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Professional Digital Media Creation is about crafting the assets (videos, graphics, websites, podcasts) that build your brand's visual & informational appeal; Online Presence Services focus on establishing and managing your digital footprint (SEO, social profiles, website optimization) to be findable and credible; while Marketing (Digital Marketing) is the strategic use of all these elements (media + presence) to attract, engage, and convert customers through targeted campaigns, data, and analytics, making them interconnected but distinct functions. 

Professional Digital Media Creation

• What it is: The art and skill of producing high-quality, engaging content for digital platforms.

• Examples: Designing logos, shooting/editing videos, writing blog posts, recording podcasts, creating infographics, developing user-friendly websites.

• Goal: To build brand identity, provide value, and create assets that resonate with an audience. 

Online Presence Services (Digital Presence Management)

• What it is: Building and maintaining your entire digital footprint to ensure visibility and trust.

• Examples: Website development/optimization (mobile-friendly, easy navigation), Search Engine Optimization (SEO), managing social media profiles, online reputation management, ensuring consistent branding across platforms.

• Goal: To make your business discoverable, credible, and accessible to potential customers. 

Digital Marketing

• What it is: The overarching strategy that uses digital channels to promote products/services, connecting with customers through technology.

• Examples: Email campaigns, Pay-Per-Click (PPC) ads, social media marketing, content marketing (using the media you created), SEO, data analytics to refine campaigns.

• Goal: To achieve business objectives like leads, sales, and loyalty by strategically deploying media and presence efforts. 

How They Work Together: A Workflow Example

1. Media Creation: You hire a professional to create a compelling explainer video (media) for your new product.

2. Online Presence: You use SEO and social media management services to ensure that video is found on your website and platforms (presence).

3. Marketing: A digital marketing campaign uses that video in targeted Facebook ads, an email blast to subscribers, and a Google search ad to drive traffic and sales (marketing). 

Professional digital marketing involves using online channels like search engines, social media, and email to attract customers, build loyalty, and drive sales, focusing on data-driven strategies, analytics, AI, and customer-centricity to create measurable results, with various professional certificates (like those from AMA, DMI, Kellogg) available to build expertise in areas like PPC, content, and strategy for career advancement. 

Core Aspects of Professional Digital Marketing

• Data-Driven Strategy: Using analytics to understand customer behavior and optimize campaigns for better ROI.

• Omnichannel Approach: Integrating various digital touchpoints (social, search, email, web) for a seamless customer experience.

• Key Channels: Expertise in SEO, SEM (PPC), content marketing, social media, email marketing, and display advertising.

• Emerging Technologies: Incorporating AI and automation to personalize experiences and improve efficiency.

• E-commerce Integration: Designing online stores, managing product listings, and analyzing store performance. 

Key Skills & Concepts

• Lead Generation & Customer Journey Mapping

• Website Optimization & Conversion

• Campaign Planning & Execution

• Content Strategy & Analytics

• Digital Advertising 

Career Advancement & Certification

Professionals often pursue certifications to validate skills, with programs offered by:

• American Marketing Association (AMA) & Digital Marketing Institute (DMI): Offer dual certifications (PCM, CDMP) covering current tools and AI.

• Kellogg School of Management: Provides professional certificates for end-to-end digital marketing understanding.

• University of Richmond, UCSB, St. Thomas University, Certiprof: Offer various certificates for broad skill sets.

• OMCP: Offers broad, multi-discipline certifications based on verified experience and training. 

Why It's Important

With evolving consumer expectations, businesses need skilled professionals to leverage digital tools effectively to connect with customers and achieve business goals, making these skills highly in-demand.