Week 8 -- MKTG 6101 -- Why You Should Learn Digital Marketing

Digital marketing is one of the hottest skills in 2023 and has maintained a similar level of importance since 2013. In 2015, digital marketing ranked #10 on LinkedIn's Most In-Demand Skills list, and it has maintained a ranking of #6 or better every year since (#6 in 2016; #4 in 2017; #3 in 2018; #4 in 2019; #4 in 2020; #4 in 2021; #5 in 2022). This is a skill which will be in demand for the foreseeable future with the majority of businesses needing to maintain a digital presence and wanting to market online. You don't need to make a career out of digital marketing, but learning some skills may help you land a dream job. And there is nothing wrong with expanding your personal brand--if you'd like to know more about how to expand your personal brand, What Color is Your Parachute? is an amazing book!

Digital marketing encompasses a wide range of activities which you can learn, but I would like to touch on four skills which are highly practical for your professional life.

1. Social Media Marketing. Millions and millions of people use social media every day, and being able to connect with your customers is an amazing thing. Learning social media marketing can provide business professionals with a powerful skillset to reach and engage target audiences, drive website sales, build brand awareness/loyalty, and much, much more. Plus, if you own your own business, this is an even more powerful tool if used correctly.

2. Search Engine Marketing. Learning skills like Google Ads can dramatically increase your professional marketability. You can start your own side hustle by learning this type of marketing, expand your business, or help to expand your company's exposure.

3. Web Analytics. The word analytics may make you wince, but I promise you, it's a great thing to get involved in. Web analytics can provide valuable insights, improve website performance, enhance marketing efforts, and will help measure ROI on your digital marketing campaigns. A powerful tool which will allow you to offer yourself or your company inciteful information about the marketing strategies implemented around you.

4. Content Marketing. If you are a creative or professional writer, videographer, influencer of sorts, or just want to reach an audience, content marketing may be a way for you to help grow your professional life. Content marketing is about creating and sharing content to your target audience ultimately to increase sales, loyalty, and customer engagement. With YouTube, TikTok, Blogger, Reddit, and many more allowing you create your own content, there is no wonder this is a highly sought after skill. And do not be fooled, content marketing is not only for social media.

Hopefully this article helps you understand the importance of digital marketing and allows you to see potential ways in which you can incorporate it into your professional life. Personally, I have begun learning Google Ads, understanding analytics, creating my own content and marketing with Google Ads, and have finally jumped back into the social media world--for business only of course. I suggest you do the same! Best of luck with learning digital marketing!

Week 8 -- MKTG 6101 -- Strong Research for Stronger Marketing

One of the most important tools for strong marketing is strong research. Strong research provides pertinent information about your customers, your company, your competition, and your industry. Research, however, is not supposed to remove inspiration and creativity from your marketing; it acts as a connection between you and your customer--the stronger the research, the stronger the connection. A strong connection with your customers means more profitability.

But isn't research expensive? The answer is simple. It doesn't need to be. No matter the cost, research is inexpensive if it increases profitability. However, your budget and the type of research you want may seem far away from one another at the moment. However, there are some inexpensive ways to attain strong research in a cost-effective way.

Here are four tips for gathering valuable research for marketing.

1. Understand search engines and libraries. Being able to navigate libraries and search engines will allow you access information faster and more precisely. Search engines can be used to gather expensive research for free--sounds pretty good to me. Additionally, librarians have an immense amount of knowledge about different research tools that will only cost you a library membership (usually these memberships are free or inexpensive). Use these two tools to gather research about your customers!

2. Ask your customers. The customers you already have are valuable assets for research. Existing customers will tell you what you are doing right, as well as where you can improve. Asking for feedback after a sale or issuing a survey will allow you to gain valuable research from the people that matter most, your customers. Interact with them; they can help and its free/inexpensive.

3. Pass out questionnaires. Questionnaires can be helpful to maintain existing customers, to find out more about potential customers, and to steal your competition's customers. With thought out questions that make the participants feel safe, questionnaires can be a powerful research tool, so use them!

