Marketing as a field of study has developed and evolved drastically. It has seen strategies that have shown marvellous results for years and ones that didn’t make it through the day.
While we moved from print to visual, digital marketing is the most prominent form of marketing in the 21st century. It is a huge umbrella term that has encompassed multiple strategies, tools, and methods to be able to cater to wide audiences and brands.
To be able to gain mastery in this field, it becomes imperative for one to have the right knowledge to be able to use the right strategy to get the desired outcome.
But how do you really gain mastery?
The answer is simple. Learning needs to become the single constant factor in anyone’s life. This just does not stop at school/college but throughout your life.
If you want to be a star performer in your company, you have to build your knowledge and skill set. Companies often encourage this learning and development through corporate training among all employees to ensure that they are engaged and skilled and can create an impact in their role.
What is Corporate Training?
With innovation taking centre stage, businesses are in a constantly evolving environment. Companies are either forced to use modern methods and machines because of competitors or client demand. For example, up until the year 1908, all the cloth made in India was done using handlooms. After the power looms were introduced in the country, the weavers were trained to use a power loom to increase output and efficiency. This is the result of training.
In multinational companies or startups, corporate training is empowering the employees with knowledge and skills to perform a job better. Corporate training helps the company and its employees to stay relevant and overcome change. It has become a focal point for investment and strategy for executive management today.
Why is Corporate Training Important?
Corporate training is a two-way street that benefits both the company and its employees. Employees are the engine of any company and are responsible for value creation and results. By upskilling them and enhancing their knowledge, it is bound to boost organisational growth. When a company looks out for their employees and their career growth, it only increases morale, loyalty and even retention. Let’s look at the top reasons for the importance of corporate training:
Better Performance – A training program can help bridge the gap between one’s current level of performance to the desired/optimal level. It helps in honing their strengths and working on their weaknesses. Having received the training, employees are more competent, confident and skilled.
Better Productivity – Upskilling or reskilling can have the desired results on your confidence and productivity levels. After being able to gain the necessary skills and subject matter expertise, one can show a vast difference in their work ethic and standards. This is beneficial for both employees and the organization.
Reduced Errors – The potent combination of knowledge, skill and confidence helps to reduce mistakes, creating a better customer experience and avoiding any ethical or financial impact on the organization.
Loyalty and Morale – When an organisation spends time, money and efforts on the learning and development of employees, there is a sense of belonging is created. A company’s concern for more than just numbers but their growth creates loyalty among the employees resulting in an increase in both morale and motivation to be working hard.
Low Attrition Rate – Companies who care for their employees’ development will see an increase in the retention rate. This is extremely beneficial for any company since it is always tough to let go of high performing employees plus, there are the added hiring costs which can become extremely expensive.
Critical Thinking – With constant development, employees will begin to think differently and out of the box. This will help them think clearly, and objectively and make them better at decision making. Not only that, it will encourage them to understand different perspectives or approaches. Creativity and innovation are other outcomes of corporate training, eventually helping the firm increase its revenue and reputation, making them a market leader. This will also improve the corporate culture of the company.
Choosing the Right Corporate Training Institute
Now that we know that corporate training is important, it is extremely important that the company chooses the right corporate training provider. An organisation invests heavily in training and development, which means they shouldn’t settle for less. Having the right provider to fit the needs of the company and employees will make a positive impact. Below are a few criteria to be evaluated before choosing a provider.
- Customisation – There is no use in having something included in the training program that will not create value. We live in an era of personalisation. The curriculum should cater to the skills and knowledge that are being targeted for the employee by the organization, making it relevant to the job and current business environment.
- Trainers – The person imparting the training should be qualified to do so. They should have their subject knowledge and be able to guide, assist and help the trainees in the best possible manner. Not just that, the trainers should be capable enough to transfer their knowledge. Many people are smart, but that doesn’t always mean they are good at imparting that knowledge or may not have the right experiences which allow them to do so.
- Course Curriculum & Structure – The course should include all those topics that are required to develop expertise at the level required. The structure of the course should make chronological sense and not be free flowing. It should not just move from one topic to another without having any relationship or creating a link.
- Adult Learning Theory – Most employees have left behind their school and college days far behind. This means that the training instructor should use methods that make it easy to teach adults. They should include experiential activities, visual methods of teaching, using real-life case studies etc.
- Hybrid Learning – The employees must be given the option to choose from multiple channels through which they can learn, including online training, offline training, self-paced training etc.
