Category Archives: Digital Marketing
10 Steps to Using Digital Marketing Strategies To Find Your Dream Job in 2014
2013 is coming to an end, therefore it’s time to analyze, evaluate and make changes going into the New Year. We all make resolutions about, health, wealth and happiness so why not include changing our employment situation. This is especially the case if you are one of the 71% that hate their jobs.
When I wrote the article, 71% of people hate their job; I was astounded by the response to the article. I was more surprised that there were so many people that were unhappy with their employment situation.
Sometimes people can feel stuck in a situation due to a variety of reasons and they become very reluctant to make a move, so they just grin and bear it. It seems that there are up to 71% of the population that are willing to grin and bear it.
Guess what people, we are moving into a new year so NOW is the perfect time to make changes in your life. More people need to be a part of the 29% that LOVE their job instead of the 71% that hate it.
We are now living in a very digital world, so now we need to look at new ways in which we can gain the edge in competing for jobs. If you are a Digital Marketer, you may find yourself consulting, working for an organization or both. Sometimes as digital marketers, we do not effectively market OURSELVES as a BRAND and that is very important.
If you are in a more traditional industry, chances are you are NOT marketing yourself as a BRAND either. In this increasingly digital world, all people that are looking for new opportunities should start to see themselves as brands so that they can compete in this tough job market. Most people are using some type of social media recreationally. So, if you are involved with social media even socially, these ten tips will be perfect for your 2014 strategy for grabbing your dream job.
Whether you are a digital marketer or just someone looking for a new career path, it is imperative that you see beyond your present situation and come up with a creative way to change your career path. The first step is visualizing yourself, not as JUST a person trying to get a job, but as a brand. It is very important that you think of yourself as a BRAND and you should market yourself accordingly.
A huge part of viewing and marketing yourself as a brand, is maintaining a very visual digital marketing footprint separate from the brands that you work with, if you are a digital marketer. It is GREAT to work in this ever-growing digital marketing industry but as digital marketers we must maintain our own digital marketing persona totally separate from the organizations that employ us or that we consult with. So, it is very important that we continue to develop and grow our own individual personal brand and digital footprint.
If you are NOT a digital marketer you should start to incorporate some branding content into your personal profiles. It is very important that all people see themselves as marketers, if only to market oneself to the world in seeking a new or better career path. It is more important than ever to utilize social channels for career advancement in addition to traditional résumés and this is primarily due to the growing importance of our digital footprint.
I’ve read on numerous occasions that traditional resumes are very close to becoming irrelevant because our entire digital presence is available online for all to see. More and more recruiters are utilizing the digital presence of employment candidates to get a better feel for potential employees before they even read resumes. This is one of the reasons that we must make sure that we have a positive and flattering digital footprint and that we continue to develop our own personal brand.
There are pluses and minuses to having your entire online persona for all to see. The biggest plus is that you are always visible; the biggest minus is that you’re always visible. LOL. This is the primary reason that we must be aware, more than ever about the types of content that we display on our digital marketing channels. So it is imperative that we have a strong personal brand and a positive digital footprint. Take a look at the ten steps below, to help develop your personal brand:
1. Logo: Create a logo for your brand. My brand is Anise Smith, so the first thing I did when I started to develop my brand almost five years ago was to have my name created in logo form. If you are creating a new logo make sure you have it created in 3 different formats. Have your logo created in EPS format, which allows it to be duplicated for print and web, PNG for use when you need a transparent background AND jpg for general use.
2. Uniform Branded Look: You should have a consistent branded look across all of your social media channels. So create your Facebook cover, Twitter layout and other digital collateral with the same branded look.
3. Facebook: CLEAN up your Facebook profile! I have seen some things in my daily virtual travels that would definitely be viewed as negative. If you want to promote a positive personal brand YOU MUST start with presenting a positive Facebook image.
I am connected to my father, teenage son and many family members on Facebook, so I only share information that I would share with them offline. This is a great way to mentally keep your content clean and shareable. Don’t post information that you wouldn’t share with your grandparents, parents or children. If you wouldn’t yell it across the dinner table during a family meal, DON’T post it on Facebook. PERIOD!
Before you hit the POST button, think about how an employer would view your post. If there’s even a question of how your post would be viewed by employers or just followers in general, DON’T hit POST. Better yet, picture your grandma peering over your shoulder while you’re writing your post. If grandma wouldn’t approve, don’t post.
Facebook is a huge part of branding yourself and you should use it wisely. Assume that ALL potential employers will check your Facebook profile, because they probably will. So it is best that you put your best foot forward starting here. After you clean up your profile, showcase yourself. This may involve loosening some of your privacy settings to showcase certain areas of your profile.
- Make a cover photo that showcases your talent. Facebook covers are 851 × 316.
- Add your employment history, in the work and education section.
- If you attended college, utilize the education section to add information about your school.
- Use the project area to add the projects that you’ve worked.
- Facebook just added a section for professional skills; add your skills in this section.
- Don’t forget to use the contact us section to add your website, blogs and social media channels.
Facebook can be utilized almost as a resume if you add the right content and if you are a little creative.
