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A Marketeer’s work is never done


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I was asked to do a presentation to Hull University Students this week on Digital Marketing.  After mulling over how I should approach the lecture, I  have to admit I was a little bit nervous about talking to a group of young adults about one aspect of Digital Marketing….social media, which I was sure they would know more about that I do.

It occurred to me that whilst they might know more about social media tools than I do but did they really understand how it might be applied in the work place and in particular for smaller businesses.

I did wonder if businesses will recruit graduates and expect them to be social media experts because they use the tools a lot in their personal life.  Using Facebook/ twitter/ snap chat to communicate with friends and find out information, is a lot different to coming up with Digital Marketing Strategies and generating sales and growth for companies.

Hull University Business School had a real awareness of this concern which is why they invite guest lecturers to come and talk about their real experiences of marketing for a variety of organisations.  It is often a criticism leveled at Universities that they teach theory but graduates are not prepared for the world of work.  This was certainly the case when I left university….many moons ago!

By doing a case study on the digital marketing I have used in marketing a medium sized family business I hoped to demonstrate to the students how the tools they are familiar with (Google, Social Media, Video, Email) could be used to market a business and a brand. I talked about the challenges we face (constant change, budgets, resource);  the things that have not worked so well for us and the remarkable (and unexpected) success we have had.  These successes inlccuded increasing sales of used cars by 46% following a PPC campaign; increasing our reach on social media by 1200%; and the great feedback we have had from customers on our videos.

I also wanted to show that marketeers can not rely on just one medium to bring in the sales and that digital tools can be used for different things.  We have not generated any sales through Facebook, for example, yet but our audience and engagement with customers and potential customers has increased.

Finally I wanted to show students that marketeers are never done!  Marketing and in particular Digital Marketing is constantly changing and you can feel like you are always behind the curve.  The key is to be open to new things, keep an eye on trends and be prepared to keep learning.  In a way you never leave university, your degree is just another step in the journey to becoming a marketer, that is something they do not tell you in a text book.

 

 

 

 

 

 

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Aside

This is the first blog post from Jane Richardson.  I am a professional marketer with over 10 years experience in legal marketing.  In 2011 I decided to make the break and join my family business, Jos Richardson and Son Ltd.

Our family business is 120 years old next year and has been a huge part of my life.  My father is the Managing Director and currently the business operates car dealerships and fuel filling stations. I come from a family of entrepreneurs and family businesses ranging from our own business in motor retail to farming and edible oils exporters, I always knew that running my own business was something I wanted to do so when my father suggested that I consider helping the family business with their marketing and HR I jumped at the chance.

This blog is about the joys and challenges of working for a family business.  I hope you enjoy!

Hello!

 
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Posted by on December 22, 2011 in Uncategorized

 

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