Pay-Per-Click Advertising

amazon ads basics

With a global worth of a whopping $88 billion, the advertisement industry has been an arena of enormous prosperity ever since the advent of modern media. Mass media in itself was such a success and the reach of this beautiful industry across the globe was phenomenal. It becomes very trivial to a businessman that this platform could indeed play a pivotal role in growing their business. The spectacular reach of the media that was mentioned above went beyond imagination upon the advent of the internet. This is the moment entrepreneurs decided to exploit the wonderful opportunity of closely communicating with the consumer community and hence expanding their customer base.

The facts and figures regarding the growth of the advertising industry never fail to amaze critics. However, 90% of this growth is attributed to the two main giants of this industry: Google and Facebook. This sector is clearly under a duopoly. Both of these companies very strategically made it a point to establish their paid advertising domain dominant in the industry by consistently innovating themselves according to the needs of the users.

The competition is about to get really thrilling as the most popular eCommerce brand Amazon is making its mark by introducing its own paid advertisement domain: Amazon Ads. This will surely put enormous pressure on the current leaders: Facebook and Google as their new competitor is no mere rookie but powerful, global brands with a consumer community that is at par with these giants.

Even though paid advertising was available as an option to the vendors on amazon since 2012, the new API of Amazon has attracted several firms due to its self-advertising feature. This will surely throttle the growth and establishment of Amazon Ads in the advertising sector. A feature that could almost guarantee an incredible boost in the functionality, scope, and reach of the platform. The real question is “Can Amazon Ads really overtake Facebook and Google in the advertisement space with these features?”. To answer that question let’s first dwell on the various features of Amazon Ads.

Key Features:

Even though they are new to this space they did make a thunderous entry by putting a lot of focus into making this project innovative and appealing to the consumer community. Something that drew the attraction of several critics is the expansion of Amazon Ads beyond the evaluation and purchase stage of the buyer journey. With a wider Pay-Per-Click(PPC) based advertising setup the brands are given the comfort of creating and displaying targeted ads. This will break down the steps into almost 2 or 3 for the customer to place an order from an ad. This self-service feature added a very beautiful charm to this platform as it was something unique and something they never saw before in the advertisement space. They have also gained the attention of a  lot of people with the variety of promotion opportunities they provide.

Even though they have made these unique enhancements in a general aspect they have followed the same tactics as the previously established giants.  


One of the basic requirements to utilize the full potential of amazon ads is to be a qualified member of the Buy Box. It is a white box that you can find at the right-hand end of the product page and it aids the customer to add suggested items directly into the cart hence preventing the hassle of redirecting to different product pages. It is also essential to own a Professional Seller Account or a Pro Merchant Account for a brand to use the various features provided by Amazon ads.

Sponsored Ad Reporting

Amazon ads crafted such an elegant feature to make sponsored ads more efficient and appealing. This was accomplished by adding the option of having a comprehensive reporting and analytical functionality which would allow brands to understand and study the success of their campaigns and hence optimize and find the best possible method to present their products and content.

The report was enhanced by adding the following elements:

  • Detailed information on the performance of keywords and search terms
  • Performance data and Campaign targeting data will be provided based on the results obtained from your active ads.
  • Click Through Rate(CTR) performance of the advertised products
  • Placement analytics will assist you with studying where the ads were placed or positioned 

Product Category Targeting

Product category Targeting is a marvelous option provided by Amazon Ads that has made the platform very favorable for various brands in the commercial industry. It facilitates the brands or marketers with the option of selecting the specific categories relevant to the product they wish to advertise. However, these categories will be pre-determined by Amazon. This function will aid in making your product stand out and will draw more focus and attention to your advertisement. Hence making it much more relevant and attractive for the target audience.

Can Amazon Ads really take over?

Amazon Ads has surely entered tough competition. However, their fresh and innovative ideas have surely given them the early push to slowly catch up and maybe even get ahead. The only obstacle in its path is the customer’s perception. Being an e-shopping platform customers often visit Amazon with a product in mind and hence their focus will mostly be on that category of products. It is rare to see someone just browsing through Amazon to see what’s new or what’s up! So they will surely have to put a lot of effort into adding more and more features to boost themselves to new heights. They will have to find new ways to be more appealing to the customer and draw their attention to the variety of products they provide.

Being a pre-established brand in the eCommerce industry and being one of the most popular ones amongst them, Amazon’s new advertisement platform has already captured the attention of many big brands like L’Oreal. It was reported by the gift experience business Buyagift, that there was a wonderful increase of 79% in exposure and reach through Amazon ads optimization.

Even though the platform has only just been introduced, the immense potential and bright future of Amazon Ads are indeed captivating. Hungry for success, they are surely trying to raise the bar of the competition. With such healthy competition the already dominant competitors Facebook and Google shall also improve and innovate themselves. Hence without any doubt, we could guarantee that the growth of the advertisement industry will surely leave the world bedazzled in the coming years as well.

Search Marketing

how to improve your Google Ads quality score quickly

In the year 2000, Google ads started as a small venture with merely 350 customers, snap back to 2022, the company’s raking in $54 billion in the first quarter of the financial year.

Google Ads, formerly Google AdWords, with over a billion users has become a large competitive playground for businesses around the world. To decide if your ad is worth ranking above organic results, Google goes through your Quality score.

Your quality score times your pay-per-click bid equals the Google Ad rank. But what is a quality score? Well if that’s your first question, you’re on the right track, here are answers to 4 FAQs about Google Ads quality score.

  1. What is a quality score?
  2. What are the different types of quality scores?
  3. Why are they important?
  4. How to improve your quality score?
  1. What is a quality score?

Essentially, a quality score is an average of multiple factors which simply display your relevance with user intent and your performance concerning content quality. Quality score will ultimately decide where your ad ranks on the Google search result page.

Here are the factors responsible for your quality score:

Expected CTR – If your content is appealing, it has a higher chance of being clicked on, which later translates to your Click Through Rate (CTR). The expected CTR of your page is one core factor for your quality score.

Landing page UX – Once the user clicks on your ad, the experience of the user while navigating through your webpage will decide if the user stays or leaves your site. As a rule of thumb, the first page or the landing page should be the point of attraction in your ad.

Relevance – Having a beautiful UX is not enough, the primary goal here is meeting the user’s intent and for that, your page should be relevant enough for the user. Your page should deliver what it seemingly promised in the ad.

The quality score is also an indicator of the effectiveness and future success of your ad. It can also be an indicator of possible improvements that might be required.

  1. What are the different types of quality scores?

Now that you know the factors that affect your quality score, let’s see what kind of different quality scores exist. Here are the various types of it, talked about in more detail.

Keyword quality score

This is the one you’re all familiar with, keywords are nothing less than the backbone of a good ranking page. They primarily decide the ranking of your site on the first page of search engine results. 

It works exactly how it sounds, keyword quality score is decided by the number of users using your keywords to reach their desired results. The ranking of your current keywords will decide the ranking of your ad.

