I had lunch this week with a friend who works at Undercurrent, a digital marketing and innovation agency, of sorts. I told him about my Digital Marketing class, the skills that I am learning, and how I am implementing those skills through my current internship at a startup. I inquired about Undercurrent to find out how working at a Digital Marketing Agency would differ from performing Digital Marketing for a company itself. His response was interesting and I'd like to share it with you all.
To begin, Digital Marketing is BROAD. As is obvious within the course, digital marketing pertains to email marketing, content marketing, digital advertising, social media marketing and many more ways through which a company reaches its customers and builds a voice for itself. While at some firms, a Digital Marketing position would involve all of these skillsets, in other firms, each skillset would be hired separately, ie. an email marketer, an ad guru, a social media marketer etc. This can make working in Digital Marketing a bit confusing, especially when on the job hunt. What is it that each company is exactly looking for when posting a job listing for a "Digital Marketer?"
I asked my friend from Undercurrent these questions, and asked him how his agency differentiates themselves so much within the crowded space of agencies. He said something like this -
"Most companies look at Marketing as metrics. They look at customers to be "reached" "retained" and "converted." The difference with Undercurrent is that they look at their customers as partners. They develop a direct relationship with customers to really understand how they view the brand, and where they would like the brand to go. The customers are on a journey with the brand. They are working together to decide on the future of the company and where it will go."
While busy trying to understand the Google Analytics platform and conversion rates, I hadn't really thought of marketing in this way. I have since been thinking of ways that these tools could be integrated with this mindset. How can "Digital Marketers" use Google adsense, adwords, analytics, emails, social media in order to create a journey that both sides stumble upon together. Are all of these skillsets necessary in order to achieve your goal, and which are most important? How does innovation and creativity play into the role of a Digital Marketer?
Let me know if you have any thoughts, and check out Undercurrent at http://undercurrent.com/.
To begin, Digital Marketing is BROAD. As is obvious within the course, digital marketing pertains to email marketing, content marketing, digital advertising, social media marketing and many more ways through which a company reaches its customers and builds a voice for itself. While at some firms, a Digital Marketing position would involve all of these skillsets, in other firms, each skillset would be hired separately, ie. an email marketer, an ad guru, a social media marketer etc. This can make working in Digital Marketing a bit confusing, especially when on the job hunt. What is it that each company is exactly looking for when posting a job listing for a "Digital Marketer?"
I asked my friend from Undercurrent these questions, and asked him how his agency differentiates themselves so much within the crowded space of agencies. He said something like this -
"Most companies look at Marketing as metrics. They look at customers to be "reached" "retained" and "converted." The difference with Undercurrent is that they look at their customers as partners. They develop a direct relationship with customers to really understand how they view the brand, and where they would like the brand to go. The customers are on a journey with the brand. They are working together to decide on the future of the company and where it will go."
While busy trying to understand the Google Analytics platform and conversion rates, I hadn't really thought of marketing in this way. I have since been thinking of ways that these tools could be integrated with this mindset. How can "Digital Marketers" use Google adsense, adwords, analytics, emails, social media in order to create a journey that both sides stumble upon together. Are all of these skillsets necessary in order to achieve your goal, and which are most important? How does innovation and creativity play into the role of a Digital Marketer?
Let me know if you have any thoughts, and check out Undercurrent at http://undercurrent.com/.
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