- Checkpoints – The training provider needs to inculcate an evaluation system in the course to make sure that the employees are learning – and assessments can really help. These assessments need to be made at regular intervals to keep track of the level of understanding gained. If this is done only on the last day and say the employee did poorly, it would mean that the entire training has gone for a toss.
- Accreditation – It is important to choose a training institution which has been granted recognition by an accredited agency. They need to have the authority to give out certifications and credits to the trainees upon completion.
- Cost – The most expensive institute is not the best one. One needs to be cautious when making such a huge investment. Read about their reviews, check their credentials and even make a comparison between competitors to identify the best possible way.
Digital Marketing Corporate Training Course Curriculum
Regardless of the institute and the customized course you consider for your corporate training, some definite modules need to be included. These modules ensure a holistic approach to digital marketing. They would facilitate a better understanding of the concepts and benefits that could be reaped from the training. The ten essential modules that need to be incorporated into the digital marketing curriculum to facilitate maximum benefits are:-
1. Potential Opportunities in Digital Marketing
As the world has transformed into a digital sphere, businesses and professions have evolved. Gone are the days of traditional jobs which required pen, paper, and limited access to knowledge, people, and resources. With the world at our fingertips, a dynamic profession with a plethora of skills and expertise is needed to set yourself apart from your competitors. Digital Marketing provides just that.
Training in Digital Marketing opens a door of opportunities for dynamic careers with professional growth and financial gains. Web designer and web developer, Search Engine Marketing or SEM, Search Engine Optimization or SEO, Content Writer, Social Media Marketing, and Digital Agency Manager are some possible career trajectories that a Digital Marketer can explore.
Apart from these, several other new and dynamic careers are shaping as a result of the pandemic. The pandemic was responsible for the accelerated transition to a digital era, resulting in a sudden and impactful surge in online internet users. The online market for business is expected to bring in 7 Trillion rupees by the end of 2023 and 160 Billion dollars by the end of 2025.
The driving force behind this considerable revenue prediction is the increase in online consumers. It is estimated that towards the end of 2023, India will have around 666 Million clients solely reeled in through the web. These numbers reiterate the need for upskilling in Digital Marketing and the importance of a high-quality learning module which can highlight the scope, potential and avenues to explore.
2. Lead Generation Techniques For Social Media
There are 3.5 Billion people across the globe who are active on different social media sites. These online consumers constantly search for brands and businesses that meet their requirements. One can source these consumers and convert them into loyal customers by possessing accurate knowledge. Hence, Lead generation is a process of identifying the intended pool of consumers and creating brand awareness. This results in a recurring loyal consumer base which facilitates revenue generation.
Knowledge of Digital Marketing would enable an understanding of current social media trends. This would facilitate the generation of accurate and innovative strategies to reach the appropriate consumer base.
A brand’s user experience online can lead to 71% of their customers revisiting their business. There are several tactics to ensure profitable lead generation. But the one thing they all have in common is the quality of content. Quality content marketed through different forms of Social Media would attract the right consumers. This can occur through posts, paid ads, influencer marketing, and other creative marketing tactics. These techniques and strategies integral to the success of a business can be learned via Digital Marketing.
Strategies like landing pages, gated content, engaging social media competitions and trivia, consumer-centric feedback and reviews, and behind-the-scenes of the business are foolproof ways to generate online traffic for a business.
About 90% of digital marketers have confirmed that social media is the main source of engagement and is responsible for most of the traffic generated. Without the much-needed tools and knowledge of social media, one is not well-equipped to generate quality leads and therefore is missing out on enormous gains.
A digital marketing module focusing on the importance of social media and tools and tactics for a lead generation would enable highly skilled and proficient employees. Employees can assess market trends and generate leads for the business’s success.
3. Budget Management for Advertisements
Every successful business has rigid financial allocations for different aspects of the company. These budgets are conclusive of extensive research and data-based predictions. Even a slight increase in the said budgets can cause severe repercussions that might end in a loss. Therefore, there is a high demand for planning and budgeting.
Marketing can make or break a business. Irrespective of how amazing your product or service is, without brand awareness, consumers will not be spending their money on your business. This is where advertisements step in. Digital Advertisements ensure maximum reach with the minimum cost if planned and executed correctly.
A marketing budget will ensure maximum resource utilization and facilitate reducing the gap between predicted or estimated costs and the actual cost. Training in Digital Marketing would provide the necessary skills and knowledge to carry out successful advertising campaigns.