The ranking of keywords is also dependent on multiple factors like the relevance to the user intent and expected click-through rates of the keyword.

Landing page quality score

CTRs are useless if the retention on your page is poor, so Google determines your content quality by testing your landing page relevance. The conversion of a user to a customer is heavily dependent upon this quality score.

Ease of navigation and transparency of policies are factors that will decide if the user stays on the page or leaves. Your page should be unique, and informative and provide quality content in a concise format to save the user valuable time.

The user should be assured that the ad they clicked on, displays and delivers what it promised, and this eventually builds brand loyalty in new users.

Mobile quality score

More than half the world’s total internet traffic is from mobile devices and these count for phones, tablets, and other similar devices. This said it becomes a core factor to give you a quality score.

These are also the only devices that consider the location of the device as a decisive factor. Therefore, your ad ranking might be different on a mobile device than on a web browser.

Account level quality score 

While Google doesn’t approve of this quality score officially, many experts believe that it exists. ALQS seems to be an accumulation of all the other QS and judges the overall response and performance of your site. 

The accounts that are older and more consistent seem to rank higher than the newer advertisers, even if the strategies are the same. This made marketers believe that there’s this one more ranking factor that judges consistency and account quality level.

Ad group quality score

The Ad group quality score can be taken as the official version of ALQS, the only difference being that it’s a kind of feedback-based QS. How the site is perceived and accepted by the audience are the factors that affect AGQS.

This lets you differentiate between poor-performing ads and ads that are performing well overall. By putting more effort into poor-performing ads, you can improve your overall average. This clearly proves that QS doesn’t rely solely on keywords.

  1. Why are Quality scores important?

Google’s pride lies in its user base and customer loyalty, therefore keeping its users satisfied is its foremost responsibility. Quality score signifies the relevance with user intent to Google.

To keep its customers satisfied, Google will rank those Ads which will be the most productive for the user. QS is also the deciding factor for the success of your page regardless of Google’s inclination towards user satisfaction.

46% of total Ad clicks are on the first 3 ads of the first page of Google search results, states SEO tribunal. The key to ranking in those first three lies in your QS. 

  1. How to improve your quality score?

Knowing the importance of a quality score, it’s equally important to know how to improve it and rank on the top charts. It should be noted that improving your QS involves much more than prioritizing keywords and ad groups. 

Here are a few ways you can improve your QS, a few of them or a combination of all might suit your business well, go through them and you’ll know what works the best for you:

Ad groups and keyword structure 

Ad groups are a set of keywords that are similar in context and fit into the same bracket of a particular target product. Take, for example, the Parker Vector Gold fountain pen, if a user is searching for this product, it will be put into several product brackets.

Fountain pen, Parker pen, Premium fountain pen, and refillable fountain pen would be some common product brackets that this product will be classified into. Keyword structuring focuses more on individual ad groups and their optimization.

Taking the same example, the product Parker Vector Gold fountain pen can be understood as a particular series of pens by a brand, Parker. So breaking down the name of the product into distinct keywords will make it easier for your product to be found. The keywords can be formed in this format – Parker, Parker vector, Parker vector Gold.

Optimal headlines 

Apart from inserting keywords in headlines, you can opt to add location. Adding the user’s nearest possible locations will make the ad more relevant to the user. Another tactic could be adding a countdown timer to sales and special discounts, it creates a sense of urgency.

Data reports and statistics

Impression share is the number of times your ad is viewed versus the number of times it was expected to be seen. Analyzing the reports after your ad goes public and calculating the impression share tells you whether your ad is performing the way it should or not.

Negative keywords

While using the right target keywords is important, it’s equally important to terminate the possibility of a user landing on your page for a different purpose. Marking keywords that are not related to your site is important so that an unintended user doesn’t leave with a negative experience on your site. 

Landing page 

Optimize your landing page to grab the user’s attention at the first glance. The promise should be kept, that is, what the user saw on your ad, should be present on your landing page. The keywords being searched should be visible on your landing page.

Moreover, the page should provide value to the user and their intent should be fulfilled. Presenting the user with the exact link-ups to their desired sections of your site will earn loyalty. If the user intent is fulfilled, your bounce rate will automatically decline and will be marked more relevant by Google.

Site speed 

Navigating through your site should be smooth and easy. According to Marketing Dive, 53% of users abandon the site right away if it fails to open in the first 3 seconds. Slow speeds will increase your bounce rate and thus cut down your quality score. 

Using Google’s free site speed tool you can analyze your site speed and work on the further improvements needed to make it better. Site speed can make a ton of difference and can be the gap between user and conversion, so work on it carefully.

Search Marketing

how and why you should use Google Ads for video

Google AdWords was launched in 2000, just two years after the search engine. It works as a pay-to-click marketing strategy for digital consumers. In 2018, the name of the platform was changed to Google Ads. 

Although the Google marketplace is full of potential leads, its popularity makes it a competitive environment. At the end of 2019, 90% of internet users saw ads on the platform. And the cost of keywords is rising, making these campaigns more and more expensive. This shift has led to questions like “what can I do to avoid overspending and still meet the demands of an oversaturated market?” 

Google Ads may be full of marketers, but the roads are still unbeaten. Video is a great example of an untapped resource with a lot of growth potential. 

 Let’s take a closer look at how Google Ads appear in videos and how to make them work. 

  Google Ads for Video 

 The most commonly used YouTube video ads are called TrueView ads and come in three formats. 

In-stream ad: As the name suggests, an in-stream ad is played during a YouTube video stream. The video host, also known as a YouTube partner, agrees to display advertisements for financial compensation. They usually appear at the beginning, middle, or end of a stream. In-stream ads are useful because they allow the viewer to skip the ad after five seconds and return to their video. Unlike other types of PPC content, these ads don’t charge you if the viewer doesn’t watch your ad for at least 30 seconds. 

 In-Search: Unlike inbound content, search ads are tied to keywords. When a YouTube user searches for your keyword, your ad will appear in the results window. If the commercial is clicked, it will be loaded. This method lacks the safety net of the five-second pass rule, but it has its advantages. For example, your ad is more likely to reach your target audience if it is served with a search term. 

 Display ads: Finally, display ads are those that appear in the sidebar or search results. They are marked with the indicator “advertisement”. Once clicked, you will pay for the ad. These ads are very specific and ensure that the viewer wanted to see your content. Unlike other forms of advertising that are self-fulfilling, the viewer selects the ads as they wish. 

 Previously, a fourth option was available, which offered the viewer a choice between three ads to watch a video of at least 10  minutes. This format has been deprecated in favor of alternative TrueView styles. 

 Linking ads to video 

 Before you start linking ads to streaming videos, you need a Google and YouTube account. Once you’ve set them up, create a Google Ads account. Now you are ready to connect and start your campaign with these simple steps: 

 Link accounts 

 Select the settings option on your Google Ads page and proceed to link your accounts. YouTube should be one of the options listed in the account dashboard. If you have multiple YouTube channels, you can select the ones that are relevant to your ad. 

