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The digital marketing industry is both fast growing and incredibly competitive. It’s easy for businesses to differentiate between candidates who have the willingness to learn, and who are along for the ride. Marketing graduates requires passion and a desire to succeed in digital marketing …
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself
– Peter Drucker
Today’s Marketing Graduates passing out of college are the future rising professionals who are sharp thoughtful digital natives but quite often, they don’t possess the online marketing knowledge required in today’s marketplace.
Most business in the world are shifting towards online big or small. The previous conventional brochures are replaced by content marketing, and word of mouth, social media marketing etc. In a recent study conducted by comscore, it was found that 80% of the buyers researched online before buying a product.
Nearly every business knows that the rules have changed in the recent past, but it is increasingly clear that colleges have not designed their curriculum to catch up with the fast pace transformation of the customers from offline to online and the students are paying the price.
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The universities & colleges cover various marketing subjects like consumer behaviour, marketing communication and marketing management. These are no doubt very important for marketing foundations but what they lack is re-contextualizing these subjects to the fast-paced world of digital marketing.
The real problem lies in the fact that these students don’t cover in-depth knowledge about concepts like Content marketing, search engine optimization (SEO), social media Marketing (SMM), Search Engine Marketing (SEM) marketing software skills, online lead generation strategies, and more. Digital skills are the bread and butter for future marketing or sales professional. But they are either under-taught or not taught at all in universities.
With information now available at their fingertips, consumers are making more informed decisions about their purchases. Search engine optimization (SEO) is one of the techniques that helps businesses rank higher in search results. Businesses that rank higher in search engines enjoy a distinct advantage. Search engine optimization (SEO) is not a new concept, but the discipline has undergone many changes in the past few years. Google makes roughly 500 algorithmic changes every year, so one has to be taught the latest trends to excel in this field. According to a LinkedIn report, SEO ranked as the fifth most valuable professional skill. Being a new learner you should know customer inclination towards organic content. We need to understand how the Google algorithm works.
Digital consumers consume content to decide on whether to opt for your product or services. On the basis of content tone, type & crux consumers are going to decide whether to buy from you or not. Consumers today have become more cynical of direct pitches. Instead, they are looking out for companies that have demonstrated their expertise, who can create awareness, and that can help address their challenges.
The product concept selling needs to be fulfilled on digital. Being a digital marketing expert one should know how to create different types of content like blogs, news, image or video. The next step is to amplify the generated content to reach the masses with low cost of exposure. The content generation and marketing costs need to be checked against business acquired by content marketing. Marketers also need to understand future trends of content marketing and it’s impact on search engine optimization & social media marketing.
A lot of college students now a day are already social media mavens, using many social media platforms every day to update what is happening in their personal lives. This does not necessarily mean that they can use social media for business. Students have to learn how to use social media to promote the product or service content, showcase the brand and its expertise, drive traffic to the website and influence the word of mouth publicity.Their knowledge has to go beyond everyday use. They need to know the particulars of LinkedIn Groups, Google+ Communities, social advertising, and other features.
Social media marketing and optimization is a different ball game altogether, you need to enter into the customer ecosystem with contributed content which would be viral in nature. At the same time, your social media marketing strategy should encourage user generated content