4. Twitter: This is a great avenue to showcase your knowledge and to present yourself as an expert in your area, which is very important in creating a brand for yourself. Having a great Twitter profile allows you to make amazing connections while building followers organically, both of which are crucial to your personal brand. So make sure you are utilizing this channel and showcasing your capabilities to your followers and potential followers. If you are unfamiliar with Twitter start practicing keeping your verbiage short, because you only have 140 characters to make your point. So, you must use them wisely. To get started check out these easy steps:
- Create a header for your Twitter layout, it should be no larger than 1252 × 626.
- Create a Twitter background with your contact information. Twitter backgrounds are 1920 × 1200.
- Display a presentable image of yourself.
- Add a descriptive; yet brief bio using 140 characters.
The importance of Twitter cannot be overlooked in the process of branding yourself. Studies have shown that recruiters from the top employers in the country, are using Twitter as a way to recruit top talent. YOU want to be considered the top talent and you want to be noticed by these recruiters. So Twitter is essential!
5. Google+: There has always been some controversy about the importance of this platform. I’m not exactly sure why, since it is a GOOGLE platform. Most know that Google is pretty darn awesome. So, needless to say I’ve been a fan since the Beta release! Another reason to get acclimated to Google +, Facebook has been losing a bit of steam recently so it is very important that you create a profile on Google+. Additionally content shared on Google+ shows up in search results. Enough said!
*Note* You can schedule your posts for Google+ and other social channels. I’ve used a few but I find that, Buffer is the best scheduling platform available.
6. Blog: I am really partial to WordPress but the most important thing is that you have a blog, which you contribute to regularly. So, select the platform that you are most comfortable with. [Wordpress, WordPress, WordPress, hmm, did I suggest WordPress?] A blog allows you to present yourself as an expert in your field utilizing your own content AND it allows you to provide this content to your social media channels.
Additionally you can create a page on your blog for your online resume. A web version of your resume allows you the convenience of sending a link quickly from pc, tablet OR mobile device directly to anyone that is interested.
Also, make sure that your blog is viewable by way of mobile device. So many people are mobile that it’s almost mandatory that your blog be viewable by mobile device. This also offers you the unique opportunity to respond to emails from recruiters and send a resume link right from your mobile device, within seconds. WINNING!
7. Triberr: If you have a blog YOU ABSOLUTELY MUST be a part of Triberr. If you are not familiar with Triberr, you need to become familiar quickly. Triberr is THE BEST platform to utilize if you want to get exposure for your blog. This platform is second to none!
So, Triberr in a nutshell: It’s a platform that allows exposure of your blog through mutual sharing of content. As a part of Triberr you would join tribes of interest. After joining the tribe(s) you would then connect the RSS feed of your blog to the Tribe. This allows your tribe mates to share your blog content to their Twitter followers. Additionally all of your tribemates will have their blog RSS feed attached so that you can share their blog content with your Twitter followers.
The Triberr platform allows you to multiply the reach of your blog through the mutual sharing of content. This platform is Google Juice for blogs and if you have a blog you need to be a part of Triberr, period. Check out Welcome to Triberr and the Guide To Getting Started With Triberr.
8. LinkedIn: Is probably the most important step you can take to meet contacts, extend your network and place yourself in the faces of recruiters searching for your expertise! Make sure you have a presence on Linkedin, make the proper connections, get endorsements, join groups and totally embrace this platform.
MOST companies in search of top talent will be actively involved with LinkenIn, so make sure you have a GREAT profile and keep it updated.
- Use keywords in your headline and through out your profile.
- Use an appropriate profile photo.
- Complete your entire profile.
- Add slideshows, links and blog posts to display your skills.
- Share professional content that is relevant to careers or your industry.
- Monitor your profile because you can see who has been checking you out. If you have a visit from a person of interest, visit their profile. They will now know that you have visited their profile and this may allow you to spark up a conversation.
- Follow companies that you have an interest in because you may be able to connect with people of interest at that company.
Linkedin is one of your most valuable resources you can utilize, if you want to change your employment situation.
9. YouTube: Videos are a GREAT way to showcase your talents. So create a 2 Minute video to showcase your capabilities.
- Add keywords to any and all videos that you create because this will help Google to index your videos.
- Add your video to your website or blog.
- Share your video on your social media channels.
- Add your video to your LinkedIn profile.
10. BrandYourself.com: Allows you to monitor your digital footprint as it displays on Google. You will get a report if any of your digital marketing channels have gone up or have fallen down in ranking. This service is GREAT because it allows you to see how your brand is displayed on Google according to rank and it is FREE!
Are you currently utilizing any of these platforms to brand yourself? Are you using different channels? Let me know! As usual, I welcome any comments, good, bad, ugly or indifferent. I can be found on Google+, Facebook and Twitter, circle me and/or follow me.
