There is a talent gap in the market, and digital marketing jobs take 16 percent longer to fill than other postings and show a growth rate of 30 percent over traditional marketing roles. A McKinley Marketing Partners report on 2017 Marketing Hiring Trends revealed that 56 percent of companies plan to hire more digital marketers in 2017. If you take a closer look at the hiring landscape, it’s clear to see that the talent gap directly affects the hiring in digital marketing roles. The most in-demand marketing skills were digital advertising (46 percent), content creation and curation (38 percent), and content strategy (34 percent). But what about the salary of digital marketing professionals? Has the incentive kept pace with the demand? Well, yes. Digital marketing professionals make $7,000 over their traditional counterparts, and according to data collected by Glassdoor, a digital marketing manager earns an average of $77,015 per year. How can professionals … [Read more...] about The Top 28 Digital Marketing Certificate Programs to Enroll
You stagger into your favorite coffee shop on Monday morning at 7 a.m., yawning and desperate for a caffeine jumpstart, when Mandy the barista places your daily double cappuccino with extra foam in front of you before you even have the chance to croak out your order. She’s also thought to include a sample of their newest raspberry coffee cake to whet your insatiable sweet tooth. The cake is just to your liking so you order a full slice of it and tip Mandy handsomely. It’s moments like these that reaffirm why you don’t bother getting your morning fix anywhere else. This type of consistent, personalized and attentive service has made you a loyal customer, and the staff knows you well enough to offer you new drinks and pastries that they know you’ll like, successfully locking down more of your daily spend. While it’s (currently) impossible to order and drink a cup of joe online (at least until Starbucks introduces an augmented reality version), there are many … [Read more...] about Making It Personal: Taking Action On Your Customers Digital Body Language
The internet is both the best and worst thing that’s ever happened to us. (And I say that as someone who’s invested in a vast portfolio of digital advertising technology companies.) It’s the best because we can do so much and do it anywhere and any time it suits us; we can work with global partners without ever leaving our desks; we can stream music and movies, curating works that we like; we can get things done quickly. And because we can get things done quickly, it’s also the worst. The world expects things to be done quickly — and all the while, we’re bombarded with interruptions in our digital experience. When push comes to shove — and that’s how it feels on the internet today — are you grateful for digital? As a consumer, I’m exhausted by the constant digital interruptions. I find it challenging, if not utterly frustrating, to focus on a single task while advertising pops up all around me. To me, it’s the equivalent … [Read more...] about Are you grateful for digital?
For local brands and companies, it can be hard to initially bridge the gap between traditional and digital marketing. Many local companies, even very successful ones, see more value in traditional marketing methods than inbound digital engagement. Recently, we’ve seen brands increase local search performance by digitizing traditional marketing methods, translating offline to online marketing. Local businesses that are struggling to understand how to make the move from traditional to digital can follow a few strategies. Use hashtags correctly In early 2015, Google and Twitter partnered in a way that allowed Google to collect information and have access to Twitter’s data stream. This means that if your local campaign is running on hashtags across various digital touchpoints (mainly Twitter), you can use this to increase the strength of your local search presence. Work on incorporating hashtags into printed and other materials to encourage your audience to take the … [Read more...] about Digitizing traditional marketing methods to compete in local search
It is not hard to find information regarding digital marketing budgets. Many papers and articles discuss what percentage of your overall marketing budget should be devoted to digital and, as you might expect, opinions vary greatly. Most of the published data is oriented toward consumer-oriented businesses. In this article, I will provide a framework to help B2B marketers determine their optimal spend on digital. The big picture The clear trend is that digital marketing continues to grow as a percentage of overall marketing spend. In fact, eMarketer predicts that digital will account for nearly 45 percent of media ad spend by 2020: As companies continue to expand their digital marketing programs, here’s a breakdown of specifically where they plan to increase their investment: Mobile is accelerating It cannot be overstated how much mobile will continue to grow and eventually dominate as the primary digital interface we use. The most recent CMO Survey predicts that marketing spend … [Read more...] about How much should B2B companies invest in digital marketing?