 Create and define campaign terms 

 In the Ads panel, select ‘campaigns’, ‘add campaign’ and then ‘video’. The tool asks you to decide if you want to increase brand awareness or brand awareness with your video. Once the campaign is selected, give it a title and set how much you spend per day. The campaign conditions you must define are: 

  •  Start and end date 
  •  Stream language and countries  
  •  Is the video searchable, in-stream or display 
  •  Your bidding strategy 
  •  Performance Graph 

 One of the advantages of this ad strategy is that it targets the audience according to demographics and interests according to objectives. This flaw appears in the People tab and allows you to cancel your target consumer: 

  1.  Age 
  2.  Gender 
  3.  Family 
  4.  Income 
  5.  Life Events Parties 
  6.  Interests or Close Relationships 
  7.  Your Past Interactions 

 Choose your placement by clicking on the websites or YouTube. channels you want your ad to appear on. You can also choose keywords and categories that are relevant to your target audience. 

 Run and monitor your ad

 Once the ad process is complete, all you have to do is publish and save. Ad metrics reports show how your ad is performing and where it needs improvement. 

 5 Tips for a Successful Video Google Ads 

 Now that you know how Google Ads and YouTube work together, here are five tips for a successful campaign: 

 1. Create an ad that people want to see 

 Instead of designing an ad that consumers don’t mind pausing the video for, design an ad that they want to watch from start to finish. Think about your target audience and the videos that will appeal to them. The key to a successful video ad is to make your audience forget it’s an ad. 

A unique way to present a brand and reduce the appearance of advertising is to make it interactive. For example, if you were a shoe company launching a new line of sneakers, you might be tempted to create an ad. Instead, why not show viewers something they’ve seen and design the ad as an ongoing educational video? 

 2. Show real consumer opinions 

 Nine out of ten consumers read reviews before buying a product or service. It became natural to see what others had to say before trying something myself. As a marketer, you can take advantage of this fact by including real customer testimonials in your video ads. 

An example of this is the 2017 Hello Fresh video campaign featuring a couple named Tre and Rich. At the beginning of the video, Tre explains why he started using the service and how it benefits their home. This style of marketing is relatable and evokes an emotional response, two things that equate to successful advertising. 

3. Keep It Short and Sweet 

 This is a particularly useful tip for ads that appear in the middle of another video. You are distracting the consumer from the original link they clicked. If the content is short and sweet, the chances of the viewer letting it finish increases. According to the guidelines, you should aim to keep your ads between 12 and 20 seconds. 

. Research before you write 

 Understanding what your target audience wants to see is essential to a successful video advertising campaign. Find out which YouTube ads are performing well in your industry and which videos are showing them. 

You can also ask your audience directly what ads they would like to see and where. Use a poll on your social media or send a motivating email survey to collect data. 

 5. Get inspiration from previous content.

 You’ve done your research; You know your audience. You probably already have plenty of content posted on blogs and social media to prove it. Instead of trying to create brand new ads from scratch, take inspiration from past content. Editing your own content into a new video is a great way to give your audience something you know will be a hit. 

 Clear Google Ads Traffic Jams With Video 

They call it the information highway, so it’s no surprise that digital marketing feels like rush hour traffic. 63% of consumers say they are happy to click on a PPC ad, so Google Ads is definitely a desirable route in addition to organic search. 

Cars stuck until 17:00 may not be delayed. blocked, but marketers are much happier. Video marketing uses proven PPC ads in a less crowded environment. Invest in PPC video marketing and you’ll give yourself a much better chance of standing out in your industry or niche.

Search Marketing

programmatic advertising #101

Online advertising is a hundred and twenty-nine billion dollar industry now. For the first year ever, digital ad spend is set to exceed traditional media spending. overall this is great news for businesses as online advertising offers more options, lower cost, and more flexibility than traditional media advertisement. But one of the big challenges with all of these bells and whistles of online advertising is figuring out how to select what platform to advertise on. There are certainly more options available than ever and it can be overwhelming for businesses. Have you ever wondered how many ads you see in a day? The truth is, we are exposed to hundreds of ads while we browse through content on our mobile phones, desktop, or even connected TV. These ads are carefully created to target one single individual-  You!! In fact, from person to person, ads differ, even when they are looking at the same type of content simultaneously. So how do brands deliver targeted ads on thousands of apps and websites? This is where programmatic advertising comes into the game and changes it. 

What is Programmatic Advertising?

Programmatic advertising is data-driven, and ad buying and selling with the help of Real-Time Bidding. It connects publishers and brands in milliseconds before the website is even loaded. We browse through tons of content on the internet every day free of charge. However, in order to make quality content, some apps and websites also known as publishers or content creators need to generate revenue to do. They get help from ad exchanges also called SSPs( Supply Side Platforms). Ultimately brands want to reach internet users in order to promote their products and services. They aim at delivering targeted ads to their customers across the web, and they do the same by purchasing advertising space. Brands should make use of DSPs or Demand Side Platforms to facilitate this transaction. Advertisers and agencies use media platforms like DSPs to set up their digital campaigns. To buy and sell digital inventory across thousands of websites and apps, the programmatic Advertising ecosystem uses automated technologies. This entire process takes place in less than 400 milliseconds. While advertisers leverage DSPs to run their campaigns, publishers leverage ad exchanges to monetize their inventory. Alon with this, the possibilities for creative formats are endless, which brings advertising campaigns to life through display, video, native, and CTV. 

SSPs or Supply Side Platforms is an ad tech company that works directly with publishers.  A publisher would be an app or a website. anyone with an online presence who creates content could also be counted as a publisher. An SSP will work with hundreds or thousands of these individual publishers’ apps, and websites, and offer them the ability to put their ad inventory onto what is called the open exchange. On the other side, DSPs or Demand Side Platforms are ad tech companies that work directly with advertisers and agencies. For advertisers, they provide inventory at scale and efficiencies not found with direct partnerships. The differentiating factor of DSPs is the number of partnerships that they have and the technology used to execute the buy. 

Generally, advertisers look for age, gender, location, and the content of the publisher. They want to make sure that they are targeting the right audience. The tech companies get a bunch of different information and they can get none, all, or any combination of age, gender, location, content, as well as ad size, engagement history, bundle ID or IP address, device ID, and sometimes PII(Personal Identifiable Information), which is illegal to collect without a user’s consent. That information includes your actual name, email address, phone number, or home address. Oftentimes, everything is encrypted. 

How does Programmatic advertising work?

In order to help automate and streamline the ad-buying process, programmatic advertising uses Artificial intelligence and real-time bidding. In short, programmatic campaigns allow you to specifically focus on a target market, budgets, and goals for a campaign. Ad experts at companies like WebFX configure the campaign and use AI to place ads across dozens of ad networks to reach your audience. This all works in a similar fashion to how a lot of modern investing programs work. You should specify what percentage of your portfolio you want to invest in various stocks and bonds, what your risk tolerance is, and software programs can help you determine the best way to financial success. Putting AI to work for an ad campaign can be very powerful. 