Tags: 71% of people hate their jobs, Anise Smith, blog, Blogging, Brand, Business, careers in 2014, Digital footprint, Digital marketing, Digital marketing in 2014, Facebook, get a job that you love, get a new job in 2014, Google+, hate your job, how to love your job, how to love your job in 2014, how to not hate your job, Internet Marketing, job search when you hate your job, Marketing, Marketing strategy, most people hate their jobs, new job in 2014, New Year, people hate their jobs, Social Media, Social network, start 2014 with a new job, Technology, Twitter, what to do when you hate your job
Hey Old School Marketers: Your Target Audience is DEAD
I grew up in an era that was not technology focused; there were no computers, mobile devices, or Internet when I was in high school. My generation did not even grow up with cable. In fact I remember when cable initially hit the scene, when MTV actually played music and the HUGE campaign “I want My MTV” which was used to push MTV to mainstream. Oh, those were the days. A lot has happened with the growth of technology since my high school years. If you have been able to adapt and embrace this super fast growth of technology, that is fantastic. However, if you have not you could be a little screwed now and a lotta’ screwed later. This, is especially the case if you are trying to run a business based on philosophies and an organizational structure from the 1980’s, MTV Era. The biggest mistake in taking that path is that this audience is dead or on life support.
Think about this, we are reaching an age when we have augmented reality and your business cards can talk. We are moving toward the Semantic Web, closer to an era when ALL of the computers mechanisms in our devices will be able to communicate with each other. Do you seriously THINK that people are in touch with old school methods? NO one is looking backward, or I should say consumers aren’t looking backward. This means that your organization is being left behind, if you are not forward thinking.
Companies that have not embraced our new social oriented culture and the growing mobile market, are whistling in the wind. Those companies are targeting a dwindling population. Just visualize it as a numbers game. Think about the target markets that are NOT online and those that are NOT mobile, this number is growing smaller and smaller as more people embrace the digital marketing space. So companies should NOT be gearing their primary marketing campaigns toward a demographic that is shrinking. It’s really common sense. Companies should be looking to always GROW their audience NOT focus on the shrinking audiences.
In essence, in choosing NOT to adapt to newer technologies companies are choosing to throw in the towel on their businesses whether they realize it or not. Companies MUST go where their audiences are, that’s the only way in which they will continue to grow. In fact Seth Godin wrote a post “What do you think of my brochure? ” 7 YEARS ago, about the total reliance on brochures as a way to reach an audience. That piece was applicable in 2006 and is even more so now.
The Internet is the 2nd most widely utilized channel for news. If people go to the Internet and social media channels for something as valuable and important as news, they will also go there for other information as well. So, every business SHOULD make it a priority to have a strong social media and mobile presence. The old saying, “If we build it, they will come.” definitely applies to a strong digital footprint. On the other hand, if we build it and it’s geared toward a dwindling demographic, they may NOT come. As business owners we should be interested in substantially shifting those odds in our favor by going where our customers are.
Ultimately if companies are not tapping a new more social and mobile oriented market with content geared for this demographic, they are taping a dead audience. Take a look at the video below to see exactly HOW much social and mobile is ingrained in who we are, as a culture now.
People are on the go, we now live in a super fast paced world, and people are looking for content that they can access easily and quickly on their mobile device. They DO not want to read a companies long-winded prepackaged full-page ad in whatever magazine that’s lying about in an office or waiting room. They want quick access by way of mobile while they are on the go. So as business owners we must be willing to supply them with this information or they will go to competitors that will.
The take away, while your organization is spewing their prepackaged printed message, other more innovative companies are going where their audiences are and moving past that 1980’s strategy. The time to step it up was a few years ago and companies that have not done so may be living a “STUFF” got real nightmare if they select to continue on this path.
I am not saying that companies should roll over and die, I am trying to subtly nudge those living in a time warp to adapt or die.
Tags: Anise Smith, Business, Digital marketing, Facebook, Internet Marketing, Marketing, Marketing and Advertising, Marketing strategy, Mobile, Mobile website, MTV, Search Engine Optimization, Semantic Web, Seth Godin, Social Media, Target audience, Web 2.0
Due to #Mobile and #Social: Every Business MUST Be An Internet Business
When the Internet initially started to become mainstream in the 90’s there were so many companies that felt as if the, then called World Wide Web, was a fad and that it would go away. Hmmm, “how’d that thought process work for ya?” Not so well for those that were reluctant in embracing the World Wide Web, now called the Internet.
I cannot fathom why many many years later there are still people in the world that have selected NOT to embrace technology as a part of their lives. I do have a little bit of tolerance for those that are not into it on a personal level but businesses that STILL have not fully embraced technology are doing themselves a disservice.
In 1995 it was perfectly fine to consider getting a website and waffle in the process of getting that done. Fast-forward eighteen years, YES eighteen year, and organizations are STILL waffling and more behind than ever. We have moved so much beyond just having a website not that it is mind altering. We have also moved to an era where waffling could allow your competitors to get such a big jump on your organization that you would forever be behind the eight ball.
Due to the super quick growth of the tablet and mobile industry we do not have the luxury of waffling on decisions to go full force into the new and aggressive digital marketing space. In fact, if you have a brick and mortar business, you can really no longer even view your organization as a traditional business. YOU must start to see your business as an Internet business. EVERY BUSINESS IS AN INTERNET BUSINESS now.
