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Marketing In The Digital Era

Marketing in the Digital Era

The digital era of marketing is a race like we’ve never seen before. With 2.5 million companies in Australia marketing their products on a singular national market, the tools of data analysis, social media psychology and digital technology have become increasingly vital. Remaining relevant is a challenge, and for any up and coming marketing student or graduate, understanding and utilising these tools through informative marketing internships is the advantage you need to succeed in this challenge.

The pace at which companies build new ideas and improve old ones in this digital era is astounding, from Woolworths personalising your shopping discount deals based on your history, to Facebook considering every click and like you’ve ever done to show you the most relevant content, there is a need for efficiency more than innovation.

It’s about communication, and marketers have more pressure to go further with the data they have on engaged audiences of their product and brand. Diverse strategies on every social media platform, e-mail and SMS campaign and website must be developed to cover all bases and maximise opportunity. It is vital to develop a variety of platforms which collaborate to keep your company visible within the crowded market.

Data is something that is rarely understood among most businesses – despite the opportunities it offers. What they have, what they understand and what they use are three very different things. Yet they should all be pushed to the maximum capacity as that is what makes digital marketing most effective. Many companies have modernised and evolved this digital era with new IT infrastructure, data analysis tools and research projects. However, even more have been left in the dust from this wasted opportunity.

For the field of marketing, the digital era provides a brand-new opportunity to students and graduates. Recent history has never reflected a more progressive time for marketers, with fresh, liberal perspectives being welcomed and encouraged. Where previous marketers would expect a traditionalist, straight forward approach, the strongest marketers in today’s age utilise all the tools available to them. This presents the perfect time for a student or graduate to undertake an internship or placement in marketing, opening the door to their career.

Today’s students have grown up surrounded by these tools of social media, texting and emailing. It’s engrained into their blood, and through an internship, one can express this and build upon it for their career. The ability to adapt and communicate through new trends are traits strongly associated with the new generation of marketing and marketers.

One such trend has become the humanisation of brands on social media platforms, particularly Twitter. With hundreds of marketers all collaborating within teams, fast food services run one sole twitter. As such, they have developed a personality akin to your friend, making jokes, interacting with every tweet and even communicating with other brands. Their use of memes, references, quick wit and comebacks is what draws people in, and oh so subtly places their brand in your day to day life.

Digital marketing is not about overt advertising or promotion. It’s subtle psychology and manipulation. While young marketers may have the tools at their fingertips to do this, there is a widespread lack of understanding, and this is power of work experience.

By undertaking an internship, you connect your academic study with real life goals, developing your ability to market a product subtly and with ease. Many would see a branded tweet advertising a deal or discount as more impactful than a viral tweet making fun of a competitor, marketers must understand the opposite.

Going viral is being visible, and staying relevant with external cultural trends is more important than advertising. Getting a behind the scenes look into what goes on in the marketing process through an internship is one step to understanding this key detail.

Marketing students have one of the most powerful opportunities in front of them: the digital era. It is characterised by psychological promotion, information and data analysis and memes. It’s the strongest point in history to advertise and promote for efficient and quick-thinking students, but the weakest for those who let this opportunity slip by. The digital era is still a race, and for those who do not get a leg up and build work experience to develop themselves, you will surely fall behind.

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