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Digital Marketing in the emerging trend in branding. With India, all poised to take the big leap into the digital, cashless economy bracket, the relevance of Digital Marketing is felt as never before. This situation should be read with the fact that there are very few centres that can impart knowledge about the science with an insight of practical experience. Crea Institute of Digital Marketing steps into that gap.
01Why digital marketing is the lifeblood of modern retail
As technology has rapidly evolved over the years so too has the retail industry.
These days, barriers to entry are low, online marketplaces are visited more than physical ones and customers complete transactions in a plethora of ways.
The status quo has never been attacked quite so aggressively. These are challenging times for established retailers.
Indeed, retailers have to evolve quickly and adapt the way they operate in order to succeed in this rapidly changing marketplace. Some simply aren’t moving quickly enough to keep up, succumbing to the undertow.
Here in the UK it’s well known the traditional high street has been in a state of flux for the past decade. Conversations with customers and partners reveal a number of key challenges:
- Multiplying channels: The average consumer has the option of shopping in person at a physical store or online via their smartphone, tablet or desktop, evoking competition between online and physical stores
- The growth of online shopping: Customers are also more comfortable than ever at committing to online purchases. Physical stores need to work quickly to update their ways of working to ensure customers are as satisfied offline as they are on
- Great expectations: With widespread Internet access, consumers expect their purchases quicker and easier than ever before with a seamless purchasing experience
- Unpredictable customers: Retailers can no longer depend on customer loyalty. The proliferation of Internet retailing means people can shop around more easily for best value. These same shoppers are equally happy to publicly complain over social media channels if their expectations are not met and this means reputation has never been harder to maintain.
01 86% Don't Measure Their Social Media Marketing Efforts
Nearly nine in ten businesses aren’t measuring their social media marketing efforts, according to new research.
Specialist web design and marketing agency, Digimax found that just 14% of businesses surveyed said they currently measure their social media campaigns and track results.
Yet nearly all of the businesses surveyed had at least one social media account. Facebook is once again the leading platform in terms of popularity and user reach with 52.48% of all businesses reporting an increase in Facebook spend or activity. Instagram had also seen an increase in adoption from businesses with 15.33% of those surveyed having adopted and used the platform in 2016. Once one of the big three, Twitter has however lost some of its share and just 9.6% of businesses reported an increase in activity on the platform. Newer platform Snapchat had an increase of 6.13%.
When it comes to managing social media channels, the cadence of posts and interactions varies, with as few as only 8% of business account users updating more than once a day, the time-consuming nature of managing your social media accounts appears to be a hinderance to many businesses.
Over a third updated their channels every other day, 18% of businesses update on a weekly basis, with a further 14% updating once a fortnight. 7% of businesses only update once a month or less.
If you are successfully using social media, you should be measuring it. This seems to be a simple step that many businesses overlook as 86% of businesses surveyed said they were not measuring their social media marketing efforts at all.
Shaz Memon, creative director at Digimax, said: “There are now over two billion social media users worldwide, but with such a wide variety of different platforms to choose from, it’s no wonder it can be daunting to try and make social media a successful marketing tool for your business. Using Social media may be a quick way to increase your brand awareness, but learning how to really master social media marketing can be anything but an easy fix.
“In order for brands to create a strong media presence by interacting with their customers online, they need to be creating regular campaigns, engaging regularly and measuring the results of those campaigns. Learning what resonates with your audience opens up the opportunity to start conversations, grow business partnerships and expand the online community to win new followers and potential customers.”
01Is there really a skills gap in digital marketing?
The UK Digital Skills Gap remains a blistering topic, this crisis affects organisations across all sectors – no one is safe, including marketing, and yet many sectors are unconscious to the issue, because these ‘digital skills’ sometimes come in the shape of periphery tactics, such as website monitoring, CRM management and search knowledge.
Despite people thinking that digital marketing would be the industry that remedied this skills gap a long time ago, sadly figures show that only 8% of current marketers in the UK possess entry level digital skills, a shockingly low number, we can all agree.
Digital skills refer to digital literacy and the ability to confidently use the internet and information technologies, which are vital responsibilities for any digital marketer.
Considering the UK was responsible for the earliest known recording of digital music played out by the computer in 1951 by the BBC at the University of Manchester, on paper we should be ahead of the game when it comes to our global counterparts.
Marketing has thus far been complacent when it comes to plugging the skills gap; perhaps because digital technology has grown organically and rapidly for the past ten years, it was assumed that skills would too adapt naturally – but analysis shows the shocking truth.
Digital marketing is a dynamic sector that's constantly responding to changing consumer habits.
As technology becomes more sophisticated, companies must invest in new ways (social engagement, interactive video and virtual reality to name a few) to better understand and communicate with their clients – and without the skills available, this will undoubtedly mean that the industry falls behind, and so will commercial profit margins.
Entry level courses meant for the enterprising students who want to keep abreast of the new and the latest in the job market. The fee structure has been designed to suit this segment.
The course curriculum has been designed after many hours of extensive research to cover all relevant topics. The syllabus will be constantly updated to include the new developments into the study material.
A very important component of the course is the direct hands-on experience, where participants will be designing and implementing online branding campaign by themselves under the supervision of those with many hours of experience.