7 Digital Marketing Jobs That Didn’t Exist 10 Years Ago

Digital jobs that didn’t exist 10 years ago photo credit: GettyGetty

When asked what degree I have to be in digital marketing, I get very confused looks when I tell them that not only do I not have a marketing degree, I actually have two degrees in journalism. In fact, at least half of my digital co-workers have journalism degrees or something similar and not digital marketing degrees. Why? Well, because when we were in school there wasn’t a digital marketing option. In fact, when we were in school, most of our jobs didn’t even exist yet. Luckily there are now many programs offered in digital marketing and some great career options in the field.

Here’s a look at 7 digital marketing jobs that didn’t exist 10 years ago and the average salaries for those positions.

Digital Marketing Specialist

With the rise of everything moving to digital, so did marketing. Instead of billboards, commercials and direct mail- we now have online ads, YouTube ads and email. While the objectives and goals of digital marketers are still in line with other marketing professionals, digital marketers had to pivot to be more tech-savvy and digitally focused concentrating on effective online marketing campaigns and digital messaging for consumers.

Avg. Salary: $51,984

Vlogger

While bloggers have been around since the early 90s, YouTube wasn’t released until 2005 starting the age of online cat videos. Many successful vloggers, also called “influencers” use their platform to make money through product sponsorship, reviews and advertising on their videos. Today’s biggest YouTube Vlogger is estimated to be worth around 15.5 million. Vloggers are digital marketers in a sense that they market products and their brand on social media. Who knew that marketing yourself could be a job?

[“source=forbes]

7 Marketing Trends To Budget For In 2019

While many of us in mid-November are thinking about the upcoming holidays, travel plans, and quality time with loved ones, business and marketing leaders are crunching the numbers and having tough discussions about their budgets for the new year before 2018 comes to a close.

As you’re looking back at the year’s successes and (let’s face it) shortcomings, it’s important to look ahead to what the marketing industry as a whole has in store in the near future and to seek out new opportunities to engage your audience. To help, here are seven marketing trends that leaders should consider as they’re preparing to budget for 2019:

1. Content has become core to marketing (and sales, too).

One of the biggest trends in content marketing is that it’s all but taken over marketing departments. Content has become core to everything your marketing team does, so you absolutely have to budget for it. If you haven’t already, create a content marketing plan. And if you have created a strategy, take some time to revisit it, make sure it aligns with the direction you’re wanting to go in 2019, and determine that you have the resources you need.

While you’re thinking through how content will work for you, don’t forget about the goals you share with your sales team — and how content plays a role in achieving them. Pay attention to sales trends and think through ways content can smooth your individual sales process. Content has become the fuel for so many of your marketing and sales departments’ biggest goals, and your budget should reflect that.

2. Chatbots will offer benefits beyond customer service.

Audiences are looking for more authentic, helpful interactions with brands, and they want those touchpoints to happen on their terms. Chatbots can help you meet your audience members where they are and inform your marketing strategy with insights directly from them at the same time.

According to recent research, 73 percent of marketers say they use their website analytics to research their audience, but only 42 percent say they use actual audience conversations. That’s a missed opportunity for better relationships and better messaging, and if marketers want to close that gap, they might want to look into chatbots.

Not only do chatbots give you insight into exactly what your audience members are looking for and when, but they also make it easy to deliver that information to them — all while collecting those insights to refine your messaging in the future. It’s a win-win,and that’s why it should be on your radar in 2019.

3. Alternative search formats are on the rise.

Just as there are different ways to communicate your message, there are different ways for audience members to search for your content. Voice search is on the rise, and with Google announcing plans to make visual content more useful in search, marketers need to be prepared for the rise of alternative search.

According to the recent research I mentioned earlier, more than half of marketers increased their use of image-based content, and more than one-third increased audio-only content. This indicates marketers are moving in the right direction by producing more and different types of content for audiences. But if you’re creating different kinds of content without also thinking through how your audience will find it, it’s not going to do a lot of good. As we go into 2019, prioritizing multimedia content and alternative search will be important.

