The Internet has completely changed the marketing world and, in many ways, digital marketing has become the default profession for marketing experts. The basic skills of marketing never really change, but they have been adapted to conform to the digital format. Digital marketing can reach target audiences that traditional marketing could never reach and digital marketing experts have to be well-versed in areas that the standard marketing professional never had to deal with.
Learning how to rebrand a company used to be a team effort in the days before digital marketing. Each person had their specialty and it often took years to get a national brand to take hold. But in the digital world, a small team of experts can help a company to flip to a new brand in a matter of months. These days, digital marketing experts need to be well-versed in rebranding.
Reputation management was much easier in the days before the Internet. In many ways, reputation management was invented because of how quickly information travels in the digital age. With a company’s online reputation being extremely important to its future, all digital marketing professionals must be able to handle any size reputation management project and get positive results fast.
Search Engine Optimization
If you are unfamiliar with search engine optimization (SEO), then you will not make it very long in the digital marketing world. The idea of optimizing the content on a website so it shows up higher in search engine results was invented with the digital marketing age and it is one of the basic skills a professional needs to be successful. The search engines are constantly changing the parameters of optimizing content, but a true digital marketing professional keeps up with all of the changes.
The marketing profession had followed the same rules and guidelines for decades with very little change. But when the Internet burst onto the scene, it changed everything and forced marketing professionals to adapt or they would have to bow out of the marketing world.