition, automate social media content, and develop engaging content.

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