Getting started in digital marketing

Companies love individuals who show initiative and have experience in online marketing doing their own projects.

In the second of a series of articles on digital marketing, you will get some more background on the field and some sensible ideas on how to get started

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A Career in Digital Marketing: How to Start, pt.1

Mark McDowell
Primal

As discussed in our previous article, a career in digital marketing is one of the most promising careers to be in today. In fact, it has so much opportunity, companies in Thailand are struggling to find “Digital Marketers” in top companies as a result of Thailand not having enough trained talent.
 
So now that we’ve highlighted the importance of digital marketing, how could you start a career in digital and how could you become an attractive candidate. We mentioned that a great place to start would be to create your own blog or your own website.
 
Before we get there we need to set goals. Digital marketing is multifaceted and has a multitude of concepts which we will simplify and define for you.
 
T-Shaped Marketer
 
Ideally you would have a strong understanding of marketing fundamentals, principles, theories and general terms. This knowledge can be obtained through a marketing degree, online degree or available courses online or just having experience.
 
With strong foundations in marketing you can then look to the various disciplines that make marketing, digital.
 
Here is a list of the most common disciplines:
 
Email
PPC (pay-per-click)
Programmatic Display
Video
Development
UX (user experience)
SEO (search-engine optimisation)
Social Media
Community
Blogging
Content
 
The below model, by Moz - explains the T Shaped Web Marketer Model.

 
Source: https://moz.com/rand/the-t-shaped-web-marketer/

A basic concept to absorb is that you cannot be a jack of all trades, master of all. This means, you need to find an area of speciality in digital marketing, rather than trying to master all disciplines. Much like a lawyer specialises not in all forms of law but a specific area of the law. The same with digital or online marketing. It is critical to have breadth of knowledge and to also have deep knowledge, but in one discipline so you may become a master.
 
Brands or companies in Thailand struggle to understand the breadth of online marketing, and at times place all responsibilities under one role of “Digital Marketing Manager” to fill their knowledge gap. Which raises the importance of having breadth of knowledge to ensure that you limit the potential redundancies in your job.

One of the easiest ways to display that you have skills in the area of digital marketing is to build and monetise your own website.

Personal Projects

Companies love individuals who show initiative and have experience in online marketing doing their own projects. One of the easiest ways to display that you have skills in this area is to build and monetise your own website. Most online marketing is about making money through websites, so this is a good area to start.

You can create your own blog or website, produce content about a niche topic area you are passionate about and produce content that people will want to read and follow. Remember to provide value for your content as much as possible. Much like your own Facebook Business pages, your followers want to see content, not just about the business but content that they will love. So be sure to develop content that your target audience will love.
 
An example about a niche topic area could be a website or blog about dalmatian dogs. The more specific the better as you’ll be able to attract a very specific group of people very easily.
 
This does not need to take the form of a blog or website, but can also be a Facebook page, instagram page or another social platform. It could even be an e-Commerce website. With solutions such as Shopify or Bigcommerce it's incredibly easy to get yourself an online shop now with a shoestring budget.
 
A potential e-Commerce idea for you right now could be investing in an online shop to sell Fidget Spinners, these products are trending massively at the moment and a good opportunity to sell these products online if you have a decent and reliable supplier.
 
Staying Updated & Always Learning
 
So where do you get the knowledge to understand which discipline in digital marketing that you want to follow or even how to start developing your first blog or website? The internet of course. There is an incredible amount of knowledge to be digested and influencers to follow so that you too can become an online marketing expert.
 
A simple way to find the best blogs is to spend a moment using Google and performing searches for each of your topics for instance, typing in “PPC” + “Blogs”, you will surely find some of the best content located in the website, completely free.
 
In our part 2 of this series we’ll be covering digital marketing terms, free certifications you can get to display your expertise and how to get networking with the right people.

