The digital marketer has become an increasingly important role since marketers have branched out from traditional marketing. Yet the question still remains, how does one become a qualified digital marketer? Contrary to what you might believe, there is no need to be an expert in information technology, but it is necessary to know how to use it effectively.
Timothy Whitfield, Director of Technical Operations at GroupM, and Jo Nash-Clulow, expert in Strategic Marketing and Digital Marketing at the University of Sydney’s Business School, have both presented a vivid picture of this field as guest lecturers at the University of Sydney.
Here are some important points to take away from their presentations:
Sophisticated digital marketers should be capable of adapting to the constantly changing world with sufficient knowledge across different functions.
1. Understanding marketing
2. Be sensitive to digital evolution
3. Brand safety insurance for customers.
Much of the burden of showing a company the right direction is expected to fall on marketers, whose job it is to analyse and present relevant marketing metrics that can guide management with their decision making.
Then there’s also the small task of compiling online research, data and analysis to develop digital campaigns that raise brand awareness. Besides using cutting-edge techniques or platforms to implement products or service on the market, digital marketers must be able to see the big picture.
Take for example, Apple, who promoted their brand by hiring the world’s youngest APP developer, Yuma Soerianto. Originally from Melbourne, Yuma won a scholarship from Apple to attend the annual World Wide Developers Conference in San Jose. At only 10 years old, he already has four years coding experience and has built five apps for Apple's App Store.
Now that’s what I call seeing the big picture. The strategic move of offering up scholarships to young talent, enabled Apple to communicate their brand’s technology-minded and creative spirit, which was then promoted on various online platforms to emphasise their brand image as an innovator.
Current student from Master of Marketing program in the University of Sydney Business School