The Role of Digital in Modern Marketing

Digital dominates in modern marketing. Many of the traditional, seemingly foolproof promotional techniques have become obsolete, and companies are increasingly finding themselves depending on digital marketers for results.

The rise of social media, search and PPC has signalled the end of marketing departments as advertising think-tanks. Today, they build systems and strategies, create content, construct designs, then perform analytics to continually refine their approach.

Here’s how the marketing landscape has changed since the digital age took hold…

 

Data acquisition and usage

Purchasing data has been common practice for years, with companies buying information which is then used to contact relevant parties in the hopes of making sales.

This is happening a lot less now, as businesses instead elect to harness data they have sourced themselves through innovative marketing. A popular move, for example, is to invite people to part with their personal information in exchange for free downloads or prize draws.

The predominance of social media has made sharing these types of competitions easier than ever – allowing companies to access a wider audience and stimulate increased participation.

 

Mobile optimisation  

The drive to digital has come with a change in behaviours. Smartphone-generated traffic has officially overtaken desktop browsing – proof of the importance of mobile-first marketing.

Producing compelling content with a persuasive call to action isn’t enough anymore. Your work needs to be formatted for mobile so that audiences can find you – after all, mobile optimisation affects search engine rankings.

It additionally needs to be digestible on smaller screens. Marketing today involves saying as much as you can in a limited space – with an attention-grabbing message that stops the user from casually scrolling past.

 

Brand building

There’s also more commitment to longevity in business nowadays. Many entrepreneurs want to create personalities and legacies rather than engage in get-rich-quick schemes. And marketing plays a massive role in this brand-building process.

Online is the best place to shape your identity and pitch your company. But you need young, forward-thinking marketers who are in tune with the current generation’s wants and needs to ensure you’re noticed by your audience.

That’s why digital marketing apprenticeships are gaining in popularity. By recruiting fresh, tech-savvy people with an eye for online content, companies can continue to develop their brand in an effective way.

 

Apprentify help you write a new chapter for your digital marketing

Looking to harness the power of modern marketing? Take a progressive step for your business by recruiting a digital marketing apprentice or upskilling your current team members with Apprentify.

As well as ensuring that you’re left with a well-rounded digital marketer, Apprentify give you the opportunity to develop specialist expertise. The Path to Mastery programme leaves you with an expert in the specific area of digital marketing that will most benefit your business.

Want to learn more? For further information call 0333 996 0167 or email [email protected].

 

 

Why hire a Digital Marketing apprentice?

Are apprentices part of your recruitment plan? Incorporating them might just be the smartest move you'll make.

Not all businesses immediately entertain the prospect of apprenticeships when planning to grow. But things have come on leaps and bounds in recent years. Today’s apprentice is a far cry from the widely held perception of young people seeking on-the-job training.

This kind of hire doesn’t just bring an extra pair of hands to your team – it also has the potential to elevate your entire organisation.

 

How? Apprentify explains…

Create freedom and opportunities for current staff

If you do have a couple of experts in-house already, hiring a new team member through an apprenticeship can free these individuals up. They can then focus on the bigger, more complex tasks with the potential to yield long-term revenue.

The trainee can take over many of their day-to-day responsibilities and learn the ropes of the business whilst they’re at it. This is an effective way to balance workload – as well as helping you refine your project management as an organisation.

You also finally get the freedom to test how adept your current staff are in leadership roles.

 

Future-proof your business

When apprentices cut their teeth at a particular company and enjoy the experience, they’ll want to continue in the same environment once their placement is over in a permanent capacity.

Comprehensive apprenticeship programmes breed loyalty – leaving you with a hard-working, committed and highly skilled member of staff to boost engagement and retention rates. By hiring an apprentice, you’re demonstrating your desire to implement a long-term plan – which ensures the advancement of the company for years to come.

With the right apprenticeship provider by your side, you’ll also enjoy focused support that enables you to develop marketing specialists. Apprentify, for example, offer an exclusive Path to Mastery programme that ensures your new hire is skilled in the areas that bring the greatest benefit to your business.

 

Save on salary

Hiring an apprentice costs considerably less than a graduate. And you won’t necessarily need to compromise – not all apprentices are fresh out of school. Some have already undergone further education and want to build on this with on-the-job training.

The average starting salary a marketing graduate can expect is usually around the £20,000 mark. For an apprentice, it’s £12,000. As neither tend to have industry experience, both will need their hand held, so apprentices offer similar value at a lower cost to your business.

What’s more, the Apprenticeship Levy means that you could either save money or recover tax by hiring an apprentice. For large businesses paying the levy, it’s simply a no-brainer.

 

So, why Apprentify?

Since the arrival of the Apprenticeship Levy, countless providers have sprung up to meet growing demand. However, to get the best out of hiring an apprentice, it pays to partner with company that specialises in the particular skill set you’re looking for.

Apprentify focus solely on digital marketing apprenticeships, and have a unique Path to Mastery that leaves you with an experienced marketer at the end. Not only that, but you benefit from a free recruitment service to help you find the right person for your business.

