What is Digital Marketing? A Definition of Digital Marketing

Digital Marketing is a term used to describe activities that promote and market products, services, brands, or ideas through online channels such as the internet, mobile phones, social networks, email, videos, or podcasts. Digital Marketing encompasses various specialties, each with its unique characteristics, tools, and strategies.

In this article, Recruitery will answer the question "What is Digital Marketing?" and explore the essential skills required when working as a Digital Marketer, as well as the job opportunities available in the Digital Marketing field.

What are the Main Specialties of Digital Marketing?

Specialties of Digital Marketing

In addition to understanding the definition of Digital Marketing, Recruitery will introduce some of the key specialties within this field:

PPC Marketing (Pay-per-click Marketing)

PPC Marketing is a prevalent form of online advertising that enables advertisers to display ads on websites, search engines, or social networks and pay only when someone clicks on the ad. It helps target the right audience, increase website traffic, and boost revenue. 

For example: Google Ads, Facebook Ads, Instagram Ads, and TikTok Ads.

Affiliate Marketing

Affiliate Marketing is a method of earning commissions by promoting products or services of a company or brand through online channels like websites, blogs, social networks, or email. When a customer makes a purchase through an Affiliate Marketing participant's referral link, they receive a commission. It offers passive income opportunities and expands customer networks. 

For example: Amazon Associates, Lazada Affiliate, and CJ Affiliate.

Marketing Automation

Marketing Automation involves using software or technology to automate marketing activities, such as email campaigns, content posting, and data analysis. It saves time and costs, enhances efficiency, and provides insights into campaign results. 

For example: Mailchimp, HubSpot, and ActiveCampaign.

Product Advertising

Product advertising employs various media, including images, videos, sounds, or text, to introduce and persuade customers to purchase products from a particular company or brand. This can be done on online channels such as websites, blogs, social networks, email, or podcasts. Effective product advertising enhances brand recognition and trust, ultimately boosting sales and profits.

For example: Apple's iPhone 14 introduction video, Nike's shoe advertising images, and Tiki's book review articles.

Website and Blog Creation

Building a website or blog involves creating an online platform for sharing information, knowledge, experiences, or opinions on a specific topic. 

Websites and blogs can be used to promote products, services, brands, or ideas, attract and retain customers, and generate revenue through advertising or sales. Digital Marketers need skills in design, programming, content creation, and SEO for this specialty. 

For example: WordPress, Wix, and Blogger.

Email Marketing

Email Marketing utilizes email to send marketing messages to customers or target audiences. It serves to introduce products, services, brands, or ideas, deliver offers, promotions, or news, and enhance customer engagement and loyalty. Personalized email marketing increases conversion rates and revenue. 

For example: Mailchimp, HubSpot, and ActiveCampaign.

Content Marketing

Content Marketing involves using valuable content, such as articles, images, videos, audio, or infographics, to attract, engage, and persuade customers. It aims not only for sales but also for building reputation, trust, and a community for a company or brand. 

Content Marketing increases website or blog traffic, encourages social media sharing, and drives revenue and profits. 

For example: ZaloPay's blog, Yeah1 Network's videos, or VnExpress's infographics.

SEO (Search Engine Optimization)

SEO is the practice of optimizing a website or blog to rank higher on search engine results pages, such as Google and Bing. It helps businesses reach new customers actively searching for relevant products, services, or information. 

SEO encompasses two main elements: On-page SEO (optimizing elements within the website) and Off-page SEO (optimizing external factors like backlinks and social media).

What are the Necessary Skills for Digital Marketing?

People working in digital marketing field needs different skills

In addition to finding the answer for what digital marketing is and its primary specialties, Recruitery also shares valuable skills required for success as a Digital Marketer:

  • Researching and analyzing markets, customers, competitors, and trends.
  • Planning and setting goals, strategies, and budgets for Digital Marketing campaigns.
  • Using tools and software to support Digital Marketing activities, such as Google Analytics, Google Ads, Facebook Ads, WordPress, and Mailchimp.
  • Creating compelling and persuasive content for online channels.
  • Improving website visibility on search engines through SEO optimization.
  • Measuring and evaluating the effectiveness of Digital Marketing campaigns and recommending improvements.

