Demystifying Digital Marketing
In this blog post we’ll cover what digital marketing is (and what it isn’t) rather than how to pivot into a digital marketing career. Consider this post a ‘demystification’ of digital marketing and why it’s become one of the most in-demand careers in tech today.
The Basics
Marketing is the action or business of promoting and selling products or services, including market research and advertising. Typically this is delivering value in the form of goods and services to targeted end users, like consumers or other targeted audiences. Before the rise of digital marketing, this included advertising using so called ‘traditional’ channels such as radio, TV, direct mail, billboards or newspapers and magazines.
Digital marketing is also known as online marketing and it refers to any advertising delivered through digital channels such as web-based advertising, social media, email, mobile apps, text messaging or search engine optimization (SEO). So if an advertising or marketing campaign uses any of these channels (basically, electronic devices) then it’s digital marketing. Those devices include computers, tablets and smart phones.
Consumers Today
DataReportal says global internet use has reached 60%, meaning that six in every 10 people now go online. The typical internet user is online for approximately seven hours a day. In Southeast Asia, for example, Malaysians spend on average almost nine hours online (similar to Thais and Indonesians), while Filipinos report being online for an average of 11 hours a day. In terms of digital marketing, consumers increasingly use the information they find online to make purchasing decisions. This approach now means that consumers are not going in a linear line with seeing or hearing a traditional advertising message and then making a purchase. There is more fluidity in how people make their decision and smart marketers know this requires building a brand, providing great customer experience that brings more potential customers and having a targeted digital strategy.
Differences Between Traditional and Digital Marketing
Digital marketing uses a strategy that is highly customer-centric and uses digital channels to convey a brand’s message. One of the differences is that digital media can adapt its messages very quickly based on consumer response (positive or negative) and consumer engagement, such as whether a video link was clicked on and watched. Through this customer interaction, digital marketing can turn this into opportunities. Traditional advertising is less consumer-interactive and doesn’t have the capacity to make prompt changes to its marketing collateral (like a billboard or magazine ad).
Another difference is with traditional marketing it’s more difficult to assess just how well (or not) your recent marketing campaign went. An online marketing campaign can use basic metrics like how many visitors were on your site, number of interactions per visit or the exit rate to tell you right away how your message is landing. This allows for more agile adjustments in the advertising strategy. Digital marketing is also less expensive than traditional marketing because there is limited space within traditional marketing outlets and that is what makes it more expensive.
However, many businesses use hybrid approaches by developing both traditional and digital marketing strategies. There is no one single way to promote your brand and services.
Examples of Digital Marketing
At the beginning of this post I mentioned search engine optimization (SEO) and you’ve very likely heard of it or even used it yourself. It’s a form of digital marketing (or rather a tool in digital marketing) that optimizes your website to improve its appearance and visibility so traffic to your site is increased. This can mean using key words or cross-linking pages within your site.
Content marketing is another form of digital marketing that is based on the distribution of relevant and valuable content to a target audience. Before, an advertising campaign would try to attract customers by demonstrating the value of a particular brand or service. With content marketing, consumers’ increasing demand for more informative and meaningful content means value is offered for free in the form of written material, such as e-books, blog posts, videos and infographics.
Another form of digital marketing is social media marketing. It can be very effective because social media marketing involves active audience participation; the interaction that consumers want. Social media is also very good at providing metrics for measuring engagement and to help you understand how well you’re reaching your audience. And you probably already use these forms of social media at home or work: Facebook, LinkedIn, Instagram and YouTube.
Digital marketing has become prominent because it can reach a wider audience and broaden your geographic reach. Data that is collected digitally tends to be more accurate and detailed, making it easier to personalize. Businesses have more choice with their advertising strategies and traditional, digital or hybrid approaches are all useful for elevating brand awareness and gaining consumer traction. In the end, marketing is about how you communicate your value to your consumers.
I’m In!
She Loves Data offers online courses (and offline events) that cover topics like digital marketing, as well as the opportunity to learn more about data and tech and the essential skills you’ll want to have. Our events are free and, unless stated otherwise, they’re open to everyone. We encourage you to attend as many as you can! These are some of the ways you can test the waters and see where your interests and abilities take you. And if you’re still not sure you can explore mentoring options as well.
