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Why Traditional Marketers Should Learn Digital Marketing

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Marketing is certainly the most important part of any business. Due to the abundance of work, majority of businesses have become incapable to understand consumer behaviour and scan the marketing environment. According to a survey done by ANA in 2014, 84% of the marketers do not have a formal content strategy and distribution process.

To fill all such loopholes businesses require skilled people for efficient processes including: CRM, analytics and customer monitoring etc. This is possible only with Digital Marketing as it empowers companies with dignified approaches to position themselves in the market. With Digital Marketing business can connect with customers and shape the interactions. According to Adweek, 81% of internet users research products online before making purchase decisions. Hence, it is more likely a requirement for the businesses to target their audience and potential customers, digitally. The following infographic shows the research methodology of consumers before making the purchase decision.

Research methodlogy of consumers

Digital Marketing creates Career opportunities

The immense growth of Digital Marketing has created competition among the corporates as every business is turning towards digital means of marketing. This further has given rise to the new employment opportunities for individuals. According to telecom giant O2, UK has a skills gap and needs to have 750,000 employees with digital skills by 2017.

As mentioned in an article by Times of India, there will be around 1.5 lac digital marketing jobs in India by the end of 2016. There is no other concrete statement to prove that Digital Marketing will soon be a primary requirement for marketing professionals and individuals seeking job opportunities in the marketing domain.

In June, 2015 Moz and Fractl studied the job listings on Indeed.com and found, around 75,315 job listings were related to Digital Marketing containing 6 precise digital marketing keywords. The following graph shows the number of job listings for the respective keywords.

Indeed stat Digital Vidya

 

And the percentage of of jobs related to respective Digital Marketing job titles are as:

Digital Marketing Jobs

According to the study, the job worth of Digital Marketing professionals is constantly increasing. The job listing percentage of Digital Marketing jobs has increased from 0.1% (of Indeed’s total job listings) in 2009 to 0.3% till 2015.Digital Marketing Job Growth

The Future of Digital Marketing

The drastically increasing demand for smart phones has elavated the usage of social media, mobile apps, gamification and content sharing. According to Smart Insights, 80% of internet users own smart phones and they spend 90% of their mobile usage time in mobile apps.

Percentage of time spent on mobile apps

A survey done by eMarketer tells that marketers are investing a lot in mobile ads. The following table shows the mobile ad-spending of 2015 and how it will dominate other digital ad spending channels in the upcoming years.

Mobile Ad-Spending

Case Study: How Happily Unmarried achieved success with Digital Marketing

Happily unmarried manufactures fun stuff and male grooming products exclusively for young males under the name USTRAA. As mentioned on the ‘About Us’ page of the website, “Happily Unmarried was anti established in 2003 with no vision and no business plan. Actually at some point we did make a business plan but according to that we should have retired 5 years ago”. 

This implies, in the early years they were constantly failing to position its products in the market due to the absence of a concrete business plan.

The founders Rajat Tuli and Rahul Anand decided to put digital channels for selling and marketing. Very soon their market reach got widened drastically.

Now they are utilizing both offline and online channels for selling, which are listed below.

  1. Happily Unmarried stores;
  2. Its website Happily Unmarried
  3. Multi brand retailers; and
  4. Online marketplaces such as Amazon, Snapdeal, and Flipkart.

Out of these channels, 20% of revenue is coming from the website which is expected to grow by 70% in the next 2 years. The mobile targeting is the major factor in boosting this growth, which is why they have developed a mobile friendly website.

Marketing Channels Leveraged by Happily Unmarried

Happily Unmarried also invests in Facebook Ads. They have over 5 lakh fans on their Facebook page and their brand USTRAA has certainly created a buzz about male grooming. They don’t believe in aggressive selling, rather they create relevant content that generates curiosity among the targeted audience about the brand and products. Happily Unmarried launched their blog in June 2014, soon after that their website traffic got doubled. The blog has been proved as a strong inbound asset for the company.

In Summary

After studying the facts and data, it is noticeable that Digital Marketing will remain a dominant marketing platform and continue to evolve. Consequently, the marketing professionals of today and forthcoming years are required to learn digital marketing to stand a chance in the forthcoming marketing environment

Author Bio

Mohammed HaseebMohammed Haseeb (a.k.a Sheikh Muhammad Haseeb) is a Blogger, Content Writer, Digital Marketer, WordPress freak and passionate critic. He is extremely ambitious, workaholic and fired with the zeal to learn creative things and build creative things.

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