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In the world of digital marketing where trends are ever-changing, how do you determine the success of product marketing? What do recruiters look for in portfolios when hiring digital marketers? How does one hone their craft in the marketing industry? To address these questions regarding the world of marketing, the Business Career Development Committee (BizCare) invited Search Engine Marketing (SEM) Consultant and Principal Trainer at emarsity, Phua Eng Yeow, for the Mastering Digital Marketing Panel Discussion on 16 February 2022. Eng Yeow is a digital marketing expert with more than 10 years of experience in the field. With additional expertise in programming, he possesses both technical and non-technical perspectives to aid him in his career as a successful digital marketer.
One insight that Eng Yeow shared candidly about was whether it was more important to have hard skills, soft skills or networking abilities. Eng Yeow expressed that passion, rather than skill-sets, would be essential to last long in the field of marketing. Depending on the aspect of digital marketing that one is in, one’s day-to-day job may vary from search engine optimization (SEO), to content generation and social media generation, to focusing on drawing insights from data analytics and marketing traffic.
Eng Yeow also articulated his thoughts on how tools like VR and AI will be involved in digital marketing in the future. He pointed out that cookie tracking is likely to be superseded by AI to determine potential topics of interest to target users based on their behavioural patterns. TikTok was raised as an example of AI involvement in retaining users by showing them content that they would be interested in. He expects the metaverse to be the next big thing - it is just a matter of ‘when’.
When asked about how one who is interested in the field should seek inspiration and practice their work, Eng Yeow strongly advised investing time and effort in self-initiated projects in areas of one's own interests by reaching out to businesses or taking up courses in Udemy. If one is feeling adventurous, one could also explore the Facebook and Google advertising platforms. Rather than focusing on simply pleasing others, one should focus on improving and leveraging off one's own skill-set in a rapidly changing business environment.
Gau Meng Yew, the Head of Panels and Mentorships of BizCare, supported the panel discussion and oversaw the entire event.
“Mr Phua was knowledgeable, well versed, and extremely friendly. His expertise in digital advertising shines through, especially in the QnA segment. The event went smoothly too, owing to Ryan's moderation. Without a doubt, I'm sure everyone took away something from the event.”
Following Mr Phua's personal sharing and insights, our students gained a greater understanding of the current trends in the digital marketing sector and became more aware of the skills to thrive in the industry going into the future.
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