Tuesday 31 October 2017

The news consultancy firms specialized in marketing digital: Why students should work as a digital marketing consultant ?


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.

Résultat d’images pour consulting firmsToday, 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..

Résultat d’images pour consulting firms 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.


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Written by: Pierre Lemonnier


2 comments:


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