IN THE MIDDLE | beyond the job description

Going Beyond the Job Description: Digital Marketers

By Alyanna Silvestre
Published April 23, 2021

We've all had our fair share of having our hearts touched or our brains tickled by digital marketing campaigns with the perfect what-ifs, and we often wonder how they do it.

With more individuals eyeing a career in digital marketing due to today's digital transformation, Shayne Madamba, the Chief Digital Officer of media and creative agency Havas Ortega, makes a case as she sheds light on the realities of her profession on "Job Defined," a podcast dedicated to breaking different career misconceptions.

Stripping Them Down of All Technicalities

When you research the responsibilities of a digital marketer, you'll get tasks tied to the execution of campaigns on all available digital channels to drive brand awareness and generate leads. But shooting down the common misconception that digital marketing is too technical, Madamba believes that it's more than just the by-the-book best practices.

In today’s age, a lot of people have access to online information about various best practices and technical skills, so even though having these skills can be advantageous, it doesn’t translate to being a good digital marketer unless you know how to utilize them well. What weighs more is the ability to think critically combined with persuasiveness and an understanding of consumers and client needs. Critical thinking and empathy push digital marketers to come up with strategic ideas and brand-specific scenarios for the right audience that, when brought to life, can speak to the needs of the target and leave a powerful impression. After all, aside from leads, brands today aim to create an emotional connection with their target, and you can only win the hearts of the people by knowing how to tug at their heartstrings.

The Good in General

Being a professional with specialized skills is always a plus, but a generalist can also make the cut. Madamba made a convincing case that despite the negative implication on generalists, having a wide array of knowledge in various fields can be an advantage when it comes to pushing the progress of a marketing campaign.

“It takes a really good generalist to pack all the details necessary in a certain encounter to help the client make that decision.” - Shayne Madamba, Chief Digital Officer, Havas Ortega

A generalist approach makes it easier to reach an understanding with the client and help them make important in-the-moment decisions for the campaign. For instance, to avoid confusion between the agency and the client, a jargon-free discussion will come in handy for the latter to comprehend the situation better.

A combination of the two allows digital marketers to build credibility and present themselves as professionals who can take the lead.

Taking On A Role In Advertising

There's still a lot more to digital marketing than meets the eye in terms of making strategic ideas come alive, but the role of a digital marketer is crucial as they possess qualities that are critical to excel in this component of marketing: a deep understanding of both the brand and the people, and the ability to wear the hats of a specialist and a generalist. The perfect balance between empathy and flexibility is the key to placing the perfect ad in front of the right people at the right time.

Eager for more? Check out the "Job Defined" interview here and listen to Shayne Madamba as she talks about the essential qualities of a professional in the digital advertising industry.

“Job Defined” is hosted by Mr. Patt Soyao, Icon Executive Asia’s managing director, and powered by Podcast Network Asia, Southeast Asia’s first and biggest podcast network agency. For more information, visit the series’ official Facebook page here