Demystifying digital marketing

As I began my post-graduation job hunt, like many other creatives, I found myself drawn to various digital marketing roles. The industry fascinated me and the prospect of embarking on a career in this field was instantly very exciting.

There was just one problem. Whenever I would read more about digital marketing job roles, I would be suddenly stuck with the feeling that I was going to need to reach for the dictionary (or, more likely, dive into a hefty Google search). My brain would be swimming with questions: ‘The 7 Ps? Never heard of them’, ‘Content writing, copy writing…what’s the difference?’ and ‘What on earth does SEO stand for?!’

In a world where so many young people have become well acquainted with the dreaded impostor syndrome, it can be daunting to be met with unfamiliar acronyms and confusing industry lingo when searching for a job.

That’s where Agent Academy comes in. During my time on the programme, I feel like the marketing world has been well and truly demystified. Throughout the last 12 weeks, not only has industry jargon been busted, it has also been discussed, exemplified, and put into practice in our client challenge. Now, not only can I name you the 7 Ps, but I can also use them effectively and with confidence.

It is this confidence in knowledge that is perhaps the most valuable thing I will be taking away from the Academy. Learning the ins and outs of the practicalities of marketing has given me so much more than any number of hours searching Google could do. As such, here are just a few examples of marketing terminology, what they mean and how we’ve used them, that I hope can shed some light on the marketing world and, of course, show you what Agent Academy can do for you!

  1. The 7 Ps

The 7 Ps make up a model called the Marketing Mix. They are used to help marketers meet customer needs and expectations. These Ps are as follows: Product, Promotion, Price, Place, People, Process, and Physical Evidence.

We used the 7 Ps early on in our client challenge, identifying which parts of our client’s business fell into each category. This helped us learn more about the client themselves and what their customers want from them. It was a very important part of our initial research.

  1. Content Writing vs Copy Writing

The difference between Content and Copy writing can be an elusive one but luckily Rebecca from Blaze Media was here to clear things up during week 11. As she explained, when copy writing, the aim is to persuade the audience to take a sales-based action (e.g. buy a product), whereas when writing content such as a blog, the aim is to educate and entertain the reader.

Since we have quite a few learners on the cohort interested in writing, this was a really helpful way to help them decide which route would be best for them. By knowing more about one style of writing versus the other, and therefore understanding exactly what each job role might entail, the task of  job hunting is made a lot easier!

  1. SEO

SEO stands for Search Engine Optimisation and refers to the process of growing the quality and quantity of traffic to a company’s website. We used the principles of SEO that we had been taught to create a theoretical piece of writing aiming to boost traffic to our client’s website. It was so useful to put what we had been studying into practice.

SEO was also the topic of many industry expert talks, where we gained invaluable insight into how the tool is used in everyday marketing practice.

I truly believe that the best way to decipher digital marketing is to get stuck in and have a go. The opportunity to do so at Agent Academy is something me and the rest of my cohort will always be thankful for. I am so grateful to everyone at Agent Academy for the skills I’ve gained and the lessons I’ve learned during the past 12 weeks that I will be taking with me on my journey from here.

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