A Career in Digital Marketing: How to start, part 2

This article covers 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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A Career in Digital Marketing: How to start, part 2

Anna Fhaumnuaypol


This is part 2 of our series, if you’re looking to start from pt. 1 visit this link: http://www.bangkokpost.com/learning/learning-together/1274930/getting-started-in-digital-marketing

As discussed in our previous article, a career in digital marketing is one of the most promising careers to be in today.
In 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.


It has become a lot easier for online business to measure success. There are different kinds of measures (or metrics) and their importance varies according to the particular field of digital marketing. To make things clearer, the most important metrics are categorized into three main types.

1) Traffic Generation

Traffic generation metrics are important for people in digital marketing to measure the success of their work and planning.
●    Site Traffic – “Web traffic” refers to the visits that are made per week/month by users. This measures the attractiveness and popularity of the site.
●    Cost-Per-Click (CPC) – This is the amount of money you pay in your advertising campaigns. This number will help advertisers estimate the budget required to earn the highest turnover.
2) Conversion Metrics

The primary purpose of digital marketing is to convert website users into paying customers. These metrics are important for businesses because they show just how the traffic generated results in revenue

●    Conversion Rate (CVR) – This measurement is calculated by the number of customers who have completed a transaction divided by the total number of website visitors.
●    Bounce Rate – This is the percentage of users who visit the website but then leave after a short amount of time without clicking on any website links. The reason is that they do not stay on the site long enough to do so. If the site has a high bounce rate, it means it may lack interesting content or a good design, resulting in a low conversion rate.

3)     Revenue Metrics

These metrics will show you whether a certain marketing campaign is working well and making profit. It helps guide digital marketers in making adjustments that will better suit the site visitors resulting in more interactions
●    Return on Investment (ROI) – This helps identify which campaign is driving sales and how well it is doing
●    Cost to Acquire a Customer (CAC) – This is a simple equation calculated by dividing total marketing and advertising costs with the number of new customers generated during that same period.


It is easy and simple to obtain digital marketing certifications online.  It improves your resume and shows your potential employer your desire to learn new skills and to adapt to what is current and demanding in the market.
There are many certifications available online, some free and some can be expensive. Again, they are categorised according to the various fields of digital marketing, such as social media marketing, analytics, search engine optimisation and content marketing. Here are some well-known and free ones you can take online.
Google Partners

This program is designed by Google for digital marketing and advertising agencies who manage advertising service accounts for businesses.

For individuals, they can take free exams and earn certifications. One of the online exams individuals can take is Google Analytics Individual Qualification (IQ) which is probably one of the best free digital marketing certificate there is out there. The process is easy and simple. The exam takes 90 minutes to complete and you need 80% to pass. If you fail, you have to wait for 7 days in order to retake it again.
For online marketing agencies and companies, after they have joined the Google Partners program, they can go further and earn themselves a Google Partner status. Earning the Partner status means the company has passed a list of Google’s requirements concerning skills, spending and revenue growth. This results in a badge that can be displayed both offline and online to establish credibility and standards of excellence.   

Hubspot helps business attract more online visitors or prospective consumers to hopefully be converted into paying customers. They offer a few free certifications online such as HubSpot Content Marketing Certification.

The course teaches you the process for creating and promoting content that result in leads (or potential customers) and new customers. Another certificate offered is the Email Marketing Certification that teaches useful concepts like lifecycle marketing and email design to maximise results.

