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1. What is Digital Marketing?

Digital Marketing refers to carrying out marketing activities on digital platforms. Unlike traditional marketing, Digital Marketing can better engage users and measure effectiveness through specialized tools.

It includes Content Marketing, Social Media Marketing, Email Marketing, Affiliate Marketing, Influencer Marketing, SEM/SEO, and Paid Advertising.

2. Who is Digital Marketer?

A Digital Marketer is someone who conducts marketing on digital platforms. In other words, they are modern marketers who apply communication and electronic tools to develop comprehensive plans for a brand. The demand for Digital Marketing professionals is increasingly high due to the measurable and adaptable effectiveness of their strategies.

Essential skills for a Digital Marketer include:

Hard Skills:

• Research skills
• SEO skills
• Content planning skills
• Data analysis skills
• Brand development and building skills
• AI utilization skills
• Design skills using professional software

Soft Skills:

• Communication skills
• Adaptability
• Teamwork skills
• Presentation skills
• Time management skills

3. Types of media in Digital Marketing

In Digital Marketing, there are four common types of media classified to help marketers plan for each channel to optimize the effectiveness of their campaigns. When businesses know how to leverage these media groups, they can create effective conversion effects.

• Paid Media: Brands and businesses pay for these channels to advertise (social ads, KOLs, etc.). This type of media can backfire if businesses overuse it. Nowadays, consumers are smarter in recognizing seeding products, so designing an appropriate strategy will create more positive public sentiment.
• Owned Media: These are media channels owned by the business or brand itself (website, fanpage, blog). This is a great channel to generate long-term organic customers and gain trust from customers over time.
• Earned Media: This is received when customers or the public discuss and self-promote the brand. Objective reviews from users create a community for the business, bringing trust from potential customers without investment costs.
• Shared Media: Includes W.O.M and Social, with main channels being Facebook groups, TikTok, YouTube, etc. Similar to Earned Media, a drawback of Shared Media is the difficulty in controlling user statements.

3. Key benefits of Digital Marketing

• Better target audience reach

• Easier tracking and process monitoring

• High ROI (Return on Investment)

• More stable earnings if done correctly

4. Common Digital Marketing terms

• Lead: The number of potential customers who provide their contact information through the website, social media, email, or online advertisements.
• Qualified Lead: The number of high-quality potential customers who are likely to become customers of the business.
• Cost per Lead (CPL): The cost incurred to acquire one potential customer.
• Cost per Conversion (CPC): The cost per conversion.
• Website Traffic: The number of visitors to the website.
• Average Session Duration: The average length of a session on the website.
• Bounce Rate: The average rate at which visitors leave the website after viewing only one page.
• Organic Traffic: The number of visitors to the website from natural sources.
• Google PageRank: The ranking of the page on the search engine.
• Click-through Rate (CTR): The rate of clicks on an advertisement or link.
• ROI (Return on Investment) of Advertising Campaigns: Measures the net profit relative to the amount spent on advertising, helping evaluate the effectiveness and profitability of the campaign. ROI is calculated using the formula: Sales Revenue / Advertising Budget.
• Conversion Rate: The ratio of conversions (e.g., purchases, registrations, downloads) to the total number of interactions on the website or advertisement campaign.
• Unsubscribe Rate: For email marketing campaigns, this measures the rate at which recipients unsubscribe from the business's email list.

5. Skills required for a Digital Marketer

• Data analysis:  Nowadays, data analysis tools are widely used, providing marketers with information needed to understand customers and target them with relevant messages. Through analysis, businesses can see KPIs and make correct strategic decisions for future development.

• Writing and editing skills: Content is central to digital marketing. Writing and editing are not just producing blog posts and landing page content, but connecting with your target audience through compelling, persuasive messages that motivate action. Of course, relevant, well-written content is essential for any digital marketer. But combining with SEO results in higher content rankings in search engines.  

• SEO and SEM skills: Remember, SEO and SEM are strategies responsible for driving traffic to your website. An in-depth understanding of this knowledge will help implement marketing strategies better.

• Listening skills:  A common mistake of brands is focusing too much on content creation and promotion, failing to establish good relationships with customers they expect to advocate or promote their business. 

• CRM skills:  Customer relationship management relates to strategies that track and maximize customer experiences. Understanding interactions and experiences allows personal, and emotional connections improving user experience.

• Basic design skills: With foundational design principles and knowledge, communicating intended content displays becomes easier.