Thursday, January 28, 2016

"Why I chose to be a digital marketing professional..."

Niranjana Muraleedharan (Class of 2014) wrote this piece for The Commits Chronicle in June 2104:

Yes, my Facebook page is always open, as you can see in the photograph below. But I browse Facebook not for fun; I do it to earn a livelihood. Never in my life did I know about the existence of careers in digital media until I came to Commits. Today I am working as the Jr. Executive, Campaign Management-Digital at AdVerb Inc. in Bangalore.

Like any other fresher, I was also blank about where my skills lay and what career I could pursue. In my first semester I liked journalism because I thought I could write; in the second semester my thoughts turned to advertising because I thought I could ideate. And then I found my true love, Digital Media Marketing. All thanks to Commits, which conducts special classes on the subject for MMC specialisation students.


I must have run to Sai Sir’s and RP Sir’s cabins umpteen times to ask them what job would suit me best when, one day, Sai Sir asked me to try out this new field. He told me about the boom in, and scope of, digital marketing. At first, I was doubtful because the field is new, but my second internship, arranged by Commits, cleared all my doubts.

Digital Media Marketing has a bit of content writing, ideating, and brand management. As there were classes in all three subjects at Commits, it is easy to understand my work better now. Life is fast-paced when you are working in digital media. RP Sir’s dictum — “Pay attention to detail” — has proved invaluable: If I make one mistake, thousands will see it.  Hence, I always keep his words in mind.

One more thing: The Commits radiance spreads everywhere. To my surprise, I have a Commitscion (Razia Kuvale, Class of 2009) as my manager and I am so glad. No one can ask for a better boss.

And in January 2016, after moving to a new company, Niranjana contributed another piece to The Commits Chronicle:


“Oh! How I just hate that ad which pops up before the YouTube video starts playing. All I want to do is press the skip button.”

Say that no more if you want to be a digital media enthusiast.

In this fast-paced world, brands have started investing more on digital advertising. For them, it is a fair deal because every metric is tracked. There are determinants to understand the performance of each ad. Since the communication is two-way and the results are immediate, believe me, it makes the job more fun. You know if your strategy has worked or if the thinking cap you wore when coming up with your strategy was the wrong one.

This reminds me of an interesting episode. We were working for a client, — a job-matching portal for blue-collar workers. The challenge to communicate with these blue-collar job-seekers was immense because their English communication skills were weak. We tried talking to them in simple English. We wrote content they would be absolutely interested in.

But we received no response on the page.

What was wrong then? Was it because they disliked the content or was the content not relevant to them? It struck us then that the language we had chosen was a problem. We took a different route and started sharing content in Hindi. And boom! In came all the responses. This was proof that any strategy works only if you have understood your target audience well.

If you want to become a Digital Marketing Professional, you have many areas to choose to work in. This includes social media, search-engine marketing and optimisation, web analytics, e-mail marketing, media planning, creative designing, and client servicing. The growth is immense in the field.  I started my career as a Social Media Executive at AdVerb; recently I moved to Media Planning at Isobar. This means, it’s good if you explore various fields in the medium and gradually become an expert.

You can get into digital media if you have the right educational qualifications, which means it helps to have a master’s degree. But what’s more important is learning on the job. Keeping an eye on what’s happening around digital is a must. You should be updated about what other brands are doing online, the changes in advertising techniques, the advertising tools, as well as the new features.

And you don’t have to worry about the fun part! Digital media folks are the most chilled-out people you will meet in your life. You will not know how those nine hours or more (!) at work have whizzed past.


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