PROFESSIONAL PROJECT NAME : SYED RASHAD UDDIN STUDENT ID : S0275471 Project context As a part of my course,I have been given a choice to choose from any area such as marketing,HR or Finance .I have chosen digital marketing as the primary subject from marketing. In this document I will explain, what a digital marketing is and why to choose it with its future for a professional. Digital marketing has many features associated with it such as effectiveness, convenience, flexibility, instant response and cost-effectiveness. Digital Marketing rapid evolution has built the “digital disconnect” where organizations need manpower who are having skills related to digital marketing. (Sharp , 2016) There is a huge demand of digital marketing professional in Australia. In digital marketing, there are various areas such as market research, advertising, marketing communications, media strategies and social media. There is a vast scope in digital marketing because every organization needs to promote their business through social media. The main shift in the Scope towards Digital Marketing: • From data to the entertainment • From an anonymity to recognize • Digital marketing provide analysis to quick sales • It helps in branding the organization sales • It also helps in sales organic growth Reasons why to choose digital marketing as career: • Marketing strategies of the organization are modifying for optimizing their presence in online marketing and their reach to clients. This digital marketing plays important role for any of the marketing plan. • If we choose digital marketing then it cover below essential skills: o Email marketing –Needs data management and IT as well as for design and copywriting. This is very important section in digital marketing. o Content marketing –This includes content that has to be scheduling, producing, planning and have innovation and unique idea for this. o Social media – should have knowledge on how to promote and make brand with the help of digital marketing o Flexibility –Career towards digital marketing provides flexible work environment. This needs internet so work can be done remotely and it permits human experience and authentic for the clients. o There are various specialization areas contains under digital marketing and they are media planning, social and search, creative, technology, business development and customer service and strategy. Thus, student has many choices to choose from the above and become professional in them. o In digital marketing there are involvements of various platforms. Thus it help student to explore and build strategies for new platforms. Below are the primary reasons on what is the program that an organization participates for digital marketing: • Create mastery in the digital marketing • Skill sets can be expanded Future scope for Digital marketing Now people love to surf through Internet for more informative and interesting things that help in creating values for their business. Thus, digital marketing help them in expanding and making brand for their business. Digital Marketing objectives will help people in getting their business better. Priority will be given to business that attracts people and can build and maintain various networks of the people. For the digital marketing “content” is significant aspect along with itsnaturethat is going to showcase. There are various techniques that can be used by the organization for digital marketing such as Social media marketing, SEM and SEO. There are some more course and they are Smart Marketing Tribe which will provide Consulting, Google Training Certificate and Coaching. We are living in an advanced period these days, everything is promptly accessible on the web, and thus the immersion of the information and data is very self-evident. In any case, to accumulate a group of people in such aggressive market, where you have a few contenders, to exceed expectations in the race, great advanced promoting is the fundamental component. Subsequently, the need of qualified advanced promoting specialists is within reach. This connotes the significance of profession in view of digital marketing. The cell phone market is developing enthusiastically making open doors for the computerized advertising, it may not be on the highest point of advanced promoting, but rather it is one developing vocation way. Sites are being updated to help cell phone clients cooperate all the more effortlessly with it, making advertising more productive and powerful on cell phones also. Every one of these ranges holds their upsides and downsides. In any case, not all fingers are equivalent. Search engine optimization is a brilliant field of advanced showcasing, yet it's coming up short on mold in light of alternate ranges that have gone into the market. Versatile promoting is developing for a long time. Web-based social networking is as a rule broadly utilized by individuals consistently making it a decent place to advanced showcasing to have aptitudes for. Think about any online e-Commerce or online business… Their exclusive concentration and need is Digital Marketing. What's more, their entire rivalry lies in who positions in top both in Organic and Paid. Furthermore, here it’s a greater amount of offering system which will be focused contrasted with the ordinary conventional advertising which you have seen years long from birth. The highlights of the course the computerized techniques arrangements and advancements that have changed the showcasing worldview and the ascent of computerized markets the world over. The program gives examination of computerized market situations difficulties and issues confronted alongside most recent improvements in advanced market. It gives complete view on e business internet showcasing online networking channels the developing energy of the associated client and a blast of new advanced devices for computerized advertising. The program empowers the understudies to arrange execute and measure the effect of computerized procedures that are suited to today’s clients and coordinated with their conventional showcasing and business objectives . Digital Marketing pitfalls in Australia   Table of Contents Project context 1 Background 6 Definition and Justification 6 Aim and objectives/research questions 6 