If you're an undergraduate wrapping up your degree, you're probably already looking for your postgrad job. Or, maybe you're someone thinking about a career change after several years as a professional. Either way, if you're about to dive into the marketing world, there are a few things you'll want to consider first.
With the shift towards the online realm, the marketing industry has drastically changed over the last few years. There is a distinct difference between traditional and digital marketing now, and you'll want to make sure you know exactly what you're in for before deciding which path to take.
Traditional Marketing: Still a Driving Force
Although some claim that print is dying and taking traditional marketing along with it, many experts can attest that this part of the industry is still alive and well (especially since it also encompasses TV and radio ads). However, before you start sending your resume out to every traditional marketing job, consider these pros and cons.
What You'll Like About Traditional Marketing
- Reaching an Offline Audience
The "baby boomer" generation represents a large portion of the population that doesn't rely on the internet for messages about products and services. So, if your goal is to reach people offline, you'll want to be in the traditional field.
- Creating a Physical Product
For some people, creating an ad they can flip to in a magazine or newspaper is important. Digital won't give you that.
- Simplified Campaigns
Create the message. Plug it into the medium. Okay, so there's a little more to it than that, but it's a similar method for each campaign. You may like the consistency.
What May Not Be Your Favorite
- Wondering if Your Campaign Worked
Unfortunately, once you put your message out there, you have no way to tell if the ad actually drove business up.
- Feeling Creatively Stunted
There is a limit to what you can do with print, TV, and radio. You may eventually feel like you're not being challenged.
Digital Marketing: What the Future Looks Like
Yes, traditional marketing is still with us. But, the digital field is growing at a rapid rate. Before you join in the rush, weigh the good and the bad first.
The Pros of Digital Marketing
- You Can Track Everything
Perhaps the best part about digital marketing is that all of your efforts can be tracked. Meaning, you can discern which ad led Jane Doe to your website and which ad failed to attract anyone.
- Content Creation is More Flexible
In this field, you have many platforms to reach out to your audience (social media, blogs, video ads, etc.). So, have to use your creativity to write the same message in a variety of ways.
- Campaigns are More Dynamic
Instead of one message on one platform, in the digital world, you build a campaign with layers, leading users back to your website.
The Things You Might Call Cons
- Data & Analytics
Tracking your marketing efforts means you'll have to analyze the results. If data and numbers aren't your thing, digital marketing might not be either.
- The Social Media Takeover
If you're not on social media, it may be difficult to use it everyday at work. Plus, if you're applying for a job in digital marketing, the company will expect you to know how to use it.
Finding a job that suits you can be tricky. So, be sure you fully understand what kind of marketing the company you're applying to does. Choose the environment in which you'll thrive, and you'll surely love the fast-paced world of marketing.