There is literally no such thing as traditional business anymore, ANY and ALL businesses must be online; therefore, considered Internet businesses. With so many people accessing company websites with mobile devices it’s not even enough to have a traditional website. YOU must be mobile.
It amazes me that there are so many organizations that have not grasped the importance of an online presence. It’s been eighteen years or more since the Internet became mainstream, I don’t think it’s going anywhere anytime soon. Actually the Internet is fast becoming the most effective way to market any business.
Traditional ways of consuming media is a thing of the past, very few people read newspapers, magazine, flyers, brochures and pamphlets as a primary source of information as was once the case. If someone finds your traditional media somewhere, they search for a website or social media channel to find out more about your company using their mobile device.
So companies that are still utilizing these traditional media outlets for the majority of their business are placing themselves behind the eight ball and additionally presenting themselves to their clients as a company that is NOT on their game.
Companies must create a strong Digital Footprint for their brand and use traditional marketing as a means to DRIVE traffic to their online brand, not the other way around. Traditional media as a primary source of gaining information is DEAD, like the steel mills in Allentown. I’m not saying that all companies should stop using traditional media, but I am saying that you must go where your customer base is and that’s online and by way of mobile device. Simply, people are using mobile devices to access information about YOUR Company and YOUR competitors so that’s where you must go. People are on social media channels accessing information about YOUR Company and YOUR competitors, so that’s where your organization must go.
As we decide to lead our organizations into this digital journey of social media and mobile we must realize that we can not just adapt our old “shove the company pitch in their faces” way of marketing. That does NOT work with social media and no one using a mobile device will want to scroll through an old school organizations long winded pitch about what they do, what they sell, blah blah blah, on their mobile device.
A few keys to reaching your social and mobile audiences are:
- Mobile Website: YOU must first have a mobile website. This is not even optional anymore. With the rate of people consuming media on the go if you opt out of having a mobile web presence you are turning your back on a huge amount of customers and YOUR competitors will be right there to grab them from you.
- Social Media: You must have a strong social media presence AND a strategy that is socially driven. Posting your sales pitch on your channels ONLY displays that you have not fully grasped what our new social oriented world is about. Old school marketing strategy consisted of sharing prepackaged content saying all the right things to push your message without regard for the customer. Social Media is about sharing social oriented content that appeals to YOUR READER. It is NOT about you or your company but about building a relationship with followers, building trust with customers and providing information that THEY will find of value so THEY will then think of your company when it is time to utilize your services. I’ll say that again. It is NOT about you or your company but about building a relationship with followers, building trust with customers and providing information that THEY will find of value so THEY will then think of your company when it is time to utilize your services.
People are on mobile devices AND on social media with their mobile devices so it is imperative that ALL organizations have a presence on both. Take a look below in the statistic on mobile usage.
As of May 2013:
- 91% of American Adults have a cell phone
- 56% of American Adults have a smart phone
- 67% of cell phone owners check their phone for messages, alerts and calls EVEN if the phone is not ringing or vibrating.
- 44% of people sleep with their phone next to their bed.
As of April 2012:
- 55% of adult cell phone users use the Internet on their mobile, which has doubled in three years.
- 31% of cell phone Internet users mostly use their mobile device for Internet, not desktops or laptops.
- 17% of ALL adults cell phone owners use their cell ONLY for accessing the Internet.
- 31% of cell phone uses look for health or medical information online.
- 68% of Smartphone users use their device to access the Internet.
With desktop computer usage on the decline, laptop usage rising and mobile usage growing at a super quick rate of speed businesses, MUST start to see their businesses as Internet businesses. They can no longer AFFORD to ignore having a strong presence in the SOCIAL and MOBILE space.
It’s time to ADAPT your ORGANIZATIONAL strategies to the new the new mobile and social world NOT keep your same old school strategies and add digital as an afterthought. It’s a new world squirrel Adapt or die.
Pew Internet http://pewinternet.org/
Tags: Anise Smith, Business, Company, digital marketing with mobile, Facebook, get a mobile website for your business, Internet Marketing, Marketing and Advertising, mobile in 20 minutes, mobile taking over, mobile web and your business, mobile web for business, mobile website templates, mobile websites cheap, mobile websites run on wordpress, Social Media, Twitter, websites not enough you must be mobile, why you must be mobile, why you need a mobile website. mobile web and social for business, World Wide Web
One of the things learned by the smallest of children are ways to communicate with their parents and others. They learn this at a very young age and it evolves from non-verbal to verbal communication. It is essential, because it allows children to effectively communicate their needs to parents and caregivers. This is one of the most important things children learn, and it will be used everyday for the rest of their lives. Although we use it in every waking moment of our lives, communication is something that we don’t actively think about very often, that is until something changes.
Communication, personal and organizational, has changed due to the growth of technology and online communication. Theses changes are primarily due to our evolution into a much more social oriented world. The days of non-communication within the siloed organizational structure can no longer survive if they want to move organizations from where they were pre-technology to our current technology driven world.