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Vocabulary

  • absorb: to take something into the mind and learn or understand it - รับรู้, รับไว้
  • attractive: having features or qualities that make something seem interesting and worth having - น่าดึงดูด
  • brand: a type of product made by a particular company - ตรา, ยี่ห้อ
  • breadth (noun): the distance or measurement from one side to the other; how broad or wide something is - ความกว้าง
  • budget: an amount of money able to be spent on something - งบประมาณ
  • candidate: one of the people being considered for a job - ตัวแทนที่ส่งเข้ารับตำแหน่ง
  • career: a job or series of related jobs that you do, especially a profession that you spend a lot of your working life in - อาชีพ
  • certification: an official document stating that someone has passed an examination or has achieved the qualifications necessary to do something - เอกสารการรับรอง
  • concept: an idea of something that exists; an idea for something new - ความคิด, กรอบความคิด
  • content: the subject, ideas, or story that a piece of writing or a radio or television programme deals with - เนื้อหา,สาระ
  • critical: extremely important because a future situation will be affected by it - สำคัญยิ่ง
  • dalmatian (noun): a large dog that has short white hair with black spots - สุนัขพันธุ์ดัลเมเชี่ยน
  • decent: of a good enough standard or quality - เหมาะสม
  • define: to describe clearly and exactly what something is - กำหนด, ระบุ, ทำให้ชัดเจน
  • digest: to understand information when there is a lot of it or it is difficult or unexpected -
  • discipline: a particular sport or activity that requires training and effort; a subject that people study, especially at a university - ศิลปปฎิบัติ, ,สาขาวิชา
  • ensure: to make certain that something happens or is done - ให้การยืนยัน, รับรอง, ให้ความมั่นใจ
  • expert: someone who has a particular skill or who knows a lot about a particular subject - ผู้เชี่ยวชาญ
  • Fidget Spinner (noun): a spinning toy that is marketed as relieving stress -
  • foundation: supporting structure - รากฐาน
  • fundamentals (noun): things or factors that show whether something is healthy and in good condition, despite temporary bad conditions outside, in a market they compete in, for instance - ปัจจัยพื้นฐาน
  • gap (noun): a space where something is missing - ช่องโหว่, ช่องว่าง
  • goals (noun): aims; purposes - เป้าหมาย จุดมุ่งหมาย
  • highlight: to make something more noticeable - เน้น,ทำให้เด่น
  • ideally: in the best possible way — - ดีเลิศ, ดีที่สุด, ในอุดมคติ
  • incredibly: in a way that is difficult to believe - อย่างไม่น่าเชื่อ
  • influencer (noun): a person who influencers, i.e., a person who has the power to make somebody/something behave in a particular way - คนที่มีอิทธิพล
  • initiative: a new action or movement, often intended to solve a problem - ความคิดริเริ่ม
  • jack of all trades (idiom): a person who can do many different types of work, but usually who perhaps does not do them very well - คนที่ทำงานหลายอย่าง
  • limit: to stop something from increasing beyond a particular amount or level - จำกัด
  • marketing (noun): the activity of presenting, advertising and selling a company’s products or services in the best possible way - การตลาด
  • massively (adv): to a very large degree or extent; extremely - มากมายก่ายกอง
  • master: to learn or understand something completely - เข้าใจถ่องแท้, รู้อย่างละเอียด
  • monetise: to find a way to make money from some service (usually web-based) that you offer -
  • multifaceted (adj): having many different aspects to be considered - ซึ่งมีหลายแง่มุม
  • multitude: many -
  • networking (noun): a system of trying to meet and talk to other people who may be useful to you in your work -
  • niche (noun): an opportunity to sell a particular product or service that no one else is selling - ช่อง, เวิ้ง
  • opportunity (noun): a chance to do something, or a situation in which it is easy for you to do something - โอกาส
  • passionate: having a strong enthusiasm or interest in something - กระตือรือร้น, ซาบซึ้ง, ดูดดื่ม
  • potential: possible in the future - ที่อาจเป็นไปได้
  • principle: a basic idea or rule that explains or controls how something happens or works - ทฤษฎี, ข้อปฏิบัติ, หลักปฏิบัติ
  • project: a planned piece of work that is designed to find information about something, to produce something new, or to improve something - โครงการ
  • promising: likely to be successful or very good - มีอนาคตดี,มีความหวัง
  • reliable: (of things or people) able be trusted or believed because they work or behave well in the way you expect - เชื่อถือได้, ไว้ใจได้
  • responsibility: a duty; a duty to deal with or take care of somebody/something, so that you may be blamed if something goes wrong - ความรับผิดชอบ
  • role: the purpose or influence of someone or something in a particular situation - บทบาท
  • shoestring (adj): using very little money - เงินจำนวนเล็กน้อย
  • simplify (verb): to make something easier to do or understand - ทำให้ง่ายขึ้น, ทำให้กระจ่างขึ้น, ทำให้ยุ่งยากน้อยลง
  • skills (noun): the ability to do certain things well, usually as a result of experience and training - ฝีมือ, ทักษะ
  • specialise: to concentrate on a particular subject or activity - มีความชำนาญเป็นพิเศษ
  • speciality: a particular part of a wider subject that someone concentrates on or is an expert in - ความชำนาญพิเศษ
  • specific: involving or relating to only one particular thing or type of thing - เฉพาะเจาะจง, โดยเฉพาะ
  • struggle (verb): to try hard to do something that you find very difficult - พยายาม; ต่อสู้
  • struggling: having serious difficulties - มีความยุ่งยาก
  • supplier: a person or company that supplies goods - ผู้จัดหาสิ่งของให้, ผู้ผลิตสินค้าและวัตถุดิบ
  • talent: a person with a natural ability to do something well - ผู้ที่มีความสามารถพิเศษ
  • target audience: the intended audience; the intended customers or market for something - กลุ่มเป้าหมาย
  • term (noun): a word or phrase used for something - คำศัพท์
  • theory: one or more ideas that explain how or why something happens - สมมติฐาน
  • trending (adj): being discussed a lot on a social media website - ถูกกล่าวถึงมากในเว็บไซต์สื่อโซ'เชิล (เครือข่ายสังคมออนไลน์)
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