Technology has boosted every industry and it’s an inevitability we can’t ignore. But it’s also not yet inclusive or diverse enough. Data and tech need you: your voice, your experience and your talent. Join us in helping to close the gender and skills gap in a growing field that offers so much positive opportunity for you and our communities.
She Loves Data launches new digital certification program with Meta, INSEAD and Meiro as pioneering partners
Discover how Digital Marketing Training can revolutionize your career with practical skills in analytics and trends. Enroll now to lead the digital era!
Data and SQL
What exactly is ‘Data’ and why do we need to be mindful of it?
It’s been quite some time now since we have been hearing this word ‘Data’ in our daily lives. Most of us might hear the mention of this word at least once a day. So, what exactly is it and why is it still a hot topic after quite some time now?
In the simplest of terms, Data is basically the bits of information which all of us living on this planet are producing every second. That sounded big, right? That is exactly what it is. According to a recent study conducted by Finances Online, the amount of data generated solely in 2022 will reach around 94 zettabytes by the end of this year. That is how big of a topic it is.
Why exactly should we be mindful of it?
The rule of success is to be mindful of all of the circumstances that can either hinder our success or pave a way clear for it. If we are aware of the situation, we can definitely make better decisions that can in turn help us grow. This is exactly the job of the data. It is produced by us, for us. It makes us aware of the situation and gives us exact facts and figures and makes us intelligent enough to potentially make better decisions.
How to be mindful of the data?
This is the step that requires our efforts. The data which is being generated every minute by all of us, in its raw form it isn’t much of a help. It is not understandable. In order to make that data useful and beneficial for us, we need to clean it and remove the ambiguities and abnormalities from it and convert it into the form which is meaningful for our studies and deductions. In other words, we need to work on the data and convert it to a form which would serve our purpose.
How to work on the data?
The data which is big in size and which serves a certain organization is stored in a proper manner and this proper store house of the data in technical terms is called as a database. All the working that we perform on this data is performed within that database. We have a number of tools and languages available to communicate with that data within the database and engineer and structure it according to our needs. The one that I am going to demystify in my blog today is SQL. So, let’s begin.
What is SQL?
SQL stands for “Structured Query Language”. This is the language with which we communicate with the data stored within the database and apply different operations on it. Using SQL, firstly, we can perform all the necessary cleaning required to make the data readable and secondly, we can enhance our data and add a lot of new values and features to our data. Data, in any organization is the most valuable asset. It can be a cause of a huge success of an organization if handled with intelligence as well as it can also be a cause of a downfall if not handled with proper privacy and security.
Key Benefits of Certified Programs
Entering the job market for the first time, transitioning careers or desire a promotion? Earning a certification can help to stand out by showing proof of advanced level competency in specific industries.
Whether for professional recognition or personal achievement, earning a certification is satisfying, as it is a reward for the efforts. In this article, we’ll address the top key benefits of certified programs and share some tips and recommendations if you consider enrolling on a certified program.
What Is Certification?
To start with, let’s clarify what certification means. Certifications are credentials earned by individuals to verify their legitimacy and competence to perform a job. The certification is typically displayed as a document stating that as a professional, a person has been trained, educated and prepared to meet a specific set of criteria for a role.
This document or statement is awarded only after the proper assessments are passed. Those assessments are administered by a recognized professional organization or educational institution. Most importantly, the certification is not a replacement for accredited degree work but is supposed to complement the education or professional experience in a particular field.
There are different types of certification, but one of the things to know is that some certifications do not expire, while others can expire. However, even if a certificate does not expire, the administering organization or institution will ask for proof that a required continuing education is obtained. That is the opportunity to re-earn the certification every year. There are also certified free programs and others that require payment.
Each certification also requires a commitment of time, motivation, dedication and other types of resources. Some issuers of certificates need a certain number of hours, weeks or months of professional experience in a discipline, skill domain or job function before becoming certified.
So, is certification worth it? And why go through all the trouble? What’s the value of a certificate to an individual and an organization? Let’s unfold some of the answers.
