What is Digital Marketing?

With more than 4.53 billion active users on the internet, it is changing the way businesses are conducted throughout the world. With people spending more and more time on the internet, it’s becoming the most potent place for marketing.

Traditionally, marketing techniques have varied vastly. From word of mouth, to print media ads and tele-ads, marketing has evolved dramatically. But the fundamental concept of marketing has remained unchanged, “Target the right audience, with the right content at the right place”. As more and more people are becoming active on various digital channels, the marketing techniques have evolved too.

Any marketing techniques that are utilized on any digital channel with the ultimate goal of generating higher revenue are Digital Marketing. Such marketing channels include Social Media, emails, mobile applications, and Search engines. To learn about these techniques you may check out uCertify CIW: Social Media Strategist 1D0-623 Course.

Why Digital marketing?

Traditional marketing channels are dying, a sad but realistic fact! The way people are spending more and more time on digital devices, billboards and newspaper ads are losing their charm. The only place businesses can find new prospects are one or another digital platform.

Digital marketing is becoming a vital tool to build a compelling digital presence of a business. Virtually, every business, irrespective of its domain, is trying to go online in some way. With Digital Marketing, there are endless possibilities to customize the way you advertise your product or service. 

Digital Marketing strategy

Every successful campaign demands a well-defined strategy. Same goes with digital marketing. If you want to build a successful online business using Digital Marketing, you need a robust Digital Marketing Strategy in place. These strategies will help you drive more traffic to your company and will improve the conversion ratio.

The first step of any digital marketing strategy is Defining your brand. You need a clear thought about what your brand can offer that others can’t, what is your USP(unique selling point) and what section of the internet users will you cater.

The second step is analyzing your target audience. Every product or service has a specific target audience. You can’t sell a car to a person who is looking for a bike loan. So it’s vital to define your audience before advertising. 

The third step is to define your budget. Depending on the nature of your business and your goals, your budget can vary drastically. So it’s essential to set aside a fixed budget for your digital marketing campaign.

The fourth step is choosing the right strategy. Every business needs a different approach to be successful in the market. Choose your strategy after a proper analysis of the impacts of these strategies on your business. 

The fifth and final step is to launch your campaign across every suitable channel to target the maximum audience. Do not forget to keep a track on the channel that generates maximum output. Focus more and spend more on those channels. 

There numerous ways to do Digital Marketing. For e.g. Social Media campaigns can target relevant audience through organic or paid marketing. Similarly, a content marketing campaign can drive more traffic using engaging articles and blogs. 

Selection of campaigns depends on the goal of doing digital marketing. 

Some important campaigns for digital marketing are :

1. SEO campaigns (Search engine optimization)
2. SEM campaigns(search engine Marketing)
3. PPC campaigns(Pay per click)
4. Content marketing
5. Social Media Marketing 
6. Email Marketing

SEO (Search engine optimization) in Digital Marketing

Ever tried searching for “Bus Ticket Booking” Give it a shot. You will always see, “RedBus” will be at the top of the Search Engine Result Page (SERP). There are hundreds of websites delivering the same service, but RedBus stays at the top. Wondered why? The answer is SEO (Search Engine Optimization). 

When a user enters some words or phrases (keywords) in Google or any other search engines, that search engine looks into its server and presents the website offering the same content on the top. There are numerous ways a website needs to be optimized to make it appear on the top of any search results. Such optimization of any website is called “Search Engine Optimization”. 

SEO is a well planned and well-executed strategy to help your website appear on the top results for the relevant keyword search. 

There are three ways you can create a compelling SEO strategy. 

Technical SEO: This SEO optimizes the backend of your website. It can improve your website’s loading speed, can reduce bounce rate and give a refreshing look to your site. This will keep visitors engaged for a longer duration, improving your chances for higher sales.

On-page SEO: This SEO generally deals with the on-page content that visitors see. Optimizing your website with relevant keywords can help you rank higher on Google searches.

