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Digital Marketing

Digital marketing encompasses all the tools, platforms, and strategies used to build brand or product awareness on the internet. These include social media channels, company websites, e-mail communications, and SEO optimisation. Companies will typically leverage all the channels (free and paid) at their disposal to amplify their reach, connect with their target audiences best, and tap into new markets normally inaccessible through traditional marketing means.

AIICT currently offers a Growth Marketing Professional course, training aspiring experts in an innovative new area of digital marketing. Students will learn to optimise the digital marketing process by adopting a data-driven, “experimental” mindset through varying research, copywriting, storytelling, and analytical methods. You’ll learn to apply marketing strategies throughout the customer funnel – from awareness to referral – building upon both brand presence and customer engagement.

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FAQs

Digital marketing is the practice of building up one’s brand image, awareness, and customer base through online tools and channels. With most of us now active and reliant on the internet, failing to have a solid online presence will likely spell lost potential profits for your business. Websites or social media profiles are therefore a now a must for any company – those who fail to have these are bound to fall behind competition.

This field can take on my forms, though the most common types of digital marketing include:

Content marketing: This type of digital marketing focuses on content creation, helping build brand awareness and customer engagement. Such assets could include blog articles, audio-visual content, infographics, and eBooks.

Social media marketing: Those in this field leverage various social media channels to promote their brand or company. They engage and create content for audiences on platforms such as Facebook, Twitter, and Instagram – allowing for regular interaction with their customer base.

E-mail marketing: Digital marketers will often use e-mails as a way of promoting new services, products, sales, or welcoming customers to loyalty programs. Those contacted are typically subscribed to an “e-mail list”, ensuring they’re updated on the latest business happenings.

Sponsored content: This type of marketing pays other businesses, entities, or solo influencers to promote one’s brand or services. This is typically done through social media posts, blog articles discussing a new product or service, or ad placements in online audio-visual content (i.e. YouTube videos or podcasts).

AIICT’s Growth Marketing Professional course covers all the technical and practical skills required of a digital “growth” marketing role. These areas include (but are not limited to):

  • Data analytics

  • Channel acquisition

  • Copywriting and content creation

  • Marketing automation

  • Front-end development

  • Social media marketing

  • E-mail marketing

  • SEO

  • Google Analytics and Paid Search

Growth marketing is a subset of digital marketing that focuses on constant strategy testing and experimentation. It accounts for all levels of the “customer funnel” – helping build awareness while also actively improving acquisition, conversion, retention, and referral. Those in this role are highly data-driven, innovative, and constantly find newer, better ways of connecting and interacting with online audiences.

Though AIICT cannot guarantee any job outcomes, our course can grant you the fundamental skills required to start your journey into digital marketing.

Potential career paths include:

Growth marketing. AIICT’s marketing program primarily focuses on growth marketing skills and tactics, helping set the stage for junior opportunities in this field. If you’re skilled in data analysis, possess an “experimental” mindset, and embrace new, unconventional ideas – you’ll likely find success in the fast-paced, creative field of growth marketing.

Social media marketing. With our course touching on elements of social media, you’ll build a basic understanding of how to use these platforms to optimise digital marketing tactics. If navigating sites like Twitter, Instagram, YouTube and Facebook come to you like second nature, then you may enjoy the process of social media marketing best. Those in this role typically develop new, clever ways of communicating with online audiences based on the nature of their chosen social media channel.

Digital marketing management. The basic skills you build through our course can act a launchpad toward higher-level, more managerial roles. Those who enjoy the campaign and project management aspects of the field best may choose to head down the path of digital marketing management – merging both their expertise in marketing strategies and business leadership.

Successful digital marketers are often a mix of analytical and creative expertise.

Those in this role will typically rely on qualitative and quantitative research when developing new strategies, requiring skills in data analytics, data visualisation, and brainstorming inventive ways of connecting with online audiences. You’ll spend much of your time tracking, measuring, and analysing the performance of past online marketing campaigns – demanding a keen eye for detail and the ability to extract meaningful insights out of numeric information.

At the same time (though this may depend on your role), creative skills in content creation will do well to bolster your career. Most digital marketers rely on social media platforms and website content to engage with potential customers; assets that require unique, engaging ideas in order to capture fleeting user attention.

Additionally, various technical skills such as SEO, database querying, and basic HTML/CSS are often staples; helping you leverage these digital tools to greater effect.

Digital Marketing in TechTalk

Why Study Digital Marketing?

With the internet now a staple in our everyday lives, the world has never been more connected. On top of simplifying our personal communications, such developments have greatly benefited general business – making customer service, reach, and engagement easier than it’s ever been.

Through the right hashtags, social media channels, and e-mail strategies, markets that were once “invisible” or out of reach are now conveniently accessible. These digital marketing tools have helped broaden customer bases, along with ways of regularly engaging and retaining these newly-tapped audiences.

As our businesses shift even further into the digital realm, online marketing methods will grow ever more necessary for future brand and product campaigns. ACMA research shows that nearly every Australian adult (99%) now has access to the internet, with our user population set to exceed 23.3 million by 2025 (according to Statista). Companies have thus never been more incentivized to make use of where most of their customers can now be found: online.

It's not just for building exposure, either. In a landscape increasingly reliant on online services and communication, digital marketing means can help companies interact, support, and care for their clients through flexible online tools. It’s a sector that not only benefits business profits, but that of customer convenience, too.

Of course, the right skills, experience, and technical knowledge are still required to fully optimise these opportunities. With internet usage facing exponential growth in time – both among individuals and businesses – demand for these talents are only bound to skyrocket. In fact, IBISWorld statistics show that the digital advertising industry has grown by 7.8% per year between 2017 and 2022; and the latest data from the IAB Australia Online Advertising Expenditure Report (OAER) reveals a 35.8% spending growth in total online advertising during 2021, hitting almost $13 billion AUD in expenses.

Organisations evidently value the impact of digital marketing, and investment in the field shows no signs of slowing. Those studying for the profession will thus find plenty of employment opportunity upon entering the job market, with the average salary currently sitting at $70,000 AUD per year (according to Payscale statistics). Such earnings will likely increase as experience grows, with some of the highest-paid earning over $157,000 AUD annually.

On top of high employment demand, industry entrants will also likely find plenty of specialised roles to choose from. The more creatively-inclined may lean towards work in social media or content management – while those more data-driven and analytical may fare best in SEO, AI, and UX-related roles. Depending on your interests or personality, you’re bound to find a role suited to you.

Additionally, with most of your tasks taking place online, there are plenty of opportunities to work flexibly in this sector, such as through freelance, remote, or part-time roles.

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