Importance Of Certification
If a person decides to follow a certified program and earn certification, that is important not just for the individual but for the organization that is the current or future employee. The value that the certificate can bring to individuals is in the form of professional credibility, professional growth, personal satisfaction, an advantage during the hiring process, and a salary increase. According to the Global Knowledge 2021 IT Skills and Salary Report, “an individual with six or more IT certifications makes over $10,000 more than those with just one certification on their resume.” On the side of the organizations, the added value is the job essentials, skills gaps, employee retention and enforced partner relationships.
In this article, we’ll emphasize the three key benefits of certified programs for individuals:
- Certification Can Help You Establish Yourself As A Subject Matter Expert
Earning one or more certifications demonstrates expertise in a related skill domain and knowledge and establishes an individual as a subject matter expert. It tells co-workers and managers that you possess the skills and knowledge needed to succeed. If you haven’t pursued a certificate yet and are undecided, look at it like an investment in your future. It’s likely to pay off. It will provide immediate professional credibility. Know also that many organizations with strong learning cultures provide employees that seek professional development, financial assistance and additional support.
- Certification Can Help You Stand Out To Hiring Managers
Many organizations require some employees to certify and maintain certifications, so having a certificate that aligns with the job you’re pursuing gives you a competitive advantage when hiring managers look at your resume. Getting hired would be far more challenging for those candidates who don’t meet the requirements, so in many cases, a certification can be a qualifier for the job position. Those who want a new or better-paid job need to gain new knowledge or skills. Earning a certificate is a way to show the hiring managers that you invest in yourself and have the ambition to improve.
- Certification Can Help You Gain Access To Networking Opportunities
Once you earn a certification, you join a group of certified and skilled professionals and peers. The certified programs are the perfect opportunity to grow your professional network, even internationally. This network can be a peer resource group when seeking support or sharing solutions for challenging tasks. The network opportunities through the certified programs can also guide how to enhance your career further.
Where To Start?
The benefits of becoming certified don’t end here. With the new technology, best practices, and processes that continuously emerge, the industry changes, too, and so will certifications and the benefits that come along with them.
This being said, the importance of choosing a trustworthy-credentialing organization or institution administering certified programs matters. Knowing this, how do you determine the best certification for you now and in the future? Your next step in this journey is to follow She Loves Data certified programs and choose the one that is relevant and beneficial for you and your personal and professional development.
There is something for everyone in tech
It goes without saying that in today’s digital world, workers need to equip themselves with the basic skillsets to both understand technology and being savvy technology users. Those skillsets are necessary for anyone seeking employment in the digital age, and are also essential for those seeking to transition into the tech sector.
Yet, McKinsey reports that 87% of companies around the world currently have, or will have, a skills gap in the next few years. While that data shows a huge gap in the workforce, it also represents enormous opportunities for both businesses and employees to grow their capabilities in the data and digital space.
These skills prospects are exciting and that includes for non-tech individuals and mid-career changers alike. Ready to grow your digital skillsets and data literacy capabilities? Read on!
What Can I Do?
If you’re already in a sector and/or job you love, talk to your employer about upskilling in areas such as using pivot tables in Excel, working with data in Microsoft’s Power BI (business intelligence) or learning introductory coding (read on for more information on that!). You can also try learning new marketing skills such as search engine optimization (SEO) or learning how to use creative software programs like Adobe and Figma.
But I’m Not Really Technical (Yet)
For those looking to pivot into tech but are not sure where to start, think about what you do on a day-to-day basis that is a transferable skill:
Problem Solving
This is the process of finding solutions to often difficult or complex issues. It’s a vital skill in any sector and no more so than in tech. Every day you routinely gather and analyze ‘data’ of some sort to put forth a solution that remedies an issue in your job. In tech, for example, a frontend developer creates websites and a backend developer looks for broken code.
Interpersonal Skills
While you might think a tech career means sitting alone behind a computer screen, the reality is that a job in tech means working collaboratively within—and across—teams. Communication is crucial for career success and those transferable skills include developing effective relationships, assertiveness and active listening. For example, the role of an agile coach in tech is to foster effective, transparent and cohesive teams.
