We’ve all heard someone say it…
“Print is dead.”
“Before you know it everything will be digital.”
Whether you agree with those statements or not, the truth is hard to deny; digital has the upper hand, and it’s no different in marketing.
I’m currently the social media marketing intern at Kapost. As a senior at the University of Colorado, Boulder, I was very far out of my comfort zone for my first few weeks. Yes, professors had briefly spoken about social media marketing or the rise of digital, but I did not have hands-on experience with this until my internship here.
Analyzing data, tracking social metrics, scheduling social, and upholding the brand’s social media presence were all entirely new to me. And although many professors run classes differently, I felt like if I hadn’t had this internship, I would have graduated knowing nothing about this “new way.” So, I am now here to give you my insider perspective, so you can avoid the same “deer in the headlights” moment I experienced when I was first asked, “What is your take on the new way of integrated marketing?”
Traditional vs. Digital
For starters, what makes digital so beneficial? Traditional marketing is most simply known as print; business cards, print ads, newspapers, flyers, billboards, etc. Not to say that business cards are completely old school, but when I overhear coworkers that have just come back from a conference, I hear them asking how many people they connected with on LinkedIn, or how they can’t find that one business card they should have held onto more carefully. Print does serve its purpose, but the benefits of digital stand out immensely. Bigger social reach, easier measurability, clear brand personality, and wider audience are just a few of the most noticeable.
When comparing the traditional marketing to digital marketing, there are as many differences as there are similarities. Webinars, eBooks, curated content, and social reports are all daily aspects of life in digital marketing, but I had never heard those terms before my internship. Since being here, I have learned about the new way of integrated marketing and Kapost’s overall philosophy regarding the role of content and transition of marketing.
The New Way
Curious what triggered my adaptation to digital marketing? Take a look at the Kapost Framework for B2B Content Operations—specifically Chapter 2—for more guidance.
The focus of Chapter 2 is how integration across marketing teams and functions is crucial to an organization’s success, which led me to understand another huge plus of the New Way: cross-team integration. Marketing is no longer clearly divided into set roles and tasks. If you see something that needs to be done, you do it. Collaboration amongst team members and seeing different people jump on the opportunity to be challenged has affirmed my interest in today’s ever-changing version of marketing.
Digital marketing allows you to try and push the boundaries. From paid social, to written content, or a funny Instagram feed, there’s more to marketing than finding a target market and saturating it. As a student, I find myself looking up businesses on Instagram all the time. Does it show their personality? Give you a vibe about their company culture? Part of this new way of marketing is selling people on enjoying your brand personally, not just utilizing it professionally. Brands now have the responsibility of winning people over using more than just business tactics—and that’s what makes this new way fun.
Marketing is transforming before our eyes. The faster teams accept this, the faster they’ll excel.
For marketing students, I cannot tell you enough how much an internship can help guide you towards your career path. You will graduate with a greater understanding of digital marketing, stand out amongst your traditional marketing peers, and strengthen your experience by using appropriate techniques.
For marketing professionals, understanding the elements of digital will change your perspective on marketing for the better. You’ll more easily collaborate in a team setting and broaden your overall skill set.