4. Marketing and PR will continue to overlap.

As content keeps growing, marketing and PR teams are going to see more overlap. I’m not saying that these two teams are now orwill ever become one and the same. But brands are starting to realize that marketing and PR share some common goals and work well together, and they’re making it a point to bring these two teams into closer proximity.

PR has evolved a lot in recent years. It’s less about the templated, mass-distributed messaging of the past and much more about engaging content that’s valuable to brands, reporters, and their audiences. Now if helpful, engaging content sounds familiar, that’s because it’s central to what marketing is all about. Marketing and PR can and should work together to enhance each other and deliver more value to your audience — and your bottom line.

5. Security and data privacy will be major concerns.

To say it’s not been a great year for privacy would be an understatement. If you value online security and the privacy of your information, then the seemingly endless stream of news stories about data breaches and hacks might be making you uneasy. And your audience probably feels the same way.

Online security and the protection of personal information are growing demands for all consumers, and marketing leaders must accommodate this development. The 2018 rollout of the General Data Protection Regulation in the EU was a big step in that direction. As audience trust in media declines and concern over privacy grows, marketers will need to put the processes in place to responsibly collect, store, and protect their audience members’ information to maintain the trust they’ve worked so hard to earn.

6. Personalization and authenticity will separate successful marketers from those who just contribute to noise.

To be honest, there’s no good reason in this day and age for anyone to receive generic messages and completely irrelevant offers in his or her inbox (or anywhere, for that matter). With the endless amount of data you have available, the technology that can analyze it and help you put it to use, and the tools available to scale that information across interactions, your audience members should feel special all the time.

They’re already bombarded with more content than they can handle, and you don’t want to just add to the noise. Technology doesn’t have to make you more impersonal. It can make marketers better communicators. Use it to (securely) collect relevant data, and turn those data points into insights that can guide your messaging. The more advanced these tools get, the higher your audience’s expectations for genuine, helpful, personalized content will be.

7. Less will be more.

In an article about trends to consider for 2019, I know it probably sounds weird to say that maybe we should be trying fewer things, but hear me out. Things evolve rapidly, especially in marketing and communication. There’s constantly something new that’s demanding your attention as a marketer and your audience members’ attention as content consumers.

In the race to take advantage of the next big thing, some marketers may be trying to do too much at once — which only leaves them with lots of partially realized investment payoffs, a potentially jumbled message, and audiences that suffer from their lack of consistency.

So rather than dive headfirst into each trend as it emerges, remember the members of your audience and what is truly best for them. That should be your guiding light. Assess everything carefully, make sure you’ve got a plan to actually measure whatever you try, and always prioritize your audience experience.

As marketing continues to evolve, pay attention to different speakers

, trusted content sources, and other marketing leaders you respect so that you are prepared for your budget talks. Hopefully these seven marketing trends that are shaping the industry will help you as you sit down to allocate dollars and set goals for 2019.

[“source=forbes]

The 3 Ways That Artificial Intelligence Will Change Content Marketing

In many ways, artificial intelligence (AI) is already influencing digital marketing in general, and content marketing in particular. But the truth is, there is so much more to come – so many more changes and improvements that AI will surely bring to content marketing.

In this blog post, I’m going to explore some of these changes in order to try to understand what the future holds – read on to discover the 3 ways that artificial intelligence will change content marketing.

What exactly is artificial intelligence?

Before I can discuss the effects of artificial intelligence – also known as AI, machine intelligence and in some cases, machine learning – on content marketing, it’s important to first understand what exactly artificial intelligence is.

So, what is AI, exactly?

Techopedia defines it as “an area of computer science that emphasizes the creation of intelligent machines that work and react like humans. Some of the activities computers with artificial intelligence are designed for include:

For example, such a machine would be a self-driving car: a car that doesn’t need any humans to operate it in order to safely drive itself. Or, a computer that can play chess with you and take on-the-spot decisions as needed. Or, a simple every day example and something that many can relate to – the content that Netflix suggests you watch (all based on machine learning).

