Getting into Digital Marketing Digital marketing jobs include copywriting, creative directing, web design, social media, SEO, PPC, and digital strategy. Qualifications include a relevant degree or training from an industry organization. To start, one can begin a blog and experiment with social media platforms like Facebook, Twitter, YouTube, LinkedIn, Pinterest, and blogging to reach and engage customers, build a brand, and improve search engine rankings.

1. Getting into Digital Marketing
Simone Castello - @simonecas

2. Digital Marketing Jobs
• Copywriter/s
• Creative director
• Web designer/developer
• Social media
• SEO/linkbuilding/analytics
• PPC/advertising
• Digital manager (strategy)
• Localisation executive
Employment
OR
Self-employment
(freelance)

3. Qualifications: choose a relevant degree and/or train
through the Chartered Institute of Marketing or
other well-respected industry training scheme.

4. What can I do now? Start a blog and/or experiment
with social media.

5. • Reach new customers & build loyalty
to a brand
• Gain feedback on products
• Show company’s personality
• Establish authority
• Improve search engine rankings (SEO)
• Complement traditional marketing
• Useful for customer service
There are many more social media
channels, we will focus on main ones.
Social Media for
business

6. Facebook originated in 2004 as a social
network for recreational use. It has now
been embraced by businesses trying to
ignite and boost engagement through
giveaways, competitions and interactive
discussions. Stats:
•1.09 billion daily active users on
average for March 2016
•989 million mobile daily active users
on average for March 2016
•1.65 billion monthly active users as of
March 31, 2016
•1.51 billion mobile monthly active
users as of March 31, 2016
•Approximately 84.2% of our daily
active users are outside the US and
Canada
• Create a Business Page
• Promote events
• Promote sales, promotions and offers
• Get feedback
• Ask questions

7. Twitter has been around since 2007
and is defined as a micro-blogging
platform because of its text restriction
to up to 140 characters.
Some stats:
• 310m Monthly active users
•1b Unique visits monthly to sites with
embedded Tweets
•83% Active users on mobile
•79% Accounts outside the U.S.
•40+ Languages supported
• Create a Twitter profile
• Follow business influencers,
celebrities and reporters
• Build up your following by
offering/retweeting links
to good content
• Broadcast news, photos and
videos
• Use it for customer service

8. YouTube is the second largest search engine
after Google. Launched in 2005, its videos have
moved from entertainment to education,
including “How To” videos. It is used by mass
media agencies to showcase TV adverts - a
one-off, 30-second TV ad does not provide the
same global viral potential. Some stats:
•Over 1b users – almost 1/3 of people on the
Internet. Every day, people watch hundreds of
millions of hours of videos
•YouTube reaches more 18-34 and 18-49 year-
olds than any cable network in the U.S.
•80% of YouTube's views are from outside U.S.
•YouTube has launched local versions in more
than 88 countries. You can navigate YouTube in
a total of 76 different languages
•More than half of YouTube views come from
mobile devices.
• Create a series of videos
• Upload your videos and
embed them on your
website
• Use keywords to
categorise each video and
place a link to your website
• Spread your videos through
other Social Media channels

9. Launched in 2003, LinkedIn is the world’s largest
professional network online. It is a great platform
for finding people, recruiting staff and discussing
industry topics/trends. Some stats:
•More than 433 million members in over 200
countries and territories
•Professionals are signing up to join LinkedIn at a
rate of more than two new members per second.
•There are more than 40 million students and
recent college graduates on LinkedIn. They are
LinkedIn's fastest-growing demographic.
• Create a company profile
best for B2B
• Join groups and become
involved in discussions
• Connect with specialist
employers
• Ask and answer questions
• Give and ask for
recommendations
• Ask for introductions

10. Pinterest is a photo-sharing
platform that allows users to create
theme boards - each photo can be
linked to a website/blog. Launched
in 2010 as an invitation-only
network, it is still free and now
open to all, with a popular mobile
version - think iPad and
smartphones. Instagram has been
overtaking with 400m monthly
users but 75% are outside U.S.
Some Pinterest stats:
•Over 100 millions users worldwide
(and and a high percentage of
female users (85%)
•Languages: 30+
•45% of users outside U.S.
• Source or create stunning
photos that show off your
product/service
• Set up an account and group
photos in theme boards
• Link photos to a website or blog
• Re-pin other users’ photos (the
visual equivalent of a retweet)
• Gather existing users and ask
them to post pictures
• Launch a contest and invite
users to post their best shots
about your product/organisation

11. “Web logs or blogs as they are commonly known, are
personal online diaries” [...]
“Nardi et al. (2004), as cited by Jansen et al. (2009), found
five reasons why people choose to blog:
• documenting their lives
• providing commentary and opinions
• expressing deeply held emotions
• articulating ideas through writing
• forming and maintaining communities.” [...]
Other reasons: psychological issues (self-esteem), getting
feedback, DIY publishing platform, business (marketing).
Source: Chris Fill, Marketing Communications
Blogging

12. Think about what you want to blog about: pets, a
hobby, personal views, an online diary, etc. If you
want to build a readership, it’s best to stick to one
subject. If you have too many ideas or interests for
one blog, consider starting two (or more!). You can
use your own photos or do a search for Creative
Commons photos.
A blog isa great learning tool to build confidence
with digital platforms and might provide you with
a content portfolio (photos, articles and even
videos) or even a product testing platform.
Recommended platforms: Blogger and Wordpress.