Advantages of programmatic advertising

  • Access to dozens of ad networks.

It can be time-consuming and TDS to set up individual campaigns on each platform. Programmatic advertising automatically connects different platforms like Google Ads, Facebook Instagram, Simpli.fi, AdsWizz, Pandora, and more. You can get maximum visibility across multiple networks with one expertly crafted campaign.

  • Highly targeted campaigns 

Through the power of AI, your acts are only shown to the people who fit your specific target market. Instead of guessing what sites and keywords your market is utilising, programmatic advertising has this step built-in.

  • Your campaigns are delivered across devices.

Programmatic campaigns reach the doorstep of the users, no matter where they are, whether it’s a tablet, mobile, or desktop. This allows for running a true Omnichannel strategy for your ad campaigns. If your business has a definite and crystal clear target market that you want to go after, programmatic advertising is certainly a very good option to consider. You cast a wider net with the digital ads and then you have access to a large number of ad platforms but also very targeted campaign elements.

Industry Insiders

digital marketing for non-profit organizations

Nonprofit organizations are unique in the marketing world. They have a set of challenges that other brands don’t and vice versa. Because non-profits are typically focused on supporting a cause and not selling a product, they have to get creative with their marketing strategies. 

Although digital marketing is one of the most affordable ways to reach an audience these days, it’s also more competitive than ever before. Non-profits have to find ways to differentiate themselves from the competition while also keeping their costs as low as possible. 

The good news is that there are plenty of cost-effective ways for non-profits to market their organization. Whether you’re just starting out or looking to take your organization to the next level, these 8 strategies will help you leverage the power of digital marketing so you can put your best foot forward and support your cause at the same time!

  1. Host an Event to Build Awareness

One of the best ways to get your non-profit organization in front of potential donors is by hosting an event. Whether it’s a fundraising event or a conference, getting non-profits together in one place is an excellent way to grow your audience. When trying to decide what kind of event to host, keep in mind that you’re not looking to sell your organization in the same way you would a product. 

Instead, you want to use the event as a way to inform people about the cause and make them feel invested in the organization. With that in mind, it’s important to choose an event type that’s engaging for your target audience. For example, if you work with children, hosting a conference might not be the best idea, whereas a sports-related event might be more fitting. 

There are a few things you’ll want to consider before hosting an event to build awareness for your non-profit. First, make sure you have enough budget for the event. You don’t want to end up in debt because your event lost a ton of money. Next, consider the location of your event. Will it be indoors or outdoors? Will it be held at night or during the day? All of these things can impact how many people you end up getting.

  1. Utilize Influencer Marketing

Influencer marketing is one of the fastest-growing trends in digital marketing. It’s also incredibly popular among non-profits because it’s cost-effective, direct, and measurable. Most non-profits aren’t able to hire big-name celebrities to endorse their organization, but that doesn’t mean there aren’t options for using influencers in your marketing. 

For example, if your organization deals with sports, you can partner with athletes, sports media, and sports journalists to build awareness for your cause. The trick here is to make sure you’re targeting the right people. The best way to do that is by using social media to find influencers in your niche. 

Keep in mind that you’ll want to tailor your pitch to each person. You can also give influencers an incentive to partner with your organization. This could be something as simple as offering them early access to an event or publication date.

  1. Create Content That Educates and Counsels

One of the biggest mistakes that non-profits make when it comes to online content is focusing too much on fundraising. While it’s important to get the word out about your organization, the people you’re trying to reach aren’t necessarily going to donate right away. 

In fact, most people will want to learn more about your cause before they take any action. Therefore, it’s important to use your digital properties to educate and counsel your audience. This will help them become more familiar with your organization and feel more inclined to donate when they’re ready. 

For example, if you work with children, you might not want to focus your website on how much money you need to keep the lights on. Instead, you could write posts about child abuse prevention, early childhood education, and other topics related to your cause. 

When creating content, you don’t want to just stick to blog posts. You can also make videos, podcasts, and other visual formats. Just be sure to focus on the cause and don’t mention anything about fundraising. While your website should have a donation button, you don’t want to shove it in your visitors’ faces.

  1. Utilize Video Marketing Strategies

Videos are one of the best ways to educate your audience and counsel them. They have also proven to be one of the most effective ways to generate traffic and leads for non-profits. Unfortunately, creating videos can be extremely expensive. You might even have to hire an assistant just to edit your videos. 

If you want to create a video marketing strategy for your non-profit, it’s important to keep these costs in mind. Thankfully, there are a few ways to cut down on the cost of your video marketing strategy. First, you want to make sure you’re using the right equipment. 

This could be something as simple as a phone or a webcam. You can also use free software like Jing to record your videos. You’ll also want to make sure you’re using the right video strategy. It’s important to have a clear call to action with every video you create.

  1. Build a solid email marketing foundation

Email marketing is one of the oldest digital marketing strategies around. While younger generations might not be as familiar with it, it’s still just as effective as ever. If your organization doesn’t have an email list, it’s important to start building one. 

Not only is it one of the most cost-effective ways to market your non-profit, but it’s also the most direct. You can send your subscribers content like blog posts, updates, and other information related to your cause. You can also use your email list to solicit donations. 

With that in mind, it’s important to be clear about your email marketing strategy. You don’t want to just spam your email list with a ton of messages and hope they donate. Instead, you want to create a clear strategy that includes when you should be emailing your list and what you should be including in those emails.

  1. Leverage free tools and services

When it comes to digital marketing, there are plenty of free tools and services you can use to get ahead. From social media management to online hosting, there are cheap options for pretty much everything you could ever need to run your organization’s digital marketing. 

One of the easiest ways to manage and scale your digital marketing strategy is by using a content management system (CMS). A CMS is a website that lets you easily edit your website’s content without having to understand how to code. There are plenty of free CMS options out there. 

WordPress and Squarespace are undoubtedly the most popular CMS platforms. Another way to cut down on your digital marketing costs is by hosting your website on a free platform like Wix or Squarespace. These platforms don’t cost a thing and allow you to build and customize your website without any web design experience.

  1. Use Facebook to drive awareness

If your non-profit has an established Facebook page, you can use it to drive awareness for your organization. The trick here is to make sure the content you’re posting is relevant to your cause. There are a few ways you can use your Facebook page to drive awareness for your organization. 

You can post about your organization’s mission and vision, you can repost content from your website, or you can post about upcoming events. Whatever approach you take, it’s important to focus on quality over quantity. You don’t want to post once a month and fill your page with random posts. Instead, you want to post a few times a week and make sure each post is engaging.

  1. Guest blogging

Guest blogging is another excellent way to drive awareness for your non-profit. It works in a similar way to creating content for other websites. You write an article about your organization, publish it on a website, and then you get credited, and the website links back to your page which provides you with more reach and traffic.