Ross Green, Managing Director of Manchester-based digital marketing agency Embryo, offers some perspective as to why Apprentify are the smart choice:

“Working with Apprentify is, and always has been, an easy and smooth process. From the superb range of candidates that SallyAnn sent across at the interview stage, to the catch-ups with Dale, who is always so helpful, we believe that Apprentify is one of the best digital marketing programme and talent providers we have ever worked with, and we have no doubt that we will continue to use them in the future.”

Want to learn more about how Apprentify can help? Simply contact the team on 0333 996 0167 or [email protected] with any questions you might have about the apprentice hiring process.

 

 

How Apprentify's Path to Mastery Benefits You And Your Apprentice

Digital marketing is a broad discipline involving a huge range of specialist skill sets. But when you bring on an apprentice, or upskill a current employee, you want to be left with someone truly qualified in their area of work – not just a capable marketer.

For a digital marketing apprenticeship to deliver true ROI, there needs to be a degree of specialisation within the broad marketing spectrum. That’s why Apprentify offer an extra qualification as part of our curriculum, designed to make your employee an irreplaceable part of your team.

The Path to Mastery, which is an optional qualification in the final months of the programme, gives learners the opportunity to advance their knowledge in a chosen area of marketing. It’s unique to Apprentify, and what’s more, it’s completely free of charge.

 

What is the Path to Mastery?

Where the apprenticeship itself covers the standard, core elements of marketing (including: principles of marketing, principles of coding and data analytics), the Path to Mastery gives learners the chance to gain additional skills in specialist areas, such as graphics, web design, web development or social media marketing.

This exclusive option within Apprentify’s programme makes sure learners go above and beyond the normal standard of the average Level 3 Digital Marketing qualification. It leaves your apprentice/employee with a specialised qualification to ensure they become a real asset to your company.

Anyone on or ahead of target in their studies can go down several pathways, chosen alongside their employer. By specialising in a skill set that’s most relevant to the business, employers will receive a better return on investment.

Not every company is the same, so why would the training be? With a focus on the technical as well as the engagement side of digital marketing, Apprentify will train your apprentice/employee in the skills that are relevant to your business.

 

How many pathways are there?

Employers and employees can choose from either the Technical Path or the Digital Engagement Pathway. Decisions should be made based on the needs of the business. Both are designed to enhance expertise in a certain area of digital marketing.

They cover:

The Technical Path

The Digital Engagement Path

 

How does it benefit the employer?

 The Path to Mastery is a distinctive and complimentary attribute to Apprentify, that allows employers to tailor their apprentice’s learning to suit the needs of their business. This added qualification will then allow your apprentice to thrive in your company and provide you with a greater return on your investment.

 It’s not just about the here and now, either. Apprentify can also train your apprentice in skills that your company might not currently have in house, future-proofing your business and even allowing for succession planning. All in all, it has the power to boost business efficiency, open the doors to growth and ultimately improve performance.

Employees with specialised skills are highly sought after in the marketing industry. So make sure you don’t pass up this chance to develop your apprentice’s skill set in a way that’s both beneficial to you and them.

 

Don’t miss out on this unique opportunity

 With most training and apprenticeship providers charging thousands for the qualifications that Apprentify offer, you don’t want to miss out on this opportunity to advance your company and develop a passionate young person’s expertise.

For further information on the Path to Mastery, call 0333 996 0167 or email [email protected].

To find out more about Apprentify’s programme, visit the employers page.

 

 

How Apprentify Takes The Stress And Expense Away From Recruiting An Apprentice

How Apprentify Takes The Stress And Expense Away From Recruiting An Apprentice

When hiring a digital marketing apprentice, you want to be sure that they’re right for the role. With more young people seeking to gain qualifications through apprenticeships, a solid recruitment procedure is essential to finding someone who fits.

Traditionally, there are two options:

  1. Do it yourself, or
  2. Pay an apprentice provider thousands to take away the burden. On the one hand, this can be a stressful and time-consuming process, while the easier route comes at a hefty price.

Apprentify do things differently. Clients receive support with their recruitment drive free of charge, with a proven method for sourcing, assessing and matching the right candidates to digital marketing roles. We do the hard work, so you don’t have to…

The Apprentify difference

Apprentify specialise in digital marketing apprenticeships. This distinct focus has resulted in a watertight process for recruiting and educating up-and-coming digital talent, which includes an assessment centre designed to evaluate relevant skills.

Generalist apprenticeship providers often fail to appreciate the diversity of ‘digital marketing’ as a whole. A young person with a passion for coding, for example, wouldn’t fare very well in a social media agency. And vice versa.

By developing a multi-task digital marketing assessment centre, as well as guiding applicants through their unique talent assessment funnel, Apprentify ensure that only suitable candidates are put forward for a role. So when it comes to shortlisting, you have peace of mind that all applicants will be a good fit for your company.

five steps to successFive steps to ensure you get the appropriate apprentice

Looking through hundreds of CVs is a thing of the past. Apprentify save you time and money by doing the bulk of the work for you. Their process can be broken down into five steps:

  1. CVs are screened and applicants are shortlisted based on their suitability and potential.
  2. A telephone interview is conducted to get to know the applicant more, discovering their interests and confirming their understanding of digital marketing.
  3. A virtual assessment session tests capabilities in areas such as blog writing. This is the most important step as the applicant’s skills, knowledge and behaviour is evaluated.
  4. Maths and English tests are then conducted to make sure the applicants who passed the assessment session are working to an appropriate level.
  5. The CVs of applicants who succeed in this process are put forward to employers.

