Recently I have had the opportunity to interview multiple candidates for a position of " Online Content and Marketing Analyst " and it really surprises me how in our country still very few people and marketing training institutions have no idea what this means, which motivated me to write this article.
In the interview process, we invited Graduates in Marketing, TSU in Marketing and Advertising, Graduates in Social Communication, mention Marketing, among others, and the result was more or less the same among all of them.
In general, most of the interviewees have devoted themselves to a greater or lesser degree to traditional marketing and advertising tasks, limiting their use of the Internet to their personal participation on Facebook or Twitter, but not their participation in these social networks as an extension to your marketing work.
An "Online Marketing and Content Analyst" must be highly oriented to marketing and content management for publication and use through the Internet (texts, images, videos, audios). In turn, you must know multiple techniques related to commercialization and marketing using the technologies of the Internet.
As a result of the interviews carried out we have noticed that the universities and technology of our country apparently do not have subjects or undergraduate mentions related to online marketing, which makes many professionals go out without knowing even the most basic aspects of this area.
Today a marketing and social communication professional should not only know the traditional means and methods of advertising (press, radio, television, pop material, outdoor advertising, etc.) and management of brand positioning and penetration campaigns. market, but must dominate the means of communication that is displacing the traditional ones as the main medium for information, entertainment and business, such as the Internet.
The first thing a professional of this type should do today is to know how social networks work and how the niche markets that use them behave. Not only from a personal point of view (as used by most interviewees), but as a medium for advertising and marketing. They should experiment on social networks to know what reactions people have to the various marketing and / or advertising techniques that are applied as an exercise of their profession. They must investigate, understand and apply the trends of the topics of interest of people in social networks, the statistics of use, as well as the levels of influence of those who publish in said networks on those who follow them, among other important aspects, becoming thus in administrator of the virtual communities related to the products and / or services of the company.
Second, a professional who wants to get into the world of online marketing must manage at least one personal blog, where he can express his ideas and communicate them to others, verifying the reaction of his target audience, based on their comments or sharing in the middle.
When a project is proposed on the Internet, it is essential that the designs of the web pages that comprise it are analyzed based on their ease of use, simplicity of navigation and structure, intuition in their handling, vision of the corporate image, writing of the message that It is intended to convey and ergonomics in general from the point of view of Internet users. This should be done by a person who knows about marketing and content, but specifically who understands what "Usability" is and how it is raised (handling sketches or "wireframes" and web navigation maps, among others).
A professional of this type must have the ability to edit the contents of web pages using at least the HTML tag language, as well as being able to handle image, audio and video editors through a computer, oriented to Internet content.. In turn, your writing and spelling must be impeccable, and know how to write for the target audience you are targeting.
In online marketing there are basic techniques that must be mastered by this type of professionals, including the ability to design, diagram, write and issue telemarketing newsletters through mass emails under the concept of "marketing with permission" (no SPAM). Design and configure sequential email campaigns based on what is known as "Autoresponders", where a story is spun through a sequence of emails to increase trust and induce purchase action by recipients. Manage the concepts and practice of advertising through the Internet, including the design of campaigns by publishing banners, videos, among others., highlighting the management of advertising based on search words in the main search engines (eg Google Adwords) as well as the management of notices in social networks based on the segmentation of the target audience.
Another fundamental area in online marketing is to know and apply search engine positioning techniques or SEO positioning for its acronym in English (Search Engine Optimization), through which the link to a website or web portal remains in the first positions of the search results, either naturally (organic) or by payment of sponsorship (inorganic).
The publication of articles on topics that add value to the services and / or products of a portal is another of the techniques that allows achieving excellent positioning in search engines and increasing visitor traffic to them. The professional in this area must have the ability to search, compile, write and publish such articles in such a way that they attract the target audience. In turn, you must know how to create and disseminate online the press releases associated with what the company does, all this also linked to the social media accounts created for that function.
In online marketing, a particular area is the Electronic Commerce of products or services. In this area there are various techniques that maximize sales potential where marketing concepts must be applied. At the same time, the contents are oriented to the adequate exposure of the products in online catalogs.
The so-called landing pages are another area of online marketing where it is important to apply direct marketing techniques such as the Sales Letter. A professional in this area must know these techniques to achieve the success of this type of strategy.
We hope that this article will be useful for professionals in areas related to marketing and content management, as well as for those who run undergraduate educational institutions.
Success for all…