Guest podcasts, Live conferences, or collaboration videos can be leveraged as well. Organizing these events with similar organizations or influencers will greatly increase your reach and help your message spread. 

Final thoughts

Many brands believe that the only way to go about marketing is to pay for online ads. This is not the case with nonprofits. Instead, it’s important to create content that educates and counsels your audience. 

You also want to be sure that your content is engaging and that non-profits and potential donors can relate to it. If your content is engaging and entertaining, there’s a good chance people will stick around and read it.

If you liked this article, make sure to check out more such premium content on our page. You can ensure to never miss out on content like this by subscribing to our newsletter. If you have any queries, drop them down in the comments or just hit us up on social media.

Digital Technology

6 L&D trends that may change your workforce

As digital technology becomes more powerful and sophisticated, it also becomes easier and more difficult to use. It enables businesses and professionals to achieve faster than ever before. However, technology can also be challenging because it constantly offers new things to learn. 

Consequently, more and more companies are considering forming or strengthening a Department of Learning and Development (LandD). We no longer live in a world where companies use the same methods and techniques as they did 20 years ago. 

Today’s companies must keep up with new technologies and business developments. If they don’t, they will be overtaken by competitors who are willing to do what they are not: improve and adapt to new circumstances. 

 It is important for LandD or HR managers to ensure that their company is focused on the right areas. In this article, we explore six emerging trends that are becoming defining. 

 1. Learning management systems 

It is the cornerstone of any effective learning initiative, as it includes the software, technologies, and tools that ensure effective training of employees on critical aspects of the job. 

Without a structured system, companies cause many logistical problems. 

For example: How do you make sure your workforce learns what they need if you don’t standardize and train it? 

 When do you expect your workforce to complete this training? 

 What do they study? 

Proper planning, training and implementation are critical. So research the areas of interest to your business, discover what elements can improve the business, and plan the training and systems you need to ensure your workforce is trained. 

An appropriate learning platform helps retain more employees and increases the value of the workforce, even enabling promotion from within. 

 2. Virtual reality and artificial intelligence 

 VR training for police officers 

Employees of the near future will not only have to learn how to use new software; it’s completely different forms of interface and interaction. For example, virtual reality (VR) and its counterpart augmented reality (AR) are making waves in many different industries. 

In particular, VR is already emerging as an important learning and development tool as one of the most useful simulations and training technologies. The ability to create a virtual environment with props and characters makes it ideal for different types of learning experiences, and countries like Singapore are already using it for CSI training. 

Augmented reality is another great potential learning tool, as AR headsets can add additional information and context to learning and create a holographic experience that enhances teaching. 

Artificial intelligence (AI) can also make a big breakthrough, as “intelligent systems” enable faster data processing and accelerate the speed at which data can be collected and used. Although AI does not yet make business decisions, it can quickly process the information that decision-makers need to reach conclusions faster. 

 3. Analysis 

Information is only useful if people have access to the right species and know what to do with it. Analytics is the discipline of diving into massive amounts of data and finding what’s really useful so you can apply it to good practices. 

Analytics is about collecting data, not just sharing it for training. With analytics, you can see where your workforce is learning quickly and where they are struggling, and then you can find solutions. 

For departments that want the most effective and efficient learning platform configured to ensure that training is received and understood with minimal downtime, analytics are essential to fine-tuning the learning platform. 

Good reporting capabilities and additional enhancements such as data visualization can help spot trends and optimize learning for more consistent and reliable results. 

4. Internal Collaboration 

Integration is a key technology in most companies, especially in the technology sector. 

For example, the IT department of most companies can no longer be the one that does not communicate with others. Because technology is now so heavily integrated into so many different aspects of daily operations, IT must work with other departments to better deliver what they need.

Similar internal cooperation is also necessary for education. All departments must communicate what training is needed to facilitate a particular department. 

When every part of the business is optimized, all functions work at their best. For example, IT needs to inform the HR department that a new document management system is being implemented to increase the overall efficiency of the company and that training is coming up. 

Internal collaboration and open communication between different units are necessary to realize effective learning and development projects and systems useful for the company. 

 5. Mobility 

 Meet the Modern Learner 

We live in an age where BYOD, or “Bring Your Own Device”, is more and more common. 

Today’s world is increasingly mobile, and that also means the workforce. Employee training no longer has to take place at a specific time, in a room reserved for that purpose. 

Microlearning can happen on the go. In some cases, it may even be necessary, especially in time-sensitive work where workers must learn quickly on the go to maintain the first-mover advantage. 

However, mobility must be carefully planned. For example, an eLearning program perfect for Android devices won’t do business if most employees use iPhones. 

 6. Tailoring gives better results 

The universal method no longer works when training the workforce. 

Customization or personalization can significantly increase the effectiveness and results of workforce training. The reason is simple: when people learn how they want, they learn faster and retain their education. 

Final Thoughts 

A workforce that can learn new things avoids obsolescence. In today’s fast-paced climate,  companies must provide valuable lifelong learning to retain and attract new employees. 

Employees feel more confident and bring added value to the company, which affects daily operations and future innovations.

Industry Insiders

global market trends in higher education

Higher education is a topic of paramount importance when it comes to the modern world. This whole market is given a lot of attention by the crowd and the authorities since it plays a pivotal role in determining the future of a nation itself. However, it is a market that has been observed to transcend all geographic boundaries and spread its wings to the international arena. Higher education is no longer a local issue but a matter that can be mitigated and directed by several global factors. Many Global factors can affect the future of higher education which will in turn impact the working of the associated institutions as well.

Some of the very few factors that have been witnessed to play a drastic role in this sector include Economic shifts, labour market changes, the medium of learning, and a rise in non-traditional students across the globe. The mobilisation of students internationally has been a very significant factor that has induced several trends in the higher education sector. Several challenges hinder the growth of this market. Some of the very hurdles that have been restraining the rejuvenation of this market are factors like limited budgets and skill gaps. These factors influence future graduates to acquire the skills that they desire in a rather negative way as it’s making the process more and more difficult for them.

What to keep in Mind?

The Deloitte Higher Education leadership team recently released a report that exhorted the various leaders of the Higher education Industry to focus more on a list of factors to prepare them for future battles. They had come to this conclusion upon analysing the various trends and movements in the industry over the past decades. These factors include:

  • Cloud Readiness

Digitalisation and the introduction of virtual possibilities pertinent to the higher education sector throttled the growth of the industry at a whole different level. Hence various platforms came into place as media to transfer and share information and relevant resources. Hence, it’s trivial that the market needs to occupy itself with an efficient Cloud system that enables cross-functional collaboration across various platforms. This calls out to the various Chief Information officers to form strong partnerships and help each other out for their development and success. The authorities and leaders need to focus on helping the team understand what we aspire to achieve and how to go about it. They need to give more priority to building an efficient team of functional leaders that can define the expected delivery of the desired services so that you could direct the rest of the organisation in understanding the goals. They should also prepare themselves for a huge change that spans their technology, business practices and strategies, people and data. This change is quite inevitable if they wish to sustain themselves in the market and succeed as well.

