Digital marketing became more sophisticated in the 2000s and the 2010s, when[15][16] the proliferation of devices' capable of accessing digital media led to sudden growth.[17] Statistics produced in 2012 and 2013 showed that digital marketing was still growing.[18][19] With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology.[20]
The key trend here is the way digital technologies and media offer the opportunities for digital disruption. Yet digital marketing is not always used as a disruptor. As I discuss in my Digital Marketing: Strategy, Implementation and Practice book, digital marketing is more often used for market penetration than new product or market development (these are the classic Ansoff growth strategies). To give you a benchmark, this new CMO Survey research from Duke University Fuqua Business School, Deloitte and the American Marketing Association based on the views of Chief Marketing Officers (CMOs) in large US organizations is useful. It’s interesting since it translates the theory of Ansoff into practice, showing how businesses are mainly investing, but other strategies are significant.
For example, say you’re looking for kitchen decoration inspiration and an image attracts your attention. You click on a thumbnail result to get to the “Detail View.” The overall décor is great, but you’re particularly interested in that nice-looking chandelier. Wouldn’t you love to know where you can get one just like it? With Bing Visual Search, now you can.
In the 1990s, the term Digital Marketing was first coined,.[12] With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant part of marketing technology.[citation needed] Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM software after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad.[13]
Coursera offers MOOCs (massive online open courses) created and taught online by universities such as Northwestern University, the University of Pennsylvania, and the University of California system. These courses start at various times throughout the year, so browse the catalog to see when one lines up with your schedule. Below are a couple courses that are perfect for content marketers -- here's what a module for #4 looks like:
Simon Fraser University offers a Digital and Mobile Marketing Certificate designed for for public relations, marketing, journalism, business, government, NGO, non-profit, and other professionals who need to update their skills by mastering today’s essential digital marketing tools. The program consists of eight courses and final practicum to be completed after the courses. Full-time students can expect to finish the program in about 9 weeks, while part-time students should expect something around 15 months, but regardless students must complete the program within a 5 year period. While the price tag on this certificate is higher than others, the stellar faculty and well-developed course content make a strong argument for its value.
Offered by companies that collect and manage complex data for millions of leads and businesses, data enrichment has become more and more important. Marketers use data enrichment to reveal more details about their leads and personalize their approach when attempting to contact them. The great advantages of data enrichment is that it removes any wrong or inaccurate information that companies might have about a specific lead such as his email, phone number or street address.

2. Creating a Marketing Funnel: The most successful businesses have an effective marketing funnel in place. A marketing funnel is when you map out a customer’s journey from when a customer is a complete stranger to when they become a lead, and then put certain strategies in place that will encourage them to move through this funnel. Things like lead magnets, calls to action, opt-ins and offers are all effective pieces of a funnel. You can think of a marketing funnel in four parts: Awareness, Interest, Desire, and Action.
The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. A digital marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of that traffic coming from website visitors who found a page of the business's website via a Google search.

Social Mention - Very similar to TalkWalker Alerts, Social Mention is a media listening tool that shows in-depth insights into phrases/discussions on the web. Tracking brand name shows the reach, strength, and passion that users are having with brand names. It also shows sentiment analysis (whether users are referring to your suggested phrases with a positive or negative sentiment. Another cool feature includes what other keywords are used in discussions with your brand. For Smart Insights our top keyword is 'marketing' ...that's always good to know!

Rutgers University also offers online professional certificates, specifically an online Mini-MBA in Digital Marketing. The certificate program consists of 10 modules, a final exam, and a Capstone Project, which will self-paced, must be completed in 12 weeks. The modules consist of video and interactive course materials that students may access 24/7. Online discussion boards and chat rooms facilitate collaboration and social interaction with fellow peers in the program. For students looking to dive into digital marketing with a knack for the business and management aspects of the industry, this certificate program is likely a highly attractive option.
Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads are relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).[43]
Here we'll take a look at a few of the best tools for personalization integrated with web analytics, Saas for ecommerce and personalization features available as part of CMS or commerce management systems. For the full list of recommended personalization software tools, check out Dr. Dave Chaffey's post 28 Website Personalization and Recommendations Software Tools.