The first change that must be made to improve overall communication, is to move organizations beyond the non-communicative, Siloed structure because it is no longer effective, not that I believe it ever was. It is even LESS effective now due to the growth of social media and evolution of communication beyond the non-sharing structure, which is typically associated with the organizational silo.
Organizations with a Siloed structure have obstructions in their ability to communicate effectively between departments. This structure may have been effective during the industrial age but it is ineffective now, more so due to the individual AND the organizational need to be more team oriented, to accomplish organizational goals.
Social media has opened the Pandora’s box of communication for individuals and organizations that are willing to embrace the benefits of a team oriented work environment. Most organizations that have benefitted from embracing a more social, teamwork oriented work environment and open communication style are technology/digital-focused organizations. Others are lagging behind substantially which will prove to create many challenges as we are moving toward an organizational structure that is more collaborative.
Gone are times when each department could work within their own little bubble. It is no longer the most productive way to do business and this is primarily because most organizations are heavily dependent up technology or will be in the not so distant future. In order to compete with competitors EVERY organization has to reorganize their siloed structure if they want to compete and thrive in an era where collaboration is imperative.
I have been in this industry for a while, long enough to see that there are some that have immediately recognized the shift in the world dynamic and others that are still just SO unaware. I say shift in the world dynamic, because this technology revolution is not just geared toward organizations but toward the entire world and has in fact changed the entire world. I know that sounds dramatic, it even sounds dramatic as I am typing. However it is the truth, the world has really been altered, as a result of this drastic change in communication. Hence, the era when siloed organizations thrived is a thing of the past. We must all embrace the changes, alter how we think, communicate and interact within the organization because WE have changed as individuals as well.
We all have literally changed HOW we communicate with friends, family, co-workers and colleagues. How we interact with one another as individuals has changed every aspect of our daily lives. We have moved so much beyond individual conversation, to the ability to participate in multiple levels of interaction within a social atmosphere. The ability to become a part of the conversation by offering tiny tidbits or ourselves, images of our lives, video of our kids and or music dislikes and likes, our reading habit and so much more. These little bits of information that we’ve shared by way of social channels has slowly changed how we communicate with each other and changed how WE communicate within the organizational structure as well. Siloed organizations no longer work.
So, as people change so must organizations, from the communication within those organizations to the very structure of the organization. How can organizations NOT change, when everyone around them has changed? The way we communicate has essentially changed us to the point that old school organizational communication is just NOT as effective as it once was. How can it be when the elements of the organization and the employees are no longer the same?
We are now living in an era of open communication, sometimes a little too open, but open nevertheless. Due to our much more social world we also share much more than in the past. These are two of the biggest factors that should propel organizations to utilize the change in people to move organizations away from the organizational silo, which embodies dysfunctional lack of communication. We must make strides to moved into a much more open, teamwork driven organization, which would thrive in this new era of sharing, open communication and collaboration.
Digital Marketing and a much more social world has really shredded the structural foundation of a siloed organization, primarily due to the change in communication and HOW communication must be handled within an organization NOW. Technology is responsible for people almost being FORCED to venture outside of their bubble. Don’t panic, THIS is the first sign of positive organizational change within any organization. Change is good!
Digital marketing touches every aspect of an organization now so people that would NOT have worked together many years ago are almost forced to do so now. The growth of this technology and evolution of traditional marketing are creating scenarios in which workers must develop more of a team dynamic if they want to see company growth.
No longer can there be an organizational separation of company and technology, because technology touches every aspect of the organizations no matter the perception. The evolution of the organization has started with the individuals that are within that organization and it will continue to evolve, ready or not. Companies must start to recognize these changes, adapt to the changes that have already taken place and that are beyond the control of the current organizational structure. Organizations must be willing to no only add technology in its minimal form but embrace ALL of the change that go along with the growth of this technology. Technology is NOT an afterthought and is not optional anymore. Why, you ask? Because technology growth is speeding up NOT slowing down, it is mandatory that organizations see beyond what was, to what is now and things to come in the future. This starts with addressing HOW individuals communicate within the organization and make immediate changes if the structure is out of sync with the individuals within the organization.
The take away:
It’s time to stop viewing technology as an organizational after thought and embrace all that it has to offer, even if it is change. Change is good!
- It’s A Brand New World, It’s Mobile And Is Your Organization Ready?
- #GooglePlus, #SocialSearch And Why You’re SCREWED If You’re Not Taking It Seriously
- Flat is the new up: Why are companies using organizational structures that are thousands of years old?
- How Can Community Managers Break Down Silos?
- Breaking Down Channel Silos to Get Breakthrough Results
- Humanizing Organizational Social Media Infrastructure
Digital Marketing will be used to some degree for practically every marketing campaign moving forward. Whether we go with a campaign that includes video, slides or social media channels, digital marketing now is a huge aspect of marketing now. One of the most important things we can do when deciding which digital marketing channel that we utilize is deciding which platform(s) may target our audience best. This is becoming increasingly more important with so many digital marketing channels available now.
If we want to be successful in our Digital Market campaigns it is very important to stay abreast of all of the channels but also to be aware that all channels do not fit the needs of all audiences. For instance Pinterest is primary geared toward a female demographic so if we are marketing services that are geared mostly toward men, this may not be the ideal platform to use.
