What are “insights”? What is “insight in digital marketing”? What are “consumer insights”? Ah, these were some of the questions that kept haunting me for a while. I had no idea what these terms even meant. However, I was fortunate enough to attend a webinar about digital marketing and insights training, which was conducted by Wendy Greenwood, who is one of the professors at George Brown College. I was very lucky to meet Jennifer Melton virtually; she was the speaker of the webinar. Jennifer Melton is the group account director for search at Saatchi & Saatchi, which is one of the world’s best advertising MNCs. She had immense knowledge about insight training in digital marketing. The webinar was quite insightful and informative, which helped me to resolve all sorts of doubts I had related to the topic. So here I am, sharing my insights and experiences from the webinar.
So, what is an insight? It’s the capacity to gain an accurate & deep intuitive understanding of a person or thing. Insights are not the data or the facts that are available about a particular product or a service, they are not even observations, nor they are the wishes or a statement of the need of a customer. Ok, so, how is an insight different in advertising? Jennifer Melton said that “It’s the SO WHAT that can inform future decisions, it’s the important takeaway.” In a way, they are the same thing but the thinking process is different which matters the most. To understand how to get more insights, its important to know the types of insights that we have in marketing: - o Audience Insights – About the target audience. o Competitive Insights – About the competitors. o Cultural Insights – About the cultural mindset & behavioral shift. o Trend Insights – About rending topics. o Outcome Insights – About the result. o Risk Insights – About the risks involved. There are steps that must be taken in order to have a successful campaign: - 1) Check in with other departments to see what campaigns were on the market. 2) Keep your insights brief and to the point, with clear takeaways and next steps. 3) Make certain that everything is properly reported & tagged. 4) Be open & honest with the client. 5) Try to slant the wording in a positive direction.
Apart from talking about insight training, Jen also gave some tips for finding a job. I would like to share some of those valuable & professional tips that she shared with us:- A) CV/Resume is readable & matches the job description given by the employer – I always make sure that my CV is up to date & also it matches the job description. B) Don't be afraid to contact a potential connection – This is one of the biggest mistakes that I have committed, after making connections thru LinkedIn I never bothered to stay in touch with them. But now ill make sure that I always stay in touch with them as you never know when the opportunity will knock on my door. C) Get creative when it comes to new prospects – Always try to sell yourself in a creative way rather than overselling yourself. This is one of the most important tips that Jen gave us. From now on, I will make it a point to get creative while pitching in myself to a prospective employer. D) Don’t burn bridges – Be polite, honest & apologetic whenever possible. I never thought this would be such a big factor when it comes to a job search.
In order to be successful in my first job, I would definitely follow the steps that Jen discussed in the webinar:- 1) Always take notes when learning something new, discussing workflow, or participating in meetings. 2) Prioritize your work and stick to deadlines. 3) If you make a mistake, own up to it and try to do better. If you're unsure of how to do something, ask or look it up online. 4) The only way to improve is to solicit feedback and incorporate it into your daily routine. 5) If you've completed all your tasks, inquire about how else you can assist the team.
This webinar was very interactive as we also had a case study of the Toyota Tundra campaign to work on. We were asked to write an actionable insight around the facts that were given. This case study helped me to understand the numbers, facts, conversions, costs, etc about the campaign. There were a few questions that were asked to get a better understanding of this particular campaign. The following questions are: –
• What is your initial theory/theories?
• What questions do you ask yourself when building out your insights?
• What additional research do you need to do?
• What additional data points would be helpful?
• Mock-up a fake key insight
– Include the key statement
– The why/how
– The so what
– Next steps/recommendations
The above-mentioned questions were the guidelines that helped me to get a better understanding of the campaign. As this was a webinar, I just needed a good internet connection & a laptop that helped me to get more knowledge & information about the campaign. So, I was lucky enough to be a part of this case study that too of a reputed brand like Toyota.
People who are interested in digital marketing, data analysis, & technology may find a career in search marketing appealing. Utilizing search engines like Google, etc. to market goods, services, or websites to a target market is known as search marketing. This can be accomplished using a variety of strategies, including social media marketing, paid search advertising, & SEO. If given an opportunity to make a career in search marketing, I would love to pursue a career in this field. One of the benefits of a career in search marketing is that it is a constantly evolving field that requires professionals to stay up to date with the latest trends & technologies. I also believe, it offers opportunities to work in a variety of fields & for a variety of clients, including both small & large businesses. However, it's important to note that search marketing can be a competitive industry, & success in this field often requires a combination of technical expertise, creativity, & analytical skills.
In conclusion, gaining insights is a crucial aspect of any successful venture, & this is especially true in the world of business & marketing. However, keep in mind that insights alone do not guarantee success. It is critical to act on these insights by developing & implementing well-crafted strategies informed by data & supported by best practices. I am so grateful to be a part of this wonderful & insightful webinar that was hosted by Professor Wendy Greenwood & conducted by Jennifer Melton.