If you’re eyeing the digital marketing scene, know that every click tells a story, and every strategy can turn the tables for companies fighting for the online spotlight. Creativity meets metrics, and social media is a place to make connections that matter and spread the word about your brand or make it so that the word spreads on its own. Here is how to become a digital marketing specialist.

Understanding the Role of a Digital Marketing Specialist

Imagine being the person for everything online in a business. That’s more or less what a digital marketing specialist does.

They handle everything from making a website appear at the top of search results (thanks to SEO) to crafting the kind of content that makes people click, share, and buy. Specialists know what makes audiences tick on social media and keep up with the latest hashtag trends to figure out the best time to post. They don’t throw content out into the void and hope for the best—they analyze everything.

Which tweet has the most engagement? Did changing the call-to-action on that email campaign increase conversions? It’s all in a day’s work.

But what’s the big deal about all this, you might ask.

Being visible online is pretty much everything for a business these days. It matters little if it’s a local bakery or a multinational tech company. They all need to be online so potential customers can find them. Their digital marketing specialist uses a mix of creativity, analytics, and tech-savvy to boost brand awareness, rake in leads, and ultimately, drive sales. These specialists are the ones making sure a business is actively connecting with people and turning them into customers.

Essential Skills and Qualifications

To become a digital marketing specialist, you must have strong technical skills, creativity, and a fair bit of analytical prowess. Here’s a rundown:

  • SEO/SEM reveals the alchemy of search engines that can make or break a brand’s online visibility. This skill helps you know the right keywords, the magic of backlinks, and the techniques of ranking higher.
  • Content creation (blogs that tell a story, videos that captivate, or tweets that go viral) must resonate with your audience.
  • Data analysis is great if you love numbers because dissecting website traffic, engagement rates, and conversion stats to understand what’s working (and what’s not) is a big part of the game.
  • Social media expertise means knowing your TikToks from your Tweets. Each platform operates on a distinct system, and mastering these can help you connect with audiences effectively.
  • PPC advertising is just as significant. Crafting the ads at the top of the search results requires a keen understanding of PPC strategies, especially if you’re aiming for a monetary balance.

As for the educational backdrop, while you don’t necessarily need a degree in digital marketing, having one in related fields like marketing, communications, or business can give you a solid foundation. That said, digital marketing values skills and real-world experience just as much, if not more.

Path to Becoming a Digital Marketing Specialist

Here’s a guide on how to be a digital marketing specialist:

1. Obtain a Relevant Degree

While you don’t need a degree in marketing to break into digital marketing, it undoubtedly helps. A bachelor’s in marketing, communications, or a related field lays a solid foundation. It introduces you to marketing principles, consumer behavior, and, increasingly, digital marketing basics. If college isn’t your path, there are still many success stories from self-taught specialists.

2. Get Hands-on Experience

There’s no substitute for getting directly involved in digital marketing. Internships are a great step, as they give you a peek into the industry’s workings and let you apply what you’ve learned. Or you can start your own project. Create a blog, manage social media for a family business, or run your own PPC campaigns to build a portfolio that showcases your skills.

3. Prioritize Continuous Learning

Digital marketing evolves fast, so you must keep up with the trends. Online courses and certifications can keep you up to date while also boosting your resume. Certifications like Google Ads, Facebook Blueprint, or SEMrush certifications also prove your skills and dedication to the craft. Each one is a step toward establishing your expertise.

4. Start Networking

Join digital marketing forums, attend webinars, and don’t be shy about reaching out to professionals you admire. The digital marketing community is surprisingly welcoming and a treasure trove of insights and opportunities.

5. Apply for Entry-Level Positions

With some education, a portfolio, and a few certifications under your belt, start applying for entry-level positions. Adjust your resume to highlight your digital marketing skills and projects, and don’t get discouraged by setbacks. Every interview, whether successful or not, is a point of learning.

OPIT’s Digital Marketing Education Programs

OPIT has a couple of solid programs up its sleeve for digital marketing—the BSc and MSc in Digital Business. They aren’t typical, dry lecture-based courses. These programs give you both the theory and practice necessary in digital marketing.

