This is a quick description of the landscape of digital marketing industry as of 2015 in Athens, Greece, in order to help people that want to break into the industry better understand it. This was presented at ALBA Graduate Business School Alumni on 15 June 2015 in Athens, Greece.

1. Fire up your professional path
in digital marketing

2. socialab
1. Who am I?
2. The agencies
3. The job market
4. How do you break into the market?
5. History of digital marketing
6. Final notes
Today’s Agenda

3. Who am I?

4. socialab
Socialab Team

5. socialab
Company profile
1. Socialab is a digital marketing agency. In fact, it is the largest independent
digital creative marketing agency in Greece, by number of staff.
2. Our mission is to promote brands and organizations across the web by
managing their image and communication throughout all digital
media.
3. Our clients can be both advertising agencies and brand-
owners.
4. Apart from numerous mentions in local and international media, we
have earned more than 6 Social Media Awards in 2013 and 2014,
were a nominee for the prestigious Clio Awards in NYC in
September 2014 and we won the Social Media Savvy Agency of the
Year award for 2014.

6. Clientele

7. Awards

8. Stories about us

9. Credentials

10. As part of our CSR programme, Socialab is continuously
committing resources toward helping the community
pro-bono.Two of our most supported efforts are:
• Orange Grove: Socialab participates at the
workspace and support group offered to Greek
startups by the Embassy of Netherlands, both as a
mentor and as training partner.We have guided 3
startups so far and have had 2 training courses for
free.
• Hellenic Entrepreneurship Award: Socialab is
the newest supporter of the winners of the €1
million HEA, an effort that is spearheaded by the
Libra Group.
Helping others

11. We are the people behind suit.gr, the 1st and most popular Greek
website with digital marketing news & tips. Suit.gr has a growing audience
of more than 1,000 daily readers, most of them in marketing and
advertising.
http://www.suit.gr/!
Credentials: suit.gr

12. socialab
George Anagnostopoulos, Founder & CEO at Socialab
1. Digital Marketer since 1999, in a UK startup
2. In Search Marketing since 2002
3. Mobile Marketing since 2006
4. In Social Media Marketing since 2009
5. Expanded Socialab into a full-service digital agency.
6. Judge at Ermis Awards – Digital (2013) and Branded Content (2014)
7. Has worked with 100+ national & global brands since 1999

13. socialab
George Anagnostopoulos, the guy
1. Digital Content Creator since 1994
in the first Greek web-zine
2. Chose Marketing out of 3-4 other things
that seemed interesting at the age of 18.
3. Started writing about online marketing for
more than 15 newspapers and magazines and
one of them was read by the people who gave me a job.
4. Started by personal blog “GeorgeIsYourMan” in 2004
and met a handful of bloggers long before it was cool.
5. Started creating content for prospective clients in 2009,
when I started Socialab.This has led to showing to clients that we
are ready to do the work for them and that we know how to do it.

14. The agencies

15. socialab
DIGITAL
STRATEGY
DIGITAL
PR
BRAND
MONITOR
WEB
DESIGN
DIGITAL
SIGNAGE
AFFILIATE
MARKETING
Can you identify these services?
MOBILE
MARKETING
CONTENT
MARKETING
SEM:
SEO/PPC
ONLINE
VIDEO
APPS/ADS
SOCIAL
MEDIA

16. socialab
Mainstream Digital Marketing Agencies
1. Digital Marketing Agencies, focused on creative
2. Web Marketing Agencies, focused on channels management
3. Performance Marketing Agencies, focused on bringing sales or leads
4. Digital Marketing business units of advertising / PR companies
The market has seen more than 100 digital marketing
agencies active in the last 2 years, but as to how many are
actually viable or growing, this is a different question.
Here are some examples of the main differences between agencies in
the digital marketing industry:

17. socialab
Activity-Specialized Agencies
1. Media Shops, focused on buying media for clients (the biggest niche)
2. Web design development (certain platforms or not)
3. E-shop development (certain platforms or not)
4. Search Engine Marketing (SEO or PPC)
5. Monitoring Tracking tools or services
6. Affiliate Networks
7. Mobile Marketing
8. PR / Bloggers relations
9. UI/UX Optimization (making the website experience better)
10. Ad-tech companies
Then, there are agencies who are specialized for certain activities like:

18. socialab
Industry-Specialized Agencies
1. Digital Creative (most agencies)
2. Retail or Small Businesses
3. Hotel / Travel / Tourism
4. Health / Pharma
5. E-shops (web development / performance oriented)
6. Exporting businesses
7. Working with clients abroad
Or they specialize in certain type of the client:

19. socialab
Prominent Digital Agencies that focus on the Creative
1. OgilvyOne (70+)
2. MindWorks (70+)
3. Socialab (30)
4. Avakon+ (est. 25)
5. Xplain (est. 20)
6. Redirect (est. 12)
7. BaaS (est. 10)
Digital Creative Agencies, that are seldom found in events and
conferences, with awards, sorted by the number of people that work
for them:
* Accuracy of staff numbers not guaranteed.The numbers reflect own estimates
for June 2015.

