You need digital marketing as part of your skill set
More than ever, businesses and employees with digital marketing skills are the ones who will thrive
WHILE many businesses, large and small, have closed temporarily or closed entirely due to the Covid-19 pandemic, businesses that still exist today can attest to one factor that has contributed to their longevity: digital marketing. .
According to the Organization for Economic Co-operation and Development (OECD), online sales increased by 30% in the European Union in 2020 compared to 2019, and the share of online retail in total cumulative sales in China reached 24.6%.
Last year, Bank Negara reported that online sales nearly doubled in Malaysia during the pandemic.
Moreover, the OECD predicts that, since online sales require investment, many companies that have increased their participation in e-commerce at the height of the pandemic have an incentive to capitalize on their infrastructure or skills acquired over the long term. .
“According to the 28th edition of the Deloitte CMO survey, investments in digital marketing activities increased between 2021 and 2022. Most companies invest in data analytics (78%), website optimization (74%), digital media and research (71%),” says Dr. Kimberley Khoo Kim Leng, Senior Lecturer at Taylor University School of Management and Marketing, adding that digital marketing is a necessary tool for the savvy businessman and marketer.
Academic Lim Con Nee, from the School of Management and Marketing, believes that those who do not equip themselves with digital marketing skills can run the risk of exposing their careers and businesses to change and vulnerabilities.
“If we don’t advance with technology, we will be way behind as companies are already jumping on the bandwagon to run their businesses using ubiquitous channels,” Lim says.
She gives some examples of companies that have managed to pivot quickly to cope with the effects of the pandemic and to maintain their relationship with consumers while generating sales: “We saw how AirAsia developed its super application when the industry aerospace was down, how AEON pivoted to online delivery of shopping products, and Zara and Ikea used AR (augmented reality) in their retail businesses.
With the acceleration of digitization, businesses can now do much more than just sell products on a website or platform. Lim says digital marketers have begun to perfect available technologies to target specific audiences and consumers to create a personalized experience.
“Many companies are now focusing on innovative new technologies beyond their comfort zone, such as using artificial intelligence and analytics to gain more insight into their potential buyers,” Lim says. .
“They are also using more interactive features such as rich media ads on their websites, as well as social media sites and influencers, among others.”
After all, marketing is all about building relationships with consumers, and it’s also been compared to courting via “online dating” – less driven by chance encounters, and more by algorithms and data.
Lim points out that this relationship building also involves being aware of the social habits of target consumers and meeting them where they congregate.
“I anticipate the use of social sites such as TikTok, Instagram, YouTube and Twitter to increase significantly,” she says, adding that the social aspect of marketing is important because successful digital marketers have a good understanding of their target audience. and continuously build good rapport with their followers and networks over several years.
Khoo believes that in the future, digital marketing will have the potential to provide consumers with a new and immersive experience as companies seek to appeal to young consumers who are perceived as “digital natives”.
“Web 3.0 and the metaverse are likely to change digital marketing trends. Many companies have started to take interest in immersive marketing, as it is expected that AR and virtual reality (VR) will be the indispensable parts of the lives of digital natives,” she says.
Both Lim and Khoo teach a Taylor’s MicroCreds Digital Marketing module, where students will learn marketing theories, digital marketing and social media knowledge and tools, digital marketing strategies to generate more traffic for online businesses and gain practical knowledge. experiences.
Taylor’s MicroCreds is an industry-recognized learning certification with credit value, which is shorter and more flexible than a traditional degree and designed according to current market trends for various industries and professions.
Some MicroCreds are stackable, which count towards the credits needed for a degree if one chooses to pursue a degree program.
These courses are taught by industry experts and experienced academics. Upon completion, graduates will be offered an electronic certificate and a digital badge.
For more information on Taylor Microcreds, click here.