How I was able to get a job in a digital marketing publications firm

Well. I’d love to tell you, but that would be giving it away to the competition. Don’t you agree?

Unfortunately I don’t have the same time as I used to, so my blog has been a bit ignored. Sorry blog. However, as I am now working for a London based company called Econsultancy, you can follow my blogging there! (How exciting). Everything we write is digitally based and you may find some interesting bits of information. Also, everything is based off research so it must be good!

Website: http://econsultancy.com/

My blogs: http://econsultancy.com/blog/authors/ornaith-killen-2

Twitter: https://twitter.com/OrnaithK

I am hoping to get back to my own blogging soon, but am just working on settling into my new role before I do.

See you soon I hope!  

Traditional vs Digital

I have found that the most searched terms used to find my blog center around traditional and digital marketing. It would seem that there isn’t clarity between the two and I would like to address that, but in very simple terms. However, instead of separating the two, I’d like to address them together.

In the rush to drive ‘Likes’ and Tweets, it is easy to forget that the term “digital marketing” did not even exist 10-15 years ago. Often, traditional tactics are overlooked in favour of the online approach, even though traditional is still an effective way to motivate desired behaviors among consumers.

I do feel the need to point out at this stage that my knowledge on traditional marketing is substandard. My undergraduate degree in business included traditional marketing modules, but my Masters degree was solely based on the digital marketing world. However lacking my knowledge base may be, I see the continuing need to integrate the two methods and differentiate brands by offering seductive solutions to consumers across all channels. The most effective marketing strategies are those that incorporate both traditional and digital elements into a combined package that can get the attention of the consumer.

As a result, general conversation needs to be shifted to focus on how the two channels work together, as well as how marketers can leverage the best both channels have to offer.

Digital has emerged in recent years as a cost-effective way to drive marketing results. However, traditional methods can help amplify and take campaigns to the next level. The combination of the two give marketers an opportunity to engage consumers holistically. Traditional marketing presents a highly effective way to reach a broad consumer audience, whereas digital marketing can be used to create a relationship with the consumer that has depth and relevancy. Marketers should use the wider reach traditional marketing channels present to generate broad awareness and drive consumers to the digital experience.

Traditional marketing is also a very effective way to target customer audiences based on demographic information like location or age, as well as interests and lifestyle. Digital can take that one step further as it enables marketers to instantly customize the experience and communication in real time. Personalized messages on social channels like Facebook give marketers the ability to target consumers based on the information they share.

Essentially, a brand needs to work out how the channels will work for them and why. Both methods can be used effectively together without an ‘either or’ situation. The key thing for marketers is the knowledge that they can use this to their advantage to plan effectively.

 

 

Twitter for Business

Twitter has had a huge impact on the world. It has several benefits that no other social networking sites have; it announces new stories as they break, you can interact with famous people and feel connected with the world.  Twitter can be used to enhance social media, online and overall presence within its market and too its existing and potential customer base. You may be a B2B or B2C organisation, or you may just be looking to enhance your digital footprint. With 350 million tweets sent every day, the 140 character limit blogging site appears to be slowing for nobody.

As I am (relatively) new to Twitter, I’m still learning about the importance of it and how it can benefit your business. I’m currently working on two accounts; one personal, and one for a company business account that I have responsibility for. I’m trying to build them both up by partaking in various daily activities to improve my accounts. Essentially there are three goals for Twitter accounts;

– Building up following and followers by having a ratio of 3:1

– Tweeting an acceptable amount of times – typically 4-6 times a day

– Improving your influence score on Peer Index, Klout and other such websites.

This top 7 twitter tips list will really help you to grasp the power of the micro blogging phenomenon that is Twitter, and help you understand just why you should be on this Twitter bandwagon.

1. Increase Awareness of your Brand – Getting your name out there is vital in today’s world. Having an online presence can get a conversation going about your brand.

2. Reputation – If people are talking about your brand, whether it is positive or negative, you need to know about it. The last thing your business needs is consumers saying negative things and for you not to be able to respond, and that goes with positive too! These interactions can save negative encounters and turn them into a trusting relationship.

3. Shameless Promotion – If people are following you, it’s probably because they want to know what you have to say. Give them loads of things to talk about; blogs, presentations, videos.

4. Latest Industry Trends – If you’re following people from your industry, your account can tell you more about the latest trends than the news can.

4. Keeping up with your Competitors – Twitter is a good way of figuring out what your competitors are up to, and who is interested in their brand.

5. ‘Borrowing’ Competitor’s Followers – If they’re interested in your competitors, there could be some conversion going on as you convert them to your brand!

6. Access to VIPs – Twitter is literally full of all kinds of people, and you have a direct line to most of them. Think about who you want to talk to, and get chatting. From pop stars to SMEs to CEO’s, they’re all online.

7.  Increased Website Traffic – People will be likely to visit your site after seeing your website on your Twitter. You can also increase your organic SEO this way.

So – in a nutshell. If you’re not on the Twitter Train, you’d best get on and get it sorted. Or, just hire me and I’ll do it for you 🙂

Ornaith

– List Blogging

The Age of the Internet

I woke up this morning and the internet access in my house was down. I tried the usual unplugging of the ‘box’, switching it on and off, and then gave up. I quickly got ready, and then drove to college where there is reliable WiFi. However, I arrived on campus around midday to find that the reliable had become the unreliable – the internet was down there too. Since I was two hours early for a meeting, I met a friend and we went for lunch, expecting the service to be back online soon. By 3pm, I decided to give up and go home to work from there. On the way back I stopped for petrol, and realised my phone had lost it’s 3G. Disaster. This just wasn’t my day for being online!

So on the 40 minute drive home, I got to thinking about the need for internet that my generation has, and indeed that I have. Constantly checking my Facebook and Twitter,  email, apps, blogs. I’ll call a friend, she’ll miss my call and text me back. I’ll Whatsapp her, and she will write on my Facebook wall. I’ll Tweet her and she will email me. I’ll never print off directions to places anymore, instead relying on my phone’s GPS system. ‘To Google’ is now a verb in the dictionary. With 3G on almost all phones and a lot more devices these days, you literally have to make an effort to disconnect.

I remember a simpler time, when I would call someone on their landline  arrange a time and place to meet up and then…just see them there. Sure, there were problems with that method too as there was no way of getting touch if something happened or plans had to change. Indeed it is still like this in a number of countries, as they have not jumped on the technology bandwagon yet. I wonder if this reliance on internet is a good thing, or not. Sure I need it, I want it, but is it healthy to feel that way? Just how would the world manage without this technology, how would we survive?

Luckily the internet is back working in my house, and my phone is now sorted. What would I do otherwise!

Ornaith

– Classified Blogging Style

Flogging the Blogging

UPDATED:

I initially started this blog as a task as part of my Master’s programme in DCU. However, I discovered that I really enjoy blogging on the whole and have decided to keep it up. I generally blog when I find something really interesting, and try to keep up with good content. If there’s anything you would like to know more about, please let me know as I’m interested to hear your ideas.

Ornaith