Take a look at the Infographic below to give you an idea of HOW to target the proper digital marketing channel for your target audience.
Please Include Attribution to InternetServiceProviders.org With This Graphic
That guy just posted some stuff to #Facebook, He’s obviously an EXPERT. I’ll hire him said no company ever!
I often have conversations about Digital Marketing and how things have changed. We have gone from focusing on Social Media and toward focusing on Digital Marketing all within a year. Although there has been a transition in dialogue and definitely a shift in consciousness, one thing that has not shifted is the degree of people claiming to be experts.
I’ve had a number of people say, “ I am a F-ing Expert.” Oh, I’m sorry seriously? I wonder if these people realize that I’ve been following them on a variety of social media channels AND I have a permanent echo in my mind of some of the dumbazz questions that I’ve seen in their feed. So, um yeah you post some stuff to your Facebook page but a Digital Marketer, that does not make you.
We have really reached the age in technology that companies are searching for more than a person that can post a few cute animal photos to their Facebook feed. I have always said that Digital Marketing is about way more than just posting content to Facebook. The social media aspect of digital marketing is about posting content that reaches out to touch readers/views and engages them enough for them to respond and share. This is of course all WITHOUT tagging 200 friends with the highest Klout score.
Not only do the peers of the so called experts KNOW that these people are no such thing, so do employers looking for talent in the Digital Marketing space. It’s NOT enough to post some stuff to Facebook, you must be on your game now that capabilities in this space is high. The first indication that a person is NOT on their game is those that claim the loudest about their expertise in an industry are usually the ones that aren’t. How can you be an expert in a field that is growing at super quick speed? The people that are dominating this space are those that quietly go about their way doing their thing while continuing to learn their craft.
It is not even a question about companies diving into this space; it is a must if they want to stay in business. Guess what, if you really think that claiming that you are an expert is going to be enough, good luck with that.
I read a statistic that said 90% of content consumed occurs in front of a screen. This means that most of the content that is being read, which has to be created by someone will probably be created by someone in the Digital Marketing space.
A huge part of being a Digital Marketer is creating engaging, relevant shareable content NOT just posting some crap on Facebook. Although the creation of this content is very important, there are so many more things that define what digital marketing is all about. Those that GET THIS, will be the ones that will be in demand in this space.
Right now we are at a pivotal moment in history and in the growth of this industry and it’s the ultimate Shit Got Real moment. NOW is a time when the Marketers that are so in demand move to the top of the pack and the chest beating, “Im a F-ing expert” Gurus fade to black.
If you want to compete in this space it’s time to start doing and stop yapping. Some of the in-demand skills are any combination of the following:
- Social Media Marketing
- Social Media Optimization
- Search Engine Marketing
- Search Engine Optimization
- Content Management Systems
- Web Analytics
- Customer Relationship Management
- Web Usability
- Mobile Web
- Mobile Marketing
- Direct Response Marketing
- Content Marketing
- Content Optimization
- Product Marketing
- Marketing Agency Experience
- Project Management
- Video Editing/Creation
- Video Marketing
- Social Media Analytics and more
This list includes just some of the expectations of a Digital Marketer that I’ve read about. So needless to say you MUST be on your A Game, beyond just posting stuff on Facebook and boasting about your perception of your own expertise.
Hiring within this Digital Marketing Space is at an all time high and I expect that it will be continuing it’s upward growth. This growth is primarily due to the opinion that traditional marketing is failing in the area of producing tangible results. There was a huge report conducted by The Harvard Business Review, which states that CEO ‘s are tired of traditional marketing that lack results. This opinion is probably a huge factor in the growth of the Digital Marketing Industry. Take a look at the graphic below to display the growth in this field.Although traditional marketing may be struggling according to this study it doesn’t minimize the need for businesses to market their companies capabilities. This is one of the things that are fueling the growth of Digital Marketers. It allows companies that are hiring to merge services already in use with new technologies to cover an area that is growing exponentially.
So if you are on your game in this digital marketing space, you are holding a winning hand right now. Take a look at the areas in which companies expect to place organizational focus in the graphic below.
If you are NOT holding a winning hand in some of these area, brush up on your skills, stop bragging and get on your game. Because really no one wants to hear about what a rock star, guru, maven what-ever-the-hell you are calling yourself this week, especially if your game AIN’T TIGHT.
It seems that the role of digital marketing is having an even bigger impact on the organizational structure than anyone had thought it would. At one time the only player in the technology driven workspace was the IT Department. They WERE the GODS of the workplace, the organizational powers that be, the Oz of all things with a technology function.
Well, times are a changin’ and those changing times are directly connected to super quick growth of digital marketing. As we continue to venture into the digital space more and more, it is realized that the IT space is very different than the Digital Marketing space. The traditional IT departments’ focus has been on supplying information and technology resources, updating software, infrastructure, viruses, onsite servers and more. These functions are very different than what is required within the ever-changing digital marketing space. Digital Marketers although technology focused have a different function and that’s to adapt business processes from traditional to digital. The function of Digital Marketers are geared toward but not limited to Social Media Optimization, Big Data, Content Management, Digital communications, Social Engagement and more.