OPIT’s approach is unique in the way it blends theory with practice. You learn the latest trends, tools, and strategies currently being used in the industry. Plus, you’re not learning in a vacuum. OPIT connects you with industry experts, giving you a chance to pick the brains of people who have invaluable experience and skills. The programs offer first-hand insights, resources, and a network of professionals you’d be hard-pressed to find anywhere else.

Why Choose a Career as a Digital Marketing Specialist

For starters, every business out there, from the hole-in-the-wall coffee shop to giant corporations, is trying to make its mark online. That means there’s an enormous demand for people who can handle the digital world creatively and effectively.

This job also keeps you on your toes. One day, you might be cracking the code on a Google Ads campaign, and the next, you’re storytelling on Instagram or analyzing website traffic. It’s this mix of creativity, strategy, and analytics that makes the work diverse and, believe it or not, pretty exciting.

Become the Social Media Strategist You Were Meant to Be

The path to becoming a specialist is fairly varied, but two factors hold true: you need to keep on top of current trends, and you need hands-on experience. Fortunately, OPIT positions you on the right career path by providing just that. Check out OPIT’s bachelor’s and master’s programs in digital business and learn how to be a good digital marketing specialist first-hand.

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The Yuan: AI is childlike in its capabilities, so why do so many people fear it?
OPIT - Open Institute of Technology
OPIT - Open Institute of Technology
Nov 8, 2024 6 min read

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  • The Yuan, Published on October 25th, 2024.

By Zorina Alliata

Artificial intelligence is a classic example of a mismatch between perceptions and reality, as people tend to overlook its positive aspects and fear it far more than what is warranted by its actual capabilities, argues AI strategist and professor Zorina Alliata.

ALEXANDRIA, VIRGINIA – In recent years, artificial intelligence (AI) has grown and developed into something much bigger than most people could have ever expected. Jokes about robots living among humans no longer seem so harmless, and the average person began to develop a new awareness of AI and all its uses. Unfortunately, however – as is often a human tendency – people became hyper-fixated on the negative aspects of AI, often forgetting about all the good it can do. One should therefore take a step back and remember that humanity is still only in the very early stages of developing real intelligence outside of the human brain, and so at this point AI is almost like a small child that humans are raising.

AI is still developing, growing, and adapting, and like any new tech it has its drawbacks. At one point, people had fears and doubts about electricity, calculators, and mobile phones – but now these have become ubiquitous aspects of everyday life, and it is not difficult to imagine a future in which this is the case for AI as well.

The development of AI certainly comes with relevant and real concerns that must be addressed – such as its controversial role in education, the potential job losses it might lead to, and its bias and inaccuracies. For every fear, however, there is also a ray of hope, and that is largely thanks to people and their ingenuity.

Looking at education, many educators around the world are worried about recent developments in AI. The frequently discussed ChatGPT – which is now on its fourth version – is a major red flag for many, causing concerns around plagiarism and creating fears that it will lead to the end of writing as people know it. This is one of the main factors that has increased the pessimistic reporting about AI that one so often sees in the media.

However, when one actually considers ChatGPT in its current state, it is safe to say that these fears are probably overblown. Can ChatGPT really replace the human mind, which is capable of so much that AI cannot replicate? As for educators, instead of assuming that all their students will want to cheat, they should instead consider the options for taking advantage of new tech to enhance the learning experience. Most people now know the tell-tale signs for identifying something that ChatGPT has written. Excessive use of numbered lists, repetitive language and poor comparison skills are just three ways to tell if a piece of writing is legitimate or if a bot is behind it. This author personally encourages the use of AI in the classes I teach. This is because it is better for students to understand what AI can do and how to use it as a tool in their learning instead of avoiding and fearing it, or being discouraged from using it no matter the circumstances.

Educators should therefore reframe the idea of ChatGPT in their minds, have open discussions with students about its uses, and help them understand that it is actually just another tool to help them learn more efficiently – and not a replacement for their own thoughts and words. Such frank discussions help students develop their critical thinking skills and start understanding their own influence on ChatGPT and other AI-powered tools.