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In other words, AI permits machines to learn from data and use that knowledge to perform human-like tasks.

And unsurprisingly, AI has also already started to make an impact on marketing, from AI content curation to chatbots – but how exactly is it (and will it be) impacting content marketing?

More Personalized Content

One of AI’s main functions is its ability to analyse huge amounts of data – and interpret them. That is an incredible feature and something that can have huge effects on content marketing and even marketing in general.

One of these effects is that it will help content marketers understand exactly who they’re targeting. Not in a creepy way, but rather in a way that many consumers expect: a Salesforce study, for example, found that 76% of consumers expect companies to understand their needs and expectations.

After all, many of today’s most popular products and services offer highly personalized experiences – like, of course, Amazon.

Content is no different than other forms of marketing when it comes to the need for personalization; consumers want a personalized experience, including only seeing content that is directly relevant to them.

So, how exactly will artificial intelligence help us create this type of content?

It’s all about the data and segmentation: AI can absorb huge amounts of data and help you segment it easily.

When it comes to audiences, AI can help you understand who exactly forms your audience, what platforms they use predominantly, what other content they read, what types of content they prefer, and so on.

Build Better Content Marketing Strategies With An AI Marketing Assistant

Geometric facade of 51 Astor Place (the IBM Watson Building) at Astor Place in Manhattan, New York CityGetty Royalty Free

One of the ways that AI is already heavily impacting content marketing is with AI marketing assistants – like IBM Watson’s Lucy.

Lucy is an incredibly powerful tool that marketers can use for research, segmentation and planning – and it’s so powerful that it can do more in a minute than an entire team of marketers can achieve in months.

So, how exactly does an AI marketing assistant like Lucy work?

To start with, Lucy can absorb and analyse literally all of the data your company owns, or that has commissioned or licensed. What’s more, once it absorbs all of this data, you can ask it any question you might have, no matter how complex, and it will find the answer for you:

  • Which regions should I first target?
  • What mix of content should I create for my audience for maximum results?
  • What are my competitors up to?
  • What are the main personality traits of my audience?

These are questions that companies need to answer in order to put together a strategy that works. But finding these answers is not exactly easy when you don’t have a tool like Lucy on your side – gathering and interpreting these vast amounts of data would be a difficult, if not almost impossible task without help.

And the possibilities of marketing assistants like Lucy don’t end here:

  • You can create clear and complex segments of your target audience so that you can create highly personalized content
  • Plan your content marketing (and other marketing) strategies by seeing how different strategies would work and what results you can expect

Systems like Lucy will have a huge impact on content marketing as they become more affordable and more popular. They will help companies better understand their audience and their data in general and what’s more, they will help marketers put together more effective strategies as well as help them understand what types of outcomes they can expect.

[“source=forbes]

4 Tips to Build a Strong In-House Marketing Team

ou have to make plenty of difficult decisions when designating an in-house team. Today we are going to learn what you need to do to build a strong marketing team.

Due to the complex work environment of many companies, they like to use outside agencies to get work done for them. These agencies have great skills, there’s no doubt about it. However, nothing compares to having a high-quality in-house marketing team.

You have to make plenty of difficult decisions when designating an in-house team. Today we are going to learn what you need to do to build a strong marketing team. It’s your job to make sure that everything runs smoothly, and the best way to do that is by making smart business decisions about who you hire and how you use them within the company.

Here are four tips to think about when you start to build your in-house marketing group.

1. Consider workload.

Your in-house team is there because you trust them. No one knows the business like they do. But you can’t put all of the work on them at once. If you’re using outside agencies in conjunction with your in-house team, you have to consider the workload. Where is your team going to thrive, and what can an outside agency do to make their jobs easier? The problem that often occurs is that business owners will get an in-house team and fire all their agencies. The new team can’t handle the workload, and the marketing quality suffers.

ou have to make plenty of difficult decisions when designating an in-house team. Today we are going to learn what you need to do to build a strong marketing team.

