Student Best Practices

Read about some of the Best Student Practices

in Digital Marketing


There are many ways to maximize your performance as a current or future student perusing digital marketing. Whether digital marketing is your major, minor, or a mere addition onto your knowledge base as a student, following these top tips will assist you in succeeding in your academic career.

The first step is to become familiar with the content in which you are attempting to study and practice by reviewing terms and definitions.

The second step is knowing the skills that are necessary to become a well rounded digital marketer.

The third step is becoming as knowledgeable as possible. Stay up to date on the most popular and efficient tools and techniques being used within the industry.



 1. Terms and Definitions

In order to build your skills, you need to first build your vocabulary so you can understand what you are learning. Brushing up on the common/basic terms will help you comprehend what the foundation of digital marketing is made of. Familiarizing yourself with key terms and definitions will only better your understanding of the industry whether you are reading about it, having a discussion, or taking a class.
Terms and Definitions;
  • Algorithm Mathematical rules and calculations a search engine uses to determine the rankings of the sites it has indexed.


  • Banner Ad Graphical image or small animation file embedded within a Web page and used for advertising, often containing a link to other sites, products, etc.


  • Branded Keywords A branded search query includes a brand name or some variation of it, including words added after the branded word in the search.


  • Click Thru Rate (CTR) The percentage of people who actually click on a link (e.g., in an email message or sponsored ad) after seeing it.
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  • Conversion Rate This is the percentage of visitors to a site or ad who actually take a further action, like buying a product or filling out a survey.


  • Cost per Acquisition (CPA) Represents the ratio of the total cost of a pay-per-click (PPC) campaign to the total number of leads or customers, often called “CPA” or “conversion cost.”


  • Cost per Click A method of paying for targeted traffic. For a fee, sites like Google or Facebook direct traffic to your site. You agree to pay a set amount for every click.


  • Digital Marketing The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media.


  • Google Adwords A Google advertising service that allows customers to develop and maintain online advertising campaigns.
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  • Hyperlink Known as “link” for short, a hyperlink is a word or phrase which is clickable and takes the visitor to another Web page.


  • Keywords The terms that a user enters into a search engine. They can also signify the terms a website is targeting to rank highly as part of an SEO marketing campaign.


  • Long Tail Keywords Longer and more specific keyword phrases that online visitors are more likely to use when they’re closer to a point-of-purchase.


  • Non-branded Keywords A non-branded keyword search query does not include a brand name or any part/form of it, including any misspellings.


  • Onsite/On-pagDifferent codes or data of your web site, that you can change and control, that affect your search engine rankings. On-page and Off-page are also types of SEO strategies.


  • Organic Listings Also known as “natural” listings, these are search-engine results that have not been purchased.


  • Outbound Link Any link on a Web page to an external Web page.


  • Page Rank A former proprietary method of Google for measuring the popularity of a Web page. The measurement is believed to be influenced chiefly by the number and quality of inbound and outbound links associated with a given page. Updated infrequently, this rank was indicated as a number between 1 and 10 most commonly displayed in a green bar chart in the Google toolbar add-on for browsers.


  • Search Engine Optimization (SEO) The process of using website analysis and copy/design/structural adjustments to ensure both the highest possible positioning on desired search-engine results pages and the best experience for a given site’s users.



For more commonly used terms and definitions related to digital marketing, visit



2. Skills to Obtain

There are specific hard and soft skills, in addition to personal characteristics, that make up a good digital marketer. Working on obtaining specific abilities, or exercising and improving the ones you may already have, will only better you in your educational and career pathway.
Here are some of the key skills that make an excellent digital marketer!
  • Search Engine Optimization Both On-site and Off-site SEO skills are a key component of successfully creating a digital presence for any business or company. Being able to connect the website/page that you are working on, to a different website or page through thematically related content, will assist in increasing your platform’s quality, relevance, back-links and overall ratings.


  • WordPress & AdWords Each of these technical tools are popular go-to’s for digital marketers. WordPress is a digital platform that can assist you in managing any kind of website, post or blog that you may be creating for a business or company. AdWords is extremely useful for establishing and managing various digital advertising campaigns in an organized and efficient manner. Digital Marketers either use, or work with others who use, these platforms on a daily or weekly basis- you should become familiar on how to as well.  


  • Social Media Social Media sites are some of the many important digital channels that are extremely useful in digital marketing due to its popularity, efficiency, and growth in the modern marketing world. Having the knowledge and experience in navigating various social media sites, especially when appealing to a millennial audience, is an essential part of having a digital presence.



For more essential digital marketing skills visit

Being a good digital marketer isn’t only about the hard skills that you can posses or learn, it also includes the soft skills and personal characteristics that can’t be taught.
Possessing the ability to be personable is an important part of being in any digital marketing position; it allows you to truly figure out what your customer’s needs and wants are, and it allows your customers to feel as if you are approachable in regards to their questions or concerns. Being personable applies in almost task that you do in digital marketing because you are consistently trying to reach an audience on a personal level, but having to do it through a digital platform.
When working in a fast paced environment where your daily activities and weekly tasks are always changing and being added to, a digital marketer needs to know to be flexible, adapt and learn quickly.
Regardless of how many projects or customers you have at the moment, being flexible and able to adapt to your customers’ needs will always be put to use. Weather a client wants you to shoot and edit a video within a a matter of days, or rebuild an entire website because they changed their approach, you need to be one your toes at all times and be ready for change at the drop of a dime.
Technology is consistently evolving and improving as well, which means as a student or career holder in digital marketing, you need to be a quick learner in order to use and apply the newest tools and techniques.
As a digital marketer, a vast amount of your work will be independent; building a website, creating an SEO strategy, managing a camping, designing an online ad- there are endless amounts of tasks that you will have to complete on your own. This kind of independent work means one must be self-motivated, a good problem solver and determined.
Although, there are times in which you will be involved in a project that includes other colleagues, which means aside from being independent, you should also practice appropriately collaborating with others, taking criticism well and being strong willed enough to make your voice and opinions heard.



Adam Zehel

“To be an exceptional digital marketer, you have to be a jack of all trades. Having knowledge of the functions and operations of your colleagues, co-workers and clients is an essential part of successfully conveying a cohesive message through any form of digital media. This requires you to be self motivated, able to work in a fast paced environment, and continuously learning the capabilities of those around you in various fields.”

 – Adam Zehel, Marketing Specialist, University of Michigan-Dearborn   



3. Knowledge is Power!

Expanding your knowledge base is something you need to consistently be doing. Digital Marketing deals with all realms of technology, something that is changing evolving day by day. Keeping up to date on the latest improvements, techniques and trends will make you a competitive candidate as a student attempting to land a job within the market. We publish weekly posts about the latest statics and news when it comes to everything digital marketing. The more knowledge you have, the more powerful of a student you’ll be.

Check out the variety of posts we have on our website to further explain the main concepts and ideas of student best practices!

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