The Zip: Episode 33
So often, when people ask what I do, even people who work in business or technology, I feel like… it can be very hard to explain the big picture of working in search and digital. Eight years ago, online marketing was highly specialized – you were a social media person, or you were an SEO person, or maybe you created banner ads. So any one marketer could be like “I do X.” In my case, back then, it was “I run brands’ social media pages.” But that’s not so much the case anymore – most online marketing specialties are converging. “SEO” conferences have sessions that discuss video creation and social media. Content marketers talk about optimizing for search. People who focus on advertising care about landing pages and user experience.
And when it comes to local marketing, search has a branding component as well. It’s not just about knowing a name; it’s also about associating a particular brand with your neighborhood, even if they are a national business. Depending on budget, target demographic and existing resources – creating this local branding campaign could look very different. It could be on the ground, it could be digital, it could be events, it could be some sort of hybrid experience involving TV ads or direct mail. The lines between “you’re this kind of marketer or THAT kind of marketer” are increasingly blurred. Last week, with Gregg Stewart of Fifteen Miles, we talked about how big brands can ‘go local.’ And we’ll continue, and extend that conversation with today’s guest, Heather Physioc. Heather is a brilliant strategist, who’s worked for large, international enterprise businesses as well as small businesses.
And this conversation really emphasizes the diverse skill set it takes to succeed in digital. Heather originally went to school with an eye on a journalism career. And I think that’s not an uncommon trend. It’s the same instinct to learn the lay of the land, to highlight need-to-know information for others, and to share information in a way that others can easily digest it – that makes a good digital marketer. We’re no longer silo-ed, which means each marketer has tons of tools at her disposal to decide what makes sense for a particular brand in a particular city, for a particular campaign.