4. Use the internet. The internet is the library of the present and future, and gathering strong research is simpler than ever. However, the internet is not solely limited to search engines for research purposes. There is a wealth of information provided by government agencies and research finders like Gopher. Chatrooms and message boards are great ways to get free feedback from talented individuals who could provide free groundbreaking information to you and fast. And, finally, you can use email as a way to collect information from costumers or suppliers alike. The internet is revolutionary for research!

I hope this helps you find better ways to gather strong research for marketing, so dive in and get inexpensive research for your company!

Extra Credit -- What Color is Your Parachute? -- Are you shy and looking for a new career?

Being shy can often be seen as endearing, awkward, or mysterious, however shyness can be disadvantageous during the interview process. There is nothing wrong with being shy--I am quite shy myself, and I am a salesman. I have learned to navigate my shyness in order to excel at my career. Learning to navigate your shyness is essential for the interview process because you must show the interviewers the value you offer their company. Without speaking up, interviewers will never know who you are.

Here are a few ways to breakthrough your shyness during the interview process.

1. Accept who you are. No matter how hard you try, you will more than likely always be shy. It's perfectly fine to have an understated style. Explain this to the interviewer by stating something like, "I tend to have an understated style, so I provide clear feedback and encourage everyone to ask questions." Additionally, you could mention that you make a point of listening so everyone feels heard.

2. Fake it until you make it. Nothing wrong with a bit of showmanship. Learning to traverse uncomfortable settings is something everyone must learn. So, putting on a fake smile or engaging when you would normally listen are two ways to fake it.

3. Rehearse. Along the same lines as fake it until you make it, rehearsing can be a powerful tool for building confidence in your approach. Practice in a mirror. Schedule a phone call or zoom call with a friend and have them pretend to be the interviewer. Go to multiple interviews. Nothing wrong with practice.

4. Focus on your successes and strengths. You may be shy, but there is more to you than that. Find your strengths and speak on them. Make your successes known--brag. Usually, during the interview process you only have one chance, so take it.

5. Play to your strengths. If you are better on Zoom, schedule the interview that way. Make a conscious effort to make the interview process smoother.

Although you will never overcome all of your shyness, you can use the above ways to curb a bit of your shyness. Best of luck with your journey and I hope these methods help you gain a new career!

Extra Credit -- What Color is Your Parachute? -- Five tips for picking a new career

If you are looking to begin a career or start a new career path, here are a few tips to help you along the way. These tips may seem a bit self-explanatory, but they are powerful when implemented together. The first tip is to search for a career that piques your curiosity or interests you. The more you are interested in your career, the more likely you are to succeed. Speak with professionals in your desired career and find out if it is right for you. Attend job fairs and speak with peers who are interested in the field too.  Additionally, do not let a job title define what you can accomplish at a position--you and the interviewer have two different views of the job opening. Everyone sees their vocation differently. The second tip is, during the transitional period, do not uproot your entire life. Keep your routines and other habits that help maintain your identity--a career transition is not a complete lifestyle change.

Third, do not pick a career solely based off of market demands. Most people who follow the market and not their personal vocation end up in careers they despise or quickly transition to new fields. If you do not care about the position or have stopped caring, you will have no fuel in the tank to do well at the position. People (yes, yourself included) feed off of others energy, and if you could careless, people will notice--the result is a stagnant career that you hate. The fourth tip for picking a new career is, pick a career that is both rewarding and makes you happy. This will require a bit of self-exploration, but it's worth it.

The last tip is, be patient. Getting into your desired field may take longer than expected. Continue your self-exploration, talking to professionals in your desired field, and learning as much as you can about your future career.

I hope these tips help!

