学术伙伴 & 注册鉴定单位

Academic Partners & Registered Accreditation Units

1. Introduction

1.1. Occupation Overview

Digital marketing is the strategy and processes that connect businesses with their

audiences across digital channels. Digital refers to a number of different channels,

all used to uniquely engage audiences and tackle various goals of the conversion

funnel. The digital channels include display, search, mobile, social, and video.

Digital marketing encompasses all marketing efforts that use electronic devices and

the internet. Businesses leverage digital channels such as search engines, social

media, email, and other websites to connect with current and prospective customers.

Digital marketing helps businesses reach specific audiences more effectively than

through traditional methods and target the prospects who are most likely to buy the

product or service. Additionally, it is often more cost-effective than traditional

advertising, and enables businesses to measure success on a daily basis or as required.

Digital marketing consists of several main areas or categories namely social media

marketing, search engine optimisation, search engine marketing, e-commerce

marketing, mobile marketing and email marketing.

As of January 2021, with a population of 32.57 million, there are 27.43 million

internet users, 28 million active social media users, 30.00 million mobile connections

in Malaysia with an internet penetration rate of 84.2%1

. Malaysia is one of the key

players when it comes to the growth of the digital marketing scene in Southeast Asia.

With digital marketing now an integral part of any industry, the need for

professionals with digital skills has become a priority for most businesses. Due to

the changeable and fast-paced nature of the digital marketing sector the role is

challenging but rewarding.

Marketing can be performed offline or through digital channels. Offline marketing

is the process of selling products or goods through offline channels like print ads,

telemarketing. This NOSS focuses on online digital marketing only. Nevertheless,

both types of marketing can be used to optimise business performance.

1. 引言

1.1. 职业概述

数字营销是一种战略和流程，它通过数字渠道将企业与目标受众连接起来。数字营销涵盖多个不同的渠道，每个渠道都用于独特地吸引受众，并满足转化漏斗的不同目标。这些数字渠道包括展示广告、搜索引擎、移动端、社交媒体和视频等。

数字营销涵盖所有使用电子设备和互联网进行的营销活动。企业通过搜索引擎、社交媒体、电子邮件及其他网站等数字渠道，与现有客户和潜在客户建立联系。与传统营销方式相比，数字营销能够更有效地触及特定受众，并精准锁定最有可能购买产品或服务的潜在客户。此外，数字营销通常比传统广告更具成本效益，并且能够按日或按需衡量营销成效。

数字营销主要由多个核心领域组成，包括社交媒体营销、搜索引擎优化（SEO）、搜索引擎营销（SEM）、电子商务营销、移动营销和电子邮件营销等。

截至2021年1月，马来西亚总人口约3,257万，其中互联网用户达2,743万，社交媒体活跃用户2,800万，移动设备连接数3,000万，互联网普及率高达**84.2%**¹。马来西亚是东南亚数字营销行业增长的重要参与者之一。

随着数字营销成为各行业不可或缺的一部分，拥有数字营销技能的专业人才已成为大多数企业的优先需求。由于数字营销行业的变化迅速且充满挑战，该职业不仅富有挑战性，同时也极具回报价值。

营销活动可以通过线下或数字渠道进行。线下营销是指通过传统渠道（如印刷广告、电话营销等）进行产品或服务推广。本NOSS（国家职业技能标准）专注于在线数字营销，但在实际应用中，线上与线下营销的结合可以进一步优化企业绩效。