This space is growing, as is the demand for employees in this Digital Marketing space. It’s not just about having a great website anymore, that was so last decade. Now businesses are scrambling to adapt to changes in consumer behavior. If you know anything about business, you know that losing touch with consumer behavior could be equivalent to digging a grave for your organization. At one time, consumers read circulars and clipped coupons. Now, consumers use their ipads, mobile devices and QR code scanners to compare pricing and grab deals. Organizations must have a sense of urgency if they plan to keep up with these changes in consumer behaviors. Quite simply they must adapt or die.
Organizations are now aggressively trying to catch up and keep up. They must now be on top of mobile, social, local, visual in ADDITION to web. Lets not even discuss what new technology is looming just seconds away from being the NEXT BIG thing. The ability to adapt is huge for any organization! This is where the need for a Chief Digital Officer would come in. So, now is the time to jump into this space if you have not done so already.
Roles such as Chief Digital Officer will be an integral part of any organization and they will play a huge role in the very structure of the organization as it moves from traditional to digital. These Digital Marketing pioneers will be responsible for moving the company’s entire digital presence to another level, from initial digital project development and beyond. There will be a need to tackle ecommerce, online marketing and social media and transformation of analog to digital media. So this field is huge and growing faster than anyone ever imagined, I’m sure.
According to a study, it is predicted that 25% of businesses will have created and filled the position of Chief Digital Officer by 2015. That is just two years away, so I suggest you dive into the digital marketing space right now if you have not done so already.
If you are in anyway dabbling, working and/or educating yourself about Digital Marketing Technologies you may find yourself on the receiving end of aggressive pursuit because the supply has yet to catch up with the demand for those with this knowledge.
Take a look at the slideshow below to give you an idea of some trends that have been instrumental in directing us toward this path of no return.
In closing I say, we are living through a historical time when everything is transforming before our eyes. NOW is the time to be apart of history making events that will be as pivotal as the 1st automobile, the invention of electricity and/or the 1st color tv. I recommend anyone that has even the smallest interest in digital marketing dive right in……. the waters warm.
Posted in Digital Marketing
Tags: Anise Smith, Business, Digital marketing, digital marketing vs IT, Internet Marketing, It, IT departments, IT departments dead, IT Departments obsolete, IT is dead, Marketing, Marketing and Advertising, Marketing strategy, Mobile, Social Media, Technology, Technology Jobs, your IT department is dead
We are indeed in a new era now and yet there are still organizations that haven’t really fully grasped that times have changed. There are still remnants of what the world was before The Digital Marketing Revolution, but much has changed. A huge example of exactly how much has changed is TIME Magazine’s decision to go totally digital with their magazine. Pay attention!
Digital Marketing has literally changed the world in the past few years and will continue to alter the things that we have become accustomed to. We are moving past what once was to a new reality in the digital marketing space. Digital Marketing has changed how content is created and how content is consumed. So many things have changed from tradition to digital. We now consume most of our media, news and other content digitally. We are now moving toward mobile payments by way of our mobile phones. Advertising will soon be virtual and visual by way of Google Goggles or a similar device. Semantic Web is moving close to our reality, nudging us into a world where all of our devices will have the ability to communicate with each other. WE are literally in a brand new world and it’s happened so quickly.
Organizations’ door of opportunity of denial about the importance of digital marketing is closing swiftly. ALL organizations should be embracing this technology, no exceptions! I believe that the full transition to digital marketing is not only mandatory but inevitable. As an individual you can continue to deny the importance but on an organization level, it is NOT the wisest move. Women, unfortunately may be in denial more than others. C’mon ladies step it up!
Back in the day people started their day with coffee and a newspaper. NOW people start and END their day with their Facebook feed. HELLO!!!! That means if you are NOT on Facebook and other digital marketing channels you are missing the opportunity to float your company content through the newsfeed of hundreds maybe thousands of people. Can you afford to miss that kind of opportunity, as an organization? Believe that your competitors (at least the ones that HAVE stepped their game up) are willing to embrace the technology that you are NOT willing to embrace. So, RIGHT now your competitors are reaching YOUR customers. Awkward.
We MUST start to think about Facebook and all digital media channels as the source of news that was once totally dominated by traditional media sources like newspapers and the local news. PLEASE DON’T WRITE ME, MISUNDERSTANDING WHAT I AM SAYING because I am not saying that those venues are no longer relevant ONLY that there is now competition and that those channels no longer dominate media as they have in the past. People can and are tuning in to Facebook on a regular basis, maybe more so than traditional news channels. I know personally when I get a bit of a buzz about a breaking story, I don’t run out to buy a newspaper, or wait for the 6:00 news! I pull out my iphone and check my Facebook newsfeed. Every FACEBOOK page and Facebook friend are discussing news that hasn’t yet reached the televised media channels. Why would you NOT want your organizational content floating through the newsfeed of people that feel a need to have information FROM YOUR ORGANIZATION at their fingertips? Even if you have a rockin’ website social media is the vehicle that will push your web content to your readers and present an opportunity for readers to share that content with their friends. Umm WIN!