  • Risk Management

The sudden changes will surely make you more dynamic and your business fruitful but it also comes with a lot of risks. If these risks are not strategically analysed and managed then they can easily lead your company to a crisis. Hence institutions must be ready to analyse and address such possible risks not as an individual but by integrating the functionalities of various departments and strategically studying the risks and all of their consequences. It is only obvious that organisations will be able to tackle such sensitive risks through the “enterprise approach” and the risk management systems hence created would be the stronghold of the institution when it comes to identifying and addressing such threats.

  • Identity and Access Management

The current virtual world is filled with several cyber threats. Hence it is pivotal to have a good cyber risk management system and adept Identity and Access Management capabilities. It has multi-fold applications when it comes to the higher education market and it has become more budget-friendly over these years hence assisting us with associated cyber risk management.

  • Mergers and Acquisitions

The current economy of the higher education market is prone to a lot of threats and challenges. Hence companies should join hands and face these risks together. Integrating their domains and forming mergers can help them deal with all such challenges the financial uncertainty could cause.  We need to be ready to find the right partners whose goals and aspirations would align with your company and share the institutional values and missions with them.

The Current Global Market Trends

Studyportals, an online educational and research domain recently released a report analysing the various trends in the higher education market using linear projection modelling. The report was quite elaborate and can help even laymen get a good grasp of the various drives in the higher education market. Let’s go through some of the prominent trends that were pointed out in the study:

1. Disruption caused by AI

Technology and Artificial intelligence have gone through a fantastic period of development in these past few decades. The turnover of this market was also a whopping sum. According to a study conducted by McKinsey Global Institute researchers, 73% of the paid manual work can be automated with current technology. This would also displace a huge number of people from their jobs depriving them of their jobs. Hence the report of Studyportal exhorted on the fact that the way of learning and education need to be improvised and they need to finesse and train their talent/value-based skills more than technical skills as the latter will sooner or later be replaced by the emerging AI industry. Organisations need to focus on preparing the students with other virtues like perseverance and resilience and inculcate an entrepreneurial spirit within them.

2. The Shift towards Emerging market

Engagement in the higher education sector has seen marvellous growth over these past years. However, the UNESCO statistics from 2012 pointed out that this rate of enrolment was much higher in lower-middle-income countries than in high-income countries. It also came to their attention that around 75% of STEM graduates were concentrated around the BRICS region (Brazil, Russia, India, China. South Africa). This can be mainly attributed to the fact that developing nations have been putting their investment into the development of their education industry to produce quality human resources. They have also given more priority to international student movements so that they could enrich their country with diverse and skilled human resources. However, this percentage is only 8% in the US and 4% in Europe hence evidently proving to various companies that they need to focus on growing their market in these regions as well.

3. Skills gap

Another survey by PayScale noted that college graduates were approved to be skilled enough for being a part of the workforce by 50% of the managers. However, the task is to sustain this skill for a long-term goal and be creative with the respective skills and their application. This can only be induced in students through global collaboration programs and that sector hence is of prime importance.

4. Urbanisation

It has been very well remarked by global analysts that urbanisation has been shooting up in the 21st century. More and more active human resources are being displaced to urban areas hence making it pivotal to make such zones creative hubs for higher education and innovating the whole sector itself around the culture and trends of the zone. Universities need to collaborate so that the versatility of the topic comes from collaborations with each institute specialising in a particular area.

5. Mobility of Students and Immigration Restrictions

It was noted that a great number of foreign students enrolled in high-income nations and according to Millennium Development Indicators about three-quarters of the internationally mobile students preferred to choose more developed nations.

6. Increase in Demand but not Supply

It is estimated that by 2030 there will be an increase of around 120 million students enrolled in higher education and a 50% increase in international student enrolment. However, the real question is the current world and higher education sector, are occupied to capacitate such a huge student community.

7. Non-Traditional Students

There will also be a surprising increase in students over 24 years of age in the higher education sector between 2015 and 2030. This will call for a complete restructuring of the education system and betterment and renovation of the curriculum.

8. Unstable Budgets

The budget for higher education has seen a major depletion over these years, especially in developed nations like the US. This has also motivated other countries to do the same. With a dwindling budget of this sort, development seems very difficult for the market and there needs to be more investment so that the market could transform according to the vital requirements of the modern student community.

9. Internationalization

Internationalization has been noticed as a major factor and tactic that has been established in the higher education market for the growth of this sector. It aids in integrating intercultural and international dimensions of pedagogy and learning. It became evident that this process improved the quality of education and also boosted the generation of revenues. It assists in creating more effective collaborations with an improved quality of the information that is shared. It also helps in meeting the demand for cross-cultural exposure for students hence equipping them for their international careers in a more sophisticated way. It also contributed to a global increase in tertiary enrolments. It is only obvious that with the rise of internationalization the higher education market shall also reach its prime.

The Future

Reports by Massification of Higher Education Revisited show that by 2040 around 600 million students enrolled in universities around the world. The data reflected an average growth of 4.2% every year that varied according to the region under focus. With such a high community under growth global institutions need to revamp and prepare for a much more enhanced and elaborate system that could effectively occupy this thrifty student community with their requirements and needs. With the right management of such mass human resources, we could indeed reach lengths of development that were never reached before. With proper planning, creative collaborations and integrations and a much more stable budget and increased investment this market has the capability to prosper.

Industry Insiders

how the privacy paradox affects business growth

If you’ve read our previous articles on integrating AI with marketing, you might know that the modern marketer uses AI in a vast number of operations. AI is nothing but machine learning fed with user interaction data to predict the next right step for converting a user to a customer.

User interactive data is used in a plethora of operations, from predicting what the user would want to buy next to suggesting to the user how to do it. AI is already helping marketers write and edit copies, promotional emails and push notifications among others.

Everything sounds good until the user stops sharing their data. With the upcoming of new operating systems in flagship mobile devices in the year 2022, privacy has become the selling point. The user interactive data will now be marked as “private” and will be inaccessible soon.

Let’s dive into the world of Privacy Paradox and answer the most concerning questions:

  • What is Privacy Paradox?
  • What are the Laws & Regulations?
  • What’s installed for the future?

What is Privacy Paradox?

To understand this you must know what a paradox is, it’s a seemingly absurd or contradictory statement that upon investigation, turns out to be true. Now rolling back to 2001, when Barry Brown conducted a study among the early internet shopping users.

When the users noted that their actions and behavior were being tracked and analyzed to provide better recommendations, they instantly seemed to have concerns about their privacy. Simply put, the users disagreed to trust the companies with their data, while they still wanted a personalized shopping experience.

This ironic situation gave rise to the term ‘Privacy Paradox’ and managed to thrive in the customers’ mindset for more than two decades. Today, the personalized shopping experience has reached sky limits but the Privacy Paradox still makes many users think twice before shopping.

