With digital media surpassing TV as the largest channel for ad spending in 2016, digital marketers are more important than ever. Through clever concepts, smart storytelling, and a keen understanding of audience behavior through analytics, these data-driven brand specialists move business forward through strategic email, paid search, social media, and beyond.
Recent data from General Assembly’s Credentials division — which helps companies determine the capabilities of team members and potential hires through assessments and more — suggests that digital marketing is an open playing field for anyone who can acquire the skills needed to succeed.
But once you have the skills, how do you land the gig?
All aboard! It’s never been a better time to embark on your digital marketing journey.
We all seek experience. Personally and professionally, experience captures what we’ve done and what we have the potential to do. In hiring, prior experience is used as a shortcut to qualify job-seekers for interviews, job offers, and higher compensation. This shortcut works well in steady fields where the practices of the industry rarely change. If someone has done it before, they can probably do it again.
But does this shortcut work in a field that is dramatically changing? Marketing is an occupation undergoing rapid change. Adults now spend six hours a day with digital media, compared to three hours a day in 2009. As consumers move social, professional, and personal interactions online, advertising has followed. 2016 was the first year that digital media overtook TV as the largest channel for ad spending. Successful digital campaigns now require proficiencies across a host of new platforms, and the question for veterans and aspiring marketers is: Does general experience in marketing still matter?
When we deliver the Digital Marketing class at General Assembly, we start off with branding. Not digital branding — just branding. Digital marketing is, after all, still marketing, and in order to market effectively, you must first define your brand.
Early in the very first day of Digital Marketing, we ask the class to define the word “brand,” and then we offer up several other definitions from people who are much smarter and much more experienced than I am.
A marketing firm in Atlanta, Syrup Marketing, recently wrote a great article about how your brand is the “lead domino,” to quote Tim Ferris. What that means is that, once you create and solidify your brand, everything else tends to fall into place easily. One of those other dominoes that falls into place after you’ve created a fantastic branding strategy is the actual nuts and bolts of your business model.
Any business model is made up of many different moving parts, but they can be boiled down to these five pillars, on which you should build your business.
The marketplace is becoming increasingly competitive. As a professional, sometimes being the best at what you do isn’t enough. You need to prove that your skills, personality, and work ethic are aligned with the company culture. That is where a powerful personal brand comes in. Your brand helps distinguish you from the masses.It positions you as a unique individual with a personality prospects resonate with.
This may sound like the logical thing to do, but how do you get started? In the article below, I have outlined three places you can start building upon to create a compelling personal brand.
How well do you know your brand? DO you know your brand? Actually, “brand” is an uncomfortable topic for many startup founders and small business owners, simply because they weren’t thinking about their brand when they started. It’s not a knock on them. Every entrepreneur has a vision of how their organization can change the world and how they can make a lot of money. But very few enter into the world of entrepreneurship intentionally considering and planning their brand. Continue reading →
This post is part of our Digital Marketing 101 series. Sign upto get the full series!
Before you start planning and executing a digital marketing strategy, you must first establish your brand strategy. Branding makes perfect sense to very experienced advertising and marketing professionals, but to the startup or small business owner, the term “branding” can be hard to nail down.
In this first post of six in the series “Digital Marketing 101”, we’re going to give you solid steps that you can use to create and execute your brand strategy.
When it comes to selling a product or service, brand storytelling is an effective marketing tactic used to grasp and maintain the attention of your target audience. An estimated 2.5 billion pieces of content are shared each day, making compelling storytelling a must in order to standout. I recently taught a General Assembly brand storytelling workshop and have a few takeaways worth sharing:
Jacob Cohen is the founder of Stackhouse, a design consultancy focused on content strategy, e-commerce solutions, and app production. Jacob teaches enterprise level training programs for General Assembly on topics related to digital trends and user experience.
Welcome to our weekly series, GA Bytes, where we serve up a sampling of Front Row, our library of on-demand and live-streaming online classes. Today we’re tasting “Develop a Compelling Brand Message” with Digital Brand Strategist, George Scribner.
In a world where consumers are hearing messages from hundreds of brands every day, it’s important for all small businesses to have a compelling brand message that breaks through the noise. In this short clip, George gets you started with a brand message hierarchy.