This vigorous recruitment process ensures the best outcome for everyone involved, as content agency Making You Content discovered:

We appointed Apprentify to help us source a digital marketing apprentice for our growing content agency. As we’ve never hired an apprentice before, we were completely new to this arena, and SallyAnn was extremely helpful in guiding us through the process and what to expect. The experience was very smooth, and within the space of weeks we had found the perfect apprentice for our agency. SallyAnn and Dale made sure the onboarding process fitted around our business, and as a result Grace has quickly settled in with the team. We’re looking forward to seeing how the programme develops and working closely with the Apprentify team to complete the apprenticeship.

Don’t struggle by yourself

Whether it’s your first time hiring an apprentice or you’ve been there before, getting the recruitment process right is essential. But don’t struggle by yourself, or settle for agencies charging thousands. By partnering with Apprentify, you’ll have specialist support every step of the way – completely free of charge.

To start your search for the perfect apprentice, call 0333 996 0167 or email [email protected]. For more information about Apprentify’s programme

Code of Practice for Social Media

The BBC reported yesterday that Internet sites could be fined or blocked if they fail to tackle "online harms" such as spreading terrorist content, child sex abuse, so-called revenge pornography, hate crimes, harassment and the sale of illegal goods. It also covers harmful behaviour that has a less clear legal definition such as cyber-bullying, trolling and the spread of fake news and disinformation @ https://www.bbc.co.uk/news/technology-47826946

Working in Apprenticeships, one is used to Prevent training where one gains understanding of how vulnerable people can be drawn into such online harms or Safeguarding training to understand child protection responsibilities. Ofsted require all apprenticeship providers to uphold the procedures involved in such protection. The NSPCC has long since advocated an enforceable mandatory social media code of practice and an independent regulator to fine those in breach.

Working in Digital Marketing and Social Media, we can see how writing the proposed code of practice for tech companies will be a big task though very much needed. We all recognise that social media and the internet is omnipresent in everyone’s lives today.

Reaching out to all Digital Marketeers, what are your thoughts on this code of practice and how do you think social media should be monitored?

 

Social Media Strategy Snapshot

This week I attended the Northern Business Exhibition in Manchester Northern Business Expo

In addition to all the many businesses exhibiting there covering a range of industry sectors, as you can probably guess I was most interested in all things Digital and Digital Marketing.  The great thing about this particular exhibition was the number of workshops available providing valuable insights designed to help people develop and enhance their knowledge.

One such workshop was on Social Media Strategy sponsored by Google Digital Garage and run by Hamida Bhatia , a Google Digital Marketing and Communications Consultant.

 

With over 44 million social media users in the UK, it is easy to get excited about large numbers of Vanity Followers however, to drive business and improve performance we need to attract the right type of follower remembering that attention spans are short and you need to fight hard for attention!

Quick Take Aways from the workshop include:

 

With so many great free workshops and knowledge hubs, it is increasingly easy to be proactive when it comes to Continuing Professional Development (CPD).  If you are in Manchester, Google Digital Garage has extended its presence in the city till April so why not visit!

 

 

 

What do you need in Digital Marketing in 2020?

There has been a revolution in apprenticeships in recent years beyond the advent of the apprenticeship levy https://apprentify.com/apprenticeship-levy/. It is quite amazing how many job roles can now be fulfilled by apprenticeships. Training companies like us here at Apprentify work hard to offer a quality results driven alternative to University and the increasingly staggering costs of attending.

 

I don’t think anyone is in any doubt today of the importance of digital for the future. Here in the Northwest, Manchester Digital recently carried out an audit of over 250 digital and technology businesses https://www.manchesterdigital.com/sites/default/files/Skills%20Audit%20Report%202017.pdf which detailed the struggles companies face to hire digital talent. A notable positive was that the investment in talent is increasing with over 50% of businesses stating that they had taken on an apprentice in the last year. It is easy to argue that there has never been a better time to hire a digital apprentice or indeed to be one.

 

Food for thought when considering what a marketing team needs is an article by Tom Treanor,  a specialist in Content Marketing, Social Media Marketing, Social Business, and Search Engine Optimisation (SEO). https://blog.treasuredata.com/blog/2019/01/03/the-top-10-digital-marketing-skills-your-team-needs-in-2019/

 

Digital Marketing 2019: 10 Top Skills your Digital Marketing Team Needs

  1. A focus on Digital Marketing Analytics
  2. Strength in Digital Project Management
  3. Video Fluency
  4. An Understanding of Artificial Intelligence (AI) for digital
  5. Strong skills in UX and Accessibility
  6. Social Media Marketing Strength
  7. Ability to develop Content Strategies
  8. Strong Paid Media Capabilities
  9. Understanding of Voice Search and SEO
  10. Native Ads Understanding