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Digital Marketing Is Growing In Demand

Globally, people are choosing the internet as a way to access information, communicate and carry out daily tasks such as shopping and banking. With over half of the world’s population using the internet, it’s no surprise that companies are going digital to sell their products and services online where their consumers are found.

According to Forbes, 70% of companies in 2019 already have a digital transformation strategy in place or are working on one. 52% of marketers around the world also made digital transformation as their key focus for driving growth.

The rate of digital transformation is accelerated when the world is hit with COVID-19.

With the pandemic keeping people in their homes and driving internet usage online, we’re seeing the most rapid digital transformation in the history of the modern firm. Companies are scrambling to leverage digital to connect with customers and continue marketing their products online. As more firms turn online to sell, the demand for digital marketers to carry out online marketing also rise in tandem.

Digital marketing is likely an area of growth right now and a potential career path for many. Many companies may not be hiring right now, and you may be anxious about a job opportunity. Instead of worrying, focus on developing your skills and building your portfolio.

Don’t let the speed of digital marketing change outpace your ability to adapt and expand your skills. This is the time for you to brush up your digital marketing skills and make yourself a potential hire after the pandemic situation improves.

If you are a fresh graduate or someone looking to enter the digital marketing field, here are 3 ways we recommend for you to upskill yourself and learn more about digital marketing.

3 Ways To Learn Digital Marketing

1. Make Use Of Online Resources To Self-Learn

Google and Facebook offer free certified courses

A great way to get started is to use online resources for learning.

Google’s Skillshop and Facebook’s Blueprint are popular platforms among aspiring digital marketers. Not only are they reputable and credible sources for learning, but they also offer a huge range of current and updated courses. Additionally, you can earn recognized certificates upon completion of the lessons!

Let us take a look at Google Skillshop. It offers important – and FREE – courses for their products such as Google Analytics and Google ads– all of which are essential tools used by digital marketing agencies and ad specialists today. Thus, it will be beneficial for you to learn how to use these Google products to their full potential and earn a Google product certification to showcase your expertise to future employers.

The lessons and content are also categorized according to their difficulty level, which will make learning easier for a beginner. One thing to note for Google Skillshop certification is that they typically last for 1 year, so you’ll have to recertify annually. Not to worry, Google Skillshop will send reminders for you to recertify before your certification expires.

Other than Google Skillshop and Facebook Blueprint, another favourite learning platform for marketers is HubSpot. You will find on their website, that HubSpot hosts a vast library of free training and online courses. The courses are taught by industry experts that are typically less than 4 hours long, which also makes learning easy and less time consuming for everyone.

General assembly is another well-known educational site, which is currently offering “Free Fridays”- a list of free courses meant for digital marketing beginners. Although these are not certifiable courses, they are nevertheless informative introductory courses for anyone looking to enter the field of digital marketing.

Take advantage of discounted digital marketing courses

Equinet Academy, ClickAcademy Asia and Udemy are also great alternatives. Click Academy Asia provides public and corporate training in the areas of digital marketing, media and advertising, as well as leadership skills and professional soft skills. A great course series we recommend is the Certified Digital Marketing Strategist (CDMS) programme that will be up to 90% subsidized for self-funded Singaporeans. It’s a course that will help you create a good overview of all digital marketing areas.

For a more detailed course into UI/UX design, you may take a look at Udemy that is currently offering a promotion for their web design courses.

2. Develop Hands-On Experience

Whether it’s running an Instagram page, writing articles or shooting videos, it’s important that you have practical skills beyond theoretical knowledge.

You might be an avid reader and have a passion for writing. Consider starting a blog and build a list of articles you’d love to share with readers online. You may refer to our guide on the ways you can improve your content marketing skills and get some of our copywriting tips. The more you write, the better you’ll be at content creation. 

If writing is not your strong suit, but you enjoy shooting and editing videos, you can work on improving your video marketing skill which is also an important skill needed for many businesses these days. It’s not necessary to have a professional camera.  Start with your smartphone and experiment with different frames and angles. The more you practice, the more familiar you will be with the art of videography.

As you start working on your projects, you’re also building your portfolio which will help showcase your best works to your future employer. This way, you’ll gain a competitive edge over other candidates who lacks a portfolio because you have actual projects to demonstrate your level of knowledge and skills. 

3. Find A Fitting Company And Learn On The Job

The best way to learn is still to get hands-on experience through an actual job. That is because it’s the chance for you to ask questions, work on real projects and measure the actual results of your work.

However, in times where we work from home, this might not be an option yet. But you should still use the opportunity now to improve your digital marketing skills. Build your portfolio and equip yourself with knowledge of the industry to make yourself more attractive as a potential hire.

After the pandemic situation improves and companies start hiring again, you will find yourself better prepared to land a job with a digital marketing agency.  If you’d like to explore a digital marketing career with us, take a look at our job openings!

