Marketers' roles and capabilities in digital marketing era
1. What is digital marketing?
You've probably heard the term'digital marketing'. Even if
you are not necessarily in the marketing job, you may have encountered the term
indirectly. What on earth is digital marketing? Wikipedia defines digital
marketing as:
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Marketing products or services that use digital technology through various channels such as mobile devices and banner advertisements, mainly on the Internet.
To put it more easily, digital marketing can be defined as a generic term for all marketing activities that advertise products and brands through various digital media. In fact, the dictionary definition is not very important. Marketing itself encompasses a wide range of categories and concepts, so you can define it differently depending on your perspective.
I think the important thing is to take a closer look at and understand why digital marketing is necessary for this era and how to do it well to do digital marketing.
2. Why is digital marketing so important?
So let's think about why digital marketing is so important from a marketer's point of view.
The rapid growth of the digital advertising market
According to data, for the first time in 2016, the size of
the digital advertising market surpassed that of the TV advertising market. The
growth curve of this trend is shown not only overseas but also domestically.
The growth of the digital advertising market size is analyzed as the main reasons for the development of the Internet usage environment, the growth of the mobile market through the spread of smartphone devices, the emergence of huge platforms, and the production of various digital contents. The biggest factor among them is the growth of the mobile market.
Smartphone usage continues to increase, and in recent years, due to the rapid growth of video content, media based on video content such as YouTube and Netflix have grown rapidly. Through this, various contents that can be easily enjoyed on mobile were produced and spread rapidly.
In addition, as factors such as the growth of O2O services,
diversification of commerce, mobile simple remittance, and electronic payment,
consumption through mobile becomes easier and more convenient, the scale of
consumption in the digital market is expected to grow even more than now.
These statistics and metrics mean that the place where our potential customers are gathered h
as moved into a digital world like mobile, not offline. If you're a marketer, you've probably heard the saying,'It's important to know where our customers are.'
What is important to marketers is finding out where the customers who will be using our services are and thinking about what messages and how to deliver them to them. Most of our customers are now in the digital world. So, for us, digital marketing has become a necessity, not an option.
Quantitative performance measurement
Another big change is that it is possible to quantitatively
measure the performance of marketing. In the past, marketing mainly used
traditional mass media such as radio, TV, and newspapers. Such marketing
activities can be easily exposed to the unspecified majority, but it requires a
lot of budgets and it is difficult to accurately measure marketing performance.
This is one of the important things that Peter Drucker, the father of business administration, emphasized when planning and managing the project. However, I think it is a necessary concept and methodology that digital marketers must know as well as project management in an era where user data is overflowing.
In digital marketing, the ability to collect user data makes it possible to quantitatively measure marketing performance. This allows marketers to become more efficient and sophisticated marketing.
In addition, companies have focused on marketing methods that are the most efficient and maximize performance within a limited budget, and make decisions based on data. In this process, the terms of performance marketing and data-driven marketing came into being.
3. What do digital marketers do?
So what will digital marketers do? In fact, there will be no limit to a simple listing of what marketers do, but I would like to talk about what most digital marketers do that can be generalized in a large category.
#One. Establish clear KPIs according to business goals
The first thing you need to do before you start planning
your marketing strategy is to establish clear KPIs based on your business
goals. In fact, it's easy to say, but in practice, it's no easy task to
establish the right KPI for your current business situation and develop a
marketing strategy and plan to achieve it.
Depending on the company's situation, there may be one or
more KPIs, but it is important to establish clear and measurable goals before
implementation in order to communicate clearly with relevant departments
without losing direction later. It is advisable to set a standard by
considering each of the following items.
Specific: Be clear what to do and how
Measurable: Must be measurable and quantifiable
Achievable: must be challenging but achievable
Realistic: Must be realistically possible
Time-limited: A deadline must be set
#2. Media selection and goal and budget establishment
After establishing a clear KPI, you will establish specific marketing strategies to achieve your goals. As for digital media, there is a wide variety of media, except for Google, Facebook, Naver, and Kakao that we commonly know. Digital marketers need to select the appropriate medium according to the business situation and set goals and budgets to achieve for each medium.
It will depend on the size of the company and the marketing
budget, but if you are using multiple media rather than one medium, you need to
establish a'media mix' strategy. Plan, implement, and manage what media to use,
how much budget to spend on each media, and what outcomes each media targets.