Leadership Skills
Building on interpersonal skills, good leadership is an excellent asset to have in a wide range of industries. And tech is certainly no exception. Effective leadership is the ability to build trust, have great communication skills and vision. A technical team leader is responsible for product delivery and it can touch on everything from design and development to finance to collaborating with customers.
Time Management
We all deliver assignments and projects with deadlines in any job we do. We need to deliver on time and on budget. In tech, meeting deadlines is crucial as many other pieces of work can get held up until other jobs are completed. If the role of tech is to save time and effort, then time management skills are an excellent transferable skill you already have. For example, a scrum master uses a framework for project management to emphasize teamwork, accountability, iterative processes and yes, time management to reach the organization’s goals.
Creativity
Being able to think creatively is another key transferable skill. Tech is another platform for creativity to thrive in. Creativity allows us tackle challenges with new insights or to design websites designed to appeal to users. Creativity is also about innovation, fostering growth and improving productivity, and isn’t just relegated to the designers.
I’m Still Not Sure
Your career path so far has been non-technical and perhaps you’re still thinking about your transferable skills. There are also non-technical roles you may want to consider. In this way, if you change jobs, you’re pivoting first into the tech sector to see if there’s a fit for you. Non-technical roles include:
- Finance (e.g. managing income and expenses; preparing cash-flow statements; budgeting)
- HR (e.g. recruiting; hiring; onboarding; training; compensation and benefits)
- Product Management (e.g. planning and co-ordinating product improvements; feature upgrades; product version releases)
- Product Marketing (e.g. introducing a product to the market; strategies to promote it; ways to sell it to customers)
Other non-technical roles can include branding, social media, content creation and customer success.
I’m In!
She Loves Data offers online and offline events that cover data and tech, digital marketing, business discussions and essential skills. Our events are free and, unless stated otherwise, our events are open to anyone. Start with online courses and introductions and we encourage you to attend as many events and courses as you can. You can test the waters and see where your interests and abilities take you. This month there is an Intro to Data and data analytics for complete beginners and an Intro to Python (a programming language used to build websites and software, and conduct data analysis). Our courses are a great way to begin your tech journey. And if you’re still not sure you can explore mentoring options as well.
Technology has boosted every industry and it’s an inevitability we can’t ignore. But it’s also not yet inclusive or diverse enough. Data and tech need you: your voice, your experience and your talent. Join us in helping to close the gender and skills gap in a growing field that offers so much positive opportunity for you and our communities.
When the market is down, let’s dial up the power of data
By Jana Marle-Zizkova, co-founder and volunteering CEO of She Loves Data
Let me start by stating the obvious: We’re experiencing challenging economic landscape globally, with rising interest rates, high inflation and stagnant growths creeping us all.
According to the Financial Times, the pace of price growth has rocketed as supply-chain disruptions collided with high consumer demand fuelled by unprecedented fiscal and monetary support since the start of the pandemic. Add to that, layoffs have been sweeping the tech world in the past few months, with data from an UpCity survey revealing that 42 percent of tech workers surveyed in the US said they were recently laid off from their hybrid roles.
While it seems all doom and gloom when reading the news these days, I cannot help but wonder what companies and leaders can do to minimize the impact of the volatility and uncertainty for our organizations’ customers and employees. And I’m sure I’m not the only one thinking about this.
So it’s quite nice to see that the cover story of Harvard Business Review’s September/October 2022 edition zooms in on this very topic on “Strategies for Turbulent Times”.
Interestingly, the feature article brings to light how many organizations have stuck with traditional techniques for strategy-making instead of leveraging strategic toolkits to guide them in strategy development under uncertainty, much to the detriment of customers, shareholders, and other stakeholders. The reason? Many business executives complain that the tools require data that is impractical to gather and analysis that is too expensive to perform routinely. And apparently, many of them feel that the output can be counterintuitive and complicated to explain to senior leaders and a company’s board.
In a world where data signals are literally everywhere, my view is that this perspective needs to change.