Networking & Events

Networking is crucial for business especially in digital marketing agencies where work is about helping other business expand and succeed in digital world. This makes going to events and meeting new people important. Not only will talking to like-minded people help broaden digital knowledge but it helps to keep inspiration to do better high and to never stop improving ourselves and our team.
Meeting new people with the same interests in events can help build long-term relationships that might be helpful in the future. We can even look at it as a form of marketing for our business since so many possibilities open up when we are exposed and visible to the public. Most of the time the people we meet in events are of high quality and they are open-minded to new ideas and opportunities., They are a great source of influence and relevance.
Furthermore, digital agencies in networking events can benefit from obtaining new potential clients and contacts that might want to expand their business to the digital world. It helps to get noticed and recognised by attending various events; therefore, building a good reputation as being reliable and knowledgeable in the area of digital marketing.
Besides, when you are valued and known for your work and achievements, your level of confidence naturally increases. This comes with a sense of personal satisfaction from the ability to connect bridges and create friendships that are long term and can be helpful in both professional and personal life. It’s always nice to know you can be of help to someone and it feels satisfying to be surrounded by people with similar aspirations and goals.

Learn from listening

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  • achievement: something very good and difficult that you have succeeded in doing - การบรรลุผลสำเร็จ
  • adapt: to change to suit different conditions or uses - ทำให้เข้ากับ, ปรับตัว
  • adjustment: a change in something that makes it better, more accurate, or more effective - การปรับเปลี่ยน
  • analytics (noun): the discovery and communication of meaningful patterns in large amounts of information - วิเคราะห์วิทยา
  • aspiration: something that you want to achieve, or the wish to achieve something - ความปรารถนา,ความอยาก
  • attract: to cause someone to be interested in something - ดึงดูดความสนใจ
  • badge (noun): a small piece of metal or plastic or a symbol, with a design or words on it, that a person wears to show that they belong to an organisation, support something, have achieved something, have a particular rank, etc - ครื่องหมาย, เข็ม
  • benefit: to get help or an advantage from something - ผลประโยชน์
  • broaden: to increase the range of something - ขยับขยาย
  • budget: an amount of money able to be spent on something - งบประมาณ
  • calculate: to discover a number or amount using  mathematics - คำนวน
  • campaign: a planned series of activities - การรณรงค์
  • 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
  • categorise: to put people or things into groups with the same features - จัดกลุ่ม, จัดประเภท
  • certification: an official document stating that someone has passed an examination or has achieved the qualifications necessary to do something - เอกสารการรับรอง
  • client: a customer or someone who receives services - ลูกค้า
  • concept: an idea of something that exists; an idea for something new - ความคิด, กรอบความคิด
  • confidence: being certain of your abilities or of having trust in people, plans, or the future - ความมั่นใจ
  • consumer: someone who buys and uses goods and services - ผู้บริโภค
  • contact: a person that you know, especially somebody who can be helpful to you in your work - ผู้ที่เป็นสื่อกลางช่วยเหลือได้
  • content: the subject, ideas, or story that a piece of writing or a radio or television programme deals with - เนื้อหา,สาระ
  • convert: to change from one form to another - เปลี่ยนระบบ
  • credibility: the degree to which something can be believed or trusted - ความน่าเชื่อถือ,ความน่าไว้วางใจ
  • crucial (adj): extremely important because it effects the result of something - สำคัญยิ่ง
  • current: of the present time - ปัจจุบัน
  • desire: a strong wish to have or do something - ความอยาก, ความประสงค์, ความต้องการ
  • display: to put something in a particular place so that people can see it easily - โชว์, แสดง
  • employer: a person, company, or organisation that pays someone to work for them as a member of their staff - นายจ้าง
  • equation (noun): (mathematics) a statement showing that two amounts or values are equal - สมการ
