Marketing has been around for as long as people have been selling things. Marketing officially arose as a career choice in the early 1900s. With that being said, marketing as a discipline is relatively new compared to economics, production, and accounting.
Marketing is broadly defined as “activities undertaken by a company to promote the buying or selling of a product or a service. Marketing includes aspects such as advertising, selling, and delivering products to consumers or other businesses”.
Traditional vs Digital Marketing
In this digital age, we as consumers are constantly confronted by technology and the internet. Some people use the internet for anything including paying bills, buying groceries and booking their flights; and they do all of that in the comfort of their own home from their laptop, a positive bank balance and a really good internet connection.
From a business perspective, the increased popularity of the internet presents businesses with a golden opportunity to become digitized and expand their business influence on cyberspace.
We are in daily contact with all types of advertising like billboards, flyers and television ads. Traditional marketing can be in the form of promotion, advertising or a campaign that has been in use by companies for years, and that has a proven success rate. Traditional marketing mostly uses these four common methods for promotion:
- Print Media: Billboards, flyers, newspaper, magazine ads, etc
- Broadcast Media: Television and Radio
- Direct Mail: Catalogues and Promotional Letters
Large and small companies are moving away from traditional marketing methods, opting to use digital techniques instead. Digital marketing makes use of one or more forms of electronic media to promote products or brands. It also uses different methods and channels to analyse marketing campaigns to understand what is working and what is not. It differs from traditional marketing in that digital marketers have a multitude of tools at their disposal to monitor aspects of a campaign’s progress like what is being viewed, how often and for how long, sales conversions, etc.
Dave Chaffey (2018) further elaborates on digital marketing by saying that it “includes managing different forms of online company presences such as company websites, mobile apps, and social media company pages. This is in combination with online communications methods including the likes of search engine marketing, social media marketing, online advertising, e-mail marketing and partnership arrangements with other websites”.
When comparing traditional marketing to digital marketing, it’s obvious that the latter is the future. While traditional print media is still relevant today, the increase in internet users and the popularity of the web makes digital marketing a more effective and widely used advertising method.
Read: The 10 Best Marketing Careers in 2019: https://www.careeraddict.com/marketing-careers
The 5D’s of digital marketing
The 5D’s of digital marketing outlines the opportunities consumers have to communicate with brands and for businesses to reach and learn from their target audiences in different ways:
1. Digital Devices
Consumers experience brands as they interact with business websites and mobile apps usually using their connected devices such as smartphones, tablets, desktop computers, TVs and gaming devices.
2. Digital Platforms
Most interactions on these devices are through an internet browser or app from search engines such as Google and social media platforms such as Facebook and Instagram.
3. Digital Media
Numerous paid, owned and earned communication channels are used to reach and engage audiences. This includes advertising through email and messaging, search engines and social networks.
4. Digital data
The insights businesses collect about audience profiles and their interactions with the businesses. This information is now protected by law in most countries.
5. Digital technology
Marketing technology businesses used to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.
The bottom line: is marketing a good career choice?
Choosing a career is serious. After your studies, there’s a good chance that you’ll spend the rest of your professional life working in your chosen industry. At the beginning of 2019, popular jobs portal CareerJunction published its latest index showing which skills are currently in-demand in South Africa. The marketing sector is indicated as a stabilising trend along with the finance and business industries. This data is based on the number of job adverts published on the CareerJunction website over the past 13 months. Also, according to BusinessTech, “An uptake in jobs is evident in the marketing, sales, admin, office & support and manufacturing sectors since the onset of 2019”.
In the end, no one can definitively say whether marketing is a good career choice. Digital marketing is a fast-paced and ever-changing industry with an ongoing demand for skilled professionals.
Do you think you’re cut out for a career in marketing? Find out more about the wide range of marketing courses we offer HERE. Lucky for you Prestige Academy offers a Bachelor of Commerce in Digital Marketing as well as a Bachelor of Commerce in Business Marketing, Diploma in Business Marketing and a Higher Certificate in Marketing.
Kick start your career with Prestige Academy today!