Our world today has shrunk as it revolves around digital technology that we don't fully grasp. Technology also has changed the mechanics of how we gather a consumer base. Digital marketing has altered everything globally, including academic communities. Digital marketing now plays a significant part in academic groups' social media, online presence, and even their influence on one another.

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Apple Inc. made its first release in the early 1990s, but even in 2018, the web and social media are uncharted waters. Digital marketing mattered even before Apple Inc.'s first Mac came into existence, and way before Google and Amazon entered the market in the 2000s.

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Marketing and academia have never gotten along well till now due to the emergence of frivolous copyright distributions and the marketer's tendency to focus more on revenue-generating assets rather than genuine academics. This has led to traditional academics veering away from digital marketing. Now, academicians are aware of the influence of social media and the transformational impact of digital marketing in providing a new lease of life for academia.

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When you refer to Mark Granovetter's work on strong and weak relationships and their effect on social media and digital marketing, you gain some ground-breaking ideas about how networks originate. This study also explains how individuals affect the whole community. The weakest connections in any network cause dissemination of information. Communicating the right information matters a lot in the academic community. Knowledge is spread online by the loudest voices in the crowd, and digital marketing can be both loud and right and help spread the knowledge to those who need it.

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In this digital age, students now have access to tools for academic knowledge that wasn't previously available. Academics are brought closer to the students and their peers because of platforms like Coursera, and Udemy. Consumers/students decide about the class or lecture to buy or the kind of knowledge they want to read based on the author who has written it and its reviews. Academicians need an excellent online persona to gain followers and for these followers to convert to students. There is a dire need for academicians to have a digital footprint in today's society. Digital marketing ensures a social media presence where the thesis and research papers can be published and legally reach the right audience.

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Here are a few ways to do it:

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1. It is common for Academicians to host seminars and academic events, which helps in two ways. When you host a seminar, you gain more followers and get them interested in your course and research. The other advantage is that the details of all the attendees from the registration information can be disseminated and used for email marketing. Digital marketing will ensure that you gain more attendees at your seminar. In short digital marketing can increase the success of your seminars and conferences over a period of time.
2. When you establish an online profile for yourself as an academician author through digital marketing, publishers and journalists will approach you to publish your work. Publishers will also start taking you seriously for your hard work. Having a website and updating the website with your latest work, and advertising the same on social media will help publishers discover you. A digital marketing agency can help you with SEO blogs and gain a higher rank in the Google search in your field. This will be a great opportunity to establish yourself as an academic author and get higher sales of your books and papers.
3. You can enhance the viewership of your articles with SEO. Regular publication of articles is the key to a thriving online presence of an academician. When you publish research papers, and journal articles and share the latest discoveries on any subject, the papers need to be search engine optimized to ensure that the materials are readable and the people who need them can understand them. Here the usage of keywords comes into play, and digital marketing can help you with that. Digital marketing will identify high-ranking keywords associated with your research topic and incorporate them into the content to improve the ranking. Doing this can aid in increasing the visibility of your published post on search engines.
4. Digital marketing utilizes digital marketing tools and resources. Digital marketing will create an opportunity for visitors to your website to offer comments, pose questions and drop reviews. This move will help you understand your readers and improve your ability to comprehend market demands, evaluate your abilities as an academician and refine your study when you publish/hold a seminar the next time aided by their input. Digital marketing can help you track people's interests by using tools like Google Analytics to measure statistics like website visitors or the frequently used search terms. When writing your research paper later, you can use this information to include more relevant keywords.

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In the age of globalization, digital marketing is perhaps the only viable marketing strategy for academicians. Building an online presence is the quickest and most affordable way of contacting a large number of people. Academics can use both, paid and organic marketing to advertise their articles, papers, books, and seminars by using digital marketing to their advantage.

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