Tools Commonly Used in Digital Marketing

A variety of tools in Digital Marketing

Several popular tools are commonly used in Digital Marketing:

SEO (Search Engine Marketing & SEO)

SEO plays a vital role in Digital Marketing, aiding activities like website design, optimization, and content creation to enhance businesses' and brands' online visibility, especially on Google. 

SEO offers various benefits, including: 

  • Tapping into cost-effective leads
  • Building reputation and trust
  • Improving website user experience
  • Establishing long-term brand visibility.

Interactive Advertising

Interactive advertising engages consumers through online actions like commenting, liking, sharing, clicking, and watching videos, ultimately increasing conversion rates and generating revenue.

Social Media

Social Media platforms, including Facebook, YouTube, Instagram, Twitter, and others, are essential communication tools in Digital Marketing. They help reach and connect with target audiences, market products, and receive measurable consumer feedback and reviews, while also supporting SEO efforts.

Viral Marketing

Viral Marketing is a communication strategy that encourages users to share marketing messages, rapidly spreading content to a wide audience and achieving branding or sales goals.

Online PR

Online PR utilizes digital marketing channels to promote businesses' brands, products, and services to a broad audience, differentiating itself from traditional PR by its online content distribution.

Email Marketing

Email Marketing leverages electronic mail to send sales, marketing, product introduction, and promotional information to potential customers. It is cost-effective, builds brand trust and relationships, and provides measurable campaign effectiveness for timely adjustments.

Apart from the above-mentioned tools, the Digital Marketing industry also embraces various other digital devices and techniques, including: 

  • Mobile Marketing
  • Telemarketing
  • SMS & Brand Name Marketing.

Key Indicators Often Used in Digital Marketing

Indicators are one of the important parts of the question: what is digital marketing?. To measure and evaluate Digital Marketing effectiveness, businesses should focus on key indicators:

ROI (Return on Investment)

ROI is the ratio between sales revenue and the budget spent on a Digital Marketing campaign. It indicates whether a business can recover its investment capital and the amount of profit generated from the campaign.

Formula: Sales revenue / Budget spent.

CPW (Cost per Order)

CPW represents the cost businesses incur for each order generated from a Digital Marketing campaign. It helps businesses control budgets and optimize spending efficiency.

Formula: Budget spent / Number of orders.

CPL (Cost per Lead)

CPL reflects the cost a business must spend to acquire a potential customer through Digital Marketing channels. It evaluates the effectiveness of Digital Marketing channels and campaigns in generating potential customers.

Conversion Rate

Conversion Rate measures the ratio between the number of customers who complete a specific goal (e.g., registration, purchase, app download) and the total number of customers accessing the business's website or application. It assesses the attractiveness and persuasiveness of Digital Marketing content.

Incremental Sales

Incremental Sales quantify the additional revenue generated through Digital Marketing activities. This metric measures the impact of Digital Marketing on sales, indicating how effective channels and campaigns are at driving company sales.

Job Opportunities in Digital Marketing

In addition to providing a definition of Digital Marketing and outlining the required skills, Recruitery also highlights that the Digital Marketing industry is currently experiencing rapid growth, offering numerous job opportunities for individuals with passion and expertise. You can work for large or small domestic or international businesses, or even start your own projects. 

Career options in Digital Marketing include:

  • Digital Marketing Manager: Responsible for managing and coordinating a business's Digital Marketing activities, including planning, goal setting, budgeting, strategy development, task assignment, and results evaluation
  • Digital Marketing Specialist: Specializes in specific areas of Digital Marketing, such as product advertising, website or blog development, email marketing, content marketing, or SEO.
  • Digital Marketing Consultant: Provides consultancy and support to businesses on Digital Marketing-related issues, including market analysis, customer insights, competitor analysis, trend identification, strategy proposals, and solutions.
  • Digital Marketing Freelancer: Works as a freelancer on various Digital Marketing projects for different clients.

Recruitery has answered: what is Digital Marketing, what are their main specialties, what are the necessary skills and what are key indicators often used. If you want to learn more about Digital Marketing or find a job in this industry, you can refer to online or offline courses from reputable centers. Good luck!