The End... For Now

Well, this is the last blog post required for my graduate course. It has been a difficult and interesting ride making these posts.
I can honestly say I feel like they helped me get up to date with what is going on in digital marketing, and to become more interested in writing about it. This may become something that will need to be done in a future job, and I look forward to the opportunity to be able to write about it, and hopefully, write about it well.

For now, farewell.

And as always:

Photo: treknews.net

On a Positive Note

While the last two posts may have seemed a bit on the jaded side, I do want to take the time that some brands decided to use their influence for good and not evil. One of those brands is Dove. I'm not just a lover of Dove's products (this is not a commercial post by the way), but I like the Dove Ad Makeover Campaign they did.

Click the link for the case study.

I saw their ads on TV and on YouTube videos, and I felt like what they were trying to do was boost women's and men's self esteems and outlook on themselves and their lives. Kind of a back track on what social media seems to have done to us.

We need to learn to reconnect with ourselves, our friends, our family, or spouses, and get back to what is real and what is actually healthy.

Says the women ranting on a blog post on a computer, while listening to iTunes and talking on Discord.

End rant.

Digital Marketing and Social Media Emotional Impact

In my previous post, I touched on how social media affects our mood, our self-esteem, or self-worth, and our values in our lives. Social media has been under controversy for a while for this issue, by being the leading causes in suicide, because a lot of people rely on the need for approval in their lives. Thank you inadequate feelings... But that is the human existence, and only really emotionally stable and full people can evade this epidemic.

Studies have been done with the impact of social media on mental health in individuals and in couple's relationships. Millennial's are accused of not being able to interact and hold conversations with live people in front of them. And have other social cue's problems. Clarissa Silva, a Huffpost contributor, wrote:

"For us to accept these behaviors with disregard for how it impacts us emotionally is what the core of what I call, The Millennial Virus, is. What is it doing to our sense of self? Are we becoming more narcissistic? Are we becoming more insecure? Is technology driving dating, sex and emotion? Are dating patterns just an extension of how we behave on social networks?" - "Social Media's Impact of Self-Esteem"

Silva makes a good point. So what does this have to do with digital marketing? Well, the "Millennial Virus", as Silva would say, also drives us to have a need for acceptance in almost everything we do. So how does that help marketing? Marketers use customer's emotional insecurities to help drive them to buy products?

According to Larry Alton, of Adweek Daily Pro,:

"From a marketing perspective, it’s not your job to change how society thinks and acts. It’s up to you to elevate your brand in a way that leverages the way society thinks and acts. In today’s age, that means tapping into the human desire for approval in your approach to social media marketing." - "How the Human Need for Approval Drives Social Marketing Strategies."

And who said that it was just millennial's who were becoming more manipulative?

One of the three ways that Alton says that you can accomplish this in your marketing strategy is to share your product reviews. Lead with it. This also jumps on the bandwagon deal. BUT EVERYONE IS DOING IT appeal. You should also connect with social influencers. Find YouTubers who can advertise for you, name drop, whatever you need. You want the people who are following them to want to use the products they are using. Social influencers are the new celebrities. And lastly,

"Prioritize shares: Marketer Leslie Nuccio makes the bold claim that going viral—or getting social media shares—is better than closing a sale. Her point is that word-of-mouth marketing on social media ultimately produces more long-term value than an isolated sale. When you share content, your goal shouldn’t be to make a sale at that very moment. While it’s great if somebody clicks a link and purchases a product from your website, you’ll get more value if you’re focused on driving word of mouth and building your brand through shares." - "How the Human Need for Approval Drives Social Marketing Strategies."

So there you have it. Marketing has become the manipulative boyfriend that your mother always warned you about. Congratulations social media. We are all a little more shady after all now.


References:
http://www.huffingtonpost.com/entry/social-medias-impact-on-self-esteem_us_58ade038e4b0d818c4f0a4e4
http://www.adweek.com/digital/larry-alton-guest-post-human-need-for-approval/

Social Media and Self Esteem: Intro

You're reading this blog right now, but what were you doing before this? Scrolling on Facebook? Instagram? Snapchatting? Tumblr, Reddit, Twitter?  Social media is everywhere. And you're on it. Don't deny.