Off-page SEO: This SEO includes tactics like building back links, writing guest articles on other websites, and connecting with other publishers can help you improve your website’s authority. With higher authority, comes higher traffic.

Why is SEO critical?

Have you ever bothered going to the second page of search results while searching for anything online? Never! A report suggests, around 70% of people click on the top 4 links that appear on a SERP. So if your website does not appear on the first page, your website is as useless as trash! It might seem a bit too harsh, but it’s a cold fact! 

Check out the benefits of SEO

• If you are looking to generate traffic from your website, you need to perform strategic SEO. Employing SEO experts can help you optimize your page to bring in powerful and actionable leads. 
• Apart from generating leads, SEO improves your website’s user experience. Websites that are user friendly tend to attract more visitors, enhancing your chance to make a sale. 
• When your website appears on the top four or five results, your brand authority grows. Such authority commands more trust in your visitors. 
• Sites with better SEO stand a higher chance to generate more revenue than its competitors. 

Digital marketing strategy is a very vast thing. There are enormous possibilities for growth with proper Digital Marketing campaigns. Numerous experts run Digital Marketing Courses to help people learn how to utilize digital marketing to its fullest potential.

Many businesses tend to notice the benefits of digital marketing only, which results in their neglect of traditional marketing techniques and the ultimate loss of revenue. And according to statistics, there was a slight increase in investments on traditional marketing in 2020. The apparition and development of digital marketing strategies were meant to broaden the horizons of marketing, as a whole, and not become its exclusive outlet.

Thus, traditional and digital marketing should not be considered polar opposites. While being two admittedly different parts of one whole, both of these strategies better be used in. So, what exactly do you need to know to make sure traditional and digital marketing work together in your campaign and not against one another?

Table of Contents

• Benefits of Traditional Marketing
• Benefits of Digital Marketing
• Advantages of Using Both
• How to Make the Two Cooperate

Benefits of Traditional Marketing

“No matter how many times you may have heard that nobody cares about old-school marketing strategies anymore, don’t believe the people who say so”, says Nicole Campinski Product and PR Manager, at 24 hour resume writing service. Regardless of the sphere of your business, a considerable part of your target audience will tend to traditional media outlets for information.

By sticking to traditional strategies, you will be able to engage with some of the core audience groups. Besides, traditional marketing has proven to be successful for multiple decades, which is why you shouldn’t give up on it altogether. Therefore, the key benefits of such techniques are effectiveness, accessibility, and a potentially great audience.

Benefits of Digital Marketing

When it comes to analyzing the benefits of digital marketing, the unquestionable one is its affordability, especially in comparison to traditional strategies. Despite the fact that the potential audience may not be as broad as that gained from radio, event descriptions or TV commercials, it will consist predominantly of people interested in the product or service you’re offering.

Adaptability, affordability, and niche are the most considerable benefits of digital marketing. Although the digital means of marketing have their potential, it may be too risky to rely exclusively on them and avoid traditional strategies altogether.To learn more about digital marketing get yourself enrolled with uCertify CIW 1D0-623 Social Media Strategist course.

Advantages of Using Both

Variety. When you choose to implement both traditional and digital marketing tools and techniques in your campaign, you can achieve some incredibly impressive results. From brand recognition to reputation improvement, there are a plethora of benefits to doing so. In the long run, efficiently developed cooperation between digital and traditional marketing maximize profits and minimize any potential losses. By tracking the efficiency of every chosen medium, you can actually adjust the chosen strategies to meet your objectives.

How to Make the Two Cooperate

When it comes to planning both traditional and digital marketing techniques within your campaign, the most critical issue is budgeting. In order to ensure the highest profit, you will have to implement collaborative work management principles into your business’s operations. Make sure that you analyze the target groups, their needs, and ratio in regard to the audience as a whole. Based on such information, you will be able to develop an appropriate budget for your marketing campaign.

Despite what people may think, there’s no reason to believe that one type of marketing is superior over the other. With this in mind, develop your campaign; for example, you should feel free to mention your company’s social media in print. Use traditional marketing to catch the interest and turn to digital to develop a meaningful connection.