Extra Credit -- What Color is Your Parachute? --Pivot toward your desired career

Before reading What Color is Your Parachute?, I looked at how I wanted to pivot my career, and what I had already done to begin this process. I am a salesman presently, but what I really desire is to join my company's marketing team. When I started with my company, I believed sales was my vocation, and I still love sales and all of the interpersonal relationships and skills I've acquired. However, I started to soul search toward the end of 2021 after a few failed attempts at promotion. I began to look at different ways to set myself apart from other promotion seeking peers. I decided school and a company sponsored leadership program were things that would help. Continuing to learn more about myself along the way allowed me to see I needed to use my creativity to be truly satisfied in a career. I am an English major with a minor in Fine Arts. I enjoy creating and helping to promote events and new ideas.

But how does someone make this pivot?

Once I read What Color is Your Parachute? (and taking Todd Kelsey's marketing course), I found I needed to get involved more with marketing, practice my marketing with local companies, and get a Google Ads certification. This type of growth will allow me to showcase my personal work in my interview(s) for my desired career goal. Additionally, practicing with local companies as well as a Google Ads certification can evolve into a lucrative side hustle, as I wait for my career goals.

What I am trying to show you, dear reader, is sometimes you may have to make an industry change, or a job title change in order to get your desired career (sometimes both). I may not get my marketing experience with my company, but I can grow my experience outside of it to build my skillset. This way I can apply for the promotion I desire with the ability to say I have the experience required. 

Finally, if you want to make both an industry and job title change, I (as well as Richard N. Bolles) suggest you pivot in an industry, or a job title change first, then do the other. This allows you to build the required experience in order to get your end goal. It may sound hard and time consuming, but it is your end goal.

Best of luck making your pivot or pivots!

Extra Credit -- What Color is Your Parachute? -- Ways to stay resilient in your job search

Searching for a new career can be discouraging, often the search can take a toll on your mental and physical health. Throughout my life, I have found myself unemployed, seeking a new career path, happily employed, and questing for career growth. You may be in one of these categories yourself, and, if you are, here are a number of ways to help you stay resilient during these turbulent (or growth) times.

1. Healthy sleeping habits--sleeping drastically changes our outlook on the world around us. Getting the right amount of sleep, whether that be an additional nap or going to bed earlier, can allow you to keep a healthy mindset while searching for a new career.

2. Staying physically fit and healthy--although you may be desperately trying to transition your career, you must not make the mistake of neglecting healthy eating habits and a regular "workout routine". Do not avoid meals while searching for a new career, and also do not become a fast-food warrior to save time. A healthy and regulated meal schedule is key, stay hydrated, and avoid sugary foods. Furthermore, take a walk to clear your head, or keep a regular workout routine--maintaining physical health is a great way to release stress and keep yourself positive.

3. Reframe your situation--stopping focusing on not being in your desired field, but rather focus on hard work and developing yourself. Focusing on positive aspects of your life will allow you to stay mentally strong and find opportunities in your toolset you can develop. Reframe the way you speak to yourself and others--grow your interpersonal influence and positivity. If the career search continues for a while, think about giving back to your community--many other people have far worse situations than yours, and this will allow you to reframe again. Keep trying to reframe your situation so you have a positive outlook on your career search.

4. Set meaningful goals--routine goals are very helpful for mental and physical health, but goals that can improve your career search are very important too. Acquire new skills. Stay informed about new developments in your desired field. Set simple goals--cleaning your workspace, making a workspace, building an image board lined with pictures of your goals, etc. Goals toward your new career help tremendously.

5. DO NOT PROCRASTINATE--avoid shirking responsibilities when it comes to your career development and transition. The more you want something, the more you seem to push it off--so, don't!

6. Channel your frustrations--finding positive ways to release your frustrations will help you get through these tasking times. Go for a walk when you are down. Scream into your pillow. Hit a punching bag. Play a contact sport. But always make sure you are not causing harm to others.

Hopefully these tips will help you stay resilient in your job search. Find the positivity in your situation and remember to take care of yourself mentally and physically. Hang in there and work on your meaningful goals.