Critical literature review 6 Gantt chart 8 Conclusion 8 References 9   Background In current digital marketing scenario revealed that the gaps are basically due to lack of skills and knowledge about Australia Digital Marketing. The above gap can eventually lead to bump off the older workers from their position to the young ones. From ten digital marketers seven believes that the digital expertise which they have is more or equal to their managers and rest of the half marketers believe the co-workers are lacking with the skills that are required for running a successful campaign. Definition and Justification Digital marketing states that understanding the new web paradigms nuances and how they should interact. It’s all about knowing how each digital and social channel interact and operate among them and build the synergies. As per report from Hays , there is huge need for the professionals of digital marketing, containing Digital Producers for organization. In sector of digital marketing, there has been rise in the organizations and vacancy activities for candidates having communication skills and strong marketing and with proven track records. (Dornak, 2015) Aim and objectives/research questions The aim of this study is for finding candidates those are having skills related to digital production and marketing who can work on projects related to mobile application, social media or new website. For successful completion of project related to digital marketing the skills that are required are social media marketing, content writing and SEO. • What are the skills needed for digital marketing professionalism? • What are the pitfalls in Australia for digital marketing? • Resolution for the digital disconnect (Bullas, 2015) Critical literature review Over next one year, businesses biggest focus will be working on segmentation and enhancing targeting for their digital marketing and campaign . 74% of the Australian digital marketing states that they will focus on tailoring activity with right audience rather raising sheer volume of the message delivered. Half of marketers indicated that they intended for working on enhancing the ROI analysis, extending opted database, increasing the social networks and extend the usage of cross channel. Now, there is an increase division among marketers that are using technology for building individual and lasting relationships with clients and how to rely on distribution of mass messages. It’s encouraged that organization focus is on skilled marketers for having digital communication. It concerns that important numbers are failing for suing the current data about client in executing and optimizing the smarter campaigns. Peter states that, “for successful in job markets , candidates should have upgraded skills and knowledge.” Senior managers in an organization are investing in resource training which enable marketers to be saved from ramp down of the employees. The fundamental driver for IT purchasing is marketing and this shows no signal for slowing down any time. In 2017, Gartner company advisory and Information technology research predicted that CMO spend more time on an IT that their counterpart which is CIO. This states that professional of digital marketing require better analyze having client data sets and not to have advance client understanding and how to calculate correct ROI for marketing activities. Management must identify that marketing and technology tied inextricably, and future success will depend totally on creation of cross functional organization. (Nicole, 2017) Below are the biggest obstacles in digital marketing: • Platform for various digital marketing are not open – 50% of the digital marketers are using minimum 5 0 10 technology platforms. • Data that is based on location is important for understanding the client context. • Software that are supporting marketers require to be very simple and easy to use • On data collection, marketers got stuck • The biggest issue is Ad fraud Skills needed for digital marketing professional 1. Analysis of data 2. Social media advertising that are paid 3. Email marketing –for brand awareness social marketing is important but committed and loyal advocates, clients and prospects will get close with the help of email. 4. Search the engine marketing –Optimize the blog, website and content organic search and pay by clicking using Google adwords. 5. Develop marketing skills with platforms and technology tools 6. Marketing through social media , content, mobile, viral and visual. (Brinkley, 2012) Gantt chart Conclusion Professional of digital marketing looks for the role that permits for working in innovative business environment and candidates are looking for working conditions that are flexible and they have roles with convenient location, good salary, good culture and development and training. The technologies related to digital marketing need to be integration-ready and open, with more services. We view small-scale digital marketing landscape campaign, competitions based on user generation with handful entities. References Sanders B., 2014, Advertising agencies are dying, just as they become most vital, https://www.theguardian.com/media-network/media-network-blog/2014/sep/04/advertising-agencies-dying-marketers-challenges Grabowski, S., 2016, Digital marketing, https://www.entrepreneur.com/article/286752 Dornak, D, 2015, Hays Quarterly Report – The Increasing Need for Digital Marketing Professionals Is the Key Trend!, http://www.theleftbank.edu.au/blog/hays-quarterly-report-the-increasing-need-for-digital-marketing-professionals-is-the-key-trend/ Bullas, J., 2015, Skills needed for Digital Marketing professional, http://blog.firebrandtalent.com/2015/05/10-skills-a-digital-marketing-professional-must-have-to-succeed/ Nicole, B, 2017, 5 of the Biggest Issues Facing Digital Marketing Agencies, https://www.business.com/articles/5-of-the-biggest-issues-facing-digital-marketing-agencies/ Brinkley, C, 2012, Digital marketing is growing in Australia, but so is the skills gap, https://econsultancy.com/blog/10906-digital-marketing-is-growing-in-australia-but-so-is-the-skills-gap/ Sharp, L, 2016, The digital disconnect: Australia faces a shortfall of digital marketing professionals, https://www.hays.com.au/press-releases/HAYS_123200