Wrapping Up

When we talk about Digital Marketing, we refer to everything from copywriting to enhancing customer experience through better UI/UX design. There are many fields for you to become an expert in and many ways for you to do so. Make sure to check out the online learning platforms we recommended and get started on your digital marketing journey! Remember to follow our blog to stay up to date about all things Digital Marketing.      

If you’re interested in making a digital marketing campaign for yourself or need advice on digital marketing, contact us!

No matter how companies do it, advertising remains one of the most important aspects of a business. However, advertising has evolved so much over the past decades that it has become nearly impossible for businesses to keep up. From simple flyers to giant billboards to taking your ads into the online realm, advertising continues to grow at a rapid pace.

Advertising boomed during the 19th century and the most common mediums used were newspapers ads. However, it was in the mid-1800s where the idea of the billboard was born. Billboards and other out of home advertising (OOH) became the go-to choice when it came to advertising. It helped people pick out which soda they wanted and even convinced men to sign up for wars.

However, the success of the Internet opened new frontiers for advertising. The sheer online audience was too juicy for companies to ignore. Google and Social Media like Facebook, Linked In, and Instagram made sure that people would devote a huge chunk of their time online. As a result, the Internet also became a place of commerce and along with it came advertising. Today, companies spend over $191.85 Billion in digital advertising.

While the Internet is fast becoming the choice of companies for advertising their wares, OOH advertising still remains a popular and effective medium. As these two types of advertising medium fight for supremacy, companies are left with the gargantuan task of finding out which is better between digital advertising and OOH advertising.

Before going any further, let us first define the two terms in a much detailed manner.

What is Digital Advertising?

Digital advertising is when companies use the internet to showcase promotional materials to consumers. Common tools used in digital advertising are e-mail, social media sites, search engine ads, and online banner ads.

However, since the Internet is a relatively young invention, digital advertising is a continuously evolving product. Today, companies are already dabbling on the use of chatbots and virtual reality for their advertising needs.

See:  Digital Trends To Disrupt The Consumer Goods Landscape In Asia

What is Out of Home Advertising (OOH)

OOH is defined as any advertising material shown outdoors that promotes a business. Common tools and spots used for OOH are billboards, benches, vehicles, and walls. OOH also includes newer advertising tactics like flash mobs and digital billboards.

Now that we have a clearer view regarding this two types of advertising, it is now time to learn more about when you should use OOH and Digital advertising. Which one should you use?

Is OOH right for me?

While most companies are quickly transitioning from traditional to digital advertising, it might be wise to step on the brakes and reassess your strategy. According to Ad Age, OOH advertising is the only form of traditional media to get a bump in terms of sales. In 2015, outdoor advertising grew from $7 Billion to $7.3 Billion.

And there is good reason for companies to still patronise OOH. While it is true that this type of advertising has been overshadowed by the digital kind, there is still some merit that OOH can give to businesses. Outdoor advertising still has a huge audience – Bus bench advertising in cities like Los Angeles, for instance, can still command an audience of 35000 to 50000 people per day.

The reason for this is because OOH has evolved with newer technologies. The spike of digital billboards, as well as creative advertisements still makes OOH relevant to this day. A good example of the evolution of OOH is an ad campaign created by online video streaming giant, Netflix. When the company launched in France, they placed digital screens on outdoor boards that showcased GIFs of their original shows. The clever bit is that these GIFs reacted to the current events of France. So when France was eliminated in the World Cup, the billboards showed a Martin Freeman looking upset with an accompanying headline that tells the viewer to take their mind off the bad news by watching Netflix shows. Check out the video below:

Outfront media has created case studies regarding the effectivity of outdoor ads. One of their campaigns was to help their client, BAI, a sparkling beverage brand, reach more audiences. With attractive billboards, they were able to increase awareness by 19% across three markets and the people who tried their product increased by 8%.

However, there are certain rules to be followed when it comes to making an effective OOH campaigns. According to Hangline, here are the 10 commandments of outdoor advertising.

Why you should join the Digital Advertising wave

While you should not completely whitewash the worth of OOH, you also cannot deny that digital advertising is the way of the future. While a lot of companies still invest in OOH advertising, that segment of the industry is losing ground. According to E-marketer, OOH will account for over 4% of total media spending in 2015. That percentage will continue to drop by 0.1 points each year. Here’s a graph on where marketers in China are spending their budget on:

According to a study conducted by Ad Age, in 2015, 80% of companies will increase their digital advertising in the next 12 to 18 months. This is because most companies nowadays are already reaping the benefits of promoting themselves online. Digital advertising is highly effective when it comes to driving sales, according to a report from Nielsen, Consumer packaged goods (CPG) brands who utilized online campaigns experienced three times in incremental sales for every dollar that they spent inondvertising. The study also solidifies that there is a healthy relationship between online advertising and offline sales.

More than just Advertising

Digital advertisements are also the best form of media to drive “word of mouth” marketing (besides actual conversation with people). A lot of personal engagement happens online and the various Internet tools speed this up to another level. Social sharing has been at the forefront of this phenomena and advertisers have utilized this to their advantage. According to Upward Labs, a highly recommended share can increase a value of a product by an average  8.8%.