20. socialab
Prominent Digital Agencies that focus on Web Development
1. ATCOM
2. GlobalStar
3. Lighthouse
4. Smart Digital Media
5. ELED
6. Red Pixel
Web agencies, unsorted:
* No specific order.This is a long list.

21. socialab
Performance Agencies
1. ForestView
2. LinkWise
3. GlobeOne
4. ClickBanner
5. Reprise
6. Sleed
7. Growth
Performance agencies, unsorted:
* No specific order.There are more good agencies on this list.

22. socialab
Ad Agencies with digital arm
1. Bold / OgilvyOne
2. Solid
3. McCann / MRM
4. Publicis / Black Pencil
5. BBDO / NMS
6. The Newtons
7. Gnomi + DraftFCB / MSPS
8. JWT Spot Digital
9. Pollen
10. Proximity ZZDot
11. Stefi / Steficon
12. JNL / Avakon+
* No specific order.

23. socialab
Agencies that focus on Media Buying (usually not just digital)
1. Tempo OMD
2. Mindshare
3. Initiative / IPG
4. United Media
5. AdMine
6. Starlink
7. AdWeb
Special Cases:
1. ThinkDigital (Facebook Partner)
2. Google Athens
* No specific order.

24. socialab
Prominent Digital Marketing Agencies in Travel
Travel-oriented agencies:
1. Nelios
2. Mozaik
3. x2 Interactive
4. HotelGene
5. Net360
Travel-oriented platforms:
1. Booking.com
2. HotelGenius
3. WebHotelier
* No specific order.

25. Feel free to visit
communications.gr
for a list of agencies
(not final design, bear with us)

26. The job market

27. socialab
DIGITAL
STRATEGIST
PR
MANAGER
COPY
WRITER
ART
/
DESIGNER
DEVELOPER
FRONT/
BACK-­‐END
COMMUNITY
MANAGER
/
CURATOR
Can you identify these roles?
ACCOUNT
MANAGER
SEO
MANAGER
PPC
MANAGER
VIDEO
TEAM
MEDIA
MANAGER
COMMERCIAL

28. socialab
The roles
Many more roles exist, for example depending on client, industry, technology,
specialization or skills.
Each role does not always mean that one person is assigned just one.
For example, an account manager can be:
• A manager of account executives
• A copywriter for daily text-based content
• A curator of image-based content
• A community manager for social media channels
• Handling some PR for the client’s brand with bloggers / influencers
• Overseeing Ad campaigns for the client
• Responsible for the commercial viability of her client

29. socialab
Possible Background / Skills
With so many roles, your background can be anything of the following to
be involved in digital:
• Marketing / Communications / PR for account or other roles
• Design for most Art roles
• Computer Science for Developer roles
• Mathematics for next-gen media buying
• Literature / Journalism for copywriting
Or maybe:
• Entrepreneurship
• “Digital Savviness”

30. socialab
???
DEMAND
SUPPLY
Demand Supply in the job market

31. socialab
DEMAND
SUPPLY
Demand Supply in the job market
If you consider the skills required for most roles

32. The gap

33. The
digital skills
gap

34. socialab
The job market
Because of the competition between people wanting to be in this market,
but also because of the competition between agencies wanting to take on
clients, here are some of the things that are difficult (not always and not for
long):
1. Breaking into this market
2. Staying in the market (and wanting to stay)
3. Getting a promotion
4. Getting paid well

35. socialab
Bright Future
Not all is bleak, though.
Most people who work in digital marketing do it because they find it
more interesting than any other job.
And, if anything, a job in digital marketing has a future, because if you are
good today, you will have a better job tomorrow in an industry that is
now only a baby.
Being good means covering the gap better than most people in the
industry.This is where job opportunities lie.

36. How do you break
into this market?

37. socialab
How do you break into this market?
There are probably a lot of ways to
break into this or any other market.
But like any market where demand
is great my advice to you is to start
ASAP offering the most.

