Digital marketing expert

János Ienciu

Marketing is the art of directing attention!

  • Workplace: Optivo Digital
  • Position: Managing Director
  • Qualifications: Facullty of arts
  • Studies: communication and media theory, film history and film theory (DE)
  • Study abroad: University of Maryland Innovative Business Development
  • Language spoken: English, German

10 min

reading time

6

key competencies

6

Challanges

4

career paths

10 perc

videos

Content

The essence of the work

The aim of marketing is to reach and inform potential customers through appropriate communication tools and channels and to facilitate their decisions by highlighting the benefits of products and services. One of the main tasks of marketing is to support and boost sales.

Marketing agencies are the partners of businesses and help businesses to be as successful as possible in selling their products and services.

The most important tasks

  • learning about the client’s product or service through market analysis and industry knowledge
  • understanding the environment in which the business operates and why the business works like that
  • while developing the marketing strategy thinking about the successive steps, what campaigns and actions to plan, what tools to assign
  • as agency manager, you need to review and coordinate the campaigns in progress

Tasks in detail

  • to gather as much information as possible about the company, to know the environment in which it operates
  • to be able to identify what the company is better or worse than its competitors, who the competition is, to see what its resources are, what its capabilities are, what its opportunities are
  • we work with clients on a six-month or one-year marketing strategy, but experience shows that there is no point in planning for the longer term in this very fast changing business environment
  • we develop campaigns and promotions and assign different marketing communication tools to them, e.g. landing pages, social media posts, ads, newsletters, etc.
  • we plan on a weekly basis to whom, what content will be displayed, and through what channels
  • if the business has to be built from scratch, the first task is to design the image, design a logo, define the main colours, fonts
  • to reach the target audience, we create person zones, i.e. we define exactly who we are talking to, how old they are, what gender they are, what their marital status is, where they live, what their needs and problems are, etc.
  • this is the starting point for the implementation of campaigns
  • for example, if we want to sell a stroller to families with small children that is easy to handle, easy to turn, easy to fold, we can use the following tools:
  • blog post, reels video, newsletter, facebook, istagram ad, google ad
  • develop the systems needed to run the campaigns, landing pages, social media platforms, newsletter system, etc. and link them together (PPC)
  • identify the points in the communication process where we want to direct the target audience towards some activity, e.g. follow the Facebook page, like, comment, participate in a webinar, etc.
  • develop conversion points, e.g. subscription, downloads, newsletter streams, that drive people to purchase
  • in online meetings with our clients, we take a look at how their current campaigns are performing
  • based on reports from social media platforms and other online systems (e.g. newsletter system, google analytics), we suggest what should be changed
  • as a manager, I think through and define the agency’s portfolio, its strategic guidelines
  • I select colleagues, assign tasks and motivate them
  • I consult with the managing director or the company’s marketing-sales manager about their goals, opportunities and ideas, and fine-tune the agency’s work on this basis
  • I need to review and coordinate the campaigns in progress and see who exactly does what in the team, how we can work as efficiently as possible

Challanges

# 1

there is very strong competition between market players for people's attention, while human attention is increasingly limited

# 2

sometimes you have to educate your clients, you have to be able to make them understand why their idea won't work and what kind of campaign will deliver results

# 3

because of budgets, we always need to know exactly when and what campaign to launch, what channels and tools to use, and what will bring the best results

# 4

it is important that the activity must produce measurable results, which in digital marketing can be immediately measured back through data and digital analytics

# 5

as marketers, we have a responsibility in the content we put in front of people, whether we tap into current negative trends

# 6

as the head of a marketing agency, we need to be able to find the right people and give them tasks that keep them enthusiastic and motivated

Difficulties

  • potential clients also see TV, radio and social media advertising, so they often think they understand it, which can lead to difficulties in working together
  • if the client is wrong, you need to be able to explain and explain to them in a proper way what will make their idea not work
  • if the client has had a bad experience with agencies before, it is difficult to build trust

What skills are needed?

description of communication skills

People with good communication skills express themselves clearly and selectively, both orally and in writing. They can express their opinions easily, speak with focus on a given topic and have no problem speaking in front of strangers or large groups.

