As a marketer, understanding your target audience is crucial if you want your campaigns to be successful.
I’ll try to answer this question in this article.
My journey to the world of Marketing marketing started in college, I went to study journalism but became a Marketer instead. That sounds silly to me now, “study journalism”, rather than just try out writing articles for different newspapers, since it’s not really a discipline that you can learn at school. But here I was, twenty years old, young and un-experienced, without a clear idea of what do I want to do with my life at this point.
Back then, going to college seemed like the default choice. Everyone did it, even though it didn’t guarantee a job. In Israel, where I lived, it was relatively easy to access and afford higher education, so I enrolled in college without a clear plan for my future.
It was during my first “Marketing Advertising” course that I fell in love with marketing. I quickly realized that there was more to it than just clicking a “Boost” button on Facebook. Marketing was grounded in philosophy and philology theories, with a logic behind the positioning of products in supermarkets and the popularity of certain products or services, even if they were expensive. My marketing education opened up a whole new horizon for me, expanding my understanding of the logic, complexity, and psychology behind any product. It ignited a desire in me to learn everything I could about marketing theories and advertising, and I delved into academic journals and honed my writing skills in the process. This foundational knowledge provided me with a solid base to become a marketer.
As I progressed, I also took courses in practical advertising using various online platforms such as Google, Facebook, Twitter, and Yahoo. These tools became my arsenal for developing successful marketing strategies for my clients. This practical knowledge complemented my academic education, and together, they shaped my understanding of marketing as it stands today.
Upon completing college and starting my job search, I realized that employers were not fixated on my degree. The first question I was often asked in interviews was about my familiarity with social media platforms and my ability to advertise on them. It became clear to me that these were the questions that mattered in the marketing industry. It wasn’t about formal education, but rather about practical skills and knowledge of the latest marketing trends.
My first marketing job was at a small digital agency that did everything from app development to social media management. It was back in the days when Facebook still had organic reach, and posting every day was crucial for growing followers. During the interview, the company owner asked me if I had a certificate for advertising on different social media platforms, which I did. There were no questions about my college education; it was all about practical skills and experience.
As I moved forward in my career at the agency, I quickly realized that each client, new industry, different advertising budgets, and goals presented unique challenges that required me to become a better marketer. These were real-world tasks that I needed to overcome in order to learn something new and improve my skills.
Over the years, I learned some important lessons. For instance, while working for a small company has its advantages, such as being more appreciated and having more control over the outcome, it may not be the best option for someone just starting out in marketing. There is limited room for growth and learning in a small company, and exposure to diverse marketing strategies and budgets may be limited. On the other hand, starting your marketing journey in a big company, even as a junior, can be highly beneficial. Bigger companies often have larger advertising budgets, more ambitious goals, and a wider range of marketing initiatives, providing ample opportunities for learning and professional development.
I recall one specific experience where I was tasked with developing a comprehensive social media marketing strategy for a multinational company with a significant advertising budget. This opportunity allowed me to work with a team of experienced marketers, collaborate with different departments, and understand the complexities of marketing on a global scale. I was exposed to advanced marketing tools, data analysis, and performance tracking, which helped me hone my skills and broaden my understanding of marketing as a whole.
Another example was when I was given the responsibility of managing the marketing efforts for a start-up in the technology industry. Despite the limited budget and resources, I had to come up with innovative and cost-effective marketing strategies to promote the product and generate leads. This required me to think creatively, adapt to changing market trends, and be proactive in finding solutions. Through this experience, I gained valuable insights into the challenges and opportunities of marketing for a start-up and developed a resourceful and entrepreneurial mindset.
Today, I continue working with clients who have different marketing challenges, like a small advertising budget or the absents of a website/landing page. Some clients come to me only with an idea of what they want to develop and how much they want to profit from it, but no actual product. Every time I need to overcome new obstacles and improve my skills as a marketer in the end. Right now I feel comfortable that no matter what’s coming my way, I have the tools to solve anything.
Looking back, I am grateful for my unconventional path in marketing. While a formal marketing degree may be valuable for some, I believe that my combination of academic education and practical experience has been instrumental in my success as a freelance marketing consultant. It has allowed me to think critically, adapt to changing marketing landscapes, and stay ahead of the curve in this dynamic field.
In conclusion, while a marketing degree can provide a solid foundation, it may not be the only path to success in the marketing industry. Practical skills, hands-on experience, and staying updated with the latest marketing trends can be equally, if not more, important. As the marketing landscape continues to evolve, a willingness to learn, adapt, and continuously improve is what truly sets apart a great marketing expert, regardless of their formal education.
By the way, my name is Rita, I am a Marketing Expert from Israel and today I am Freelance Marketing Consultant.