What Is Digital Marketing?

Digital marketing utilizes digital channels, such as text messages, e-mail and social media sites, to market a product to an audience. Read on to learn more about what a career in digital marketing entails. Schools offering Marketing degrees can also be found in these popular choices.

An Outline of Digital Marketing

According to the American Marketing Association, marketers develop digital marketing strategies to reach and interact with their target audience (www.ama.org). The goal of digital marketing is to promote and sell a company's products or services using digital media. To do so, a marketer must first develop a marketing plan. Whether digital marketers choose to reach an audience by cell phone or the Internet depends on the following factors:

  • Overall business objectives
  • Cost and sustainability of the plan
  • How the target audience can best be reached

Important Facts About Marketing

Median Salary (2014) $127,130 (for marketing managers)
Job Outlook (2014-2024) 9% growth (for marketing managers)
Required Education Bachelor's degree
Similar Occupations Advertising Sales Agents, Art Directors, Graphic Designers, Sales Managers

Source: U.S. Bureau of Labor Statistics

How Digital Marketing Works

As social media sites continue to grow and cell phone applications and technology develop, digital marketing opportunities grow as well. It's the responsibility of digital marketers to determine how to use these technologies to reach an audience. When launching a digital marketing plan, marketers often use multiple channels to get their message to an audience. For example, if digital marketers want to promote the launch of a new product, they may send out text messages, create a cell phone application and design an online game that integrates the product. Digital marketers reach audiences with a variety of other digital methods, including:

  • Podcasts
  • E-mail
  • Online and viral videos
  • Social media sites
  • Blogs
  • Online communities
  • Cell phone ads
  • Website banner ads

Skills Needed to Work in Digital Marketing

According to the McCombs School of Business at the University of Texas, today's marketers need a broad awareness of what the marketing industry entails (www.utexas.edu). Before marketers can design a digital marketing plan, they must identify customer needs and the most profitable ways to sell a product to those customers. A marketing degree program can train students who want a career in digital marketing to track consumer behavior, estimate the feasibility of marketing plans and comply with standards of business ethics.

To continue researching, browse degree options below for course curriculum, prerequisites and financial aid information. Or, learn more about the subject by reading the related articles below:

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