I started my placement as a student who was frightened at the idea of 9am start five days a week and I am leaving as a digitally competent, AdWords and Analytics qualified, ad copy writing wiz, who is no longer phased by an early start (yay), after spending a year as a digital marketing assistant with GlowMetrics.
I started placement interested in marketing and passionate about digital for sure, but I had no idea the scope and influence that digital has on everything with so many companies working hard and spending a huge amounts of money to try and get their company’s name seen and heard on the digital landscape.
There’s no denying it, the world is rapidly becoming digital in every way. People are consuming more and more digital content on a daily basis both at work and at home and company’s that have not yet recognised this in their marketing strategies need to adapt fast or they will be left miles behind. Digital marketing is not only a rapidly growing force in the current marketing playing field, but is set to be the future of marketing, and it seems likely that digital media will soon replace more traditional forms altogether.
So now that my placement year has come to an end, here are some of the key things that I have learnt about digital marketing during my time at GlowMetrics:
-All about AdWords and the positive impact it can have on a company
For those with zero knowledge, Google AdWords is an online advertising service, operating on a pay per click model, which allows companies to advertise to customers at the exact moment they are searching for the things which you offer. Google AdWords is an effective way for your company to successfully develop a digital strategy and help attract and retain online customers. It’s so relevant to both large and small companies and I have spent the past year witnessing the huge impact it can have on a websites conversions. The concept it simple, customers are looking for what you have to offer, so let them find you. Plus everything is completely accountable, and by effectively using analytics, you can ensure that you are tracking the results from your campaigns, seeing exactly what traffic these campaigns brought you and if they converted. You can then analyse and compare campaigns to ensure they are bigger and better in the future (the only way is up).
Learning about Google Analytics and realising how much of your online behaviour is tracked and analysed by marketers can be creepy at best, but it has huge advantages for marketers and it helps them completely understand their consumers. This benefits consumers as well as it creates for a better user experience and helps ensure they find what they are looking for, so everybody wins!
-The importance of SEO
Everyone uses search engines on a daily basis now, that’s a given. Search engines like Google allow people to get the answers and results they want within seconds. However, people underestimate the value in investing in some simple SEO techniques to improve their ranking on the google results page. Your current or potential customers are never going to be able to find you if you are miles down on the search engine results. In fact research shows that less than 10% of users don’t even reach page 2 of the google search results. It never occurred to me that companies invest to get their business higher up the search results, but in reality, of course they would! You need to be present and ranking in order to reach your customers, and just a few techniques can improve your chances of this happening. Simple SEO techniques like, key word insertion within the content of your website or quality link building can lead to huge positive implications for your website.
-How successful Social Media Advertising can be
Advertising through social media provides a personal experience for customers in a way that search cannot offer. This is done through more advanced targeting options, by going beyond keywords to a targeted audience based on the information people share on their social media profiles such as location, interests or job title. With the number of people using social media channels increasing every day, is it any wonder so many companies have taken to social media to reach their customers? I mean we all see adverts on social media on a regular basis, this has just become an acceptance, but it had never occurred to me to think about why I was seeing certain ads or that there was someone analysing what I do when I click through to these. However, this year, I have witnessed the impact and success which they can have in helping you reach the right people, and if done properly they can really help a company build upon their social media and online presence. It also provides the platform for direct communication between consumers that simply can’t be achieved through offline marketing or even search and this leads to huge increases in consumer loyalty, but also has benefits for consumers by providing direct, 24/7 access, to businesses.
So what has my year looked like?
Well I’ve met some great people who have helped me develop and learn throughout the year and I’ve had the opportunity to work with some fantastic clients. Getting the hands on experience of seeing everything in action can’t be over stated and I can’t even express how much I have learnt over the past year, both in the industry but also simply how to operate in the business world. I’ve been lucky to attend lots of amazing events including the eirspiders, digital media awards (we got bronze yay!) and MeasureBowling. I’ve also been to lots of great training events throughout the year which were always super beneficial including training days at Google, Learn Inbound and digital DNA, letting me learn from industry experts and get different takes on areas of the digital world. It’s been a truly fantastic year and has ignited within me a strong passion for all things digital, technology and marketing, which I will carry with throughout my final year of study and in future.
Thanks for the memories!
– Catriona Henry