The Scope of Digital Marketing in 2020

-Amritanshu Satapathy(Class of 2021, IBS Hyderabad)

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Marketing methods and approaches have evolved over the years as the way customers seek information. Initially radio advertising led to television advertising, which then evolved into the digital marketing techniques which we see seemingly everywhere today.

One of the prime advertising strategies for many businesses is the shift to digital marketing that has allowed advertisers to reach a worldwide market by targeting customers online. This field has not only grown at a brisk global pace, but has also increased the number of digital marketing opportunities as a career. Let us take an insight to understand why digital marketing matters and what career paths are available in this field.

Why lean towards Digital Marketing?

With the constant growth of marketing technologies, companies are trying to maintain their revenue flow either by adding online components to their brick-and-mortar stores or combining various digital marketing strategies to join the lucrative online marketplace. These strategies are used to target audience segments online , which in return gave a significant return on investment (ROI).

Ease of Audience Targeting

With digital marketing, advertisers can use data to target audiences more easily based on demographic factors like gender, age, location, interest and education and can retarget potential customers who are already familiar with their brand using different methods and messages for each audience segment.

Low investment, High ROI

The cost per lead with digital or inbound marketing is 61 percent less expensive than traditional marketing. Businesses that advertise on social media, use paid search and employ other digital strategies spending considerably less on their campaigns because many use pay-per-click (PPC) strategies to keep costs down and hone in on their specific audience.

Reaching mobile users

There are 8.6 billion mobile connections worldwide, which is more than the world’s population because most of today’s smartphones have internet access, it is easier than ever for businesses to reach potential customers anywhere, anytime.

Digital Marketing in 2020 and beyond

Through this platform more companies have entered the space and new technologies are born. Looking ahead to 2020, here are some trends that will help continue to shape this space.

Social Media Influencers

This is proved to be an effective digital marketing strategy, largely because consumers tend to believe other consumers rather than the actual companies advertising their products.

Video Marketing

Most of today’s social media channels offer live video as well as video sharing capabilities to keep up with both advertiser and user demand.

Augmented and Virtual Reality

Marketers use augmented reality (AR) and virtual reality (VR) in their marketing strategies to enhance brand awareness and satisfy customer demand.

Artificial Intelligence

Artificial Intelligence (AI) has allowed digital marketers to gather more productive data analysis so they can further customize the consumer journey.AI also provides more personalized experience for users, giving them customized assistance at each stage of buying process.

Careers in Digital Marketing

The following trends are incorporated into digital marketing strategies. Many Marketers consider this platform to be reliable, influential, measurable and user-friendly. High paying digital marketing roles include social media marketing specialist, PPC specialist, digital marketing consultant and search engine optimization (SEO) specialist. Bloggers and Youtubers can also find themselves writing and vlogging professionally in the digital marketing space.

Through dedicated online training, learning social media, PPC, SEO, web analytics, email, content and mobile marketing tactics, a successful career can be built in digital marketing space.

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