By developing one’s understanding of AI’s actual capabilities, one can begin to understand its uses in everyday life. Some would have people believe that this means countless jobs will inevitably become obsolete, but that is not entirely true. Even if AI does replace some jobs, it will still need industry experts to guide it, meaning that entirely new jobs are being created at the same time as some older jobs are disappearing.

Adapting to AI is a new challenge for most industries, and it is certainly daunting at times. The reality, however, is that AI is not here to steal people’s jobs. If anything, it will change the nature of some jobs and may even improve them by making human workers more efficient and productive. If AI is to be a truly useful tool, it will still need humans. One should remember that humans working alongside AI and using it as a tool is key, because in most cases AI cannot do the job of a person by itself.

Is AI biased?

Why should one view AI as a tool and not a replacement? The main reason is because AI itself is still learning, and AI-powered tools such as ChatGPT do not understand bias. As a result, whenever ChatGPT is asked a question it will pull information from anywhere, and so it can easily repeat old biases. AI is learning from previous data, much of which is biased or out of date. Data about home ownership and mortgages, e.g., are often biased because non-white people in the United States could not get a mortgage until after the 1960s. The effect on data due to this lending discrimination is only now being fully understood.

AI is certainly biased at times, but that stems from human bias. Again, this just reinforces the need for humans to be in control of AI. AI is like a young child in that it is still absorbing what is happening around it. People must therefore not fear it, but instead guide it in the right direction.

For AI to be used as a tool, it must be treated as such. If one wanted to build a house, one would not expect one’s tools to be able to do the job alone – and AI must be viewed through a similar lens. By acknowledging this aspect of AI and taking control of humans’ role in its development, the world would be better placed to reap the benefits and quash the fears associated with AI. One should therefore not assume that all the doom and gloom one reads about AI is exactly as it seems. Instead, people should try experimenting with it and learning from it, and maybe soon they will realize that it was the best thing that could have happened to humanity.

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The European Business Review: Adapting to the Digital Age: Teaching Blockchain and Cloud Computing
OPIT - Open Institute of Technology
OPIT - Open Institute of Technology
Nov 6, 2024 6 min read

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By Lokesh Vij

Lokesh Vij is a Professor of BSc in Modern Computer Science & MSc in Applied Data Science & AI at Open Institute of Technology. With over 20 years of experience in cloud computing infrastructure, cybersecurity and cloud development, Professor Vij is an expert in all things related to data and modern computer science.

In today’s rapidly evolving technological landscape, the fields of blockchain and cloud computing are transforming industries, from finance to healthcare, and creating new opportunities for innovation. Integrating these technologies into education is not merely a trend but a necessity to equip students with the skills they need to thrive in the future workforce. Though both technologies are independently powerful, their potential for innovation and disruption is amplified when combined. This article explores the pressing questions surrounding the inclusion of blockchain and cloud computing in education, providing a comprehensive overview of their significance, benefits, and challenges.

The Technological Edge and Future Outlook

Cloud computing has revolutionized how businesses and individuals’ access and manage data and applications. Benefits like scalability, cost efficiency (including eliminating capital expenditure – CapEx), rapid innovation, and experimentation enable businesses to develop and deploy new applications and services quickly without the constraints of traditional on-premises infrastructure – thanks to managed services where cloud providers manage the operating system, runtime, and middleware, allowing businesses to focus on development and innovation. According to Statista, the cloud computing market is projected to reach a significant size of Euro 250 billion or even higher by 2028 (from Euro 110 billion in 2024), with a substantial Compound Annual Growth Rate (CAGR) of 22.78%. The widespread adoption of cloud computing by businesses of all sizes, coupled with the increasing demand for cloud-based services and applications, fuels the need for cloud computing professionals.

Blockchain, a distributed ledger technology, has paved the way by providing a secure, transparent, and tamper-proof way to record transactions (highly resistant to hacking and fraud). In 2021, European blockchain startups raised $1.5 billion in funding, indicating strong interest and growth potential. Reports suggest the European blockchain market could reach $39 billion by 2026, with a significant CAGR of over 47%. This growth is fueled by increasing adoption in sectors like finance, supply chain, and healthcare.

