The digital marketing industry is booming. Businesses are beginning to realise how essential it is for sustainability in the modern age. It is estimated that around $356 billion was spent on this form of marketing in 2020 alone. With this figure set to rise, the industry is going to get even more competitive. This means that digital marketers need to ensure that they offer the highest quality service out there.
One of the ways to achieve this is to make sure that every member of a digital marketing team has a strong command of English. This will be useful not only in communications between team members, but also in the actual setting up and running of campaigns.
Marketing Teams Need to be Able to Communicate Efficiently
A lot of digital marketing campaigns, especially for online companies, will occur across several different countries. For this reason, marketing teams are likely to be multinational with members each having a different first language. When strategizing and developing a plan for a digital marketing campaign, the members of the team will have to communicate with one another in English. Ensuring strong levels of English ability in the company, therefore, is essential.
Those who want to have a successful business in this industry may find it worthwhile investing in Business English classes for their team members that reside in other countries. This way, whenever there are meetings, none of the technical jargon will be lost in translation. By familiarising people with the common business abbreviations, for instance, business owners can eliminate confusion during meetings. If they have to stop to explain certain terms, it could slow down proceedings.
Organising Market Research in a Logical Way
One of the most important areas to focus on in digital marketing is market research. Before you even think about putting an advertising campaign together on platforms like Facebook, you need to develop a firm understanding of the market. Having a strong command of English can be extremely beneficial when conducting this part of the project.
If a company is going to market something to all areas of the UK, the ads will need to be adjusted to appeal to people in various different regions. Despite the country having an area of around 242,000 square kilometres, there are major differences between specific areas. This is particularly noticeable when it comes to the local dialect. For example, there are plenty of words used in Yorkshire that are unknown to other people across the country.
Digital marketers need to conduct research in every location that the adverts will be showing. This is to uncover the pains and desires of the people living in those places. When they call these people, they need to be able to understand different accents and dialects, and then collate the information garnered in a standard way.
English Skills are Essential for Advertising
Once all the market research has been completed, digital marketers can go about writing the copy for their adverts. This is the most important aspect of an advertising campaign, and it’s going to make the difference between success and failure. When you set the targeting parameters of a Facebook ad, you can narrow it down greatly so it only shows to your target audience. These are the same people that you used for the market research. This is where you take what you learned in the market research and write the ad copy accordingly so that it speaks directly to your demographic.
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Needless to say, a strong command of English is imperative when creating these campaigns. Digital marketers need to be able to select the perfect words to speak to those people who will be reading the ad. The overall aim of this copy is to get someone to click the link and sign up for the product or service. If they feel that the ad copy is addressing them specifically, they will develop more of an inclination to find out more about a product or service.
It is clear that at all levels of a digital marketing business, English skills are hugely important. Not only are they crucial in the development and planning stage, but they can also make a difference when it comes to creating a successful ad.