Digital Marketing Overview

One of the topics of discussion that I have shared with EduAdvisor was "Emerging careers that are future-proof" (Watch from airasia Academy ON-DEMAND-LEARNING-VIDEO) and according to LinkedIn Jobs, Digital Marketer with Social Media, Content Strategy & SEO skills are the top 10 in-demand jobs with over million of job openings in the global market. Therefore, it's essential to master the required skills in order to secure a future-proof career. 

What is Digital Marketing? 

Hubspot (2021) defined Digital Marketing as "any kind of marketing that happens on the digital platform", while Dave Chaffey (2019) defined it as "the application of digital media, data and technology to achieve marketing objectives". In summary, we understand that the main components of digital marketing are: 

Source: Hubspot (2021)


Outbound Marketing refers to the tactic that put marketing messages in front of as many people as possible in the online space, where Inbound Marketing is the methodology to put customers as the main hero and attract them by creating valuable content and experiences tailored to them. 

In the standard operation procedure, the marketing goal derives from the business goal and from the identified marketing goal, we extend it to the content goal that matches the campaign goal in respective digital channels. The common digital channels in today's landscape are Websites, Mobile Apps, Emails, Search Engines, and Social Media. Hence, we are looking into the effective strategies for digital content as well as the ad strategies and tactics in various digital channels, which are commonly known as: 

Situation analysis is always the first thing we want to perform before driving into strategy implementation, and the major parties involved in situation analysis are the organisation, competitors and target audience. The latest trends offer great insights for us to understand the situation and according to GWI (2020), COVID-19 has taught consumers about the impact on the world we live in as well as the changes we need to make. In the same report, we understand that "72% of global consumers think that companies behaving sustainably are more important to them now". Therefore, it is important for brands and companies to explore sustainable marketing which can be implemented both offline and digitally. 

Source: GWI (2020)