To do this, you need to understand the characteristics of
users in each medium. However, it is difficult in reality for marketers to
grasp the characteristics of numerous media one by one, so in this case, the
agency may help.
#3. Content planning and production
In some cases, content marketers and performance marketers may be classified, but in the case of small startups, marketers alone often have to take charge of content planning and production to media advertisement execution. Nowadays, the importance of content is emphasized to the point that there is a story that'content is the answer in the end'.
It is often said that it is important to deliver the right message to the right audience at the right time. And content is the product of marketers' concerns and efforts on how to contain the proper message'.
#4. Measurement and optimization of performance by channel
As mentioned above, the most important part of digital marketing is the ability to measure quantitative performance. Digital marketers need to measure performance by channel and find ways to increase efficiency. I think the emergence of various analytics tools that can grasp user behavior data played a big role in enabling quantitative performance measurement.
The most commonly used analysis tool is Google Analytics
(GA) provided by Google. It is used by many companies and startups in that it
provides a solution for free even though it is equipped with various data and
functions such as data segment function and linkage with Google Ads.
With the advent of such data analysis tools, marketers have been able to understand through which channels users who use our service flow in, how long they stay on the homepage, and what actions they perform with quantified indicators. Apart from GA, various analysis solutions are used, which will be covered in more detail later.
Also, in order to achieve higher performance based on the data, the process of hypothesis establishment → experiment design → execution → analysis' is repeated and in charge of optimization. Lots of material and competent marketers emphasize particularly quick execution in this process. It's very difficult, but it's just as important to quickly execute and repeat the process of verifying that my hypothesis is correct and find the best scenario.
4. What skills do digital marketers need?
#One. Business understanding
It's natural, but above all, understanding your business is
very important. No matter how good a marketing strategy is, no good results can
be achieved without the understanding of the industry and customers in which I
work.
You need to constantly be aware of industry trends and learn
new information and technologies. In addition, competitors must keep an eye on
what message they convey to their customers and constantly analyze the elements
of competition. Marketers have a lot to learn.
#2. High interest and understanding of digital media
Digital marketers need to work on finding the most efficient channels and continually improving their performance. In addition, effective channels must be secured so that new users who will use the service continue to flow through the discovery and testing of new channels. For this, it is important to understand each medium and its technical features.
Grouping and classifying media is one way to understand the characteristics of media. It is divided by device by web/mobile basis or by ad
type search ad (SA), display network ad (DA), native ad, video ad You can
understand the characteristics of each medium. Even if it's not this way, you
need to categorize and manage media for each business.
It is also very important to understand the media outlets where the core audiences of our business are gathered in the business sector. For example, in the industry related to diet food, you can find out which apps and media are frequently used by women in 20s and 30s who are interested in diet and use them to list and select media.
#3. Data literacy capability
We can use data analysis tools to understand user behavioral data. But simply looking at indicators and understanding and interpreting what those numbers mean is a different level of the story. You don't have to do technical and professional data analysis like a data analyst or data scientist, but a data literacy about how you can look at a given data and read what you read. Competency is emphasized.
Data literacy is a compound word of'Data' and literacy' and
refers to the ability to read, understand, analyze, critically accept, and
utilize data'. This capability is emphasized because in the era of big data,
the ability to extract necessary data from the vast amount of data accumulated
and interpret it correctly is more than ever needed. Wal-Mart's competitors, the
target might be a case of (Target)
One day, a man went to the Target store, angry. The reason I was angry was, "How can I show my daughter an ad for maternity products." However, the father's daughter who visited the store was pregnant. How was the target able to recommend maternity products to this woman?
As a result of analyzing the customer's customer pattern, the target was able to understand the pattern of many female consumers buying “fragrant lotion” before pregnancy and then purchasing “scentless lotion” from 3 months after pregnancy. That is why I was able to know the woman's pregnancy news before her family.
This case is an anecdote that is often introduced as a
representative case of utilizing user's purchase data and analyzing it from a
user's point of view. What we can think of through this case is that they can find problems and see the phenomenon from a new perspective
through the data, and to understand the context correctly, rather than the
technical use of how they collected, extracted, and processed data. Is
important.
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