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Cornell Student Articles on Topical Affairs

The behind the scenes skills and strategies of a digital marketer

Digital marketing is a relatively newer term in the world of business. Although the niche industry has been on the rise over the last decade, it is still working out the best way to relate to consumers. Digital marketing is essentially utilizing the tools and strategies necessary to communicate with a digital audience of consumers. In order to communicate online with consumers, digital marketers must first cultivate an understanding of who their target audience is. This is done by primary and secondary research of a consumer market. This research is often turned into a strategic marketing campaign book that can be referenced for social media and web site postings. Digital marketers often work for an online marketing agency or another type of digital marketing agency. One of the main goals of a digital marketer aside from communicating online with consumers is learning how to compose and post messages that will truly resonate with their audience.

Digital marketers must continually stay updated with audience trends and likes. By understanding social media trends, digital marketers can more appropriately interact with their audience in a way that is recognizable and respected. Not only must they conduct audience research, but they also have to do their own organic searches on how social media users are interacting with each other and with new brands. Viral content tends to dictate weekly trend and buzz words associated with a certain story, meme, or video. This type of viral sharing in a digital media world is heavily reliant on properly resonating with the audience. The general public is never a target audience, for this reason, it is imperative that digital marketers learn how to better understand their audiences so that they can create and build mutually beneficial relationships.

Each social media platform houses their own unique way of telling stories. Facebook, Twitter, Instagram, Snapchat and LinkedIn are some of the most popular and frequently used social media sites by consumers. All of these types of social media accounts collect consumer data that is available to marketers to utilize as a way of connecting to their audience by tailoring messages and advertisements that are specialized specifically for a certain type of consumer. Consumer data is often gathered by searching the data analytics of a consumer audience for an account and then running the statistics to gain a mathematical and logical understanding of the type of consumer following that a company or business has. Local and corporate advertising has made huge leaps and bounds when it comes to investing their marketing efforts into digital media. For some businesses, it took them awhile to understand the great benefits that come with digital advertising and marketing. The reluctance came before they could see actual results in utilizing social media as a way of communicating to their consumers. Not only can digital marketers teach companies about how to send messages, they can also teach them how to sell or advertise their products or services by utilizing social media or websites as a means of sending information

Websites also provide digital marketers with an entirely new task for online communication. Social media platforms are designated spaces for company profiles, online voices, digital communication, and storytelling. Although the products, services, and messages may differ, the type of profile is still the same for all companies considering they are limited by the site of choice.  With a website, this is a different. A website is a digital place for companies and businesses to tell their own story. Generally with tabs or continuous scroll, companies will explain things in an “About” section of the site. They have the power and control to create the site in a way that most effectively tells their story and explains what they have to offer to consumers. If the site is ecommerce based and primarily sells products only, it may greatly differ from a site that just offers services. Often service based sites primarily request that users send in their information and they will schedule some type of consultation. Even the email and contact information portion of a website is a place where digital marketers can showcase their communication skills to consumers with effective advertising and message strategies.

Overall the way a digital marketer functions on their day to day tasks and goals is heavily reliant on what a client is requesting at that moment. All client needs vary. After having that first consultation with a client, the digital marketer will take all of the requests and the budget and formulate the best plan for their client and then give a presentation on how to implement the digital marketer’s findings and techniques. Digital marketers can work from online, travel consulting, in a firm, or even within an academic setting. Although the term digital marketer may be new to the mouths of many traditional business strategists, it’s a term that isn’t leaving any time soon. With projections for digital teams to continue onward in the professional sector, it is a field that many enjoy and will continue entering.

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