Addressing the Skills Gap

Reports from the World Economic Forum indicate that 85 million jobs may be displaced by a shift in the division of labor between humans and machines by 2025. However, 97 million new roles may emerge that are more adapted to the new division of labor between humans, machines, and algorithms, many of which will require proficiency in cloud computing and blockchain.

Furthermore, the World Economic Forum predicts that by 2027, 10% of the global GDP will be tokenized and stored on the blockchain. This massive shift means a surge in demand for blockchain professionals across various industries. Consider the implications of 10% of the global GDP being on the blockchain: it translates to a massive need for people who can build, secure, and manage these systems. We’re talking about potentially millions of jobs worldwide.

The European Blockchain Services Infrastructure (EBSI), an EU initiative, aims to deploy cross-border blockchain services across Europe, focusing on areas like digital identity, trusted data sharing, and diploma management. The EU’s MiCA (Crypto-Asset Regulation) regulation, expected to be fully implemented by 2025, will provide a clear legal framework for crypto-assets, fostering innovation and investment in the blockchain space. The projected growth and supportive regulatory environment point to a rising demand for blockchain professionals in Europe. Developing skills related to EBSI and its applications could be highly advantageous, given its potential impact on public sector blockchain adoption. Understanding the MiCA regulation will be crucial for blockchain roles related to crypto-assets and decentralized finance (DeFi).

Furthermore, European businesses are rapidly adopting digital technologies, with cloud computing as a core component of this transformation. GDPR (Data Protection Regulations) and other data protection laws push businesses to adopt secure and compliant cloud solutions. Many European countries invest heavily in cloud infrastructure and promote cloud adoption across various sectors. Artificial intelligence and machine learning will be deeply integrated into cloud platforms, enabling smarter automation, advanced analytics, and more efficient operations. This allows developers to focus on building applications without managing servers, leading to faster development cycles and increased scalability. Processing data closer to the source (like on devices or local servers) will become crucial for applications requiring real-time responses, such as IoT and autonomous vehicles.

The projected growth indicates a strong and continuous demand for blockchain and cloud professionals in Europe and worldwide. As we stand at the “crossroads of infinity,” there is a significant skill shortage, which will likely increase with the rapid adoption of these technologies. A 2023 study by SoftwareOne found that 95% of businesses globally face a cloud skills gap. Specific skills in high demand include cloud security, cloud-native development, and expertise in leading cloud platforms like AWS, Azure, and Google Cloud. The European Commission’s Digital Economy and Society Index (DESI) highlights a need for improved digital skills in areas like blockchain to support the EU’s digital transformation goals. A 2023 report by CasperLabs found that 90% of businesses in the US, UK, and China adopt blockchain, but knowledge gaps and interoperability challenges persist.

The Role of Educational Institutions

This surge in demand necessitates a corresponding increase in qualified individuals who can design, implement, and manage cloud-based and blockchain solutions. Educational institutions have a critical role to play in bridging this widening skills gap and ensuring a pipeline of talent ready to meet the demands of this burgeoning industry.

To effectively prepare the next generation of cloud computing and blockchain experts, educational institutions need to adopt a multi-pronged approach. This includes enhancing curricula with specialized programs, integrating cloud and blockchain concepts into existing courses, and providing hands-on experience with leading technology platforms.

Furthermore, investing in faculty development to ensure they possess up-to-date knowledge and expertise is crucial. Collaboration with industry partners through internships, co-teach programs, joint research projects, and mentorship programs can provide students with invaluable real-world experience and insights.

Beyond formal education, fostering a culture of lifelong learning is essential. Offering continuing education courses, boot camps, and online resources enables professionals to upskill or reskill and stay abreast of the latest advancements in cloud computing. Actively promoting awareness of career paths and opportunities in this field and facilitating connections with potential employers can empower students to thrive in the dynamic and evolving landscape of cloud computing and blockchain technologies.

By taking these steps, educational institutions can effectively prepare the young generation to fill the skills gap and thrive in the rapidly evolving world of cloud computing and blockchain.

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