Think of email marketing, for example. The strategy combines the best of both worlds and can greatly improve your business’s reputation, customer relationship, and in the long run, overall success. The email marketing can be improved by storytelling and better writing skills of your copywriters. By introducing your services to potential customers in the first place, you can catch their interest with your advantages; the appropriately developed content plan can build a meaningful connection with your customer base.

Both digital and traditional marketing has certain benefits and drawbacks, and that doesn’t necessarily make one better than the other. By finding the middle ground between the two and making them coexist within one campaign, you can give your business a chance to go through the roof. Combining digital and traditional marketing will allow you to target wide audiences, which would not be possible with only one of these strategies.

Earning the CISSP proves you have what it takes to effectively design, implement and manage a best-in-class cybersecurity program. With a CISSP, you validate your expertise and become an (ISC)² member, unlocking a broad array of exclusive resources, educational tools, and peer-to-peer networking opportunities.

The course was very in-depth and interactive. The pre and post-assessments and the quizzes were interesting and deep. I was consumed by the platform that I didn’t know when I spent more than six hours of non-stop learning. The course efficiently covered topics like asset security, cryptography, PKI, cryptographic applications, laws, regulations, and compliance, and so on. This course validates my working knowledge of information technology security of an IT professional and covered all the domains of knowledge, including access control, business continuity, and security architecture.
If you are thinking about getting the ISC2 CISSP certification. Then, I would recommend you to get yourself enrolled in the uCertify CISSP course and labs.

Check out the course from here: https://www.ucertify.com/exams/ISC2/CISSP-2018.html

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Whether or not you should get your CISSP is a question with a simple answer: It depends. That’s not a very satisfying answer. But when it comes to security certifications, there are many good options (We know. It’s a tough problem to have.). So, let’s start with the facts.

Positions that require CISSP certification typically pay very well. Depending on where you live, CISSP certification holders can typically make six-figure salaries. There’s also no shortage of security positions in the United States. Next year, it’s estimated there will be two million more security jobs than professionals to fill them. That’s a compelling consideration.  

Let’s be honest, though — these numbers are only interesting to anyone thinking about a security career. For those currently working as a security professional, you know that it’s all about personal preference and your professional strengths.

Here are a few reasons you should (or shouldn’t) work toward your CISSP.

It depends on your work experience

Here’s the first thing you should know, and it’s important: CISSP certification is unattainable if you’re just starting out in a security role. Sure, you can take and pass the exam. But you won’t earn the certification until you have five years of paid work experience. There are ways to shorten that time by a year. But that’s still four years, and you can’t make that time pass any faster.

On the bright side, there are great reasons to earn the CISSP if you don’t have five years of paid work experience. You can still become an (ISC)² Associate by passing the CISSP certification exam. CISSP Associates gain exclusive access to (ISC)² career resources and networking groups. They’re also more desirable to employers, especially federal employers.

To earn your CISSP certification as an Associate, you’ll have six years to gain the five years of required work experience, while meeting continuing professional education (CPE) requirements.

You shouldn’t start with CISSP

If you’re trying to break into your first security job, then you shouldn’t start with the CISSP. You should instead go for a certification that validates the basics. CompTIA offers two certification exams — Security+ and CySA+ — that fall into this category.

CompTIA Security+ is an entry-level cybersecurity exam consisting of 90 possible questions that must be answered in 90 minutes. It’s not necessarily an easy exam, but it’s not supposed to be. It’s intended to validate all the knowledge you’d learn in your first year as an IT and security professional. If you account for the difficulty of questions you’ll face on the CISSP exam, the Security+ is arguably a simpler exam.

CompTIA CySA+ is another great option if you’re new to IT security. CompTIA introduced this certification in 2017 to bridge the skill gap between the foundational Security+ and expert-level CompTIA Advanced Security Practitioner (CASP) certification. It’s a step up from the Security+ cert and validates everything you’d typically learn in your first four years as a security professional.

