course in digital marketing

10 Reasons Your Business Should Invest in Digital Transformation

Regardless of sector or industry, to thrive on today's commercial battlefield, embracing the emerging technologies and trends is crucial.

If your business is looking to secure a sustainable commercial future, investing ample time, money and energy into your digital transformation strategy is a wise move.

By 2020, experts project that spending on digital transformation strategies will break $2 trillion globally. That's a colossal level of investment by companies across sectors. Hong Kong is no exception to this projection.

To inspire your efforts, here are 10 stats that will convince your business of the need to invest in digital transformation. 

Consumer Culture

1. 80% of today’s video consumption is video-based. Print media, while still relevant, is a less potent force than it once was. Today’s hunger for visual content is inherently digital and to connect with your target audience you have to provide engaging marketing materials that are video-based. Digital channels and touchpoints are the best way to deliver such communications.

2. Today’s average college student has never so much licked a postage stamp.In the age of the digital native, analog approaches to promotional as well as internal communication will seldom provide the results you need for success.

3. 61% of smartphone users admit to regularly sleeping with their smartphone under their pillow or next to their bed. A staggering insight that is a testament to today’s mobile-centric mindset. By investing in your mobile offerings, from applications to mobile-optimised landing pages and social media content, you stand to accelerate your business success in an increasingly digital age.

The State of Digital Transformation

Here we explore the current professional climate and as such, the necessity for digital transformation.

4. 76% of companies feel their relationship with technology and digital transformation is on the whole, average or above average. The vast majority of companies across sectors are on the path to digital transformation. If you fail to embrace the digital age and all it has to offer, you could fall behind the pack and risk becoming obsolete in the long run.

5. Around 70% of companies feel their CEOs’ practical understanding of emerging digital technologies to be solid or above average. If you feel that your understanding of digital methodologies and technologies in the digital age is lacking, now is the time to upskill.

6. 61% of enterprises state that the Internet of Things (IoT) plays a pivotal role in their digital business strategies, with manufacturing and high-tech leading all other sectors. By investing in the power of the IoT and its business-enhancing benefits, in addition to a host of other emerging digital technologies, you stand to accelerate your commercial success, exponentially.

The Power of Digital Transformation

Insights on the undeniable power of digital transformation in the modern age.

7. 56% of CEOs feel that digital advancements have already led to boosts in revenue. With this being the primary goal of business growth and acceleration, this is a clearcut case for investing in digital transformation.

8. By 2020, 47% of all revenue will be influenced by digital. Without a doubt, digital technologies will become all the more sophisticated in the not so distant future. To remain relevant and continue to foster growth, embracing the power of digital is a now a necessity rather than a far-flung luxury.

9. 39% of today's marketers plan to boost their digital budgets without increasing overall marketing spend, essentially reallocating their current budgets into digital channels. The wealth of digital channels, platforms and touchpoints available to today’s businesses is on the rise and by investing in such outlets, you stand to enjoy a healthy level of ongoing business success.

10. More than 50% of the world’s population are under the age of 30 - With over half of the population being under 30-years-old, there are more digital natives (or indeed, budding digital natives) than ever before. To continue appealing to this new generation of digitally-minded consumers, investing in digital transformation on a continual basis is nothing short of essential.

Conclusion

It’s clear that digital transformation is a sustainable means of commercial success today, tomorrow and long into the future in Hong Kong. 

If you haven’t done so already, you must embrace the unrivaled power and potential of digital transformation now, before it’s too late

Source: Digital Marketing Institute

What Should the Perfect Digital Marketing CV Include?

You have done the work, gotten the skills, and chosen the career that speaks to you. Now comes the hard part: the job application.

You know what you say about books: don’t judge one by its cover. However, when it comes to finding a job in Hong Kong, it is all about having a good cover; in this case, a great CV. Nothing is more intimidating than putting yourself and your skill set out there, but a great one can help you get your foot in the door.

A CV is essential in showing employers who you are and what you have to offer. You want to show potential employers that you’re exactly who they’ve been looking for.

While every CV will be different for every position and company, they all adhere to the same fundamental principles. Knowing what language an employer is looking for will help your application stand out from the crowd.

Just remember these five essentials to write the perfect CV; it’s never been easier.

1) Make It About You

Keep the focus on you with your name as the title of the CV and your contact and professional details at the top.

