Digital Marketing Degree at UofM Dearborn

I am currently enrolled as a student at the University of Michigan Dearborn College of Business. My majors are Digital Marketing and Information Technology Management. I think the weight of this duel degree will carry a special edge upon entering the business world. UofM Dearborn was one of the very first schools to offer this specialized degree in Digital Marketing. It is important to understand how this degree is different than a normal Marketing degree and the ramifications it will have for the business world.

Why is this degree so important? The U.S. Bureau of Labor Statistics show that the market research analysts and marketing specialists increase in number is at 32% expectancy during 2012-2022, surpassing the national average of merely 11% for other professions. This is clear evidence that not only will jobs in this field be available, but businesses will be actively seeking out candidates to fill these positions. Commonly, a business faces a dilemma when looking to hire digital marketers. They must either hire a person skilled in regular marketing that must be trained extensively or they must hire in a seasoned digital marketing veteran that requires a much higher salary. Businesses instead will now be looking to fill this void with students that have this pertinent degree.

More and more businesses are moving their marketing campaigns to focus heavily on their online platforms. The perks of marketing this way are more extensive than merely reaching a wider audience than other marketing means. Online marketing allows for real time analytics to be transferred back to the people running the campaign. This allows the business to alter and change their campaign as they see fit. Also, in this day and age information is king. Digital marketing allows for companies to collect their own information and data free of charge.

Here at the University of Michigan Dearborn, we have classes that focus mainly on digital marketing and are supplemented with traditional marketing courses. These classes range from learning how to rank a webpage on the first page of Google to processing and transposing data analytics in a meaningful way. The core classes required for the digital marketing major are as follows:

  • Digital Consumer Search and Marketing
  • Communications Strategy and New Media
  • Digital Analytics and Content
  • Marketing and Research
  • E-tailing and Retailing

From here a student must also choose two of the following classes:

  • Managing Electronic Commerce Systems
  • Understanding Consumers
  • Marketing Management
  • Global Marketing and Consumer Culture
  • Database Systems 1
  • Advanced Computer Applications

All of these requirements are in addition to the normal classes needed for a Bachelor’s in Business Administration.

The uses of this degree are endless. A person with this degree is equipped to handle social media pages, website management, content management, digital analytics, etc. With everything going digital these days, it only make sense that marketing will continue down this path too.

Digital Marketing – The Advent of the Internet Age

The advent of the Internet age has brought about tremendous changes in how businesses and companies conduct their marketing strategies. Over the years, the need for digital marketing services has risen at a surprisingly fast pace, with more people and organizations embracing different digital marketing solutions. If you’re looking to cash in on this trend, taking a look at courses that focus on online marketing is one of the best ways to get started. Make no mistake about it, the Internet is the future of the economy-it will play an integral role in creating jobs for many more years to come.

Arming yourself with the right knowledge and skills is the first step to being proficient in digital marketing. Of course, this is not to say that going to school is the only way of doing this. A lot of marketing professionals owe their success to a simple passion for studying and learning. Remember that when it comes to the digital world, the Internet is your friend. Almost everything you need to start your digital marketing journey is now available on the Web. Bear in mind though that digital marketing has a plethora of different aspects, ranging from the most basic, to the very advanced. Taking up an online marketing course allows you to learn these aspects one step at a time.

Some of the most popular methods for digital marketing include blogging, instant messaging, email, RSS feeds, and podcasting. Viral video marketing is a relatively new form that’s become popular thanks to the rise of video-sharing sites such as YouTube and Vimeo. Viral videos make use of the formula that’s made TV and film highly successful. This time however, most viral videos that talk about a brand or product are designed to come across as the anti-thesis of conventional ads, making it very appealing to a market that’s tired of the usual boring commercials.

Digital marketing also owes its popularity to the fact that its methods can be taken advantage of with no hardly any cost at all. Search engine optimization for example, allows you to get free organic traffic to your site with a variety of free techniques. However, this method calls for a quite a bit of time before seeing actual results. You can also try your hand in pay per click (PPC) advertising if you want to reach success faster.

Arenas in Digital Marketing

Introduction to digital marketing:

Digital Marketing can be defined as promoting of brands or products and services using all forms of digital advertising. Digital marketing uses Television, Radio, Internet, mobile and any form of digital media to reach customers in a timely, relevant, personal and cost-effective manner.

Ways to do digital marketing:

1. Search Engine Optimization

2. PPC

3. Email Marketing (factors such as subject line, quality, and personalization are matters)

4. Social Media Marketing

5. Digital Display Marketing

6. Mobile Marketing

7. Content Marketing (It also includes blogs, eBooks, webinars, White papers and a variety of other outlets.)

8. Traditional Marketing Methods

Strategies and their Introduction:

1. Search Engine Optimization (SEO):

SEO helps to make a website to be founded in Search Engine Results Page (SERP) for desired Keywords. SEO helps to build a brand.

