It covers many bases and goes by various names – online marketing, digital marketing, e-marketing, internet marketing – but whatever you call it, this is without question one of the most important sectors for anyone involved in marketing today. And a Masters in Digital Marketing will prepare you for many exciting roles in this fast-changing and fast-growing sector.
Digital marketing trends
Among the most important and fast-growing digital marketing trends are the rapidly growing fields of social media and mobile technology. These channels are becoming more important for all forms of communication, marketing included. In a 2012 survey by HubSpot, a huge 80% of US social media users said they prefer to connect with brands via Facebook, while 42% of marketers said Facebook was critical or important to their business.
Smartphone usage is soaring around the world. The 2012 Internet Trends report from KPCB showed smartphone subscriptions growing 42% year on year, with especially rapid growth rates coming from Taiwan, Mexico, Argentina, Turkey, China and the US. Countries where smartphones now account for more than half of mobile subscriptions include Japan (65%), Korea (59%), Canada (55%) and Sweden (54%).
Josep-Maria Fàbregas, director of the Master in Direct and Digital Marketing at UPF, also highlights the growing importance of ‘big data’ as another digital marketing trend – with digital marketers working to transform large amounts of customer data into “actionable knowledge”.
Challenges for digital marketers
These digital marketing trends are challenging marketers in all kinds of ways. The value of ‘content marketing’ – producing engaging and shareable content to be published online, rather than more traditional advertising – is widely recognized, but many businesses are still trying to figure out how to make this work. One survey of Australian marketers found that a huge 96% are using content marketing, but only 29% felt they were doing so effectively.
The same could be said of email marketing – according to the Econsultancy/Adestra Email Marketing Industry Census 2013, almost two thirds of digital marketers rate their email campaign performance as ‘poor’ or ‘average’ and just 4% as ‘excellent’.
Finding ways of measuring effectiveness, tracking return on investment, and identifying (and implementing) best practices in digital marketing are top priorities for many companies – and a growing array of online reports and tools are popping up to help with this.
Source by topuniversities