Digital Marketing Learning Paths

Posted by Vernon Joyce
August 16, 2022

Nowadays, the internet has revolutionized a multitude of industries including marketing. Businesses have to take their online presence very seriously because customers are spending more and more time online. Writing eye-catching emails and having a well-made website is not enough as you’ll need to understand the peculiarities of social media networks and know how to use them to reach your target audience. 

Digital marketing is the promotion of brands to connect with potential customers through digital communication channels. For you to be successful in digital marketing, you have to acquire a solid foundation in the digital marketing basics. Afterward, you can either specialize in social media marketing, search engine optimization (SEO), digital marketing, or pay-per-click (PPC) advertising. Through the digital marketing learning path, you’ll learn the most effective and relevant techniques that will turn your media buying strategies into a success! The training will prevent having failed Ad campaigns that are not generating any ROAS (Return On Ad Spend).

Marketing study options

Marketing is a business-focused subject that exposes you to more than just creativity. The need for advertising is higher nowadays because of the rise of smartphones, social media, streaming services, and new technologies. Some modules you may study in marketing are;

a) Consumer behavior

This is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company. This study helps businesses to identify opportunities that are not currently met and also know how potential customers will respond to a new product or service. However, three factors affect consumer behavior; personal, psychological, and social. 

b) Market research

This process is conducted directly with potential customers to determine the viability of a new product or service through research. The process allows businesses to discover the target market and get opinions and other feedback from consumers about their interest in the service or product.

c) Marketing ethics

It refers to moral principles and values that guide a business during marketing communication. Ethics are guidelines that let businesses decide about their new marketing strategies. 

d) Public relations

This is the process of maintaining a favorable image and building a beneficial relationship between a business and the groups, public communities, and people it serves. In marketing, the process involves communicating with your market to raise awareness of your business, cultivate relationships with consumers, build, and manage your business’s reputation.

e) Advertising

This is usually a paid form of messaging designed to lead to sales. This can be done either digitally or through print adverts. 

f) Decision science

This is the use of scientific models to explain how internal and external factors come together to influence consumers’ decisions. The study of human behavior is rooted in robust scientific principles and theories including; cognitive factors, social influences, emotional forces, and biases that help design targeted experimental tests that build upon previous research and theory.

g) Quantitative methods

This is the technique of asking questions to the target audience in an organized manner using questionnaires and surveys. The received responses can be analyzed to make well-thought decisions for improving a business’s products and services.

What can you do within the field of marketing?

a) SEO

An SEO consultant figures out how an employer’s website appears on the first page of Google when one does an online keyword search. The consultant enables potential customers to find your business among the many in the crowded global marketplace. The consultant can generate creative link-building strategies, write interest-grabbing web copy and titles, and develop relationships with online influencers and press outlets.

b) Marketing technology (Martech)

This is a set of software solutions that are used to drive innovation and support mission-critical business objectives within an organization. The solutions include any service that influences or measures the customer’s experiences and buying behaviors. It focuses on advertising, marketing management, content and customer experience, SEO, direct marketing, and marketing data and analytics. Using marketing technology creates better customer relationships, enables businesses to have better data analysis, and automates some repetitive tasks like purchasing ad space, which will give marketers more time to spend on other tasks.

c) Content creation

Content writers are responsible for crafting materials in line with business objectives. The writers’ further connections between the brand and current/future customers by presenting useful information through the business’s website and/or social media platforms.

d) Digital advertising

This refers to marketing through online channels and it’s a great way to introduce new people to your products or services. It consists of advertising on social media pages, web browsers, apps, blogs, or any other form of contact through the internet. This can be done through; email marketing, display advertising, social media apps, and Search Engine Marketing (SEM).


Digital marketing career is evolving regularly due to customer intelligence, multichannel marketing, and the Internet of Things (IoT). These three dimensions of digital marketing are transforming the metrics as well as the tools of digital marketing.

Posted in Career, Marketing

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