Currently studying in Digital Business and looking for an internship as
a digital marketing consultant, I decided to write an article on this new job.
Why? This kind of job is difficult because digital marketing is changing very
quickly and people constantly have to adapt to changes.
Today, when people think about consulting firms, they
commonly think of big corporations specialized in strategy like McKinsey &
Company, The Boston Consulting Group, Bain & Company or even the Big Four
(Deloitte, Ernest & Young, KPMG, Pricewatherhouse Cooper). Even if strategy
is the most famous and also the most profitable sector for the company, firms
specialized in organization and management, in transformations, in big data and
in purchasing also exist. However, during the last few years), the consultant
job has emerged a new consulting area: the digital transformation. In this
area, we will specifically speak about the digital marketing consulting.
Indeed, the digital marketing is
one of the fastest growing sectors in the consulting industry. This rise is due
to the new digital and marketing tools. More than ever, the marketing service
becomes more important in lot of organizations in order to maximize and
optimize return on investment (ROI). Companies want to know their marketing
spend is delivering bottom-line results by identifying, reaching, engaging,
converting, and retaining more customers. Companies understood that marketing
is a central key to develop their business.
The digital marketing world is recent and constantly evolving. It is
therefore very useful to know and understand how it works. Facing this fast
development, lots of companies, services and employees are neither skilled nor
fast enough to adapt their companies. They make the decision to outsource the
service by using consulting companies. The different reasons companies might
opt to pair with digital marketing consulting firms: create a plan, save
valuable time, understand innovative techniques..
In order to
meet with the increasing demand, lots of firms created new area in Digital. For
example, Accenture created Accenture Digital at the beginning of the year 2014.
In 2016, PWC created a new digital platform to help the companies who would
like to develop or accelerate their transformation through innovation and
digital marketing. Even if these companies attempt to capture this new market,
it is not easy because they always have to adapt their tools to advice
companies. It is sometime difficult to adapt quickly for big companies due to
infrastructure, management or organization.
Contrary to big ones, lots of small consulting companies specialized in
Digital Marketing. All these companies have a better reactivity and adapt
themselves faster. Indeed, small organizations are more innovative, ready to
capture new opportunity with new approach and new vision. Often, new consulting
firms specialized in Digital Marketing are created by former consultants from
big companies like McKinsey, Accenture, Atos consulting…
Even if smaller consulting firms are really competitive and offer
interesting solutions, big companies are the winner and take most of the market
shares. According to the “Advisory HQ” website, the six best marketing
consulting firms are Bain & Company, CMG, L.E.K Consulting, Nielsen, PwC
Digital and ZS Associates.
What is the digital marketing consultant job?
Marketing consultant has to be highly skilled in understanding what
motivates digital consumers. He also has to help clients use analytics,
technology to explore their business and understand how consumers encourage
over the long term. Additionally, a marketing consultant goes beyond simply
advertising or public relations and instead takes a more holistic view of a
business based on analytics and the development of strategic objectives. He do
not work on the marketing strategy, he has to measure the effectiveness of
strategies to refine marketing plans over time.
Is it difficult to target the best consulting firm for an internship
(gap year)?
It is difficult to target big consulting firms for two reasons:
- First: lots of consulting companies are looking for students who have
just finished their studies.
Indeed, student work 6 month as an intern and 70% of them are hired by
the company for their first job
- Second: the top consulting firms hire the best students (from business
schools such as HEC, ESSEC, ESCP, EM Lyon) and do not target students from
SKEMA Business School for their first internship. Even if it is hard to have an
internship it is still possible if students have experiences in Digital
Marketing in a famous firm such as L’Oreal or as a consultant is smaller
consulting firm.
If I decided to make an article on the digital marketing consulting
firm, it’s because I am convinced that this kind of company/job are the future
of work. Lots of companies are already looking for people with a marketing
profile specialized in Digital.
Sources of documentation:
Written by: Pierre Lemonnier
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