Digital marketing is essential in today’s world. With both competitors and potential customers constantly online, digital marketing is the only way to stay ahead. When you’re a small business owner the online world can seem intimidating. Here is a list of five simple digital marketing strategies that any business owner can implement to help their business grow.

SEO trends change as algorithms change to fit user needs. In this way, SEO is never about building a website for the sole purpose of ranking high on a list results. At its core, SEO is about crafting the best possible website for your user. If you stay on top of SEO trends, you’re that much closer to more visibility online and traffic to your site.
As the total number of active users on these 3 channels combined is 4+ Billion, more businesses are going to expand their customer engagement channels and adopt at least 1 to 2 new messaging platforms in 2020. This will help them effectively communicate with their audience and improve their personalization strategies. This also allows customers who are worried about anonymity to directly reach out to brands and interact using their preferred channel.
Advertising and marketing have both evolved drastically from the days long past of luxurious billboard ads and clever TV bits dreamt up by the Don Drapers of old. Today most of advertising and marketing is conducted by contractors or marketing firms in the digital realm–through strategies such as website ads, facebook marketing campaigns, SEO optimization, Google Adwords, and more. These new developments in the industry create a wealth of opportunities for both current marketing professionals and prospective students to specialize in such strategies to become a valuable asset to any type of business.
Founded in 1842 by Roman Catholics of The Church of the Holy Cross, Notre Dame University is a private, coeducational, research university. In French, Notre Dame du Lacmeans “Our Lady of the Lake” and refers to the university’s patron saint, the Virgin Mary. Notre Dame remains committed to the Catholic faith today as evidenced by the numerous ministries funded by the school as well as the Catholic-themed architecture that defines the campus. Despite the Catholic dedication, students from all denominations are welcomed.
A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company's social media marketer might then help promote these blog posts through paid and organic posts on the business's social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. We'll talk more about these specific digital marketers in a minute.
Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences.[24] Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users' posted images of food-related experiences within their social networks, providing free advertising for the products.[28]
For instance, a visitor landing on a website is contacted via chatbot and asked to request assistance or get more information about the product. If he selects the first option, he will be referred to a representative for help and if he chooses the second option, he will be asked a series of automated questions or redirected to their blog or FAQ page.
Codeacademy offers free, interactive coding classes that take you from lesson one to building a fully-functioning website. The courses we've highlighted below are just a few of the courses; Codeacademy offers many more, depending on your organization's needs. Codeacademy classes feature lectures and a workspace in the same browser window so you can see the effect of your work live, as it's created.