Data is becoming an even more valuable asset in times of economic downfall. With the power of their first-party data, organizations can focus on retention, customer lifetime value (CLV), driving profitable customer journeys, and defining the relevant products/services to bring to market for their valuable customers.
In an economic recession, innovation, automation and digitalization are the important drivers for companies. And the common denominators among all these are technology (and data), culture, people with the right relevant skills.
So instead of shying away from strategic toolkits and simulations with the excuse of the data being too complicated to gather and analyze, organizations should be tapping into data experts, or train their employees to be more data-savvy. The organizations that dial up their reliance on contextual data to guide their decision-making are the ones who will emerge forerunners when the market starts picking up again.
Having the courage to change the things I can
Women@SheLovesData
Ocea Garriock
Chapter Lead, South Africa
Reprinted with permission. Edited by Rasyida Paddy
I strongly believe that it is our attitude to life more than our skills that leads to our success. And I live by the Serenity Prayer: “Grant me the serenity to accept the things I cannot change, the courage to change the things I can, and the wisdom to know the difference.”
My name is Ocea Garriock and I am the Chapter Lead for South Africa. In addition to my work for the local chapter, I have been assisting in the Leadership program for SLD volunteers. This involves coaching the Senior Leadership team, and running leadership courses on a regular basis for the leaders and team of volunteers.
I raised my hand to be part of this community as I have a passion for data and for assisting women in finding their voice and developing to their full potential. She Loves Data is the perfect platform for me to follow both passions. It has helped me to build a global network of like-minded people and to expand the impact I can have.
As many volunteers would have claimed, it is a challenge to remain motivated as a volunteer, as other areas of life place demands on our time and often take precedence over our volunteer work. It is also hard to lead a team of volunteers as they often have demanding day jobs and can’t always give enough time and focus to their volunteer work.
That said, as a community, we have to keep reminding ourselves of the reason we volunteered and the purpose we are driving towards – and in this case, the ability to lift other women in the technology space.
I often found it to be challenging as a women in the IT and data analytics industry. As women, we tend to suffer from imposter syndrome and have these negative voices in our heads that question our success and progress. I learnt how it takes self-awareness and self-confidence to overcome these challenges. We need to believe in ourselves and have an “I can” attitude. Then we need to build a network of other women, as well as men, that can support us and encourage us on our journey.
So what would my advice be to other women looking to break into the space and break the glass ceiling? Believe in yourself. Be brave and courageous. Then ask for help where you need it. Having a coach or mentor can help. Build and expand your network.
Ultimately, I thoroughly enjoy what I do and there is something to be gained from volunteering – and that is personal growth and a sense of purpose. I love working with a team of people that share my passion for developing more women into data careers. She Loves Data has connected me to many inspiring and dedicated women. I also love how it gives me a global platform to expand my contribution and impact.
Find others who share your journey and succeed in the path you want to pursue
Women@SheLovesData
Ha Giang Tran
Co-Lead, Vietnam Chapter
Reprinted with permission. Edited by Rasyida Paddy
“Math is only for smart boys”
I love Math. Dearly. I can spend hours pondering a Math problem. To twist, turn, and read the problems in so many different ways give me a sense of pure joy and order.
But the older I get, the more foreign the path to applied Math seems to a young girl.
I was selected for an advanced Math class for gifted students. In a classroom full of boys, and being one of the only 2 girls, I was just lost. I understood literally nothing on the black board.
I felt so stupid and embarrassed.
My friends were surprised that I even decided to attend that class. “Why don’t you choose something more feminine? Math is for smart boys.”
I dropped out 2 days later.
10 years later, I went for my first technical SQL training offered by She Loves Data. It was during this training where I met women from all walks of life who went through the same path as I did. The trainer, 5 years my senior, shared how she quit a 10-year career in banking to become a data analyst.
I realize how important it is to be around other women who share your journey and succeed in the path you want to pursue. And this time, I didn’t quit.
Having benefited from the exposure that I gained from my time with the organization, I decided to raise my hand and join Angélique Masse Nguyen, Duyen Dau, CPA (Aust.), Annie Duong Phan, and Hai Tran as Co-Lead for She Loves Data Vietnam chapter.