Observing this enthralling concern by users around the globe, Governments of various countries are now formulating and implementing new privacy laws that limit companies’ access to user data. The collection, storage, usage, and disposal of data is being highly regulated.

What are the Laws & Regulations?

For the United States, HIPAA and COPPA are active since the year 2016. They are specifically designed under the foundation for Data Privacy and Regulation. Laws like General Data Protection Regulation are long in effect in the European Union.

2018 marks the year of implementation of the so-called “GDPR lite” or CCPA law for California. Some other countries have regulations made but pending approval, these include CPA (Australia), PIPEDA (Canada) & PDPA (Singapore).

These laws demand some seemingly simple rights, these include:

Right to access and rectification – This simply states that if the user asks, they should be informed of the data being collected and should be able to edit the access to any segment of their dislike.

Right to data protection – The organization collecting the user’s data should be responsible and careful of any personal data that they’re collecting.

Right to data consent – Access to Personal data should be consensual with the user. They can opt to not share or edit the use of the data collected.

Right to be forgotten – The user must have the right to ask for the deletion of any of their data, including archived data.

The responsibility of handling and securing the sheer amount of sensitive data comes with massive fines for misuse or loss. Marketers have a difficult time storing this sensitive data and are always at the risk of being punished for any misuse of the same. All of these regulations and restrictions raise one question, what’s next?

What’s installed for the future?

While data collection regulations might sound evil, they can be in a way good for you as a marketer. Think of it as collecting less irrelevant data, the processing becomes faster and easier and so do the storage and security.

It’s evident that the data that’s more useful to you is easier to collect and the results are easier for the user to digest. Timely reminders of sales, events, and discounts related to the recently shopped categories by the user won’t be a problem for them. 

Personalization is for the customer’s own good and interest, and if the user seems to be satisfied with a particular level of personalization then let that be your optimum level or the upper limit, that’s all the data you need!

Digital Technology

use of AI in marketing

In the rapidly growing market of today’s world, marketers want to reach their target audience as quickly as possible, but as competition increases, it becomes exponentially difficult to concur. Enter the world of artificial intelligence (AI), which can automatically identify and convert your customers.

In simple words, AI marketing is the technique of feeding the user’s data to machine learning technologies, and with advanced math, AI can predict the next move of the customer and enhance the user experience.

AI opens up new possibilities and strategies to convert customers at every stage of the funnel, improves the customer’s experience with your business, and changes the traditional ways of capturing the user’s attention.

75% of customers are expecting companies to understand their needs. AI proves to be the ultimate aid for this situation, as it can collect and progress user data constantly and provide a seamless experience to the user.

Now that you know how AI marketing works, let’s dive deeper into the world of AI marketing, and see how businesses across the globe put AI to work and which companies are elite in integrating AI into their business.

  • 6 incredible uses of AI marketing 
  • 6 limitations of AI marketing
  • 6 aristocrats exploiting AI marketing

6 incredible uses of AI marketing

  1. Automation – Data processing is the most tedious of all back-end procedures. Customization is a customer’s love at first sight, the less work the user has to do to reach their desired page, the better will be their feedback and experience.
  1. Increased ROI – AI reduces the work of going through user data and pinpointing the target customer to provide a personalized experience. This gives the marketer the liberty to focus on more important aspects of the business that need manual care. 

The process of selective data analysis and Its automation saves a lot of manual work and thus increases the ROI per lead. This also greatly reduces the need for surveys and campaigns as the data is automatically processed.

  1. Increased personalization – As discussed earlier, AI makes personalization way more easier and effective. Personalized push notifications are one great example of AI-powered personalization.

It would be clearly impossible to create e-mails, push notifications social media ads, and personalized ads over all platforms if it weren’t for AI. 

  1. Cost savings – When there’s a lesser need for manual intervention and lesser manpower required, brands save a lot of funds. Cost cutting in unnecessary fields lets the business spend on better and more efficient resources.

For example, content writers can be employed for miscellaneous tasks and the task of copywriting and e-mail content creation can be handed over to AI. Aligning the resources in the most optimal pattern is the key here.

  1. Minimizing errors – While humans tend to make errors once in every while, AI simply doesn’t. Even if it does have a back-end error, once it’s solved, it never comes up again. AI will simply make everything look seamless and perfect.

On top of that, it’s a resource you never have to replenish. Once allotted, AI will work for you forever. Updates and upgrades are the only requirements of AI, and even they are expected to be automated soon.

  1. Faster decision making – When all the decisions are set to be made based on a pre-determined set of inputs and data structures, it simply takes no time to make instant decisions for processes like product recommendation.

6 limitations of AI marketing

  1. Data limitations – As we’re nearing the end of 2022, we’re witnessing security updates in mobile devices that limit access to usable data by third-party websites. And as we know, AI is based directly on the amount of data fed to it. This can be a core limitation of AI.
  1. Uncertainty of outcomes – AI now, is a set of complex algorithms that most people don’t understand. Reliable Sentiment Analysis is very difficult for AI to perform and can sometimes be inaccurate. Another possible limitation can be optimized for multiple outcomes for a single input.
  1. Replacing Humans is impossible – There should always be a prior input for possible outcomes, and these inputs are fed by humans. It is very difficult to replace many other complex roles that are played by humans. Though a pro is that instead of replacing, we can always empower humans with the help of AI.
  1. Marketing is convoluted – The distinction among different systems can pose a major problem in unifying the central system. It is near impossible to detect the presence of a single user across different platforms and thus makes data availability a mess.
  1. Unrealistic expectations – AI has indeed come a long way in terms of dealing with real problems, AI can make art, and AI can do copywriting, but these solutions aren’t out of the scope of human possibilities, in fact, these are pretty basic tasks that the much complex AI is learning now. AI outperforming human abilities is a near and dear dream.
  1. Requires supervision – As it is apparent from the above mentions, AI requires a constant input of data and algorithms and it can’t really “think” for itself. AI can do what it’s programmed to do and can’t make split-second decisions as a human does.

6 aristocrats exploiting AI marketing

  1. Unilever – Unilever has various AI data centers across the globe to conduct traditional market research and social market research. Unilever’s AI sneakily recognized the pattern of songs describing ice-cream consumption as breakfast. Taking this idea, they made the plans for cereal-flavored ice cream and successfully launched them under the brand Ben & Jerry’s.
  1. Starbucks – From announcing their personalization plans back in 2016 to having a full-fledged mobile app and personalization systems. They collect user data of purchases and time of purchase to recommend better suggestions to the user for the same timings on other days.
  1. Alibaba – Last year the e-Commerce behemoth launched a brick-and-mortar store in Hong Kong, which was powered by AI. They brought in the concept of digital garment tags that detect when the product is touched and mirrors that display clothing information. They have plans to launch a virtual wardrobe function soon.
  1. eBay – Using the art of brand language optimization, the e-Commerce giant eBay has been leveraging the benefits of e-mail marketing from as early as 2016. They’ve been using the AI customer experience platform Phrasee to enhance their e-mails.
  1. Chase – Chase Bank is in a five-year contract with an AI marketing brand, Persado. This company drove more positive responses from the bank’s users by creating appealing digital ads. 
  1. Sephora – Reports identify Chatbots as the fastest growing brand communication channel with over 92% growth from the year 2019 – 2020. The beauty brand Sephora being an early contender to this list, saw the possibilities of AI in early 2017 and started dispensing beauty advice on Kik.

