Essay on Online Marketing Career

The media-related career that I imagine myself being in the next five years from now is online/internet marketing. Online marketing entails marketing and promotion activities on the Internet via email, websites, digital media, and social networking sites. The marketing strategies and practices that a corporate institution utilizes the digital media are much different from those adopted in traditional advertising and marketing campaigns (Tiago & Verissimo, 2014). Particularly, online marketing and promotion involves a large variety of strategies, such as search engine optimization (SEO), search engine marketing, web analytic, online advertising, pay per click advertising, and social media promotion including Facebook, YouTube, Twitter, and Instagram (Horn, 2011; Taken Smith, 2012). Digital media presents corporate institutions with a great opportunity to deliver and sell their products and services to large sizes and different types of market segments every day 24 hours a day, seven days a week.

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In internet marketing, I am more likely to be in the advertising industry working for a reputable internet-based advertising firm. My prediction is based on the prospective career and economic outlook. As information technology and digital media continue to blossom rapid, the national and global economies, as well as workforce dynamics are undergoing a dramatic change (Tiago & Verissimo, 2014). Given these changes more and more firms, government entities and non-governmental organizations (NGOs) are increasingly realizing the value and power of online advertising. According to the United States Bureau of Labor Statistics (BLS), job opportunities in the marketing profession, which internet marketing is part, are forecasted to by about 19 percent and 9 percent for market research analysts and marketing managers, respectively for the period stretching from 2014 to 2014 (Tiago & Verissimo, 2014). The Bureau attributes this projected increase in employment in online marketing to the rising spending on digital media advertising. The increased ownership of smartphones and tablets have transformed the art of advertising by making marketing opportunities in the digital media more prevalent. Therefore, more industries and employment sectors are more likely to embrace internet advertising and promotion opportunities.

In my future profession as online advertisers or internet marketing agent, my general task will be to sell online advertising space and marketing opportunities to a wide range of clients, including corporate businesses, government and related institutions, NGOs, and individual customers. On a daily basis, my workplace duties and responsibilities might include the following: identifying, contacting and recruiting potential customers; implementing advertising strategies and promotional campaigns; promoting advertising and marketing strategies and materials; researching and analyzing consumption patterns and behaviors, online sales and advertising trends; developing online sales leads to attract potential clients; meeting sales quotas; and handling advertising accounts and keeping track of sales records.

Generally, internet marketing practitioner puts the vision, products, and message of their clients in front of not only their existing customers but also potential customers (Horn, 2011). With a differentiated focus on the commercial niche, my work will concentrate on three management mandates in relation to online advertising (1) driving top-line growth, (ii) growing and retain market share, (iii) defining brand proposition better, and (iv) provide customer insight and analysis. Working in an online marketing consultant firm, these mandates will require a well-articulated and easily executable plan to help the company to put its customers businesses in front of customers in a way to encourage sales.

With the goal of growing top line, my task will focus on driving sales and revenue per sale. I might do this by through designing and implementing customer- or market segment-focused online advertising campaigns, social media promotions, and loyalty programs, among other robust strategies that encourage follow-up sales. I might also drive top-line growth by designing competitive product launch approaches that not only give our current customers more reasons to outsource our advertising services but draw in new clients that were not as interested in our previous offerings as well. These competitive strategies will allow my firm to enable its clients to compete favorably with market rivals and, hence both grow and retain market share. A better definition of the brand proposition will involve placing our clients products value proposition within the right context of the market landscape (Lotenberg, Schechter & Strand, 2011). Through market segmentation, I will attempt to identify and understand the profiles of the market niches our clients serve. This is based on the idea that every market niche has customers with unique needs and preferences a central focus of every marketing initiative (Lotenberg, Schechter & Strand, 2011). Therefore, it will be important to have adequate knowledge about our clients market in order to determine the specific segments to position their products and services. More importantly, this will help to deliver creative and effective marketing campaigns to each market group and satisfy their demands. With our firm accessing more data, my role will be to utilize that information to provide valuable insights through gaining deep understanding and making accurate forecasts about clients interests (Jackson, 2009). In this perspective, my mandate will be to help the businesses to understand what products their clients are buying, what their transactions mean, what services they show interest in, and how all these are in tandem with their business goals (Jackson, 2009).

Nonetheless, the mandates of my work developed through various ways. First, I pursue marketing and business degree including training in both traditional marketing and digital marketing strategies, business management, and copyrighting and marketing communication. Second, I undertake an internship opportunity in an online marketing company. This gives me the chance to work with and learn from seasoned online marketers. The third way is pursuing continuing education course, for example through workshops and online workshops. This is informed by the fact that the marketing profession, especially internet advertising is constantly changing and rapidly expanding (Tiago & Verissimo, 2014). Therefore, online marketers must equip themselves to face the changes to the Internet to serve their clients better.

These mandates have a significant influence on how I do my work. While traditional advertising involves meeting clients in persons to deliberate on marketing issues, internet marketers interact with their customers largely through the Internet of the phone. Therefore, my mandates influenced how I interact and communicate with clients as they demanded detail-oriented and effective interpersonal communication skills. Also, they determined how to prioritize work because it involves spending a considerable amount of time securing potential customers and attending to their varied advertising needs. Given the demanding nature of online marketing, it is imperative to prioritize my work well in order to meet deadlines, reach set targets, and yield good sales results.

Lastly, my work would be definitely different it was guided by different mandates. The mandates of advertising are primarily based on helping businesses make profits (Taken Smith, 2012). Therefore, my work would be different for example I was working for an NGO that seeks to help people to meet their social needs. The mandate of such an organization would be elevating the socio-economic standards of the target group and advocating for their basic human rights. My work would have involved helping individuals meet those needs. In working for government agent with the mandate to fight drug trafficking, my work would have involved helping to detect, investigate, arrest or prosecute perpetrators.

References

Horn, L. P. (2011). Online marketing strategies for reaching today's teens. Young Adult Library Services, 9(2), 24-27.

Jackson, S. (2009). Cult of Analytics: Driving online marketing strategies using web analytics. Routledge.

Lotenberg, L. D., Schechter, C., & Strand, J. (2011). Segmentation and Targeting. The SAGE Handbook of Social Marketing, 125.

Strom, R., Vendel, M., & Bredican, J. (2014). Mobile marketing: A literature review on its value for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), 1001-1012.

Taken Smith, K. (2012). A longitudinal study of digital marketing strategies targeting Millennials. Journal of Consumer Marketing, 29(2), 86-92.

Tiago, M. T. P. M. B., & Verissimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703-708.