Being an Expert on many things 🙂, people used to ask questions or even help (Which I also do time by time) and by answering questions or helping others is an exceptional feelings that I might not able to express the way I’m doing now. I had developed a system for proper analytical and effective way to craft and advice. This System is what I had named as “PICP System for Effective Advice”.
Let me tell you the full story that had happened to me recently for which i’m feeling proud to be on LinkedIn.
The story was so powerful for me that I had even decided to write this article on it.
It has also sparked the same old El Clásico between Tradition Marketing Vs Digital Marketing as well. If you are a Future loving professional and a Digital Practitioner, its a must read I’m sure.
Coming back to the story,
Some Days earlier Mr X (A Digital Marketing Enthusiast, MBA) asked me a Question on LinkedIn:
I am in retail past 2 years but I make career in Digital Marketing Is correct change my path to Digital Marketing please suggesting me about this issue.
Well the question or the “help me” was just 126 Charterer long but I had never imagined what the length of my answer would be.
After viewing the question I could have been able to give him a very straight forward suggestion but something happened to my right side of the brain that resisted me to do so.
Then I realized its not just a question to answer blindly considering that he might take or not (Just in a casual sense).
Somewhere inside me replied :
What if he’ll choose the path that you casually suggested, what if he fail doing so, what impact would that cause to his life and to his belongings, to his relations?
So, I changed my mind and what I did is something I feel proud be a LinkedIn user.
Then I started replying him.
In this very article I will discuss What I had said dissecting every paragraph of my advice using PICP System. Thus you will understand How much effective this system is when applied.
There will be Four Phases starting with Phase 1 right below.
Phase 1 : Presumption
Here I’m gonna tell you, how and why I had came to understand the practical situation of the person and introduced my thoughts (Advice) accordingly.
This is what I had replied with:
Mr X (Not Using his Actual Name) it’s good to have a field based marketing experience prior to Digital Marketing.
Yes, I told that as Traditional Marketing is something that human had practicing for thousands of years.
Even my imaginative mind can also see, When the human first produced “fire” by it’s own, may be a single person has tried that for the first time and solved the great problem for their society.
He or She may be marketed that invention to other members and then this phenomenon had spread by “Words-of-Mouth” to other clans (As back then Human used to live in Clans).
He or She might has started giving demo for food or help in spreading his community or even can be used for winning wars against natural threats or from other clans.
In modern world we used to call it as Technology Transfer.
This is a sheer practice of Traditional Marketing technique in its raw form. Though this practice has evolved since then.
Now, coming back to the point.
I said that because I know the core or the base of marketing will always be the The Traditional Marketing in its raw form.
But for perusing a better career on Digital Marketing, the sense of Traditional Marketing is a Boon.
Phase 2 : Ideation
Now as I had convinced with the first line of my reply understanding and evaluating his current position, I had started digging in to the matter with producing the Idea of Digital Marketing and It’s true value.
Here is what I’d replied with next:
As the Traditional Marketing is not gonna wipe out soon, but Digital Marketing is So Aggressive while projecting ROI, It’s gonna dominate sooner.
Yea, I had learnt watching for years that, the effect of technological or methodological changes happen much slower than it been predicated.
For an example think about VR (Virtual Reality) or even AR (Augmented Reality) or Un-Conventional Source of Energy.
So, as I had told him that,
Traditional Marketing is not going to be wiped out soon, cause Traditional Marketing is a form of marketing that produces greater value as its all about “face-to-face” thus luring the opportunity of “Word-of-Mouth” to businesses that practices it.
But, the power of Internet and its vast global reach changed the way we marketed for years and coined a new term called Digital Marketing.
As the Brands and Businesses are getting bigger-&-bigger, greater-&-greater, bit-by-bit analysis has become the most Important factor for growth.
Ideation has become Softer & Execution has become harder.
In this future dependent modern world scenario, business needs to produce a constant stream of experiment on it’s ideas to be successful at the very end. So, Data dependency had gone higher for them to understand their every penny spent (ROI).
Digital Marketing is so much effective in this present scenario,
1. Cost effective : Brands and Businesses can take the risk of experiment
2. Data Dependent : It gives the Businesses the real-Time view of how things are going.
3. ROI Driven : Return-of Investment (ROI) is what Investors want very fast. this technology shows the way to achieve it more efficiently.
4. Futuristic : The future will be on the hand of technology, and Digital Marketing is the practice based on technology. Thus it will be relevant for years to come.
5. Cross Platform : Digital Marketing is not just be used for marketing but be used for Sales, Customer Services and many more ways giving the brands an opportunity to focus on OMAT (One Metric at A Time) to grow faster.
Well, as a Passionate Digital Marketer I can say hundreds more advantages of Digital Marketing but I do have to be realistic according to the situation of the person am giving advice to.
Just for a reference I’m posting the changes of ads spending Traditional vs Digital in US below,
Well if you are convinced then should I jump to the next portion of the Advice that I had given to Mr. X ?
Ok, Thank you,
Phase 3: Projection
Till now, I had understood his problem, crafted a suggestion according to his present professional condition.
