Job Description

Digital Marketing

When most people think of marketing they immediately think of advertisements. An advertisement is marketing, but there are also other aspects. Marketing can range from content creation to research. It is rather broad. The type of marketing I do is digital marketing. What exactly is digital marketing? It surrounds you every day. It is a well thought out website, an advertisement on Facebook, and/or content on Instagram. Those are all results of digital marketing. To be exact, it is the promotion of brands or products through digital channels. 

I work as an intern for a start-up company in Los Angeles called Élever. They are a fashion/lifestyle marketing and public relations agency that specializes in celebrity services, influencer marketing, public relations, and digital marketing. The main reason companies reach out to us is to increase brand awareness and the number of consumers.

Digital marketing consists of three essential factors:

·      Research
·      Communication
·      Design

I will further explain the various areas.

Research
This is probably the most unexciting but necessary component in marketing. There are two main reasons why we conduct research:

·      To understand industry trends and news
·      To identify and analyze competitors

Imagine a client reaches out to your marketing team to help market their new clothing line. Your main task is to create a proposal and execute it once the company approves. To design a unique proposal that would be successful in the fashion industry it is important to know current fashion trends and how other clothing companies are performing. When you know more about the industry, the next step in to do a competitive analysis. A competitive analysis will show you what your main competitors are posting on social media and their website. From there, it becomes easier to understand your client and their problems. It will also help you to brainstorm more ideas to produce an effective proposal.

Communication
Communication is arguably the most important part of marketing for two main reasons:

·      Collaboration
·      Client reports

Making a proposal come to life takes the work of many people. Marketers often work in groups when brainstorming ideas. Working in groups let them bounce ideas off each other to pick the best option. After that, they will work on tasks they specialize in periodically checking up on each other. For instance, picture a team of three people. The first person focusing on consumer behavior research, the second on content creation, and the third on market strategy. For them to produce a great product, it is crucial for them to communicate with each other. Doing so will ensure they are on the same page and help them create a coherent project.

The next step is for a marketer is to report the results to the client. Most clients like having reports on a monthly basis. The reports usually consist of:

·      User engagement statistics
·      Costs
·      Industry trends
·      Upcoming projects

Overall, communicating with a client is a must to develop a trustworthy and credible relationship. 

Design
The last responsibility of a digital marketer is design. Design is important in many forms of marketing. Here are a few examples:

·      Website design and user experience
·      Social media advertisements
·      Content for social media platforms

A part of marketing is the ability to understand a company’s aesthetics and values to translate it into a visual representation. A visual representation can be a video or a photo. A great example of this is the Adidas Running Instagram page. Adidas Running mission is to motivate and push consumers to run while staying in style. Adidas is able to show their message by posting images and videos of people running wearing different shoe styles. On top of that, they are captioning their posts with inspirational words that defy limits. 

Another part of design is the ability to create websites that are simple to use. A well thought out website is easy to navigate and visually appealing. This is especially important for companies with e-commerce websites. Complex websites can drive consumers away from purchasing a product. Some factors that marketers think about when designing a website are:

·      How the websites will appear on different devices
·      The type of layout that would be best for a specific device
·      The colors they should use
·      The number of pages the website should have
·      Typography


Those are some key elements to consider in the creation process.
Passive: 0%
Flesch Reading Ease: 52.8
Flesch-Kincaid Grade Level: 9

Comments

  1. Maren J LeeJanuary 28, 2018 at 12:03 PM

    Hi Katie,
    nice post on a digital marketing intern. I worked for a apparel company in a similar job position. The outline of this post were very clear and easy to read!
    Great post!

    ReplyDelete
  2. Elisa Baer Writ 340 BlogJanuary 28, 2018 at 5:44 PM

    Loved reading your post Katie! I have recently been thinking about entering into the marketing or advertising field, and after reading your post it seems fitting. You did a great job of breaking down the responsibilities into easy to understand concepts. I especially enjoyed reading the section on design!

    ReplyDelete
  3. AlanJanuary 28, 2018 at 6:23 PM

    Hi Katie,

    Reading your post gave me a better understanding of what its like be a marketing intern. Communication is definitely an important part of any project. You used a great example of how Adidas market's their products. I learned a lot about how marketers use creativity in designing their products.

    ReplyDelete
  4. Bella RichJanuary 28, 2018 at 8:02 PM

    Hi Katie, I really enjoyed reading your post. The format was straight forward and made it easy to follow. I liked the examples you used to help better explain your roles and responsibilities.

    ReplyDelete
  5. ambarwrit340January 28, 2018 at 8:48 PM

    Hi Katie,
    Your post was very relatable as this is an integral part of what I do in my company as well.
    Great job of breaking it all down in parts.
    Let’s catch up and talk about this sometime!

    ReplyDelete
  6. sbsimon13January 28, 2018 at 10:45 PM

    Hey Katie,

    Really liked your post. It gave very clear and concise detail into the keys to successful marketing. Very cohesive and informative.

    ReplyDelete

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