Integrated Digital Marketing: What College Grads Need To KnowFriday November 20th, 2015
If you want to become a successful digital marketing professional, arm yourself with the knowledge and skills to execute an integrated marketing campaign.
The digital landscape is constantly changing. If you’re already in the digital marketing world, you have probably heard this many times before and understand just how true it is.
According to Adobe’s “Digital Roadblock” report, 64 percent of marketers surveyed expect their role to change within a year. Why are marketers’ roles changing so rapidly? New channels, platforms and technologies are constantly being developed to reach audiences. In order to to be successful, digital marketers must quickly adapt and learn new skill sets to keep up with these evolving mediums.
So what does this rapidly changing landscape mean for college grads or professionals looking to start a digital marketing career? Strive to become a hybrid digital marketer — someone who can provide services across multiple digital marketing areas, including search, mobile, social, content, analytics, web, PR, and email marketing. Notice I said strive to become a hybrid marketer. Most college grads probably won’t be an expert in all of these areas right out of the gate. Look for internships and entry level positions that will continue your education and growth in multiple marketing disciplines. Having experience in more than one area will allow you to strategically combine your unique skill set to create successful integrated marketing campaigns.
Integrated digital marketing campaigns are not a thing of the future. They are happening now.
When I first began as a digital marketing intern at Brolik a year ago, I did not fully grasp the concept of “integrated marketing campaigns.” What should I be integrating? I looked at SEM, SEO, email, social etc. as individual pieces of a puzzle, but didn’t quite know how to fit them all together to form one harmonious picture.
Fast forward one year, five clients, 730 cups of coffee and three thousand emails later, and I can now fit these digital marketing puzzle pieces together to see a clear picture of what a successful integrated marketing campaign should look like.
What Does A Day In The Life of A Digital Marketer Look Like?
Because Brolik offers a holistic approach to online marketing, blending content development, online advertising, social media, SEO and website optimization, I learned how to execute an integrated digital marketing campaign.
To better illustrate how the pieces of an integrated campaign fit together, I’ve outlined what a “typical” work day as a digital strategist looks like:
Then I try to take at least 15 minutes to scan social media for interesting industry news. A perk of working in digital marketing is that social media is part of the job.
In addition to being the strategic mind behind a client’s campaign, digital marketers at Brolik are also client facing. I am the account manager for my assigned clients and assume the responsibility of day to day communications with them.
I am currently assigned two clients. Client #1 is a fine dining restaurant in New Jersey. Client #2 is a startup company offering dating background checks and online anonymous video chat/phone services.
While the day outlined above seems like a hodge podge of random tasks for multiple clients, there is a method to the digital marketing madness.
Case in point – the duck menu display ads and the target email I drafted will drive people directly to the new landing page with the ultimate conversion goal of getting a customer to make a reservation for the “5-Course Duck Tasting Menu.” Ideally, we will also create Facebook ads promoting the new duck menu, also leading to the landing page I created. Each individual puzzle piece – display ads, email marketing, landing pages and social – have been integrated in order to create one campaign driving customers to make a reservation for the “5-Course Duck Tasting Menu.”
Integrated digital marketing campaigns are not a thing of the future. They are happening now. If you want to be successful as a digital marketing professional, you need to understand the importance of integrated campaigns and strive to become a hybrid digital marketer with a breadth of skills to execute an integrated campaign.