Don’t waste valuable space in which you could be highlighting your skills, rather than filling it up with a gaudy “Curriculum Vitae” as the title. Remember, you are the product, and you are what your CV is marketing. So, make yourself stand out with your name as the title.

While the format of CV is flexible, your phone number and email should quickly follow the title in a smaller font. Since you certainly want the employer to contact you, ensure your reader can easily understand where and how to locate you.

Add a LinkedIn profile or any other professional site to the top of your CV. These links let the employer get to know you a little better and show them you’re a real person who’s interested in the position. A certification in a digital marketing course will help in this case, as it proves your interest in the industry and gives the recruiters confidence you know what you should be doing.

You should also include a professional profile at the top of your CV before listing your experience, education, and certification. This is a summary of the specific skills, experience, and goals you have when applying for the position, and it helps give recruiters a quick snapshot of what your CV will include.

You shouldn’t include information like your date of birth, and you certainly don't need to include a headshot. Not only is this type of content unnecessary and inappropriate, as it may actually be illegal for employers to ask your age. Strict rules govern what employers may ask employees to protect their privacy and to safeguard human rights.

Quick Tip: Treat yourself like a brand, and market yourself.

2) Keep It Clean and Consistent

Nothing is worse than reading an unfocused and visually disorganised CV.

To avoid giving the recruiter a headache, make sure you check that your content is spelled correctly, doesn’t have too many fonts or visual designs, and clearly lays out your skills and experience.

An easy way to clean up your CV is to use bullet points. Alison Doyle, job search expert for The Balance Career, says that “the average recruiter or hiring manager spends only seconds looking over an applicant’s resume. To get the interview, you need to make your experience stand out – and quickly. A bulleted list can help you build your case. It shows the employer quickly and easily that you are a good fit for the job.”

The best fonts are simple and easy to read. Stick to Arial, Times New Roman, or Calibri in 10 to 12 points. A larger size font in 14 to 18 point is good for titles, headings, and subheadings, but keep it all one style. Your margins should also be standardized.

Infographics can often look messy on a CV and are best left out.

Michelle Kruse from Career Cast says that while creative designs can be appealing, “they're also a great way to annoy recruiters who are attempting to sift through hundreds of other applications. When it comes down to it, it really just depends on the situation.”

Don’t take any chances with your CV, and leave the cute text bubbles and cartoon computer graphics at home; your readability will skyrocket.

Quick Tip: Keep it short, stylish, and simple.

3) Know Your Audience

Be sure to tailor the information you include on your CV to the position you’re applying for. Be selective about what experience, volunteering, and skills you choose to include. Those 10 years of ballet? Probably not very relevant if you’re applying for a job in advertising, so leave it off. But that part-time job while you were in high school, running the social media campaign for your local hardware store is worth noting.

Do a little research and get familiar with the company you're interested in. Familiarise yourself with the keywords they use in their documentation and job descriptions, and integrate them into your CV. This will help show recruiters you’ve done your research as well as show that you’re a good fit for the position.

For instance, if you’re applying for an SEO specialist or digital marketing role, make sure you mention your SEO and SERP experience as well as your familiarity with PPC.

Jen David, CV consultant at CV Library, believes that you should only include relevant experiences from the past decade, no later.

In addition, she goes on, after you’ve carefully selected which aspects of your skills and experience that you’re going to include on your resume, you should be as brief as possible. Your CV should be a summary of your job roles, employers’ names, and dates for the positions held. It should enable a recruiter to quickly and easily see the highlights, successes, and progression of your career.

It doesn’t hurt to add a brief description of the position and the types of responsibilities you had when you worked in it to the job list. A little detail lets recruiters know the kinds of roles you’re familiar with. Just remember to keep it engaging and in an active voice.

You should list your experiences in reverse chronological order, starting with your most recent position at the top of the list.

If you follow all these tips, you should have no problem creating a basic CV that you can then customize when you’re targeting specific positions or companies. It’s easy to create a CV template that you can subsequently edit on the fly.

Quick Tip: List only relevant and recent experiences.

4) The Numbers and Platforms Matter

A quantified list of achievements will keep your digital marketing CV job specific and show off your skills and dedication to past projects.

Next Generation believes you should use analytics and metrics to communicate how you improved business, such as increasing traffic to a site or revenue in general. You should provide tangible elements as well, such as a 20% bump in organic traffic.

