Having studied Advertising and PR at University of West London, Kasia Murek is a rising digital marketing specialist.
Since then, Kasia has been applying her knowledge of various areas within the advertising industry working with renowned brands like Hyundai, Westfield, BBC and Royal Mail, working as a Senior Programmatic Planning Executive at Havas Media Group.
Today I caught up with her:
Q. At what age did you decide that you wanted to work in Advertising or PR?
KM. I decided on that in high school when I had to choose a university course to apply to, so I was 18 or 19 years old.
Q.Why did you choose to study Advertising and PR at University?
KM. I was not sure what I wanted to do after school, but at that point it was important to have a higher education especially in Poland, to get a good job and have a prospect of a successful career. Apart from that, I definitely wanted to have the experience of being at uni, as many people told me it was the best time in their lives. I started researching options to study abroad and advertising seemed both fun and creative, aligning with my strengths and also a broad, exciting field that could offer a stable job in the future. All businesses and brands in this world need to invest in some form of advertising.
Q.Do you think schools do enough to educate students on digital marketing?
KM. I didn’t know anything about digital marketing before university, but advertising in general was something that wasn’t discussed in the class. Polish education programme doesn’t include many creative and alternative subjects like I know students in the UK have the luck to learn for their GCSEs, e,g. photography, graphic design, communications etc. If anything, from what I remember, digital marketing might have been mentioned in the context of digital messaging platforms, the way communication was evolving over time from the theoretical point of view or social media influencing young people’s lives, definitely not from the strategic thinking, business or career’s perspective.
Q.How does the digital marketing landscape differ between the UK and Poland?
KM. I came to the UK straight after finishing high school, so I never learned much about digital marketing as an industry back in Poland. My dad owns his own business and many times had to figure out ways to promote it online whether that was through building a website with a developer, SEO techniques or e-mail marketing, so back then I would hear about basics of these things from him, on a small scale. Today, as I see the digital marketing industry is fast-evolving, I am sure it’s been developing quickly in the last several years in Poland too, which I didn’t have a chance to witness directly. The UK, especially London, is of course seen as one of the hubs for innovation and a city where business and creative initiatives mix a lot and have opportunities to grow. I’m sure many of the bigger companies or agencies have one of their offices in Poland too, but in the UK the number and range of digital marketing businesses and start-ups is huge, which definitely gives more opportunities for young people to find jobs. I also think that the UK is more on the forefront of any developments in the industry, whereas Poland is probably learning a lot from these more advanced markets and adapting to changes.
Q.What do you think needs to change in the digital marketing landscape?
KM. I think digital marketing offers so many opportunities to brands and it could be used even better if skilled strategists could bring all different specialisms of it into the planning of more integrated cross-channel campaigns. Those specialisms, like programmatic, paid social, SEO, PPC etc are still quite new, complex and very dynamic, so it’s natural that other people are more skilled than others in those areas and not many people can grasp the whole knowledge of them all. Of course, marketers do run cross-channel campaigns already, but I think those specialist teams still often work in silos, not using the whole potential of digital marketing. Especially with upcoming challenges around data collection and privacy, all those channels will have to work closer together to establish a true consumer profile and create a more holistic view of their behavior from multiple different signals.
Q.What are your ambitions with digital marketing for the next 5 years?
I think this will be changing over the years in response to novelties in the market and changes in the industry. Three years ago, before I even knew how programmatic worked, I was told it’s the future of advertising, a game-changing concept. Although it was born much earlier, it was so niche that even when studying Advertising and PR, I only had two sessions about this whole new thing. Programmatic is evolving and in the next years I definitely want to keep gaining my experience as a specialist in this field, but staying open to other areas of digital marketing, as I know they all influence each other and add value to what we’re trying to achieve for brands within our specialism. It may sound obvious, but I want to explore as much as I can what really drives noticeable change and success for businesses, not only an illusion of it in numbers that sometimes may look positive, but not really mean a real success.
Q.If you could pick anywhere to go for lunch where would it be and why?
KM. If I could pick anywhere at all, I would say Corfu, Greece, in this rustic open-air restaurant under a big tree by the sea. I went there during last summer holiday and I think there is nothing better than eating best local food enjoying fresh air and a beautiful view for hours.
We would like to thank Kasia for her time during these strange periods.
If you want to hear more about opportunities in digital marketing please email Joel.Williams@tencil.co.uk