Angus Lynn - University of Aberdeen Student
Hi, I'm Angus. I'm a third-year student at the University of Aberdeen, currently pursuing a degree in Economics and Business Management.
Over 7 weeks, I have had the opportunity to work as a digital marketing intern at Arch 35 Marketing as part of the ABDN internship scheme run by the University of Aberdeen's careers service.
Although before starting at Arch, I had a range of experience creating content on a freelance basis and through participation in societies at university, I had never undertaken this kind of work in a professional setting. This presented the challenge of using skills learned through a casual hobby to meet a higher standard.
The responsibilities I undertook in the role involved brainstorming and planning post schedules for clients’ social media, creating relevant and engaging content for clients using software like Canva, as well as conducting analysis on client pages to fine-tune certain elements. Over my time at Arch 35, I had the chance to produce posts for a diverse range of clients across several industries, from financial solutions to boutique hotels. I've learned that successful digital marketing is not a one-size-fits-all service; you must understand the client’s demographic, operations, current position, their goals and how they want to reach them. Highlighting the need for both interpersonal and practical skills for success.
My personal aims coming into this role were to further my ability in producing social media content and expand my knowledge of how SEO services provide value to small businesses. With the aid and expertise of Arch 35 Co-founder Darren cadger, I feel both of these objectives have been achieved.
My time at Arch 35 has been a fantastic opportunity for my professional development. Not only have I improved my practical skill set, but I now have a more nuanced understanding of the digital marketing and SEO space. My three main takeaways are:
1. Fully AI-generated posts are a short-term solution to long-term problems. Although the simplicity of entering a prompt into an LLM and generating content is tempting, these posts lack contingency with brand identity and often fail to enforce any substantial message. Over time, shifts what customers associate with your brand. Why market a business built on personal customer-client relationships and human coordination with an unoriginal amalgamation of what a chatbot thinks your business represents?
2. In digital marketing, consistency is key, and results aren't always linear. Having an active and engaged social media presence is crucial in today's business landscape. Every page associated with your business will be judged by existing and potential customers. Posting even just once a month and ensuring that profiles are up to date with accurate information can do wonders for online presence and brand perception, even if engagement appears to be low.
3. Digital marketing is evolving faster and more drastically than ever. The widespread adoption of LLMs, the potency of social media and search engine algorithms, and regular fluctuations mean that for businesses tight on resources to dedicate to digital marketing, it can be a minefield. This leaves a unique opportunity for digital marketers. Those who can grasp and adapt to the tribulations of the online world and combine this with an intimate comprehension of their clients’ requirements will be able to provide tangible and measurable value to any enterprise.
My internship at Arch 35 has been an exceptional experience that I would recommend to anyone who wants to better understand the world of marketing.
I would like to say a massive thank you to Darren at Arch 35 for guiding me through this process. To Mike, Kev and everyone else at Escone Solutions for accommodating me in their office, and finally to everyone at the University career service involved in providing this opportunity.