Not only will quantifiable results help make your CV more specific, but they provide you with an opportunity to showcase how your skills and work ethic made valuable contributions to your past employers’ goals. If you highlight the fact that organic traffic has increased on a project you’re involved in, your skills using SEO analytic tools like WordPress, Moz OSE, SEMrush, or Google Analytics will stand for themselves.

Don’t leave anything up to guesswork – let the recruiter know exactly how much you were involved and how much you achieved with a project. All of this will make your digital marketing CV that much more personal and specific to you and your accomplishments.

Quick Tip: Link a professional portfolio or website under your analytics.

5) Proofread

Last, but certainly not least, is the proofreading stage. It can make or break a digital marketing CV. While it’s easy to assume that you didn’t make any errors, it never hurts to go back and scan your CV for any potential mistakes.

If you’re applying for a digital marketing position that is content heavy, just about the worst thing you can do is have simple syntax errors. These blunders will make recruiters think you’re inattentive when creating content, and they will ruin an otherwise well-done CV.

Avoid simple mistakes by proofreading. For a good guide to proofreading, check out Darla Phanklong’s post on CV-Library.

Watch out for spelling and grammar errors. Another good way to check your CV is to run it through Grammarly.

Quick Tip: Grab a friend to read over your CV. Sometimes, having a fresh pair of eyes helps catch any mistakes you may have made.

Conclusion

If you follow all of these tips, your digital marketing CV will be more readable and reflective of your skills. Now all you need to do is click that submit button. 

Let’s hope it’s your first step to that coveted personal interview in which you can really persuade your audience that you’re the best candidate for the job. Good luck! 


Source: Digital Marketing Institute

6 Ways to Clean Out Your Digital Marketing Strategy

The digital marketing world is always evolving, and you're always executing your strategy. This is especially true in Hong Kong, one of the most fast-paced cities in the world. You're getting inspired by new campaigns, making last-minute changes, and receiving feedback from your customers that has you tweaking each post, video, and email. The result might be a disorganised, unfocused mess.

Is it hard to see the big picture of your digital marketing strategy? That's no good because the best plans are focused on the goals and metrics that matter most to your company. Further, the best strategies are unified across platforms and create a stable brand that your customers can connect with.

It's time to pull a Marie Kondo - do a little cleaning. Just as you'd clean out your closet, you can clean out your digital marketing strategy. In the end, you’ll have a more agile marketing department that has a clear vision to propel your company forward. Here’s how:

1. Focus on Your Key Metrics

Your digital marketing strategy has to be guided by your goals and the key metrics that reflect them. A company’s goals are changing all of the time, so chances are your goals have changed since the last time you cleaned out your digital strategy.

Collect all of your goals and key metrics in one place, so you get a sense of the overall accomplishments you’re looking for in the next year. When possible, avoid vanity metrics like Instagram followers, unless you can show that they are closely related to achieving what actually matters to your business—like conversions.

When you’re reflecting on your business goals, throw out digital marketing goals that don’t advance the business, and create new goals that do. Get as specific as you can. “Grow our Facebook audience as much as possible” or “become a trusted source on industry topics” are both too broad. Build specific goals by reflecting on past performances. If last year you gained a thousand new email sign-ups, aim to double that.

Starting with a new platform or business that doesn’t have a past performance you can build on? Check out what your competition is doing to help you create long-term goals.

Also, be sure to include realistic timelines with your goals. If the goal is huge, like “create ten cornerstone content blog posts,” try breaking the goal up into smaller pieces so that you can track your progress over the next year. Include those dates and smaller goals in your content calendar. That way, if you slip behind, you’ll notice faster, and you’ll have a chance to catch up.

2. Collect All of Your Digital Strategies

Now that you know what you should be aiming for, you need to reflect on which tools you’re using, and if they are still advancing your goals. Create a list of the strategies and platforms you’re using to spread your digital marketing message, including:

Broader digital media strategies may include multiple blogs, social media channels, and more. It's important to evaluate the ROI you get for each. Have your SEO efforts gained you any 1st place keywords, and if not, why not? Have your Instagram efforts resulted in sales? When you’re cleaning, it’s a good time to invest in market research to better evaluate your efforts; you are even better off studying a good digital marketing course to learn how to use the various tools in better and more efficient way.