Digital Advertising is also more efficient when it comes to targeting the right audience. According to Marketing Land, digital advertising is seen as five times more effective than direct mail in terms of cost-per-conversion.

Digital is also becoming the media of choice among people. In 2013, digital media has already surpassed TV in terms of time spent usage. The lead is expected to be even wider now and will continue to become even bigger as the years go on. In terms of wider audience, nothing beats digital advertising at the rate it is going. The graph below shows that digital media has overtaken TV in China.

See: How Much Of The Company’s Revenue Should Be Invested In Marketing?

Parting Words

Digital advertising is the safe bet when it comes to where you should start investing your promotional budget. The average adult spends about an hour a day surfing the internet. The same group also spends nearly the same amount on their mobile phones. Advertising’s biggest audience have surely gone online.

However, it would be a big mistake to ignore OOH advertising completely. If done well, OOH advertising could still be effective depending on the needs of your business. People still spend 70% of their times outdoors and there are still some advertising opportunities that you should not miss there. So it would highly depend on the needs of your business. OOH advertising is still effective to those seeking long-term brand awareness and targeted results (i.e. car owners for billboards). If you have any stories or experiences regarding our topic today, please feel free to write them down in the space below.

Web hosting can be daunting even for the savviest of business owners. A lot of times, we find ourselves working with clients who have existing websites that they do not quite understand. Typically, a website that was paid for eons ago will probably work, but it desperately needs an upgrade to work on the mobile devices we have now. This is where we usually come in.

We have learned that our (generally successful) clients use basic web-lingo like ‘hosting’ and ‘domain name’ interchangeably without understanding either. Both of these terms are considered the foundation of an online business presence and at the very least, a business owner should have an understanding of what they are paying for.

Most companies trust their web developers to purchase both hosting and domain on their behalf. This pans out great if they worked with reputable web agencies that allow for a fluid transfer of information and ownership from them, back to the client or to us, their new web developers. If the client previously worked with a freelancer they are not in contact with anymore – it becomes a major headache to complete these transfers and results in unnecessary project delays.

On our part, we tend to offer our clients hosting and domain name purchase services as part of our website development packages. However, we also deem it necessary to educate our clients about hosting and domain name. We are always happy to have them purchase it themselves if they so wish.

By this point, you must have questions popping up regarding hosting and domain name. So let me see if I can cover them all below. If you already know what hosting and domain name are, then just skip to the part on purchasing them.

What is Hosting?Server Space for Hosting - 2Stallions

When someone says ‘hosting’ in a technical conversation, what they are referring to is the physical server on which your website is stored to be accessible over the Internet. This physical server could even be a computer in your office that is left switched on 24/7 and connected to the Internet. More likely, though, you will never SEE your server space unless your business purchases its own server rack in a data center.

Most often, you can purchase annual or monthly shared server hosting plans pretty cheaply online for under 10 USD per month.

What is a Domain Name?

Domain Name - Setup Hosting and Domain Name - 2StallionsA domain name, also known as the URL, is like your address on the Internet. It defines your physical space on the Internet and is usually formed using simple words (think google.com). With your domain name, you don’t have to remember the string of numbers, known as the Internet Protocol (IP) address, that is actually identifying your physical space.

How Do Hosting and Domain Hosting and Domain Name Working Together - 2StallionsName Work Together?

When someone enters your domain name in the address bar of a browser, it starts searching for this address in different DNS (domain name servers) until it finds the IP address in one of these DNS. The browser then requests the IP address for files stored on your physical server (i.e. your hosting). These files are fetched and displayed on the browser. All in a few seconds. Obviously, this was a simplified version of how they work together, so if you’re really interested in What Really Happens When You Navigate To A URL, feel free to read more about it.

How Do I Purchase Hosting and Domain Name?

I know, I know – you probably spent 5 minutes reading all of that just to get here. So how do you get yourself hosting and domain name? Before you begin, please note that there are HUNDREDS of options for purchasing hosting and domain name that many other people swear by. This article is not here to discuss the pros and cons of all of them.

Over the years, through our experience, we at 2Stallions have gone through multiple options for both and our choices are affordable, easy for laypeople to use and set up, serve most of your needs for a business, and have great customer support (like us).

Before you begin, you will need a credit card and some domain name options in mind.

For Hosting, we recommend Webfaction. For Domain Name, there is no one better than Namecheap. (Please note that these are affiliate links – so if you click on these links and make a purchase, 2Stallions gets a small referral fee.)Our Hosting and Domain Name Recommendations - Webfaction and Namecheap - 2Stallions

 

Follow along with our video guide below to purchase your hosting and domain name now.

I hope this article clarified the terminologies for hosting and domain name for you and gave you the confidence to purchase these two integral aspects of a website yourself.

Did I miss out any questions you had? Feel free to ask in the comments below!

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