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As digital marketing becomes more and more important, the traditional marketing strategies taught in the universities become irrelevant to the methods used by the team. The marketers are focused on high-gloss branding and more on the generation of impactful results proving a high return on investment.
The curriculum taught today in the marketing degrees covers the same concepts taught two decades ago. Even though the advertising and brand strategy concepts are applicable today, but the main marketing strategies are rarely used in the work environment. The increase in the online marketing campaigns in addition to the digital brands is slowly replacing the traditional marketing activities.
The digital marketers today calculate the different marketing channels to conduct tests to measure performance and split test different methods using tools to continuously improve the overall ROI. They also don’t work a great deal on the designing of a brand strategy that is done in the case of conventional marketing.
As the industry evolves and new software is introduced, it becomes increasingly less possible to master digital marketing in a three- to four-year university program, since the curriculum becomes dated after just a few months.
The gap between the marketing curriculum taught today and the digital marketing practices used practically is filled by the digital marketing companies in the form of content syndication, educational videos and white papers that help marketers in learning about a strategy for different marketing tool.
Some marketing creators are even offering a digital marketing course to educate the marketers with the latest marketing trends. Digital marketing giants such as Moz and HubSpot also offer educational materials for the marketers.
A few digital marketing skills, not taught in the industry are mentioned below to enhance your knowledge:
The marketers have got specific performance indicators they are always trying to improve. Optimizing a weekly budget helps in ensuring the growth of KPIs growing each week. You need knowledge to what and how to test. You also need to make changes to a campaign setting for reaching the desired goals.
There are different types of digital marketing campaigns and to make all of these successful, you need to understand each method. First, you need to learn how targeting works, since it is crucial to the success of cross-channel marketing campaigns. For instance, option of keywords and event based targeting is available through Twitter Ads.
Some ad formats tend to work better than the others. You can only learn this through real campaigns to target the right audience.
The marketing programs don’t include coding knowledge; however the method of conversion tracking has become difficult due to the rise of mobile apps. Today, the digital marketing academies will stay up-to-date using SDKs and tracking pixels to offer documentation on the implementation of conversion tracking in the right way for a mobile website or app.
Marketers can use multichannel campaigns for closing new business, as these tools in the tech stack receive different revenue portions and has to be attributed accordingly. Since each business is different, the attribute modeling can be customized to the needs of different marketer programs. The creation of this model also depends on a number of factors like channels, budgets and the duration of sale cycles.
You can always consult with the Medialinkers digital marketing team to implement your SEO and PPC campaigns.