Week 7 -- MKTG 6101 -- Impact of Google Ads on Marketing

Since its inception, Google Ads has monumentally impacted the marketing industry causing considerable shifts in traditional marketing strategies. Don't believe me? Here are some numbers to show Google's reach and impact in the marketing industry. Google Ads is the largest provider of search engine advertising. Google has 96% of their revenue generated from advertising, 76% of the search engine market, 73% of the paid search market, and is one of the most-visited domains on the internet. The reason these numbers are so important is because small and large businesses alike can take advantage of the opportunity presented through Google Ads. Google Ads has leveled the playing field and allowed all small and medium-sized businesses to market like the larger ones.

Offering targeted advertising, Google Ads uses extensive data collected by their search engine to allow users to target customers based on search history, general interests, and demographic. This allows businesses to create focused marketing that reaches the right audience at the right time. As a small or medium-sized business, having this type of data at your figure tips may allow for inexpensive and exponential growth when used correctly. If people are clicking and buying, the ads are targeted correctly.

Google Ads is extremely cost-effective due to their pay-per-click (PPC) advertising model. If users don't click, you don't pay. Additionally, Google Ads provides users with detailed metrics on their marketing campaigns, including, impressions, clicks, conversions, phone calls, and more. So, if they aren't clicking, you'll find out why! If you don't need to spend top dollar, why do it? Heck, you can get Google Ads certified through Coursea, so you can learn everything yourself--cost-effective.

Although leveling the playing field makes earning money online simple, I can't help but wonder about all the careers that have been and will be created and destroyed due to the accessibility of Google Ads. I believe the impact will be a net positive due to growth potential of the middleclass and all the digital marketing jobs that will be created. However, how soon will digital marketing jobs be automated? I'd imagine sooner than we think. Google Ads is a great thing for small businesses, but this type of accessibility may cause a mass disruption in the marketing industry.

Week 7 -- MKTG 6101 -- Stretch Your Bottom Dollar Without Sacrificing Effectiveness

Most people believe creating, launching, and maintaining a marketing campaign requires an endless stream of money. Not everyone can be Coke, Chase Bank, or Nike. Honestly, most companies have to spend their marketing dollar effectively and aren't marketing with a sea of money. Whether you are looking to improve or begin you marketing campaign, you can find effective ways to stretch your bottom without relinquishing quality. You can be just as effective as those larger companies with less money, and here are five ways to do just that.

1. Don't perpetually change your marketing campaign. A great way to stretch your bottom line is stick with your marketing campaign. Employees, family members, friends, and you may all be sick of your marketing campaign, but it only matters when your accountant says its time. Stay committed to your campaign for the savings!

2. Barter. In today's society, the barter system is basically nonexistent, yet it is alive and well in the world of marketing. TV and radio can be very expensive media outlets; however, these companies do accept services or goods in exchange. Say you sell cupcakes for a living, and the radio station provides birthday parties to disenfranchised children. Making an agreement to provide your cupcakes at retail price for payment will save you money and allow you to get your marketing done effectively. If the TV station needs new video equipment, find a way to exchange your cupcakes for video equipment. You may not have what they want at the beginning, but you can barter your way there.

3. Cooperative advertising funds. Larger companies will pay you to mention their products in your advertising, allowing you to allocate your money more effectively. Each company has different requirements so ask the vendors you use if they offer these services--most likely they do.

4. Use per inquiry or per order agreements. Like the bater system, media companies will arrange per inquiry or per order agreements in exchange for advertising space. How this work is for every inquiry or order you must pay the media company a set amount. Suppose five TV commercial for your car dealership will cost $250 each, and you offer them $250 per car sold (per order). If you only sell three cars, then you not only sold three cars but got $1250 in marketing for $750. And even if you sell twenty cars, you now know this is a strong way to sell cars, and you can change your payment method to a more traditional one.

5. Talk to your customers. This is the cheapest way to get information about your marketing. They will tell you where they found you whether that be through a questionnaire, face-to-face conversations, key codes, unique URLs, or online responses.

I hope you found at least one way to help stretch your bottom dollar without sacrificing effective marketing practices!