Tag Archives: Marketing and Advertising

The Laid Off Chronicles – Marketing Evolution

Week 4:

As I was pursuing the online blogs last week, I came across an article on TalentZooMarketing’s Future and What It Means For Advertising by Mike Ogden. Mike’s article talks about how advertising/marketing professionals are needing to adapt with the times or get left out in the cold. What is it that advertising/marketing professionals need to change? They need to integrate themselves using traditional media (tv, radio and print) and mix in digital. Marketing campaigns need to take on a life outside of traditional media now more than ever. Advertising/marketing professionals that can intelligently plan a media strategy that uses TV, radio, social media, smart phones and other digital elements will provide a service that will be invaluable to an agency.

Some agencies may have advertising  professionals still trying to play catch up and learn the digital side of the business. I feel fortunate that I was able to get ahead of the crowd and  was able to immerse myself in social media and SEO a couple of years ago.  In my opinion, the most succesful advertising professionals will be the ones that have knowledge of how to integrate traditional and new media together.

Out in the job market, I am seeing job posting that look for advertising professionals that have both traditional and new media qualities. If you are in the advertising/marketing field and need to make a job change, make sure you understand digital advertising/marketing. In order to keep up with the marketing evolution, expertise in  digital marketing will enable you to be a become a needed asset to any organization  instead of being as extinct as the dinosaur.

In order to get well versed in digital media, my suggestion is to get hands on experience using it. My first suggestion, is to start using social media -create your own Twitter, Facebook and YouTube channels. You should start using smartphone apps like FourSquare and TriOut to learn about GEO targeting apps. With all of the various social media channels out there you will need to learn how they can all connect with each other to help build a strong social media presence. Make sure you also learn how to monitor your social media channels. More and more clients are looking for people who have a grasp on social media analytics. My next suggestion is to learn SEO. You can learn SEO on your own by taking a course in SEO or if your agency employs a SEO professional go and learn from them. My last suggestion is to learn how to incorporate new media into marketing campaigns. Social media should be used to complement the overall campaign. All points of the marketing strategy should be woven together to create a campaign that reaches your target audience.

Lastly, continue to evolve. Read industry publications and blogs, try out different types of social media channels and  see what works for you and what doesn’t. The more you know, the more you can stay relevant.

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Diving into the social media pool.

To any marketer out there that is thinking of diving into the social media pool, below is a newbies guide to getting started.

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Part I:

I have read countless blog post and news articles by the so called “experts” of social media telling me what social media  is and how it should be use. I know, I know I am going to be a hypocrite right now but I swear you’ll appreciate it.

Ok, so a few months ago I was starting out in the new social media world. I was a kid in a candy shop, all these wonderful toys to play with and no one to tell me how to use them. I first started out using Facebook, connecting with friends and reconnecting with old friends. From there I stumbled upon LinkedIn and reconnected with old colleagues. Later, I moved onto the wonderful world of Twitter. I now write my own blog, albeit about nothing.

Starting out, I purposely didn’t read any articles  just so I could have an untainted experience in social media. It seems that every Tom, Dick and Harry has an opinion about social media. This person says you have to do this. This person says you have to do that. How can you put rules and guidelines on something that is social? Isn’t that the point of all of this? We the user makes social media what we want it to be. I have all the control on what I want my social media experience to be. I have experienced different social media tools and decided what I wanted to get out of them. Some I like and some I don’t but the point is that it’s all up to me. Oh and I forgot one really big piece of advice. “Have fun” in social media. If you are not having fun it becomes work then you won’t get any enjoyment out of being part of this brand new medium. Also, remember it’s an experiment. You are out there trying new things and gaining new insights.

For more on getting started see my previous blog post about integrated marketing (I know shameless plug).

Part II:

Brands and Social Media:

So how do you take what you have learned and apply it to brands/clients/marketers? In gaining your own experiences in social media you can  help guide your clients in this brave new world. What I wrote above can be thrown out the window when it comes to brands and social media.  Brands do need to think about how to use the social media tools. What voice should the client have in interacting with people? What should they say? How should they say it? Does every company need to use social media? Let’s use the current Twitter debate as an example shall we:

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One interesting debate that is raging right now is whether or not Brands should use Twitter. I ask, why shouldn’t brands use Twitter? If a brand is truly engaging with their customers who’s to stop them, especially if the customers follow and engage them back. Using Twitter is still in it’s infancy stages, marketers are still trying to figure out how it can benefit their business. If a brand actually engages with their fan base as opposed to trying to sell them they will have a better experience with Twitter.

Personally, I follow a number of brands on Twitter. Some get it and some don’t. I see brands post price points and offers while others actually try and engage their followers. That’s the real key. People don’t want to be sold to. People like to feel like they have a voice and business’s that engage allow those people to have that voice.

The Twitter debate is really the key in all of this. How does a brand/client/marketer use social media? The answer? It is all an experiment. It’s trial and error. What works for one brand may not work for another.

I told you in the beginning that I was going to be a hypocrite didn’t I. That said, I think what I said has value. Don’t let others influence your experience (like me:). Go in and explore this new world, it’s not going away. This will help you in guiding  your clients in the social media world.

One more thing. I am not a social medai expert. I am a user of social media trying to help other newbies.

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