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What is the right marketing training for you?

By Fi Darby | 20 February 2018

What is the industry picture for marketing in 2018?

The October 2017 Labour Force Report from the Australian Bureau of Statistics shows that the number of Australians in employment has risen by 2.9% in the past year. This means that times are good for those who are interested in building on existing work skills and making a cross sector career move. Marketing, along with management and information technology is one of those essential business elements that cross all industry sectors. Indeed, the latest SEEK Employment Trend data shows that job adverts for marketing and communications rose by 2% year on year.

For those with experience and skills in related industries, such as information technology or administration, the cross-industry nature of marketing means that it represents great opportunities for change. Marketing requires a range of key digital and personal skills plus the ability to adapt quickly in a rapidly changing environment. As Wayne Barker, online marketing lead at Boom Online Marketing, said, 

‘This is a fast-paced and ever-evolving field. What works today might not work tomorrow; what’s best practice now can change in a flicker.’ 

For those looking to move into the marketing sector, undertaking an online qualification is the perfect way in which to prove this level of flexibility, whilst gaining the relevant skills for which marketing employers will be looking. In a dynamic world, it is only those who are the most willing to learn who will succeed. Our Upskilled marketing training team have put together a carefully thought-out set of online marketing training courses including Certificate, Diploma and Advanced Diploma levels, as well as a Social Media Short Course.

website launch concept

Should my focus be on digital or traditional marketing training?

There has recently been an interesting play-off between traditional marketing training and digital marketing training, but it is digital marketing that is winning the race with training that incorporates social media training, SEM training (Search Engine Marketing) and SEO training (Search Engine Optimisation) and is currently bringing top notch candidates into the industry. As Chris Brogan, CEO of Owner Media Group who have marketed for Disney, Coke and Google, said, 

‘In a way, the web is like your Hollywood agent – it speaks for you whenever you’re not around to comment.’ 

Due to digital’s 24/7 presence, all over the globe, traditional marketing budgets are shrinking to provide funds for digital channel development. This change is happening rapidly, which means that Australia, along with the rest of the world, is experiencing a shortage of skills in the area of digital media. This in turn means those who are willing to invest time in digital media training are going to find themselves in a great position when it comes to exciting and adventurous career moves. 

We offer courses at both the user and designer ends of the digital marketing spectrum. Our Diploma of Social Media Marketing (10118NAT) has been set up for those who want to progress to user roles such as marketing manager and includes units to help develop skills around planning, implementing and evaluating digital marketing, whereas our Diploma of Digital Media Technologies (ICT50915) offers those who are considering a career in roles such as digital media developer, and have a good level of technical know-how, the opportunity to gain experience and qualification in such roles as: 

  • Digital media design
  • Digital applications (app) design
  • Dynamic website design

colleagues coming up with a marketing plan

Why is social media training so important to digital marketing?

If there are still people out there who don’t see the importance of social media to marketing, then they are perhaps forgetting that it isn’t the marketing techniques per se that are important, it is the people at whom those techniques are aimed. Social media for marketing is the tool that allows those people to be reached. According to Mark Zuckerberg, Facebook CEO

‘People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.’

Social media incorporates a range of websites and apps that use a social or discussion element to achieve their goals through engaging content. Popular sites might include social networking sites such as Facebook, Google Plus, Twitter and Instagram, video sharing sites like YouTube, social shopping networks, for example ASOS, blogs and discussion forums. All of these are relevant to modern digital marketing techniques as all can have an influence on sales. 

At Upskilled we have recognised the importance of social media training and have included two specific online social media courses. For those with a bit more experience we have the Diploma of Social Media Marketing (10118NAT) and our Social Media Short Course includes units related to specific social media platforms as well as generic units such as ‘Developing a Social Media Marketing Strategy’, ‘Personal Branding in Social Media’ and ‘Measurement, Optimisation and Reporting’. This online social media course is a great introduction to social media and, in only eight weeks, also provides an element of digital marketing training. It is particularly suitable for those who wish to make a career move towards roles such as social media consultant or digital marketing strategist. 

Why is search engine marketing training (SEM) so important in marketing?

90% of web users reach their destination via search engines, with Google controlling 77.43% of this traffic. This means that successful digital marketing relies on marketers having a good understanding of how to optimise both paid and unpaid search engine generated traffic. SEM is a very effective method of growing business and refers to paid advertisements that appear in prominent positions on search engine results pages (SERPs).  Although SEM may appear to be very much like traditional advertising, its big advantage is that, because adverts appear in response to the entry of a search term, it is presented to an already receptive audience. SEM training is an important element of more advanced digital marketing training such as that offered on our Diploma of Marketing and Communication (BSB52415), which includes a unit on implementing and monitoring direct marketing techniques.

SEM concept

Why is SEO training (search engine optimisation) so important in marketing?

SEO sets out to achieve the same goal as SEM, i.e. to place adverts in front of an interested audience who have just entered a related search term. The difference between SEM and SEO is that SEO refers to earning high search engine rankings through unpaid methods such as keyword inclusion, meta descriptions, links and freshly updated content. SEO is very different to traditional advertising and has become a big industry in itself. For those willing to undertake SEO training, there are a wealth of different job roles out there, including, content marketer, website designer and SEO expert. For the more technical backend side of SEO, our Certificate IV in Web Based Technologies (ICT40315) course would prepare you to work as an integral part of any digital marketing team. 

As you can see, careers in marketing offer a dynamic and varied work pattern and are ideal for those who are willing to undertake lifelong learning and enjoy the challenge of keeping up with technological changes. For those looking for opportunities to move across into a career in marketing, the time has never been better. With a wide range of digital marketing training options available and industries set to increase digital marketing budgets, the future is looking rosy for those who put their efforts into gaining online qualifications and making a successful transition. Explore our marketing courses today and find your key to a new career in marketing.

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