Is AI for you?

As long as you’re willing to grow as a business, be it small scale, medium, or large, there’s a plethora of opportunities and possibilities where you can integrate AI into your business seamlessly and grow exponentially. If you didn’t know about AI marketing before this blog post, subscribe to our newsletter, if you did, we’ll settle for feedback!

Industry Insiders

how colleges can prepare students for a career in digital marketing

Marketers frequently use and comprehend phrases like conversion rate, cost-per-click, return on investment, and search engine optimization. And that only scratches the surface of the information needed for a marketing position.

The necessity for digital transformation has increased across industries, especially since Covid-19 required businesses to focus their marketing efforts online. This means that businesses require marketing graduates with digital abilities who can increase brand awareness, provide leads, and boost sales.

The issue is that a large number of graduates are leaving universities and colleges without the digital competencies needed by businesses. According to “Work Ready Graduates: Building Employability,” nearly 80% of companies think that current graduates do not arrive completely prepared with the skills they require to be work-ready.

In this blog, we examine 7 strategies that universities and colleges may use to increase the employability of marketing graduates and address the scarcity of digital skills.

What do students of today want?

Graduates in marketing who have spent time and money studying for a degree want to leave school with transferable abilities they can apply in the workplace. They want to be able to apply for a job with the assurance that they will be called in for an interview, or even better, that they will receive the job!

Unfortunately, many people can’t say that. Work can be intimidating, and the marketing industry has quickly developed to now include specialisations like sponsored search, content marketing, social media marketing, and data analytics, among others.

Focusing on employability-enhancing skills and making investments in future-enhancing activities are what students expect from the higher education industry..

According to Cengage’s “Graduate Employability” survey, 66 percent of graduates want more practical experience and think institutions should focus on:

  • Access to online courses and certification programmes, as well as practical learning
  • internships funded by the school
  • mentoring programmes and connections to regional business leaders

Today’s marketers are not only expected to have more sophisticated digital skills than other recent grads but also require them. Marketing students want the following in addition to practical experience:

Knowledge of digital platforms and technology that is practical

A qualification or diploma that increases job opportunities and is respected by companies

Essential soft skills like critical thinking, creativity, and problem-solving.

What talents are in demand from graduates by modern employers?

Businesses require marketing graduates who can use the most recent technology, are socially adept, and are work-ready. Marketing Week’s analysis revealed a sharp increase in demand for marketers with expertise in social media, e-commerce, and data analytics.

According to WeForum, the top rising vocations in 2025 will be data and artificial intelligence, content production, and cloud computing. The most in-demand talents will be analytical thinking, creativity, and adaptability.

Marketers will continue to have a high demand for digital expertise. Customers are becoming more discriminating and demanding, and they expect content and message that is relevant and individualised. Increased automation will result from this.

So how can educational institutions prepare graduates in marketing for the workforce? And what are the answers to the problems they are facing?

What difficulties do teachers encounter?

According to Microsoft’s report, “Unlocking the UK’s Potential with Digital Skills,” only 28% of business leaders think the educational system provides appropriate digital training.

According to an ITIF analysis, the situation is even worse in the United States, where one-third of workers lack digital skills, 13% have none, and 18% have only moderate digital skills.

What difficulties do therefore higher education institutions encounter when trying to teach digital marketing?

1) Outdated marketing education programmes. Numerous colleges and institutions do not update their curricula every year or even every two years, resulting in outdated content. Digital marketing is frequently completely excluded.

The following was revealed by the authors of a study of undergraduate programmes published in the Journal of Marketing:

We discover that a disproportionately high number of educational institutions don’t offer any courses that specifically cover marketing analytics or digital marketing. That recognised business schools of all levels, including some larger programmes, may be failing to prepare marketing students for the realities of the corporate world and possibly widening the digital skills gap is extremely troubling.

2) Identifying the right teaching talent – It might be challenging to impart current understanding of digital marketing to students when there is a skills gap among university/training staff in this area.

3) Knowing what businesses want is important because there may be a discrepancy between what an institution of higher learning thinks employers want and what employers actually want of graduates.

4) Time restrictions – Resources in higher education might be scarce, and it takes time to develop or update course materials. Frequently, the tools needed to do this are not readily available.

5) Difficulties with cross-collaboration – It can frequently be difficult to put essential departments and functions on the same page and develop a cohesive plan throughout the institution.

6) The rapid speed of change in digital platforms and technology makes it challenging to stay current and incorporate new information into curricula and instruction.

In order to teach pupils digital skills, colleges and institutions require assistance given the difficulties they face. Let’s examine the process for doing this.

How can educators support students’ professional success?

Colleges and universities are in a special situation. They serve as a conduit between recent graduates and businesses and offer the chance to match skill sets with industry demands.

Here are seven practical strategies educators can use to support students’ professional success:

1) Provide work-integrated learning – This innovative strategy will assist higher education institutions in including workplace learning in their curricula. In order to incorporate brief projects that give students real-world experience with companies into their curriculum, Arizona State University created a pilot programme using the Riipen platform.

2) Offer a third-party credential with current digital content – If developing or updating course material for your marketing curriculum is difficult, team up with a reputable third-party certification organisation that provides universities and colleges with content that has been approved by the industry.

3. Provide personnel with digital skills training. Educate university or college staff in the field of digital marketing so they can better grasp the market and assist students.

4) Obtain accreditation for your digital marketing curriculum. Not only will this strengthen your offering, but it will also help graduates in their job searches.

5) Form partnerships with regional businesses or brands. This will enable you to connect with the regional business community and provide students with practical knowledge and experience through internships or work placements.

6) Be innovative with your teaching techniques. Introduce digital tools like gamification or experiential learning into the classroom.

7) React to changes in the market by adding new resources to the curriculum that can be offered as course supplements.

25% of Americans reported interest in non-degree qualifications, whereas 37% of Americans expressed interest in skill training.

Strada analysis

What role will digital marketing play in schools going forward?

Making sure marketing graduates have marketable skills and are prepared for the workforce is difficult. But the initiative to close the gap is with universities and colleges.

The secret is to provide content for your marketing campaign that is current and relevant. Giving students practical knowledge and marketable skills will be made possible by incorporating real-world experiences through case studies and experiential learning.

While work-integrated learning, mentorships, and connections to the local business community can provide graduates with the practical experience in digital marketing that they presently lack.

Above all, think about including digital marketing classes in your marketing curriculum. This strategy will not only provide new, industry-relevant content, but it will also bring value that could raise enrollments and improve student employability.

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