A learning module prioritizes planning, and setting goals is integral for quality assessment. This prepares you for all the issues and hiccups that you may face along the way. With the help of a qualitative evaluation of a business’s resources, products, services, consumers, and objectives, an appropriate budget can be allocated for advertisements to ensure maximum output with minimal investments.
4. Finding the Right Social Media Audience
For the success of any business, marketing the products and services to the right target audience is integral. This facilitates quick sales and credibility. Both are very much needed for brand awareness. A learning module that prioritizes this simple yet crucial element of digital marketing would result in highly skilled professionals.
Focusing on a specific pool of consumers on social media who are likely to engage with the content allows businesses to develop products catering to their needs. These are the consumers who have more probability of buying from the company. Hence they are responsible for the ROI. Knowledge of digital marketing would equip you with the needed skills and resources to carry out successful tasks.
A digital marketing training module would expose you to concepts like SEO, market research, Social listings, Hashtags, competitor analysis, and other aspects of Digital Marketing. Knowledge and the know-how of tools like Google Analytics, Buzzsumo, Hootsuite, and Keyhole would aid in carrying out data-driven research for better and more accurate identification of the online target audience. Using the right tools to audit the current social media engagement of a business to devise effective ways to filter out the crème-de-le-crème and ensure maximum engagement with content and conversions is only possible with in-depth knowledge of the fast-paced discipline.
5. Digital Marketing Tools
A module must introduce the learners to credible and accurate digital marketing tools for carrying out research at different intervals during Digital Marketing. This module would function as learner-centric, equipping the learners with the necessary tools and resources to carry out successful Digital Marketing campaigns for a business.
There are numerous tools available at our disposal to be utilized in Digital Marketing. Social Media tools like Loomly and Sprout Social help in the organization of the social media content to provide a hassle-free approach to business and content collaboration. The audience prioritizes Social Listening and assesses market trends, facilitating the conception and marketing of quality products and services.
Email Marketing tools like HubSpot and SendGrid, SEO tools like SEMrush and Clearscope, and tools for optimizing conversions like Hotjar and Unbounce are some of the essential Digital Marketing tools needed to optimize the online presence of a business, thereby converting the company into a profitable one.
Apart from these, Graphic Creation tools, Lead enrichment tools, and Landing page tools are also available. Accurate knowledge and usage of these tools would be an invaluable asset to the learner and the organization they are a part of. It would provide that extra edge needed to separate yourselves from your competitors purely based on skills and experience.
6. Branding Vs Marketing
Although Branding and Marketing may appear interchangeable at first, they are worlds apart. Each is its process and is deployed at different stages of the business. One process precedes the other and may be considered more critical based on the needs and requirements of the company.
Branding is the process of realizing the objectives and message of the business. It is an umbrella term that includes the entire process from idea conceptualization to the end marketing of the product. At the same time, Marketing is reaching out to potential consumers to create brand awareness of the business.
Branding precedes marketing as creating a well-thought and innovative brand image that needs to take birth before creating awareness regarding the said brand. Branding is a never-ending process that needs to be prioritized to ensure quality and authenticity, whereas marketing may be a disposable resource that may need time or two.
A module must include these topics in its learning content to ensure a better understanding of the concepts involved in Digital Marketing. This will ensure efficient use of resources to carry out these processes and enables us to prioritize one above the other. This results in precise goal determination and execution of profitable plans for the success of any business.
7. Importance of Search Engine Optimization (SEO)
SEO is a set of tactics, strategies, and plans that are focused on increasing the online presence of your brand or business in the context of the internet. It is aimed at optimizing the website for maximum reach and engagement. It facilitates the content to reach the target audience, generating more organic traffic. This increases the quality of the organic traffic and also brings in consumers in large numbers. SEO ensures that a business has more edge than its counterparts and facilitates the establishment of a credible company. 61% of businesses have confirmed that more leads are generated organically through SEO than paid and other forms of marketing. With multiple companies already launched and many more being conceptualized, SEO is the in-demand skill of the 21st century, and ensuring mastery of these skills will provide a dynamic and satisfactory career.
A learning module that prioritizes a necessary tool of the 21st century is crucial. SEO is a fundamental concept that needs to be learnt and explored for a career in Digital Marketing. This allows the learners to acquire in-demand skills and training in Digital Marketing. The upskilled learner has higher chances of a successful career and would also encourage those belonging to a much older age group to reskill and provide valuable input to the workforce.
