Author: Shantica Dawkins

Feedback: Can You Handle It?

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Have you ever finished writing a project idea, executive summary or a written paper and felt so pleased and accomplished? Well, that feeling can soon turn into despair if your content wasn’t reviewed by someone else prior to submission. There have been many times that I have written content that I thought was great, but it has tons of grammatical errors, sentence structure issues and lacks a certain gusto. Having someone review your content prior to submission is important. Find a trusted friend and have them review your content. They will be able to spot errors more quickly, tell you if the content makes sense, and overall provide feedback on your content. Make sure don’t take the feedback personally. This feedback isn’t a personal attack towards you, it’s a guideline to make your content better. This feedback can also provide ideas that you haven’t thought of to make your content more impactful.

“Feedback Leads To Idea Generation.”

Marketing Agency 101: Developing A Presentation

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Starting a marketing agency is already hard enough. When you finally receive an RFP and you have the opportunity to present to a company. This is where some marketing company’s fail. In order to develop an outstanding presentation, you need to complete these 3 steps. The first step would be to fully understand the company. You need to pull up industry trends, financial records, and other information about the company so that you can fully understand company. When you understand the company, you can truly get to the bottom of the company’s audience, strengths and weaknesses. Second, develop an angle. This means that you need to have an approach to completing this presentation. Are you going to rebrand, create a marketing campaign to increase engagement, maybe even creating a public relations campaign? Lastly, conduct your research. To truly understand your company, you need to conduct research, and gain information to build your angle. The more information you have the better your able to complete your marketing campaign. Hopefully these steps can help you develop your presentation. Maybe you might get the proposal too.

Difference Between Goal Setting and Strategy

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What’s the difference between goal setting and strategy? As a marketer we need understand that difference to effectively create a marketing campaign. Goal setting is developing a goal that needs to be accomplished. These goals can be a mix of personal goals or marketing campaign goals. Goals are usually created by aligning them to the organizational goals of a company. These goals are usually what a company wants to accomplish during a marketing campaign. The steps we take to accomplish a goal is the strategy. The strategy is usually crated by having a step by step plan on how to accomplish a certain goal. For instance, if my personal goal was to lose weight in three months. The strategy would be to work out 4 to 5 times a week, eat healthier, weight training and cardio. By completing this strategy, I will be able to complete my goal of losing weight.  Goal setting and strategy are both interconnected, you can’t complete one without the other.

“Begin with an end in mind”

-Stephen Covey

So … You Want to Create A Marketing Agency!

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The entrepreneurial aspect of marketing is being your own boss whether that is freelance marketing or opening your own agency. Startup agencies are extremely hard. There are tons of competitors, and if you are not affiliated with holding marketing company your chances of being successful are slim. Once you get affiliated with a marketing company, now its time to structure your marketing team. At the top in the supervisory position would be the executive management and account management. These people would be the main face of the project. They make sure that you are on track towards completion of any marketing campaign. Next, we have the other roles Creative, Media, Data, Insights, and Operations.  The creative role is responsible for the over all production of the marketing campaign.  Media and CEO is responsible for trading and planning. Data’s responsibility is data management. Insights role is strategic planning and overall social listening. Lastly operations is responsible for controller and HR. Each role is extremely important the development of a marketing agency. Having those key roles will get you on track to a effective and successful marketing agency.

Consumer Experience is WORTH IT!!

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Have you ever walked into a business were products were not stocked, shopping carts were unavailable, and employees have a bad attitude towards customers? How did you feel? Did you want to continue shopping there as a consumer?  Of course not, why? Because the consumer experience was terrible. Consumers want to have a memorable and pleasant experience during their consumer buyer journey. The key is making this buyer journey as painless and comforting as a possible. This includes amazing consumer service. Business qualities such as, restocking products and being proactive on solving potential consumer problems will leave a great experience for consumers.  When consumers are happy, their experience is better, and money will be spent. On the other hand, if the experience isn’t good, you will risk the potential of losing a customer.  According to, the probability of selling of an existing consumer is 60%-70%, while the probability of selling to a new prospect is 5% – 20%. With a horrible consumer experience, you could risk losing a consumer and minimizing your chances of selling product, which will affect your company profits. So, when you ask me if consumer experience really worth is? My answer is of course it is!

How Important Is Critical Thinking to Marketers?