As an organization it is not important to be savvy in the digital marketing space just to say you are, but it is important for the well being and continued growth of your organization. Think of digital marketing channels as the VEHICLE that will drive your content to current and future clients. It’s just that simple. If you EVER doubt the importance of the digital marketing space and why you your organization needs to play an active role, again, take a look at the choice that TIME magazine made to go totally digital. YOU need YOUR ORGANIZATION to be a part of this revolution. Adapt or DIE!
Although there are many women business owners that have really embraced digital marketing, there are still some that really don’t see the big picture about the digital marketing space, it seems as if women are ignoring the importance to a greater degree than men. This is unfortunate especially in organizations when men tend to rule, this could be an opportunity for women to move ahead of the pack. Although women that are NOT business owners are affected more by the lack of movement in the digital marketing space, there are unfortunately women at all levels that are lagging behind. There seems to be a Digital Marketing and Internet usage disconnect about the importance of this technology that is affecting women more than men and this could have devastating consequences to women business owners if not addressed sooner rather than later.
Take a look at the infographic below to see how much women of all educational and economic levels are falling behind in the digital marketing space. On a personal level women may be able to bounce back from this but women business owners may have more of a challenge ahead if they chose to continue to ignore the importance of Digital Marketing to the wellbeing of their organization.
In the past marketing departments, although always crucial, were sometimes not considered a huge part of organizations. This was of course before the Internet era, which created a huge shift in marketing, social media has further changed how we all consume media and this has changed how companies marketing their services. All of these things combined have drastically changed the world, as we know it and these changes must be reflected in organization. Change or die!
At one time there was a variety of traditional means in which companies used to expose their brand to the masses. Although these channels are still in place they have gone through drastic changes. Marketing channels that were at one time the main focus of a marketing campaign is now just a part of the bigger marketing focus. I’m not saying that traditional marketing is dead so please save the ranting comments. I’m saying that times have changed and like anything, marketing has evolved.
Marketing basics remain a huge part of what marketing has evolved into but the trend toward what works now is very different than what worked for the pre-Internet/Digital Marketing era. We are living in a much quicker digital driven society, we want to access information immediately by way of our mobile device and ipads, so traditional print media has to bring in a digital element of it is to become relevant. A prime example of the change is TIME magazine’s move toward digital media and totally away from print. This is a HUGE indicator of where we are going and we should ALL be paying attention.
At one time it was enough to exclusively utilize pamphlets, flyers, brochures or print media ads. However, times have changed, we are literally in a new world. If people are tapping into digital and you are ONLY going with print media and ads, you are losing opportunities to market your brand. Trust me when I tell you, your competitors are working to get the jump on you if you are still stuck on “old school” exclusively. Where does this leave your campaign marketing? Are you reaching the audience that you need to reach in order to remain relevant and competitive? Most importantly are you giving your business the opportunity to grow, expand and reach new clients?
It is not important that you start to implement digital marketing strategies into your business it is imperative to your business. It is no longer optional, utilize the strategies that your customers are involved with or close up shop. That’s real talk people.
There are some old school folks that view marketing as a waste of time but to those, think about YOUR job if nothing else. YOU can work for the best organization in the world that has the BEST services to offer its customers but if no one knows about it, the company is irrelevant and you may very well be looking for a job in the not so distant future. Minimizing any aspect of a business is just NOT an optional in this era of organizational transition to a more digital workplace. REAL TALK!
Although we have a long way to go with trying to catch up with how quickly marketing is transitioning, it is exciting to see so many organizations that are implementing strategies to integrate newer strategies into their digital marketing mix. Although there are still companies that are behind the eight ball in implementing change there are many that are 100% on their game. These organizations are implementing the latest and best strategies to remain ahead of their competition. Take a look at a few of those strategies below:
- GO Local: The digital marketing space is HUGE, and it is easy for a company to get lost in the mix. One of the best ways to stand out is to heavily focus on local marketing. This has been made easier with the integration of local with Google+ local pages. Geo-location channels such as Foursquare are also a great way to promote local exposure.
- Visual Content Marketing: We are very familiar with image driven marketing if we have ever used Fickr. Now, there are so many other channels that are really taking image driven marketing to another level. Pinterest was the first to give us a taste of where visual content is heading and now Instagram is making waves in this area as well. Both of these platforms allow companies to use customer’s love for visual media as a way to market organizational capabilities and services. Integration of these platforms is an absolute must for any marketing department.
- Direct Response Marketing: This is marketing designed to prompt an immediate measurable response. With the emergence of social driven digital marketing in the past few years it has moved us away from measurable forms of marketing. Direct Response Marketing allows us to utilize digital marketing strategies yet create an avenue in which to immediately measure the response. This form of marketing can utilize traditional media with coupon codes, QR codes and other channels as a call to action to create an immediate measurable response from the target audience.
In this quick moving digital marketing era it is imperative that we stay ahead of our competition so it is very important that we recognized the latest trends and apply those trends to our organizations if they fit into our organization model.