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5 things you need to know about the real world of marketing

The #CultureMatters series is showcasing EG team members who personify our company values – whether that be in their personal or professional lives. This week’s value is Lead By Example

As someone who’s just completed a master’s degree in Digital and Social Media Marketing, I’ve done a lot of theory. And I mean a lot.

Obviously, the idea behind that is to give yourself a better chance of getting a job where you’ll have the chance to apply it. But when I arrived for my first day at Estrella Green, that didn’t stop me doubting that it’d all count for nothing.

Luckily for me, that wasn’t the case. While handling the day-to-day running of our clients’ social media accounts, I’ve been surprised by how much theory I’ve been able to action. In my first couple of months here, five things have struck me:

1) Traditional academic frameworks are still relevant

It’s nice to know that classical techniques like PESTLE, SWOT, BCG Matrix and STP aren’t just important to academics. In fact, they still form a key part of modern marketing agencies’ approach. So, don’t let anyone tell you the old world of marketing is dead and buried.

2) Inbound marketing is the way forward

The importance of “inbound” or “pull” marketing was stressed as an integral modern-day approach throughout my Master’s; one fuelled by the growth of digital channels that focus on drawing audiences towards products and services through compelling content. And rightly so. It was clear from my first day at EG that inbound has completely superseded disruptive, outbound content. That’s because Google rewards sites that provide helpful content about particular topics by bumping them up the search engine results page (SERP).

Explore the rest of the #CultureMatters series

3) Personas are key to successfully applying theory

Unfortunately, directly applying marketing theory doesn’t cut it. For example, I could develop the perfect theory abiding social media content, including a suitable tone of voice as well as best practice post length and frequency that underwhelms. In practice, it’s a case of understanding your audience(s) and their industries to a granular level, so you can tailor your strategy to their specific wants, needs and challenges.

4) Analytics are the lifeblood of digital agencies

As a digital agency, analytics play a huge role in EG’s content and social strategies. Looking at historical data and identifying specific posts that have struck a chord is a great starting point to develop and hone your understanding of an audience. For me, analytics illustrating our clients’ peak times of social media activity have been crucial to ensuring that all content posted has maximum impact.

5) Marketing is constantly evolving

Although I haven’t been in the game long, I’m well aware that this is an ever-changing industry. Digital marketing itself is a relatively new discipline, so today’s best practice might be tomorrow’s laughing stock – and human marketers might be out of a job altogether if AI continues its rapid rise. That threat is enough to keep me on my toes and continue learning at EG, expanding on the foundational skills my master’s gave me.

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