Archive by Passion Digital

How to Pursue a Career in Digital Marketing: Managerial Point of View


Starting a career in any area is a big step. The idea of building your career by following your interests and things that you’re good at is an exciting prospect that will affect your life beyond just the professional.

Over the course of our careers, all of us face different challenges and opportunities to grow both personally and professionally. From Junior Executives to Managers, there are always new hard and soft skills to build, and within the digital marketing sector this is no different. The digital world offers endless opportunities across all areas of expertise for individuals to develop their skills and build knowledge.

Whether you want to start working as a freelancer or in a recognised digital agency, there are a few questions to ask yourself before entering the digital marketing sector:

  • How do you know if you’re ready to get into it?
  • What basic knowledge do you need to have?
  • What should you expect from it?

Here, you can find some real-life scenarios and professional advice from people working at Passion Digital!

Acknowledge Your Current Skills and Abilities

Doing a self-analysis is probably the first step to take when starting a career in digital. As trends and technologies are changing at a fast pace, knowing your strengths and maximising their impact within your area of performance is vital. Understanding analytics and the terminology of the industry regardless of your area of expertise will give you an invaluable competitive advantage.

Evaluate your own performance in your past jobs and take note of the areas you need to improve in order to reach your desired skills and ability level.

Draft Out Your Career Opportunities

Mapping out your potential professional journey is another important step when pursuing your digital career. Having your professional and personal goals and objectives well defined will help you make decisions that will lead to your desired outcomes. There are so many avenues to go down in digital that there is bound to be something that matches your skills and interests best, and having your options mapped out in advance will lead you to make more proactive choices.

Knowing the must-have digital marketing tools, practices and processes within the sector will allow you to make the most of your opportunities.

Show Yourself to Your Audience – Build an Online Presence

This might be one of the trickiest points. We might be good at pitching and implementing marketing activities for clients, but when it comes to producing content for ourselves, the mental boundary can be much higher. Building your own, personal brand and having and a place to reach, meet and compliment others’ ideas will put you on the right track to building credibility and staying up-to-date with industry developments. From creating your own LinkedIn account, raising your voice within your personal social media platforms or having your own website, you will expand your opportunities to reach others and make a difference within your area of expertise.

Upgrade Your Professional Status – Certifications and Experience

Being ahead and up to date with the latest trends might not be enough in these ever-changing times. We are facing a fast-growing level of competition within the industry and we need to be ready for it. Attending training courses, getting certifications and having a wide understanding of the different areas of expertise within the Digital Marketing sector will help you to stay on top of the job market.

Seek for Networking Opportunities

Another critical, yet sometimes underrated opportunity for professional growth is being part of a network. Being able to talk about yourself, your areas of interest and the role you play within your company will hugely improve the quality of your connections and your credibility as a professional. Networking offers endless opportunities personal and professional advancement within your sector. Continue to get out of your comfort zone and get yourself out there!

Advice and Tips from PD Staff

At Passion Digital, we work with talented, experienced and ambitious professionals. These are the main tips and takeaways that they would like to leave you:

  • Sharpen your technical skills
  • Hard work and ambition can take you anywhere
  • Learn and train your knowledge as much as you can
  • Be aware of your potential and always look for opportunities to tackle new challenges

If you are interested in building your professional skills in order to climb the career ladder, our Digital Kitchen training courses cover everything from CRO to PPC and from SEO to Social Media. Sign up to expand your digital marketing knowledge.

Transformation Training and How it can Build your Business


Digital transformation has been one of the business buzzwords of the last few years. Although we don’t have an awful lot of time for buzzwords, we do understand the strategic importance of the transformation process for businesses of every size.

Very simply, digital transformation is the process of adapting existing business practices to new digital methods. By integrating digital technology into all areas of your business, you will be able to operate more efficiently, solve problems more quickly and provide more value for your customers.

Well, that’s how it should work. Many businesses have tried to implement new technologies, such as big data, cloud computing, machine learning and artificial intelligence, only to realise they don’t have the prerequisite skills in-house to deliver digital transformation successfully or to realise the many benefits.

That’s where digital transformation training can help.

The Importance of Digital Transformation Training

The return on investment a business can generate from transformation technologies depends on the digital literacy of its employees and their ability to adapt to new situations effectively. However, as many employers will recognise, in today’s ultra-competitive job market, those skills are increasingly difficult to find.

In a large organisation, it’s unrealistic to overhaul your workforce with more digitally adept hires. Not only is that due to the expense of the recruitment and onboarding process, but also the dearth of digital skills that are currently available. Accenture has predicted the digital skills gap could cost the UK £141 billion in GDP growth over the next ten years, which highlights the struggle many employers now face.

Rather than looking for new hires, the most viable and cost-effective solution is to create a culture of continuous learning. As part of your digital transformation strategy, you should include an investment in transformation training that will increase the digital literacy of your existing workforce. That will give them the skills they need to succeed in today’s digital world and help your business create a competitive advantage.

What is Digital Transformation Training?

Although your workers may know what digital transformation is, they require much more than just a general understanding of the process to turn that theory into practice. Those at every level of the organisation, from business leaders to general workers, require training that’s tailored to their specific needs and job role to build the right skill sets.

Transformation training for business leaders

Those at the top of the organisational chain must understand the wider context for your digital transformation efforts and learn how they can make digital transformation a continuous process over the longer term.