Due to the complex work environment of many companies, they like to use outside agencies to get work done for them. These agencies have great skills, there’s no doubt about it. However, nothing compares to having a high-quality in-house marketing team.

You have to make plenty of difficult decisions when designating an in-house team. Today we are going to learn what you need to do to build a strong marketing team. It’s your job to make sure that everything runs smoothly, and the best way to do that is by making smart business decisions about who you hire and how you use them within the company.

Here are four tips to think about when you start to build your in-house marketing group.

1. Consider workload.

Your in-house team is there because you trust them. No one knows the business like they do. But you can’t put all of the work on them at once. If you’re using outside agencies in conjunction with your in-house team, you have to consider the workload. Where is your team going to thrive, and what can an outside agency do to make their jobs easier? The problem that often occurs is that business owners will get an in-house team and fire all their agencies. The new team can’t handle the workload, and the marketing quality suffers.

[“source=forbes]

 

How AI Is Revolutionizing Digital Marketing

Artificial Intelligence and digital marketing are beginning to go hand in hand. With the ability to collect data, analyze it, apply it and then learn from it- AI is transforming digital strategy. As it continues to advance, so will the capabilities to use it to improve digital marketing strategies and valuable customer insights for companies.

Here are 3 ways AI is changing digital marketing for the better.

Better User Experience

The most important aspect of a successful digital marketing strategy is great customer experience. When the content is relevant to the user, they are more likely to convert and become recurring customers and have brand loyalty. Artificial intelligence can significantly help with that in its ability to collect data and decide which content is the most applicable based on things like location, historical data and past behavior. When doing so, it gives the user the impression that the brand was built specifically for them.

For retail, AI can be a game changer for online shopping experiences with new advancements in augmented reality where customers can actually “try” a product before making a purchase. There are now apps where you can actually “try on” clothes to see how items will look on you without ever stepping foot into the store. This means less dissatisfied customers, lower returns and higher engagement online for a brand.

Voice search technology is also a great addition of AI in digital marketing that can get faster results. Companies can now write their site to coincide with virtual assistants like Alexa, Google Home and SIRI. If you do it correctly, you can move your brand to be the first result on a voice search which can really help with brand recognition.

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Predictive Customer Behavior

Not only can AI personalize a customer experience on past behavior, but it can also predict behavior for new and existing users. With the help of data management platforms (DMP) collecting second and third-party data now, AI can collect information about your users across the internet and not just in a session on your site. This can help personalize to their needs automatically through journeys and profiles enabling you to target your potential leads and eliminating those unlikely to convert enabling you to concentrate on formulating and executing effective marketing strategies.

While it is far from perfect, AI is constantly collecting, analyzing and interpreting data to get smarter at utilizing it. With new algorithms, all the time, accuracy of customer journeys will get more efficient and help determine sales forecasting and ROI so that your business can provide the best experience for customers and right tools to help your business succeed.

Real-time customer support

One of the biggest things customers look for in a good digital experience is quick resolutions and response. With the introduction of AI chatbots, an automated tool that gives the impression of talking to an actual customer service person in real time, AI can deliver that experience in real time.

Chatbots can use terms to seem more “human-like” and can answer basic questions, track and fulfill orders and help solve simple issues. Facebook messenger has integrated the chatbot feature for company Facebook pages to help improve customer service for businesses. These bots can be available 24/7 and can reduce call wait time for customers having issues which can increase customer satisfaction overall.

Artificial intelligence continues to grow and improve and won’t slow down for a while. Implementing AI into your digital marketing strategy will help customers have a better experience and give your business the insights it needs to succeed.

Artificial intelligence continues to grow and improve and won’t slow down for a while. Implementing AI into your digital marketing strategy will help customers have a better experience and give your business the insights it needs to succeed.

[“source=forbes]