  • estimate (verb): to say what you think an amount or value is or will be, either by using available information or by guessing - คาดคะเน, ประมาณการ
  • excellence: the quality of being extremely good - ความเป็นเลิศ
  • expand: to make or become larger - ขยาย
  • expertise: a high level of knowledge or skill - ทักษะความรู้, ความคิดเห็นของผู้เชี่ยวชาญ
  • exposed: made known; uncovered - เปิดเผยต่อ
  • field (noun): an area of specialized knowledge that people work, study, teach and do research in - สาขา, วงการ, แวดวง
  • generation: production - การก่อให้เกิด
  • goal: aim; purpose - เป้าหมาย จุดมุ่งหมาย
  • identify: to specify - ระบุ
  • improve: to make better - ทำให้ดีขึ้น
  • individuals: persons - บุคคล
  • influence: the power to have an effect on people or things - อิทธิพล
  • inspiration: someone or something that gives you new ideas or enthusiasm to do something - แรงบันดาลใจ
  • interaction: communicating with somebody, especially while you work, play or spend time with them - การสื่อสารระหว่างกัน, การมีปฏิสัมพันธ์
  • like-minded: people who think the same way as you do -
  • maximise: to increase something as much as possible - ทำให้มีสูงสุด
  • metric (noun): a way of measuring something - ตัววัด
  • networking (noun): a system of trying to meet and talk to other people who may be useful to you in your work -
  • obtain: to get something that you want or need, especially by going through a process that is difficult - ได้มา, ได้รับ
  • open-minded: open to new thoughts and ideas - ที่ยอมรับฟังความคิดเห็นที่แตกต่าง
  • optimisation (noun): the process of making a website appear high on a list of results given by a search engine -
  • particular: specific - เฉพาะ, จำเพาะ, โดยเฉพาะ
  • popularity: a situation in which someone or something is liked by many people - ความเป็นที่นิยม, ความเป็นที่ชื่นชอบ
  • potential: possible in the future - ที่อาจเป็นไปได้
  • primary: main; most important; basic - อันดับแรก
  • process: a series of actions that you take in order to achieve a result - แนวทางปฏิบัติ, กระบวน, วิธีการ
  • professional: doing something as a paid job rather than as a hobby - ที่ทำเป็นอาชีพ
  • profit: money that you make from selling goods and services after all your costs have been paid - กำไร
  • prospective: likely to be or become a particular thing - ซึ่งคาดคะเนไว้, ที่คาดหวังไว้, ที่มุ่งหวัง
  • qualification: reaching the standard necessary to do a job or take part in the final rounds of a competition - คุณสมบัติที่กำหนดไว้, การเข้ารอบสุดท้าย
  • rate: the level or speed at which something happens or changes, or the amount or number of times it happens or changes in a particular period - อัตรา
  • recognise (verb): to know who somebody is or what something is when you see or hear them, because you have seen or heard them or it before - รู้จัก, สำนึก, จำได้
  • relevance: how much something is related or useful to what is happening or being talked about - ความสัมพันธ์กัน,การเข้าประเด็น,ความเข้าเรื่องกัน
  • reliable: (of things or people) able be trusted or believed because they work or behave well in the way you expect - เชื่อถือได้, ไว้ใจได้
  • reputation: the opinion people have about how good or bad someone or something is - ชื่อเสียง
  • résumé (noun): (curriculum vitae) a written record of your education and the jobs you have done, that you send when you are applying for a job - ประวัติย่อ
  • revenue: income from taxes or business activities - รายได้
  • satisfaction (noun): a feeling that you are pleased and satisfied - ความพอใจ
  • skills (noun): the ability to do certain things well, usually as a result of experience and training - ฝีมือ, ทักษะ
  • standards: a level of quality that is normal or acceptable for a particular person or in a particular situation - มาตรฐาน, บรรทัดฐาน
  • status: official or legal position - สถานภาพ
  • suit: to be right or good for somebody/something - เหมาะกับ
  • surrounded: having something,people, etc. completely around all sides - ถูกล้อมรอบ
  • term (noun): a word or phrase used for something - คำศัพท์
  • traffic (noun): the movement of messages and signals through an electronic communication system - ปริมาณการใช้ [วงจรสื่อสาร]
  • transaction: the action or process of buying or selling something - การค้า
  • turnover (noun): the total value of goods and services sold by a company during a period of time - จำนวนซื้อขาย
  • vary: to be different in different situations - ปรวนแปร, เปลี่ยนแปลง, แตกต่าง
  • visible: able to be seen - ที่มองเห็นได้
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