What I had done next is what I call Projection.
After saying all above, now is the time to clear out the way assuming that He (Mr X) aggressively wants to make a career shift.
So, here I had planned out a path to pursue his dream (Digging deep into Digital Marketing).
I had replied with:
If you Think Long term, You might have a great potential gracing you present career to a new high.
Well, I had planned a Long Term Way and a Short Term Way.
If you choose the long term way means, learning Digital Marketing the hard way and the most reliable way too.
You might can go for some courses on Data Analysis, Web Analytics, and Some Practical Approaches on Digital marketing.
Those are available on well known platforms like Udemy, Coursera, YouTube etc.
This courses are Very Cheap and Fundamental.
what you can do is taking some course at UpGrad, Digital Vidya (for Beginners) etc. along side your present Job.
One most important thing we all know,
Practice Makes Perfection
So, while learning start blogging (The best practical way to learn Digital Marketing).
Select your niche according to your expertise and apply your learning accordingly on the blogging platform.
After applying your knowledge on your own you will discover many way to develop and grow.
As Mr X already has the core knowledge of marketing he can prosper faster if he be able to adopt the new learning environment (Digital Marketing).
Now what you can do is (for professional reason) try getting Digital Advertising Certifications like (Adwords, Search etc.) or Hubspot Certs (Content Marketing, Inbound Marketing, Email Marketing).
If you are creative enough, you can also come into the space of Social Media Marketing (Certs – Hootsuit, Facebook).
It will take time, more time than you think.
Remember Unicorns are very hard to get so, you have to choose a particular domain and become master of it before jumping to the next.
I again replied to him (Mr. X) :
As your learning grows, your present career will grow too. and then either you will get promoted on your career or you might can switch to Digital Marketing world as an expert.
Well, those were for selecting Long Term Way but if you wanna select Short Term Way which I don’t recommend though, then I had suggested,
If you think short term then what you can do is Enroll yourself to some Courses and complete them, after that join any Career Positions (Digital Marketing Executive, Digital Marketing Manager, SEO Expert, And many more) and start growing leaving your Traditional Marketing Experiences.
Saying above what I had wanted to imply that, If You think the other way (The short Term Way), then leave your current job and fully dedicate yourself on learning Digital Marketing.
Enroll and Complete some Digital Marketing Courses offered by Institutions (UpGrad, Digital Vidya, IIM-A etc in India), and get a job like SEO Expert, Digital Marketing Executive, Content Writer etc. and fresh start your career for ground zero remembering Digital Marketing in India will Boom soon.
This where the Projection phase of this career advice ends and begins the next phase.
Phase 4: Consideration
After all these, at the very end of my advice to Mr. X should be very personal considering his conditions.
So, then what I replied with was,
After all these I can tell you that a career shift is a very risky task to do. I don’t know your social background, your economic conditions and liabilities, so if you have the backup from your family for at least 1-2 years then you can Shift from your current position and fully devote to Digital Marketing with the Short Term way or else go for Long term and Be safe.
As Mr. X is totally stranger to me seeking for help, I had given all the advices without knowing his background, his economical conditions, responsibilities etc.
That’s why I had planned out two different strategies depending on his liabilities told in the above paragraph.
This is how you need to figure out the options always having a plan B in your pocket while changing a career path.
For Digital Marketing it is one of the most important phase that you might have fall into if you come from a background like this (Mr. X), there is no proven traditional way to learn digital marketing (some Universities are feeling the need and developing new courses now).
See this chart,
The Digital Ad spending is forecasted to nearly $2.80 Billion within 2021. It’s gonna go bigger if you consider Globally.
And understanding the present scenario it is evident that the need of a properly educated and skillful Digital Marketer more than the market is providing.
Most digital marketing professionals either are coming from technical background (Like Studing Computer Science) or Psychology, Social Science etc. thus the Traditional practitioner MBA people are leaving behind in this early race.
So, choosing a total shift at the middle of your career might be risky. It’s better to learn and practice both of those (Traditional Marketing & Digital Marketing) side by side and try to use them accordingly for Growth.
Closing of this article will always Be Safe.
Ok, this has ultimately came to an end. So as an ending note I will say one thing very clearly.
In this article I not just wanted to advice people like Mr. X to choose the right career but I had tried to open the mind of the professional who gives suggestions or advices (Free or Paid) should actually consider the proposed system (PIPC) by me to map out their Suggestions in a well constructive way.
For those who want to discuss more about the system I’m free to discuss with you to refine and documented the processed. You can even try out this system and give me feedback so that we can produce this system better and better to be used on Professional Level Applications like Decision Making, Consulting, Reporting or Drafting etc.
Well, For those who are thinking like Mr. X can use this example according to you situation and if you need any help to understand it more clearly I’m here for you.
Thank you, for reading this whole article, Please share with your friends and Collogues or family. Don’t forget to give me a Thumbs Up. Follow me here please.
Connect with me on Twitter : @neelsnow
Be Safe and Wish you all a good Luck. Thank you.