Process: Measurable link-building and the creation of quality viral content are respectable marketing processes that work.

SEO’s return on investment (ROI) fluctuates as PPC (see below) rises and falls, and organic search results are more trusted than paid advertising.

That’s why SEO is more worthwhile over time. This includes:

• Keyword Analysis

• On page optimization (optimizing a website in page level)

• Off page optimization (building quality back links to web site and to web pages)

• Building authority for brand terms (This includes company profiles in major Social networks)

• Website health checkups (checking technical issues)

• Analytics Reports (Provides how our campaigns are working by seeing traffic)

2. PPC:

PPC helps to get traffic from Search Engines for targeted keyword terms. The benefit of this process is that, we are going to pay only for the clicks that we have received.

Google AdWords is the most popular PPC program.

Strategy: Identifying converting keywords, effective bidding process to keep the costs low etc…

PPC marketing provides instant results because it generates visitors quickly and also lets you measure your budget and ROI appropriately. Becoming well-versed in Google AdWords helps your company take full advantage of the potential benefits of PPC marketing.

3. Email Marketing:

Email Marketing is most traditional form of digital marketing, yet it gives exceptional results if we can personalize every email.

Important things to consider:

Step 1: gathering email IDs list. (Offering something like a PDF, eBook etc… , at our website, can be helpful to gather recipients email IDs.)

Step 2: A service like Aweber.com, mailchimp.com can be handy for instant reply messages and managing newsletter campaigns.

Step 3: Personalization is very important for a successful email campaigns. Personalization should be in Subject line, Body of the Message.

And the factors like catchy “Subject line” and “brief message” motivates the recipient to visit the targeted page.

News Letters: They are a wonderful way to engage with our community by sending weekly or monthly newsletters.

4. Social Media Marketing:

Social Media is the most and the very cost effective digital marketing strategy to engage with existing customers and to build a brand name across different Social Media communities.

First, define your goals. What are you trying to get out of social media?

Strategy: This starts with identifying right channels for the type of business we are in.

Step 1: creating business profiles on Social Networks: Facebook, Twitter, LinkedIn, Google+ & Pinterest

Step 2: using photo sharing services like Flicker, Instagram etc…

using video sharing services like YouTube, Vimeo etc…
using PPTs sharing service like SlideShare…
using PDF sharing services like Scribd.com, SlideShare.com etc…

Step 3: Starting activities which represents your company business sector.

Step 4: Building a community at these third party Social Sites.

Step 5: Develop an editorial calendar to plan when posts go up, or manage your social media content stream through a platform such as Hoot suite.

5. Digital Display marketing:

• This includes paid advertisements (mostly image banner ads and video ads) on websites, portals, blogs which related to our industry.

• This works well because the pages displaying these advertisements are conveying something throughout their website, which is our business industry. So, the rate of converses is good in this process.

• With this display marketing we can raise traffic from the ad providing site and thus we might gain some leads with conversion rate strategies.

6. Mobile Marketing:

Before going to start this campaign we need to be sure that can we offer our services which can be accessible through mobile phones? If yes, then optimize your site for mobile phones.

• Optimizing website for mobile is important.

Mobile marketing includes… mobile search, content presentation (optimized site), display ads (PPC) and mobile compatible emails.

7. Content Marketing:

Content Marketing is a popular trend in digital marketing as it includes blogs, eBooks, webinars, White papers and a variety of other outlets.

All these are signals for freshness of the website. Google likes the sites which updated frequently and provides great deal of info.

The information that we provide should answer some question or show some solutions to a problem. So that it will gain respect and can be shared at online.

Note: This content marketing alone will work with almost all other online marketing campaigns.

8. Traditional Marketing Methods:

Digital marketing not only depends on internet. Apart from that it extends beyond this by including other channels such as mobile phones or cell phones, display banner ads, SMS /mms and digital outdoor etc…
All of these can be effectively used to build a brand name for an organization. Most of these are paid and when we have some campaign regards any public service that we can offer, we can get coverage by the following media for free of cost. In other words, they are earned.

Television: Advertisements (paid)

Radio: Advertisements (paid)

Newspapers: Advertisements (paid) and News created by any activity done by organization (earned).

News created by a program which offers some of the services to public for free (earned)

Magazines: Advertisements (paid)

Conclusion:

Strategies made for an organization are completely depends on their business model, the products they offering and the types of services they offer etc… However these are main and most used methods in best digital marketing service and we can inter relate them for any desired results.