Neil Robinson from our Keypath AU Marketing team delves into the exciting, ever-changing nature of digital media and what his role entails.
What are your key responsibilities?
I’m chiefly responsible for buying and placing digital inventory anywhere across the web, so prospective students can see our sponsored content. To get the best out of our digital marketing budget, I need to approach a lot of my ROI decisions from a data-driven perspective.
What kind of skills do you need for your role?
My role requires a strong understanding of search engine marketing, social platforms and digital analytics to drive outcomes. A large part of my role is analysing various data sets across our campaigns, and being able to tell a story within the trends to determine what is working versus what is not. Digital media is always evolving, a digital marketing specialist needs to keep across it and the changes, because we always want to be first on an emerging platform – especially if our students are there, too. As we are growing at an exciting rate with new programs constantly launching, time management skills are really important. I also develop my own analytics reports that identify and focus on the right metrics.
Why is your role important at Keypath?
Our team is responsible for the majority of leads coming through the pipeline. We’re able to introduce our brand to people who may not be searching specifically for it, but we know there is a strong fit in what we offer and what they are looking for. Another important part of my role is the ability to fix things when they go wrong. That involves data analysis to see what things are changing and consider internal or external factors that may cause those changes.
What do you enjoy most about your role?
I enjoy working in digital media because of the tools I use daily to go after highly targeted audiences for our university partners. Being able to serve a highly relevant ad to a person searching for a degree that matches our offering is pretty neat. I love seeing how many students I have helped take the next step in their higher education with our partners.