Okay we’re not saving endangered species but we are doing something meaningful
In the last few months I have had people say to me:
- “I have work to do, I don’t sit around on the internet all day”
- “I wish I had a job where I can just look at pictures”
- “Oh look he’s “playing” again”
- “Can you make this”
- “is that even a job”
When I talk to people who don’t work in digital about what I do, they look at me blankly. Often I find myself dumbing it down and saying “I work in advertising and pr” or I” work in IT!” while there is some truth in both of these it doesn’t even scratch the surface. There is tonnes of work involved in being a digital professional from generating leads, managing budgets, planning, strategy, content planning, driving the business forward this is all quite high level stuff. It can be hard at times.
Yeah a lot of this comes after you’ve pushed paper around a desk and “played” with some images for a website and made animations for MPU’s, banners and skyscrapers, not to mention artwork that is involved in email marketing. This is all people see though, the creative bits, the bits that look “fun.”
What they don’t see
They don’t see you agonising over keywords, learning about different industries, because nobody can be bothered to provide copy. They don’t see you evaluate how well l you performed in Google this week and how that related to sales. They don’t see you batting off suggestions like TV ad’s or billboards. Plus everyone’s a critic “put new products on a website” or “put banners here, advertise there” based on nothing, they don’t know you researched how much reach that magazine has already.
They don’t see you go through a list of emails addresses and making it meaningful. They don’t see you battling against non digital people saying that “playing with computers doesn’t get business in” yet the enquiries stop when you don’t “spam the list of customers” and when you pause ad words campaigns and the phone calls decline.
Realising the Value
Our work is meaningful. Sure there are little things we do that don’t have impact on their own, but they make up a lot of the digital marketing pie. For some us we do it on our own, for other there is whole team doing digital stuff. In an earlier post I highlighted how PPC impacts other areas of a business. This is important to remember because everything impacts something.
If you can get everybody to buy into it and see the value, that’s when the magic happens.