By Dr. Samantha Bietsch
Faculty Member, School of Business, American Public University
The world of marketing has drastically changed over the past 20 years. With an increased focus on online traffic and engagement, the field has grown a lot, especially in digital marketing. Industry buzzwords such as search engine optimization (SEO), Google Analytics and pay-per-click (PPC) are now some of the most important and routine phrases in the industry.
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According to the U.S. Bureau of Labor Statistics (BLS), the field of marketing will experience a growth of 8% by 2028. They report that newspaper marketing employment will be declining, but digital marketing will be growing. The BLS notes that “advertising and promotions managers are expected to see employment growth in other industries in which they will be needed to manage digital media campaigns that often target customers through the use of websites, social media, or live chats.”
Basic Marketing Hasn’t Changed, But Digital Marketing Requires New Skillsets
Traditional marketing has not changed much in the past few decades. The general principles of marketing have not been altered; they have just been minorly tweaked.
One of the biggest differences in the field is the addition of digital content; however, this practice still follows the same principles of marketing that we have traditionally taught. Digital content still relies on value-driven content to a target audience. It just requires an additional skillset.
The Value of a Digital Marketing Certificate to Conventional Marketers
Why would someone who has been in the marketing world for years need to further their education? Many people with a marketing degree are choosing to go back to school for a digital marketing certificate to bridge the gap between their current skillset and the new technology that enables businesses to thrive.
Even without the title of “digital,” any marketer currently working in the industry could be tasked with digital marketing goals. Furthermore, those who are looking to change employers or industries may find this skillset is vitally needed to stay competitive in the marketplace.
The Coronavirus Pandemic Has Heightened the Need for Digital Marketing
The recent pandemic has brought heightened attention to the need for additional digital marketers as well. Forbes reports, “Just as the online world has become more relevant and necessary to the functioning of our society, digital marketing has become essential to success for businesses that operate within that society.” Because more of us are shopping online and do as much as we can from the comfort of our own homes, digital marketing efforts now take center stage.
While the general principles of marketing remain the same, it is important to have the skillset to implement the many online marketing tools we now have at our disposal. A digital marketing certificate is a great way to stay competitive in the current economy with its heavy focus on digital marketing.
About the Author
Dr. Samantha Bietsch is currently an Associate Professor in the School of Business. She has an M.B.A. in finance from American Intercontinental University and a D.B.A. in marketing from Argosy University. Prior to entering into higher education, Dr. Bietsch held numerous roles in the financial services industry.
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