Online marketing and social media have established new paradigms in companies, but many of them have yet to discover their great advantages and benefits. Carbajo reveals in our interview the most relevant aspects of this new scene and how this social outbreak has repercussions on the new professional profiles and companies.
To start, what do you think is the reason why the use of online marketing in companies has increased? What is missing from Marketing managers to take on new challenges?
Obviously, the socioeconomic situation in which we find ourselves currently forces us to focus budgets on results. Here Online Marketing allows you to calculate up to the minimum return on investment and see what works and what does not work. The Marketing that spent huge amounts of money, not knowing what return it had on its brand (either conversion or branding) no longer makes any sense.
In this sense, it is where Online Marketing contributes value … It is very good to be a specialist in specific areas, but the general vision of a project or strategy requires a very specific profile, demanded and highly valued.
What advantages do we find in digital marketing versus conventional?Combining internet with other media is the recommended formula to achieve success in a campaign.
It is not about finding advantages between one and the other. In fact, for me that difference does not exist. There is only one Marketing strategy, only it is developed in different channels and different audiences. There lies the current success of any brand: Integration. I think that more and more companies and agencies are aware of this change, but there is still a long way to go.
How the Internet boom is changing the way of understanding communication and Marketing between the company and the client.
I know some purists will not agree, but I think that on the Internet the boundaries between communication and Marketing are blurring. Today any content strategy must be in tune with the actions of Marketing to plan and optimize the impact. On the other hand, the sensitivity of the communication department helps the marketing team to humanize the actions, especially in social media, where the message and content are the protagonists.
On the Internet we often find ourselves with the profile of “Chico / a para todo”, how can we professionalize that profile, find their place in the company?
This profile fits perfectly with the figure of the Online Marketing expert. On many occasions, professionals who enter the online world seek a specialization in a specific area, but they forget the importance of versatility. For me, an Online Marketing consultant should know a bit of SEO, SEM, Web Analytics, Social Media … with the aim of developing an optimized strategy to a calendar and a budget. That is an equal or more important task than that of a specialist consultant. We must be proud to dedicate ourselves to Online Marketing.
What motivates you to take on the challenge of directing the communication and marketing of a company like KSchool ?
Above all, the possibility to innovate and create constantly. KSchool is a project based on the professional reality and the latest trends, which forces the department to be aligned with these trends in our actions. For me the content is king and, being in the training sector, allows evangelization and guidance not only in the classes, but through our marketing and communication strategy
Is training still a safe bet to get a job, improve where you have or differentiate yourself?
I always say that our students are our best ambassadors. Maybe it sounds a bit “romantic”;), but I’m excited to see how students who have passed through our classrooms have changed their lives. And that is largely because of the passion they feel for what they do. Training is still key when it comes to finding or promoting a job, which is why at KSchool we feel closer to a “school of crafts of the XXI Century” than to a “business school”.
Is training being adapted to this new digital age? New professional profiles, economic changes …
Training in our country remains anchored in old paradigms, such as “titulitis” or being a student who receives, instead of offering. The majority of professionals in the sector that I know have a degree completely different to their professional day to day and that shows the versatility of the new professions on the Internet. A world full of new opportunities and professional possibilities, but in order to achieve this, an agile and professional training is necessary.