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Critical thinking is defined as “the objective analysis and evaluation of an issue in order to form a judgment.” (oxford dictionary).  Marketers need to utilize their critical thinking skills in order to implement an effective marketing campaign. Marketing campaigns require constant analysis during its effective dates. Situations in the campaigns can always change. A great marketer will analyze the results of the content presented and quickly adjust in order to achieve the desired business goal. This is why critical thinking is extremely important for marketers. Marketers need to think quickly when a problem arises to avoid spending more on advertising cost during a campaign. Most importantly, critical thinking can help marketers predict future problems that may arise. The faster we learn the problems the quicker were able to solve for these problems. Critical thinking is key to become an effective marketer.

Social Media ROI

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Marketers are always taught to seek out the Return on Investment on a certain campaign. The CEO wants to see numbers, they want to see the how much of a profit they would receive. Unfortunately, digital marketing cannot provide an actual ROI. When a campaign is created, usually the objective is building brand awareness and increase brand loyalty to its consumers. These steps will in turn increase the customer lifetime value of that consumer. It is hard to attach a monetary value to a campaign when we would need to evaluate the lifetime value of a particular customer. The way to accurately calculate Social Media ROI is to look at certain KPIs such as, total number of views, total numbers of clicked ads, and even total number of followers. All of these values can provide you a better understanding of how long a consumer will engage, purchase your product and build that brand loyalty.

The Digital Marketing Master


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I remember watching old Karate flicks, where a young boy wants revenge because the evil emperor took control of his village and now his people are suffering. The boy now trains with karate master and he gets taught everything he knows about this fighting technique. He now becomes a skilled warrior through an adrenaline pumping montage, and he defeats the villain. In the world of digital marketing this, concept of being a Digital Marketing Master is only a dream. There are so many concepts, strategies, and factors at play that affect digital marketing on a daily basis. There is no way that you can learn everything about digital marketing. For instance, Instagram has over 1 billion active users that post 95 million pictures and videos daily. To truly understand the concept of what’s trending and what is perceived as marketable you would need to analyze all of this data constantly. Marketing campaigns are usually a gamble as well. We’re taking the information we know about a target audience and creating an advertisement that will resonate with them. Will the consumers like it? What emotional ties will consumers have with that brand after the ad is released? Will it have a negative impact on the brand itself? The world of digital marketing is very unpredictable, all we can do as marketers is analyze the data were given and provide a few strategic approaches to solve a consumer problem.

Building A Consumer Persona


As marketers we have always been told to make sure we know our target audience and understand who we are marketing to. The easiest way to place these thoughts onto paper is to create a consumer persona. This way you are able to think about your ideal consumer and place them in category. In order to complete a consumer persona, think about your target demographic, male, female, age, occupation, income, marital status, etc. Next think about how your target audience thinks, what interest is important to them, what time of day are they usually off work. What time of day are they at work etc. Next we want to learn how the consumer thinks, how does the consumer view things and events. When we take all off these things into consideration, we develop our ideal consumer. For instance, I own a makeup company what would be my ideal consumer persona. One persona could be Jessica, an African American makeup artist around the age of 25, she has her own YouTube channel, and displays her make up looks on Instagram. Jessica is single with no children and makes about 45k a year from makeup, YouTube sponsorships and freelance jobs. On her free time, she enjoys reading fashion magazines and staying active at the gym. Within this persona you can also add pictures of what she looks like, and what she would wear. That’s all it takes to complete a consumer persona. Gather all the information you can and create your ideal person, it’s almost like playing SIMS the computer game.

What Did You Say?


There are times when you need hear what people think about your brand. Since social media is such a vast platform, we all need to know exactly what is being said about our brand. This is why social listening is so important. Social media listening is when you monitor social media in order to know what is being said about your company, brand, or product. Social media listening is extremely important because you are allowed to learn more about what people think about your brand. You can also answer questions that potential consumers have about your product as well. Let’s take American Airlines for example, there are multiple tweets and mentions about how this company has horrible customer service and is constantly delayed. If American Airlines use social media listening correctly, they could have already deescalated the situation by answering their consumers concerns. Customer service and customer response is a hard process to manage but not answering your consumers questions will make it even harder to promote brand loyalty. The next time you think you heard your brand name make sure you ask “What Did You Say ?”