The CISSP is a great next step beyond either of these two exams. If you earn either one, then you can also knock a year off the CISSP experience requirement. So, they might be good options for you to consider.  

If you have broad infosec experience, you’re good to start with the CISSP. Otherwise, it’s better to start with another certification.

CISSP is great for government jobs

Many large organizations require the CISSP for career progression, including (and especially) the federal government. DoD Directive 8570.01-M requirements apply to all members of the DoD Information Assurance workforce (Read more about DoDD 8570).

The baseline certifications for government employees has four tiers:

• Information Assurance Technical (IAT)
• Information Assurance Management (IAM)
• Information Assurance System Architect and Engineer (IASAE)
• Cybersecurity Service Provider (CSSP)

You can see how these baseline certs breakdown in this chart.

You may notice that the CISSP appears quite a bit. In fact, the CISSP satisfies more IA baseline certification requirements than any other certification. So if you’re in need of fulfilling an IA baseline certification requirement, the CISSP is a top choice.

If you’re looking for the next best option, consider the CASP. The CASP is CompTIA’s advanced-level cybersecurity certification. It satisfies all three levels of the IAT position and the first two levels of the IAM (one level difference compared to the CISSP) and IASAE positions.

CISSP requires recertification (and that’s a good thing)

Just like the certification process, you’ll have to jump through some hoops to recertify the CISSP — and that’s not a bad thing. CPE credits are easy enough to earn by doing things you should be doing in your career anyway. For that reason, recertification is one reason to get your CISSP.

Here’s how it works:

Every three years, CISSPs (and Associates) must submit a minimum of 90 Group A CPE credits and 30 additional Group A or Group B CPE credits to maintain certification. Typically, you can earn one credit for each hour spent learning.

For instance, you can perform any of these educational activities pulled straight from the (ISC)2 Continuing Professional Education (CPE) Handbook:

• Reading a magazine, book, or whitepaper.
• Publishing a book, whitepaper, or article.
• Attending a conference, educational course, seminar, or presentation.
• Preparing for a presentation or teaching information related to information security.
• Performing a unique work-related project that is not a part of your normal work duties.
• Self-study related to research for a project or preparing for a certification examination.
• Volunteering for the government, public sector, and other charitable organizations.
• Taking a higher academic course.

Basically, if you’re learning about a topic covered in any of the eight security domains — as long as it’s not a normal on-the-job activity — you can claim it as CPE credit hours. Just remember to document your CPE hours for activities not offered by (ISC)2.

Earning validated minutes with CBT Nuggets also count toward recertification — and they’re easy to track and log with Certificates of Completion.

Group B credits are reserved for general professional development activities. They include anything outside the scope of the eight security domains. The same activities that qualified for Group A credits can be used for Group B activities.

Maintaining an average of 40 credit hours a year by performing any of the above activities is manageable. Again, you should be building on your security knowledge, anyway.

Final thoughts on the CISSP

Whether or not you should earn the CISSP mostly depends on your professional goals, work experience, and industry. Here’s what to consider:

Are you trying to break into management? Or are you trying to specialize? If you’re looking for a fast-track into management, CISSP is the way. Otherwise, you might want to consider these other security exams.

Are you brand new to IT? If so, then you should start with the fundamentals and work your way up to the CISSP. CompTIA Sec+ and CySA+ are only two certifications that will launch your security career. There are many others.

Do you work at a company that values the CISSP? If you’re in government, then it’s a no-brainer. Otherwise, you should seriously consider whether the CISSP will help you reach your career goals. There are other expert-level certifications that may serve you better, like Cisco CCIE Security or GIAC GSEC.

A final, final consideration. (ISC)² has one of the fastest-growing security communities in the world. With over 20,000 community members and more than 150 (ISC)² chapters worldwide, you’ll have plenty of online and in-person opportunities to connect with peers, network, and learn.

Though these benefits come with every (ISC)² certification, if you’re already considering the CISSP, and being part of a cybersecurity community interests you, this is one more reason to get certified.