the importance of communication skills

When a task involves several colleagues, it is very easy for misunderstandings to occur or important details to get lost, so clear and unambiguous communication is very important.

description of adaptability

People with good adaptability adapt quickly and flexibly to new tasks and situations. Adapt to changing circumstances in the workplace (location, working hours, tasks).

the importance of adaptability

In our work we encounter a lot of new and unfamiliar situations, almost every project has different target groups, different needs, different communication between one target group and another, and different clients in terms of needs, expectations, learning and innovation capabilities.

description of creativity

Creative people are able to solve situations and tasks in new and different ways. They often have original ideas and are able to create unique creations, be it a new idea, a thought or a tangible product.

the importance of creativity

In each case, we must strive to provide the client with a new solution, a new combination of creative content (image, video, sound, installation, event, etc.) that has never been done before.

description of empathy

People with a high level of empathy are able to empathise with another person's situation, understand their thoughts and feelings. Accordingly, they can easily put themselves in the shoes of others, act with compassion and are willing to help others.

the importance of empathy

You need to be able to think with the other person's head, to step into the other person's shoes, to create messages that really resonate with the target group, if you are able to understand at the deepest level how others work, what drives them.

description of reading comprehension

People with good reading literacy skills can easily interpret and process different types of written texts. They are able to use the information contained in texts in a targeted way in thinking, learning and communication situations.

the importance of text comprehension

In the field of marketing communication, everything is based on the ability to understand the text and to create a text without mistakes, which is the alpha and omega of marketing.

description of digital competence

People with the right digital skills use digital tools and applications easily, efficiently and safely. They can easily access information online, use digital platforms effectively to communicate or solve a problem.

the importance of digital literacy

Today, at least 70% of marketing activity takes place in the digital space, and with newer and newer tools coming one after the other, it's important to be able to master them quickly and easily.

The beauty ot the work

  • “You can learn new things all the time, you can see new areas, new industries.”
  • “We create tangible things from scratch, and build successful businesses around them.”
  • “In everyday life, we are constantly exposed to new impulses, new people, new situations and new challenges.”
  • “The process of creating a campaign can be a great experience, especially if it ends with a positive result or if you hear from friends and acquaintances that they liked what you did.”

Earning potencials

  • as a career starter 250-300 thousand HUF / month
  • with agency experience 400-750 thousand HUF / month
  • as a freelancer between 500 thousand – 1 million HUF
  • as an agency manager over 1 million HUF (gross amounts)

Further education and career paths

Higher education
Because of the multi-disciplinary nature of marketing, you can go into several fields of study if you want to work in marketing. If you like maths and have an interest in economics, then a bachelor's degree in commerce and marketing is the obvious direction for you. If you're more of a liberal arts person, you should do a bachelor's degree in communication and media. But if you can see yourself in an artistic field, you can do almost anything from graphic design to media design to television production, and any of these qualifications will give you a marketing degree.
Copywriter
This is a typical entry-level position and an ideal entry point into the agency world. As a copywriter, your main tasks will be to come up with slogans, stories, write commercials, blog posts, website copy and email copy. What many people don't realise is that copywriting is actually the very end of the process and is actually only a minimal part of the job. As a copywriter, you need to first conceptualise, then plan all the elements of the campaign, and only then do the creative thinking and actual copywriting come next.
Account
As an account manager in an agency, you will be responsible for understanding and translating client needs. You will be in constant contact with clients during campaigns and act as a mediator between the client and the team implementing the marketing strategy. As an Account, you will be responsible for ensuring that projects run smoothly, deadlines are met, campaigns meet business objectives and long-term client relationships are built.
PPC expert
As a PPC (Pay-Per-Click) expert, you can design, manage and optimise paid online advertising campaigns on platforms such as Google Ads or Facebook Ads. You will need to constantly monitor and analyse the performance of your ads to achieve the best possible return on investment for your client. You will be involved in creating ad copy, helping the client to pinpoint the target audience, and fine-tuning campaigns using data-driven tools.

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Further units

Connecting conversations