The ongoing pandemic has had an impact on virtually every facet of life, causing companies to go out of business, employees to work from home, and students to attend online classes. Adapting to these strange new circumstances has been necessary for those who want to maintain any semblance of a normal life. With brick-and-mortar establishments closing their doors – some to never open again – businesses became more reliant than ever on digital means of doing business.
Although the business world had already been making use of online strategies, the pandemic has required an accelerated shift toward a digital revolution. With consumers becoming increasingly comfortable with and reliant upon the internet before making a decision about their purchases, digital marketing has become more important than ever.
How Has the Pandemic Impacted Digital Marketing?
The shift to an online selling environment has allowed many smaller businesses to close the gap with their larger competitors as consumer habits have changed and customers have become more self-sufficient in their search for the goods and services they need. Digital marketing has allowed businesses to connect with their audience as never before.
The growing reliance on digital marketing is why the pandemic is a perfect time to start a career in digital marketing. The competition for traffic is intensifying, and although smaller companies initially fared quite well, they will now face new challenges in being found by customers as they face off against competitors like Amazon, Walmart, and Target.
Digital marketing itself has had to adapt to the pandemic. As mentioned above, consumers have become more self-sufficient and willingly embraced the change to a digital environment, but they have also become more careful with their expenditures. With many employees dealing with reduced wages or even loss of employment, consumers have become more frugal. Digital marketers have therefore had to shift their focus to offering greater value to consumers who may be hesitant to spend.
Careers in Digital Marketing
With businesses pouring more of their resources into digital marketing, there is of course a growing demand for digital marketers. Here are some of the careers that might interest you in the digital marketing industry:
Digital Marketing Executive
Working as a digital marketing executive, you would be responsible for several duties, including managing blogs and e-books, analyzing marketing trends, reviewing communication, and overseeing the digital space of the brands you represent. This would include overseeing the company website and their social media accounts. The digital marketing executive will assist the marketing manager in the creation of brand reports and work with the content and design team, providing them with the research they need.
Digital Marketing Manager
The digital marketing manager has the task of working with a company to create their online brand. This can be done through the creation of strategies that will not only improve brand awareness, but also increase the brand’s mental real estate among consumers so that they will be recognized and remembered. A successful digital marketing manager will remain updated regarding the latest technologies and will put them to use at every opportunity.
Search Engine Optimization (SEO) Analyst
When one thinks of digital marketing, it invariably involves search engine optimization, and this is one of the essential components of a successful digital marketing strategy. It involves increasing the ranking and position of the company’s website in the search engine results page (SERP) to raise the company’s visibility and thereby increase the amount of traffic that is directed to their website.
The SEO analyst will need a solid grasp of Google algorithms and the use of effective keywords, key phrases, and linking strategies. They will perform on-site and off-site analyses for clients to determine ways to improve website visibility and impact.
Social Media Marketer
According to an analysis performed by Visa, 25% of online purchases come through social media platforms, with consumers claiming that it is a convenient means of shopping that also allows them to benefit from discounts offered by influencers.
Social media marketing requires a solid grasp of social media platforms and their respective audiences. Social media marketers are responsible for creating campaigns for the client, media planning, and developing performance-based strategies.
Digital Marketing Writer
Digital marketing writers will create content that is consistent with the brand’s tone and image. They not only need to have a good understanding of the client, but also the intended audience, as they will need to craft content that will resonate.
Content created by the writer should be instantly engaging to draw the audience in at first glance and keep them reading. Consumers want and expect value, so written content should be informative, while providing solutions to their needs. Written content may be produced for websites, email, social media, mobile marketing, and more.
As more businesses turn to digital solutions, the need for digital marketers will only continue to grow. Throughout the remainder of the pandemic and even beyond, many opportunities will present themselves to digital professionals.
As a leading digital marketer, Marwick has become one of the fastest-growing companies in BC. Our team is expanding, offering tremendous opportunities for those looking to step into a career in digital marketing. Visit our Careers page today for more information!
Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing. Founded in 2012, Marwick has grown from a start-up to the 11th Fastest Growing Company in Canada in 2020 and expanded into the UK in 2019.