3. Check Each Strategy Against Your Goals

Many digital marketing strategies are easy to evaluate. Either your emails are being opened more often, and readers are following links back to your site, or they aren’t. Either you’re ranking higher for select keywords, or you’ve lost ground. You might be surprised at how your strategies have been performing, but at least now you’re informed and know where you should invest more.

On the other hand, your social media presence is notoriously hard to evaluate. Getting more likes on Facebook doesn’t necessarily translate to sales or even clicks back to your website.

So how do you analyse your performance on social media?

  • Reach: You always want your posts to reach your target audience, so expanding reach is a good sign that you’re moving in the right direction.

  • Clicks: Many people respond to Twitter posts or comment on Facebook without ever visiting your website or engaging with your brand off the platform, so it's essential to track clicks more than likes or even shares.

  • Emotional reaction: On Facebook, it’s simple to assess how your followers feel about your post because they can sort themselves by emotion by clicking "angry" or "wow." On other platforms, the ratio between comments and shares might be more helpful. A lot of comments and few shares is, generally, bad news.

4. Check Each Platform or Strategy for Change

Cleaning always has to focus on the new. With social media and other forms of digital marketing, keeping up with trends is absolutely essential.

Here are a few ways to gauge how things have changed online:

  • Has your audience moved? Social media platforms fall in and out of favour. Newcomers might present you an opportunity to beat your competition. Falling rates of engagement might mean you should reduce your investment, in both time and dollars, on the platform. For example, Facebook may be reducing your ability to reach your audience.

  • Are you pursuing video content? For 2019, video content should be a central focus in most digital marketing strategies. Did you know that 1200% more shares are generated by social videos than images and text combined?

  • Have you personalised your approach? Salesforce research has demonstrated that 73 percent of customers want a more personalised experience online. There are many opportunities for personalisation in digital marketing, from segmenting your email marketing efforts to hosting more targeting Webinars for specific segments.

  • Is your strategy mobile? Going mobile isn’t just for websites. You need to make sure that every aspect of your digital marketing is easily accessed on a mobile device, from email to webinars.

5. Check Your Competition

After a bit of cleaning in your digital marketing strategy, you may have cut several areas. Now you have free resources, in time and money that you can reinvest elsewhere. It might be the right time to start a new strategy you’ve always wanted to try. Or, it might be the right time to check in on your competition and see if they are investing somewhere you aren’t.

Start with just your top three competitors. Check out their website to find where they are active in social media and which other digital media strategies they are using. You can read through their social posts and emails yourself, but you’ll get more information if you use a competitive analysis tool.

You might consider:

Of course, you don’t have to do it all yourself. You can hire a professional competitor analysis company to can help you identify new opportunities and strategise about how to make your brand stand out, in voice and content.

Don’t make the mistake of simply moving your digital marketing strategy to match your competitors. If you only do what they are already doing well, you’ll always be behind. Instead, look for blind spots they might have. Also, invest in strategies where you think you stand a chance of surpassing your competition, not where you might just catch up.

6. Create a Calendar

Cleaning doesn’t last for long—neither in your home nor in your digital marketing toolbox—unless you implement some organisation. The best way to keep your digital marketing running well through the year is to have a robust, master calendar.

Too many of us have a separate calendar for each platform, plus one for our blogs, and another for our email marketing. If so, it’s hard to see the full picture. Remember, many of your customers are interacting with you through two or more of these channels, so they need to be synchronised and unified. You want to reach out to your customers frequently, but you don’t want to send them the same message several times a day.

Your master calendar should show you the publishing schedule for multiple platforms, and it should point to the key goals each effort is meant to target. In a way, your calendar is more like a brief guide that you can use to refresh your mind; something to remind yourself of what you want to accomplish. This will facilitate your goal of re-evaluating your digital marketing on a daily basis.

Repeat This Digital Marketing Cleaning Next Year

Cleaning for your digital marketing strategy will help you stay on top of your goals and the latest changes in the digital marketing world if you do it routinely. 

You may be able to get away with re-evaluating your content marketing strategy yearly, but other aspects of digital marketing, like SEO, change much more frequently. It's best to run through these steps every few months, so you know if your digital marketing strategies are working and optimised. If you are in Hong Kong, you also have a chance to hone your skills by learning from the industry experts by taking our certificated course.

Source: Digital Marketing Institute