As traditional marketing continues to have its place in the world, digital marketing is quickly becoming the go-to choice for many businesses. With digital marketing, companies can now track exactly where people are coming from, what they're doing on the website, and what tactics produce the highest ROI. This makes it much more cost-effective than traditional marketing, which often ends up costing more than the budgeted amount. The biggest advantage of digital marketing is that it allows companies to target the right audience at the right time.
This way, they can easily convert their target audience into customers. It also has a wider reach than traditional marketing, allowing companies to reach millions of people around the world with their brand. Furthermore, digital marketing has opened up a great demand for people who can operate digitally and manage marketing. This has led to an increase in the number of reasons to choose this career path.
Andrew is one such example of someone who made the switch to digital marketing. Highly successful in sales and customer relationship management roles throughout his career, Andrew was looking for ways to accelerate his career and identified digital marketing as an industry that continues to grow year after year. He evaluated several learning options for digital marketing, including graduate programs at his alma mater, Pennsylvania State University. During his research, he discovered the Professional Certificate in Digital Marketing from Northwestern, Kellogg School of Management.
After completing the program, Andrew was able to make a successful transition into a new career path. Making the switch from one career path to another requires a lot of reflection and resolution. It also requires dedicated study hours on the part of participants, practical learning and application of course material in real time. This is what Andrew absorbed most through the program. For six months of the program, Andrew and his colleagues worked on real-world digital marketing challenges.
Participants tested different marketing campaigns, mapped customer journeys on social media, and learned the technical aspects of managing multiple online campaigns. Digital marketing helps you take the guesswork out of who your customers are, so you can personalize communications and refine segmentation. It also involves improving online services, interactive tools and interactions with the digital audience to improve customer service. As long as companies approach the shift to digital marketing strategically, there's no reason why it should serve only as an emergency substitute but could continue to provide long-term value when the world finally returns to normal. Were you inspired by Andrew's switch to a career in digital marketing? Learn more about the Kellogg Digital Marketing Professional Certification Program under the Private Education Committee (Singapore). With this program, you can gain access to strategy and planning tools, including benchmarks of digital performance and maturity and regular marketing data reports so you can track your position in a competitive landscape.