8. Importance of Search Engine Marketing
Search Engine Marketing is an extremely effective digital marketing strategy of the 21st century. They are often referred to as ‘pay-per-click’ ads. Advertisers carry out research and, based on their knowledge and experience, market the products to the target audience for maximum reach. They assess and predict the possible ways through which we can engage the consumers and the type of content that would appeal to the majority. With this knowledge, one can devise adequate budgets and plans for marketing campaigns.
The stark difference between SEO and SEM is the monetary investment. SEO requires no direct investment except paid tools and software and relies heavily on free or organic traffic to generate more quality leads. SEM is paid strategy that requires a proper financial budget and resources to be well executed, resulting in maximum reach. SEM places the ads at specific spots by analyzing and interpreting online consumer behaviour to ensure high lead conversion.
SEM is responsible for creating brand awareness, quality conversions of consumers, maximum reach to all possible consumers, generating quick and immediate results, regional marketing, consistent flow of traffic ensuring a continuous online presence, and many other ways of making your business a cut above the rest.
A learning module that discusses the importance of SEM for the growth and success of a business allows learners to acquire the knowledge and skills needed for such a dynamic discipline. It presents a holistic and easy-to-understand picture of the strategies at play needed for 21st-century commercial activities, thereby resulting in the creation of a highly qualified and data-driven workforce.
9. Different Types of KPIs or Key Performance Indicators
A strategy or a plan can only be termed “effective” if its results are measurable. Key Performance Indicators are certain checkpoints or quantifiable values used by Digital Marketers to ensure they are on track to achieving their objectives. It acts as a framework to properly implement the intended strategies to achieve the desired goals.
Some of the most commonly used indicators are- sources of traffic on the web, generation and conversion rate of quality leads, views and engagement with the content, costs and investment of each marketing campaign, and the duration of customers’ association with the business, click-through rate, the quality and time of goal completion and customer acquisition cost and revisits from a customer. These allow the digital marketers to track the impact of their strategies and fix any gaps in their implementation.
A module that focuses on measurable outcomes and prioritizes quality assessment skills is integral for developing the already existing knowledge and implementing the learned knowledge and skills for the best results. Indicators act as consistent checkpoints to measure progress, thereby minimizing the expenditure of time, money, and resources to ensure an effective and financially well-sound marketing strategy.
10. Digital Marketing Trends
It is estimated that towards the end of 2025, Social Commerce or online shopping will yield $1.2 Trillion in revenue. With this massive surge of consumers and products, it is crucial to implement innovative marketing strategies that have the potential to reach maximum consumers. This allows your business to attract the target audience’s attention and dilute the other competitors.
Analyzing current digital marketing trends allows one to create engaging and relatable content THAT SELLS. There is no point in strategizing innovative and highly complex content that no one wants to engage in. By following and eventually setting trends, a business can establish its brand awareness and credibility, multiplying its consumer base.
With 2 Billion potential buyers online and almost 1/3rds of them being solely millennials, it is evident that content and marketing plans need to be centred around the new age consumers. The trends are subjected to constant changes and updates, so consistent analysis and research by the marketers are required.
Authentic stories, candid discussions, DIY content, credible and transparent approach, personalization and customization, audience-centric, interactive and person-person marketing, artificial intelligence, and facility for different modes of currencies and payments are some of the current digital marketing trends deployed by businesses.
A holistic module should include the current and updated digital marketing trends along with a disclaimer about its short life span. What’s trending now may be outdated for a couple of days or weeks. Hence, training must be provided on how to source the current marketing tactics and trends and self-educate ourselves in them. A module should facilitate self-learning and future learning where individuals can grow outside the workspace or training rooms.
With so much changing around us, the Digital era and scientific evolution prove that nothing is consistent. Digital Marketing is a highly dynamic and mammoth field that requires an equally dynamic module and curriculum.
A customized, well-thought-out learning curriculum that possesses the modules mentioned above would be the perfect key for jumping into the world of Digital Marketing. Investment of time, energy, and resources into the right institute and curriculum model ensures maximum gains for the corporate entity and a working professional. A holistic approach facilitates higher-order thinking, innovation, and creativity, which are crucial to outperforming competitors.
With evolution happening all around us, it has equally impacted the way information is received and processed. A customizable module with the fundamentals is a guaranteed investment to train employees for success. Changing times equals the change in thinking and job requirements. Several variables like technology, generation gaps, and the pandemic, to name a few, have further accelerated the need for new careers and skill sets to meet the current demands of the consumers. Hence, it’s only appropriate to adapt and accept this recent change and encourage new-age learning and a learner-centric curriculum that focuses on proven results rather than traditional training and knowledge.