Saint Mary's University of Minnesota is a Roman Catholic institution with brick-and-mortar locations in Winona and Minneapolis, Minnesota. Of the school's approximately 6,000 students, nearly 5,000 are pursuing graduate studies. SMU offers an online MBA in social media management and marketing that students can complete in just 18 months. The 30-credit program requires a general business core and specialization classes. Students complete six core courses, three specialization courses, and a capstone project. As part of the program, students prepare for social media strategy certification using learning experiences designed by the National Institute for Social Media (NISM). Upon completion of the master's in digital marketing online, students can sit for the NISM certification exam.
An omni-channel approach not only benefits consumers but also benefits business bottom line: Research suggests that customers spend more than double when purchasing through an omni-channel retailer as opposed to a single-channel retailer, and are often more loyal. This could be due to the ease of purchase and the wider availability of products.[26]
Located in Montclair, New Jersey, just 12 miles from New York City, Montclair State educates more than 21,000 students through its 300 bachelor's, master's, and doctoral programs. The university offers a fully online master of business administration with a digital marketing concentration. Applicants should hold a bachelor's or master's degree and submit GRE or GMAT scores. The school waives standardized test requirements for applicants who show a minimum 3.0 GPA. Learners without a background in accounting, statistics, and/or finance should expect to take leveling modules once enrolled. While work experience is not required for admission, most students in the program do hold 2-3 years of professional background in addition to their academic degree.
Platform-Based Social Media Analytics are the free analytics tools built into social media platforms themselves – on Facebook, Twitter, YouTube and more. Though other tools can aggregate your data, looking at platform-based analytics allows you to look at each account as a unique entity, devising different strategies for each social media platform.
Data-driven advertising: Users generate a lot of data in every step they take on the path of customer journey and Brands can now use that data to activate their known audience with data-driven programmatic media buying. Without exposing customers' privacy, users' Data can be collected from digital channels (e.g.: when customer visits a website, reads an e-mail, or launches and interact with brand's mobile app), brands can also collect data from real world customer interactions, such as brick and mortar stores visits and from CRM and Sales engines datasets. Also known as People-based marketing or addressable media, Data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers' moment and actions.[39]
Founded in 1891, The University of Washington (UW) is a public flagship university based in Seattle, Washington. UW is one of the oldest universities on the West Coast and also features one of the most renowned and prestigious medical schools in the world. As a member of the American Association of Universities, WU is able to generate one of the highest research and development budgets in the United States.
Influencer marketing has evolved into to become more personalized. As it becomes more authentic, 92 percent of people trust other consumer recommendations over corporate advertising. For this reason, marketers from a leading gaming company launched their highly successful influencer marketing campaign #Superlord on the social video app TikTok, which took Germany by storm:
That’s interesting that 87 percent of online marketers are now using video content. I imagine that video appeals a lot to target audiences since so much of social media is video. If I needed a digital marketing strategy for a business, I would want to make sure I employed a marketing agency that was going to help with my social media and content strategies.
It may not be widely used yet, but by all accounts, visual search is set to become an extremely efficient and popular method of online search. It likely won’t ever surpass text-based searches, but as AI improves more people will certainly start using it. Some mobile phones already have AI implemented in their camera functions that will help speed the use of this technology along.
The role of a social media manager is easy to infer from the title, but which social networks they manage for the company depends on the industry. Above all, social media managers establish a posting schedule for the company's written and visual content. This employee might also work with the content marketing specialist to develop a strategy for which content to post on which social network.
Liberty University’s Master of Business Administration in Marketing program will advance your proficiency in business skills relevant to leadership positions in the field of marketing within the domestic and global marketplace. You will be equipped to serve successfully as an expert in the modern business world, while sharpening your understanding of consumer behavior, critical thinking, market research, advertising, and promotional skills. Gain knowledge on how to advance your comprehension of contemporary issues related to the field, equipping you with an in-depth understanding of marketing practices. Courses will emphasize the importance of applying ethics to marketing practices and integrating faith with learning in a professional atmosphere. Potential Career Options: Marketing Researcher, Product Manager, Marketing Manager, Sales, Promotion, Brand Manager, Account Executive, Merchandiser, Store Manager
SEO trends change as algorithms change to fit user needs. In this way, SEO is never about building a website for the sole purpose of ranking high on a list results. At its core, SEO is about crafting the best possible website for your user. If you stay on top of SEO trends, you’re that much closer to more visibility online and traffic to your site.
Web analytics is the part of marketing devoted to the analysis of your goals and methods used for promotion of your website, and how those should be adapted in order to refine the approach and eventually produce better results. This segment of the course will show you what web analytics is, why you should use it and which metrics should be tracked to get the relevant data for the analysis. You will also learn about conversion optimization, elements of web usability and conversion optimization and how to calculate conversion rate optimization.
The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe how consumers are using the Internet to make shopping decisions in stores and online. Online shoppers are increasingly looking to purchase internationally, with over 50% in the study who purchased online in the last six months stating they bought from an overseas retailer.[25]
By populating its YouTube channel with user-made video content, GoPro has encouraged an entire fanbase of outdoorspeople to take amazing footage of their adventures and post it online -- often with credit back to GoPro. This ongoing digital marketing campaign has championed the use of video to spread the word about the GoPro product line -- and a lot of the content is created by the customers themselves.
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