Digital methods of marketing and operating have always been key, but with COVID-19 they have become crucial: Reporting tools and online resources are essential for quickly adapting strategies; a solid tech stack is needed to keep remote teams running smoothly, and online marketing is in higher demand now than ever. One of the biggest advantages of digital marketing is the vast amount of data available to you regarding what is working and what is not; typically, with most forms of digital marketing, a company can see exactly which pieces of their marketing plan are attracting attention and converting those viewers into consumers. Using this data, you can fine-tune your marketing plans to respond quickly to the ever- changing needs of consumers.

Digital marketing techniques have much of the same objectives of traditional advertising except that they are structured for online media. Marketing through digital channels offers numerous competitive advantages to advertisers, including measurable ROI. A company can calculate what it spends on a particular marketing method and compare the figures with the leads generated. With the availability of analytics and metrics such as clicks and bounces rates, business owners can gauge performance. There is the advantage of having several advertising options as well. When marketing for online media, entrepreneurs have a choice of strategies such as social media, content marketing, search optimization, pay-per-click, and email marketing, to mention a few. Organizations can select the most suitable approaches to meet their goals.

You can choose to act as a consultant whereby you’d perform an initial analysis of the company’s overall marketing goals (or the lack thereof), followed by developing an overall marketing strategy containing action items to be added to the marketing schedule. As a marketing consultant, you will be required to have an understanding of all of the overall digital marketing requirements. It will be your responsibility to oversee the project from beginning to end and make sure it is performed on time and within budget. If working with subcontractors, you’d also be responsible for ensuring that they meet the deadline and work within the budget as well. So basically, the role of an independent digital marketing consultant is responsible for planning, organizing, directing, coordinating and managing all of the marketing, advertising and promotional aspects of the client’s marketing campaign.

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