We scroll when we're bored, while we eat, while we socialize, and even before we sleep. All of this interaction with social media seems like a good thing. It feels like you are more involved with the people you are "following" or are "friends" with, but in reality, we are depriving ourselves of actual social interaction and conversation. Humans thrive off of interaction with other humans, but when that interaction is only happening virtually, rather than physically the mind and body begin to suffer.

Studies have shown that people who spend more time on social media are more likely to be depressed or have low self esteem. Discontent with ones life might be impacted by seeing only the positives from another person's life on your feed. It's hard to remember that majority of the time, you are looking at a rose colored lens version of someone's life, and not the reality. In the reality, life is much more complicated, but most people don't share the down's, they just share the ups, and if you are going through a down time, then it can make that time seem that much more down.

Certifications Galore

Now that you've decided what you would like to do, you need to stand out. How do you do that? Normally with experience or internships, but you can also get certifications in tools and software to show companies you are knowledgeable of their strategies without the experience under your belt.

1. Hub Spot Certification: The Hubspot Inbound Marketing Certification is free, as well as the course to study for the certification. However, the platform itself is not free with a $200 annual fee.

2. Google Analytics: Google Analytics certification is free. There are online materials you must look at that will provide you with tools for exam success. The exam is 70 questions and you have 90 minutes to complete with an 80% or higher for certification. The certification lasts for 1 year.  If you do not pass the first time, Google will let you retake the exam after a 7 day wait period. 

3. Google Adwords: Just like Google Analytics, Google Adwords certification is free. You study the material provided, and take the exam. If you do not pass, you have to wait 7 days to retake the exam. Click here to learn more or take the exam. 

Top Careers in Digital Marketing

Because digital marketing is such a fast growing industry, there are many opportunities, but this also means there are many job titles and umbrellas that those job titles can cover. What should you focus on? Which job title will take you where you want to be?

The following list is comprised of top digital marketing positions based off of multiple websites and their job descriptions.

Digital Marketing Manager: While this may not be an entry level position, it is definitely within reach for those with over 3 years’ experience in digital marketing. Digital Marketing Managers lead digital marketing groups and work with the VP’s of those companies on a regular basis.

Search Engine Optimizer: SEO is one of the biggest buzz words in digital marketing. If you are passionate about SEO tools and have stayed up to date on multiple news trends. It is good to be familiar with Google Analytics, Google Adwords, as well as be current with The Moz.

Content Marketing Manager: If you like running blogs, looking at and creating content for Social Media Advertising, or like email marketing, this job may be for you. Depending on the company, the average experience is 1-3 years. Certifications are a plus. Writers welcome.

Search Engine Marketer: “The responsibilities of a search engine marketer include targeting the number of leads and clicks from the given marketing budget, analysis, keyword research, bid management, split testing the ad campaigns, and ad copywriting.” – (http://www.digitalvidya.com/blog/top-8-digital-marketing-job-opportunities/)

Inbound Marketing Manager: Are you good at planning and strategizing, but not an expert on execution? Inbound Marketing may be for you. Where content marketing is focused on creating results and implementing strategies, the Inbound Marketing Manager will be in charge of coming up with the game plan.


In the next post, I will review certifications needed for these career paths.

Resources:
http://www.digitalvidya.com/blog/top-8-digital-marketing-job-opportunities/
https://digitalmarketinginstitute.com/blog/demand-digital-marketing-skills-2015?utm_campaign=Blog%20Link&utm_source=Website&utm_medium=Blog&utm_content=The%20Most%20In-Demand%20Digital%20Marketing%20Skills%20for%202015
https://digitalmarketinginstitute.com/blog/4-big-benefits-digital-marketing-career

:You've Got the Degree: Now What?

Congratulations! If you're reading this article, maybe you've just graduated with your degree in Digital Marketing. Maybe you're reading this and wondering if Digital Marketing is for you. What are your career options? Do you need certifications? If so, in what?

Digital Marketing is a fast-growing industry with more and more opportunities every day. Businesses that have been on this track are gearing up for the next level of digital marketing, while some businesses are just getting started. You can either help grow an already established digital industry for a company, or you can help kick start it. 

In the next few posts, I will be exploring the different career opportunities that a person can pursue in this industry and what certifications are needed for each of those careers.