Just last month, She Loves Data Vietnam Chapter launched our data up-skilling program, which we offered free for all participants. This initiative was part of She Loves Data’s Certificate Program designed to help women who are interested in data up-skilling, especially SQL, to get a hands-on intro with experienced female analysts from Shopee, PwC, IAG and Amanotes.
We received great feedback from the program, and it gives me immense pleasure and pride to pay-it-forward and help build the community from the ground-up, as we offer women in the country a platform for them to learn and grow their technical capabilities in tech.
The original post was published on LinkedIn. Follow Giang to read more about her thoughts.
Finding the perfect harmony in my personal and professional growth
Women@SheLovesData
Quinn Pham
Instructor (Data Science & Marketing Analytics
Edited by Rasyida Paddy
American educator, businessman, keynote speaker and author of the bestselling book “The 7 Habits of Highly Effective People”, Dr. Stephen Covey, is known to have said, “Most of us spend too much time on what is urgent and not enough time on what is important.”
This got me thinking about how I choose to spend my time in a way that can optimize my impact on the community and the people around me.
When I came across She Loves Data (SLD) in 2018, I was attracted to the organization’s mission to inspire more women to become active contributors in a data-driven world. As a woman who comes from an accountancy background and eventually began working in business roles that require me to interact with data, I knew I have something to offer the community. And that was how I got started as a volunteer instructor for SLD’s signature courses series.
Over the past four years, I’ve benefited tremendously from the network of SLD supporters and volunteers, who inspire me and always offer me something new to learn from. After every SLD workshops I always get re-energized by the enthusiasm, curiosity and desire to learn from all the participants and volunteers!
There is no denying that volunteering comes with its own sets of challenges, one of which being giving the commitment and dedicating the time it deserves. However, this challenge can easily be tackled through effective personal time management strategies, and finding other volunteers to share the load with.
Ultimately, I personally believe that one always gets more out of volunteering than what you put in – especially when my commitment with SLD aligns with my personal and professional growth goals, it’s a perfect harmony.
Professionally, and outside of She Loves Data, I am managing a team for the first time, which comes with the typical challenges around people management, motivation, aligning the team and ensuring everyone drive towards a common goal. There is definitely no one-size-fits-all solution, so it has been important to explore my strength, weakness and personal leadership style to find an approach that feels the most authentic to me.
What I have learnt from this experience is that it’s important to be open to experiment, trying new things even if it’s outside of your comfort zone, and try to challenge your own assumptions.
So, what do I have to say to anyone looking to get into the data field? Data, when explored and utilized in the right way, has tremendous power to help optimize decision making and create new solutions. It’s also an exciting time to break into the field – today, we are seeing people from very diverse backgrounds getting involved in data and digital analytics field. So take the leap! The time is now.
The “Power of We”: Enriching oneself through volunteering
Women@SheLovesData
Wilma Lapuz
Global Operations Specialist
Edited by Rasyida Paddy
One of the best things about volunteering is the great sense of accomplishment you get from serving the community and other people. And that is why I’ve chosen to raise my hand to be a volunteer as a Global Operations Specialist at She Loves Data.
Volunteering has definitely given me a strong sense of purpose, as I contribute in ways that I can towards a greater good, instead of just thinking about “What’s in it for me?”
In addition to channeling my strengths towards supporting a cause that I truly believe in, I get to meet other inspirational and driven volunteers, from whom I get to learn something new from. By being part of the She Loves Data community, I also get the opportunity to attend workshops and programs that She Loves Data runs with its partners.
That said, one of the hardest things about volunteering would be the process of getting into it. Just like a job, everyone will need to go through the process of onboarding; learning about the organization, its structures, the team, systems, and how to navigate all these to get your work done. And because everyone else is also volunteering, we have to figure a way to collaborate flexibly while everyone else is also juggling a million other responsibilities with their work and personal commitments!
But truthfully, that is all part of the fun, which helps me break the monotony and boredom I may face from time-to-time with everyday life. By volunteering, and doing online courses, I’ve found the best way to enrich myself and grow as a person.