Why Digital Marketing?
After graduating with a 2:1 in Journalism from Liverpool John Moores University in 2017 I decided to pursue a career in marketing. The interest first sparked after completing my social media module during the second year of my degree. I learnt the ‘beginners guide’ to all things social media and focused on areas such a copywriting, basic analytics, word-press skills and scheduling.
I decided there was more to learn and during the three years I spent studying, I made it my goal to gain as much experience as possible in the industry.
I dabbled in PR and press offices to get a taster of what it would be like working in digital media. I found my interests lay in writing, blog writing and trying to come up with witty captions for social media.
Post graduation and I found it increasingly difficult to secure any form of graduate or ‘professional job’. I needed a source of income and didn’t want the gap on my CV so left to work in a sector I’d had experience in since high school: Retail. With long shifts and 6 day weeks I found it difficult to balance any form of internship or work experience to help increase the chance of being employed in a marketing position.
So after spending 5 months in the role as ‘sales and support generalist’ at lingerie brand Victoria’s Secret I was approached by my ex university to complete a paid internship in an area of interest. I was pleased to hear I would be working for a local interior design company on the Wirral and I would be a social media assistant, however this was only a month internship and in the February I left and went back to flogging knickers.
That was until April where I was given the opportunity to be an unpaid intern for online fashion e-com business Brand Attic. Coming from a journalism background I had basic levels of understanding in communications and social media however marketing strategies were some what alien to me. I fully immersed myself into this role and was given a paid position three months later, unfortunately due to a decrease in profit and engagement the company was due to close and we were told of our redundancies.
After 6 months at Brand Attic I realised “yes, this is something i want to do but I need more industry knowledge and the practical skills to even stand a chance of going forward as a digital marketing assistant.” That’s where Salford Business school stepped in….
Hopefully over the course of the next 12 months I will have successfully gained knowledge in all four areas of my modules: Search and Social Media Marketing (SSMM), Digital Marketing Analytics & Strategy, Digital Marketing Communications and Online & Offline Consumer Behaviours. I believe through completing this degree at post graduate level it will open up my opportunities, I will be able to network with industry professionals and through Salford University’s employability hub and the newly designed business innovation project this will ensure I gain the right experience through either an internship or paid placement with the possibility of full time employment upon completion.
Why is Digital Marketing Important?
For any business, big or small, B2B or B2C digital marketing is a necessary requirement. Most consumers in 2018 go online to research about a product or service before committing to it. Therefore it is vital that companies have a strong online presence and unique brand with specific marketing strategies put in place to do so. Through the use of theories such as Integrated Marketing Communications there must be a consistent brand message and tone of voice through online and offline communications. Companies cannot afford to not use multiple platforms in this highly competitive marketplace whatever the industry.
Digital Marketing is a broad topic and there are many areas to analyse and investigate – in this blog however I will be focusing on two areas my specialities lie, email marketing and social media marketing.
Social Media Marketing
Social media is probably the biggest tool out there to market with. It allows you to connect with billions of people across the globe sharing information, photos and video. Social media has changed the fashion industry and allows a two way conversation to be had with the brand and consumer. Social Media platforms such as Instagram allows brands to be more creative with their content allowing users to comment and like and engage with what they’re producing. With celebrity and influencer endorsements along with user generated content consumers can see ‘real’ people wearing the clothes or products their favourite brands are selling. Alongside the introduction of competitions and behind the scenes stories, this makes fashion more personal and easily accessible for the user.
Email marketing is widely used across many businesses and is considered a top performer when it comes to tracking ROI.
After the new GDPR law change in May companies had to tighten their rules and regulations and ensure customers weren’t having their data stored on databases without their consent, they were given the chance to opt in or out of emails they had previously subscribed to.
When it comes to the fashion industry, my chosen sector this is a highly competitive sector with brands such as Topshop, advertising their newsletter sign up box on every page offering a 10% discount off your first order. Fashion brands must follow the calendar exceptionally closely to discover the key events through the year such as: Halloween, Christmas, race days, summer holidays, Bonfire Night and festival season.
Specifically merchandised collections designed for events and occasions like these are also advertised with an incentive to buy such as 2 for 1, buy an outfit for X amount, receive free delivery. These are all with the customer in mind to let them believe the brand is doing them a favour. All of this content is well designed and presented usually in an interactive format to keep the consumer entertained and most importantly loyal to that brand.
Through both of these marketing tools, the main aim is to keep the customers you have and attain new ones to grow and develop your business. Listening to the consumer and finding out what they want is how the community will build for the brand by understanding the customers needs.
It is my goal to keep up to date with popular trends within the fashion industry and the updates in digital technology that could implement my future career.
I will share with you what I have learned within these areas as I grow and develop my skills as a digital marketing assistant.
Or contact me here: R.Steedman@edu.salford.ac.uk