38. socialab
Internships
Internships are common in a lot of professions: lawyers, doctors, nurses,
dentists, journalists, designers, engineers, architects, and of course
advertising.
Bearing in mind:
• the overwhelming supply of people wanting to get into digital marketing
(both young and older advertisers)
• the digital skills gap, whereby everyone wants to hire someone who has
done the job well in the past
We definitely think that an internship is the right way to go to fire up
your career. (That’s how most of us did it anyway)

39. socialab
Concerns?
If you have any concerns about this, maybe an internship is
not for you.
It’s probably the only path that I truly know because that’s
the only one I could take myself myself, not being connected
to this market when I started.
But in a day and age of financial crisis, it is a buyer’s market
and a lot of the work out there is not financially viable
without interns taking off some of the load in exchange of
experience that they will redeem by getting absorbed in the
market quicker than without this work experience.

40. socialab
Concerns?
Consider this an investment.
Better yet, part of your education.

41. socialab
What can an intern expect?
Average figures per month for Account people:
Intern:
1,000 incoming emails / 100 outgoing emails
Manager:
3,000 incoming emails / 500 outgoing emails
Senior Management:
5000 incoming emails / 1,000 outgoing emails

42. socialab
What can an intern expect?
An intern working with an Account Manager can expect to:
• Become better at finding information
• Produce a lot of content (either for social media or Google/websites) in
order to understand what quality and quantity suits a big client like a
MNO or successful local player.
• Organize and participate in a couple of events in order to see the knit-
and-grit of a 360-degree marketing campaign.
• Understand how an application works
• Be able to decipher results of a marketing campaign and how reporting
works.
and do it all in a manner which will make him understand that you need to
be committed for the results you need get.

43. socialab
What can an intern expect?
Most importantly, an intern should
not only expect but anticipate to
do things that they’ve never done
before.

44. socialab

45. socialab
Own
blog
Content
creaEon
Knowledge
of
the
market
Experience
in
other
role
in
the
market
Some of the things we look for...

46. socialab
AppeEte
to
learn
InspiraEon
Propensity
for
being
up
to
date
Some of the things we look for...
CooperaEve
Spirit
Keeping
deadlines
Good
wriEng

47. The gleam in your eye!
The one thing we look for:
The gleam in your eye!
The fire inside you!

48. Would you find
the history of DM
interesting?

49. TRENDS

50. TRENDS

51. TRENDS

52. socialab
Milestones in digital marketing
• 1994:Amazon launched. (Who was buying online back then?)
• 1994: First banner ad launched for ATT.
• 1997: Google launched.The start of SEO.
• 2001: Google AdWords launched.The standardization of PPC.
• 2003:Wordpress released.The first free CMS. Made websites easier.
• 2004: Facebook launched. Unprecentented ads of social media.
• 2005:YouTube launched.The beginning of video standardization.
• 2006:Time namesYOU as person of the year, because of Social Media.
• 2007:Twitter is launched.A social medium without censorship.
• 2007: iPhone launched. Standardized our smartphones, brought apps.
• 2007: Google gave Android for free.Took a year to put in a device.

53. socialab
Milestones in digital marketing
• 2008: Groupon launched. Made us all buy online.
• 2008: Spotify born.After years it will make music paid content again.
• 2009: Foursquare launched. Location-based services local marketing.
• 2009: Hit by crisis, ad spending this year is lower than the previous.
• 2010: Instagram launched. Bought by Facebook two years later.
• 2010: Smart TVs launched, bringing Internet apps to sitting rooms.
• 2011: Google+ launched. Quickly gathers users but not usage.
• 2012: Gangnam Style launched. More than 2b views (€6m ads) in a year
• 2013: Second screen popularized.TV shows offer hashtags.
• 2013: Google Glass launched.We still do not know the impact of this.
• 2014:Wearable tech is popularized in the form of smartwatches.

54. Final Notes

55. socialab
Resources
Need more inspiration?
Feel free to browse the following material:
• Socialnomics by Eric Qualman – 2015 edition (2 min):
https://www.youtube.com/watch?v=jottDMuLesU
• Digital marketing in 2012 – 2015 (7 min)
https://www.youtube.com/watch?v=kk-2Ag8QV4o
You will find this presentation at:
http://www.slideshare.net/socialab

56. socialab
Want to know more?
Socialab teaches digital marketing in practical terms
at ALBA Graduate Business School at the ACG.
The largest digital players, including Facebook,
Twitter, Google, Microsoft and Paypal, have actively
validated the syllabus. Socialab localizes the syllabus and adds its
experience
from the market in Greece.
Enquiries:
dm@socialab.gr

57. The gleam in your eye!
Questions?

58. Thank you!