An “amateur’s” stance on digital marketing
Marketing pioneer Seth Godin once said: “Stop advertising and start innovating”. I did not understand what that meant until I started my internship with Arc Interactive.
I’ve always understood marketing to be advertising through traditional media vehicles such as billboards, magazines, television, radio etc. At ARC, however, I quickly learnt that this limited view is a thing of the past and digital marketing is rapidly making its way to be the most preferred and talked about marketing approach. I believe that digital marketing is the epitome of innovation as it entails making use of creative ways to promote brands to people in a way that resonates with them.
When I was awarded the opportunity to intern at ARC I did not know what to expect. I found myself rummaging through the internet, trying to figure out what to prepare and what “a day in the office as an intern” entailed. When I started, I was pleased to find that coffee runs were not at the top of my to-do list- instead, I was immediately tasked with the opportunity to work on real life reports, media schedules etc. This all seemed intimidating at first but with the assistance from my team, it is now slowly becoming a cinch.
I have also been exposed to jargon I have never heard of before which was quite odd considering the fact that I deemed myself quite cyber savvy and spend at least 5 hours a day on the net. I quickly realised that my knowledge about social media, marketing and the digital world as a whole was tenuous. It was interesting to learn concepts such as social media marketing, search engine optimisation, impressions, click-through rates (CTR) and interesting image layouts such as Carousel Ads.
Amongst all the unfamiliar concepts and jargon which I was faced with in the first week, what stood out for me was Google analytics. I was in awe of how the “behind the scenes” of what we know as normal web browsing or social media works. The ability to track responses and actions of an intended target market introduces a new level to the marketing world, as opposed to TV ads, for example, where one can’t track how many people saw the ad and took action because of it. I also learnt that digital media allows you to position your ad in a way that it will reach the exact intended audience as well as provide the advertiser with feedback on how well the ad is doing and to what extent it has led to the audience’s engagement.
I would describe my internship at Arc Interactive as an opportunity to immerse myself in the field. Seth Godin also said that “The internet is going to change marketing before it changes almost anything else, and old marketing will die in its path.” ARC has made this statement real to me because never did I fathom marketing would be what it is today.