Blink and you might miss something in today’s fast-moving digital world.
New trends, changing buzzwords and updated algorithms mean only digital dynamos can keep pace.
That sounds very much like Jessica McAndrew, Digital Comms Director at Beattie: The Integrated Communications Agency.
We caught up with Jessica to learn more about her job.
What does your role involve?
Primarily to ensure the smooth running of our digital studio. This is a department of experts, broken into specific teams, such as search marketing, social advertising, graphic design, web development etc.
I also drive overall strategy for our clients. Many are integrated accounts – meaning they work with us for PR, advertising and digital. I’ll define exactly what the client needs to achieve then put a strategy in place using multiple channels.
How did you get where you are today?
I was born in Calgary in Canada but grew up in Toronto where I went to the National Ballet School. Aged 18 I lost my passion for dancing, so I signed up for communications courses at university.
At 31, I’m part of the generation who grew up without mobile phones but in a time when the internet was up-and-coming.
I was also an early adopter of Facebook, when it was originally launched just for universities in the US and Canada, so I guess that led me to digital.
What are the biggest challenges and rewards of your job?
Clients are the challenge and the reward. Beattie is not a “yes” agency and I’m not a “yes” person. We believe in providing honest, logical and sound advice. This often means telling clients what they don’t want to hear. But after that difficult first conversation, the reward comes from delivering phenomenal results.
What are the biggest trends in digital marketing right now?
We’re in a really interesting time where the digital world is changing in ways we previously thought might only be seen in sci fi movies. Augmented reality and virtual reality are actual things, which brands are using.
But the most exciting trend for me is NFC (Near Field Communication) technology, which will soon be available on every mobile phone after Apple’s most recent iOS update. Soon we’ll see a whole new level of digital and offline integration that we haven’t achieved before.
What are your top tips for anyone thinking about a role in digital marketing?
Read. Just keep reading. The world of digital is moving so quickly and will continue to move even faster over the next five years. Stay on top of new trends and technology as much as possible. It’s not easy – and you’ll never know everything – but it’s the best way to get your foot in the digital marketing door.
Check out the latest PR and Marketing vacancies at s1jobs.com