Transformation training for tech leaders

Your tech team must have an in-depth knowledge and understanding of the technologies that can drive the transformation process. Big data, cloud computing, data science, artificial intelligence and the Internet of Things (IoT) are just a few of the technologies you can implement to take your business to the next level. Tech leaders must also consider the security implications these new technologies will create and be able to put the necessary policies in place.

Transformation training for ground-level employees

For the transformation process to be successful, you must give ground-level employees the skills they need to use new technology and implement strategies to shift the mindset of every individual. Training that increases the digital literacy of every worker and teaches them how to work in a more productive and collaborative way is key.

The Benefits of Digital Transformation Training

Research in the US has found that 89 percent of organisations say their industry is either being disrupted by digital technology or that disruption is only a matter of time, with 70 percent believing they don’t have the necessary skills or operating models to adapt. The result is that the majority of organisations expect to fail within four years if their digital transformation attempts are not successful.

However, the good news for British businesses is that it’s not too late. Digital transformation training can help businesses in every industry realise a diverse range of benefits that will keep them ahead of the pack.

1. Increase agility and innovation

In today’s rapidly developing digital landscape, organisations that rest on their laurels will be left behind. There will always be new competition, new tools and new trends, and even businesses that are currently on top must be ready to adapt and innovate. Digital transformation training can enable remote working and provide access to technology and services on-demand to put your business in a position to innovate and capitalise on new opportunities.

2. Make employees more effective

Digital transformation training is designed to make employees more effective in their primary roles. Those in core business functions such as HR and finance can move away from time-consuming and inefficient manual processes and focus on wider business opportunities.

3. Improve security

One of the biggest headaches for today’s businesses is how to embrace new technologies and place more data at the edge of their networks while maintaining the highest levels of security. Digital transformation training can ensure businesses implement a security strategy that provides enforcement around access and data compliance to shield themselves from attacks.

4. Create a competitive advantage

Those organisations that are brave enough to be the first to implement new technology and working methods could gain a competitive advantage. Digital transformation training can help you deliver your products and services more quickly, reduce your costs and improve your customer service.

It’s Your Time to Thrive

In this age of perpetual change, businesses that fully embrace digital transformation set themselves up to thrive. At Digital Kitchen, we hold transformation training courses to help your business and workforce embrace digital change and come out on top. Get in touch to find out more and to book your place on our next course.

5+ Years at Passion: SEO Executive to Operations Director


Hamish joined Passion Digital shortly after the company started, when it was just a few of us based in a little mews next to Clapham Common, specifically right behind the rather infamous nightclub named Infernos!

He gave us his absolute all, which allowed him to progress rapidly right through the ranks, enjoying 5 ½ very happy years at Passion Digital. Before he moved on, we asked him to note down some of his lasting memories and thoughts on what life at Passion Digital has to offer.

First things first, moving on from Passion Digital feels very strange indeed. ‘Gut-wrenching’ is actually the best way to describe it, as I have the utmost respect for my colleagues here on a professional and personal level. They’re a talented, dedicated, diligent and – yes – ‘passionate’ bunch. For various reasons though, the time has come to depart.

So why do I feel so strongly about Passion Digital?

Well, whilst at university I’d started a business selling woollen products online, which became reasonably successful. Once I’d sorted the physical logistics, my attention shifted to the marketing side of things, where it quickly became apparent that my approach to all things digital was going to make the enterprise either succeed or fail.

I taught myself the basics regarding web design, development and marketing, but once my degree was finished, I knew I wanted to turn my newly acquired surface-knowledge into something more developed.

Looking back now, the truth is that little business provided me with far more practical skills than my actual degree! It also highlighted how few companies were effectively exploiting the massive potential the digital world offered.

Joining an agency was therefore the next logical step in learning the craft. I reasoned that if I joined a smaller agency, I’d be given better opportunities to see more clients and experience the full digital mix. Fortunately for me, Mike Grindy – our CEO and founder – had just started Passion Digital, so he gave me a shot in a junior role in the SEO department, based purely on my modest achievements with the little business.

In that first year, it became clear that my logic was thankfully sound. At Passion Digital it’s impossible to become siloed into doing a singular activity; you’re exposed to everything, including the raw commercials, right from the start. If you want to jump in at the deep end, learning the intricacies of all channel activity alongside the soft skills of client management and teamwork on the job, then Passion Digital is a truly wonderful environment to be in.

Of course, given the above, there were certainly times when the work was testing and late nights for a period became the norm, but this was exciting too; a symptom of the growing pains any ambitious company wants to be having. The reason that myself and others were willing to do this with a smile was because we were positively invested in the company.

We were – and continue to be – a bunch of like-minded, slightly geeky friends, all united on a fixed vision of becoming one of the finest digital agencies in the UK. Sizeable client wins over the years, along with too many awards to mention, hopefully attest that we’re moving steadily in that direction.

I should also note that Mike has always understood that happy people are productive people, meaning all the standard Silicon Valley style perks have been in place since inception, creating a lovely working environment where people feel able to be themselves. As such, the team bring along their full brain, not just their work brain, to the office. That may sound silly, but the improvement it has on output is genuine and it’s something which benefits all parties.

I won’t bore you with all the details, but here you can see my trajectory within the company:

  1. SEO Executive
  2. SEO Manager
  3. Interim Head of SEO
  4. Account Manager
  5. Senior Account Manager
  6. Operations Director

I should add that this is by no means exceptional, as we have plenty in the company who joined as interns, yet now perform integral roles brilliantly only a few years later.

Clearly to do the same in a large agency in such a short space of time simply wouldn’t be possible. If you’re willing to commit, learn fast and evolve as needs require, then at Passion Digital you really can turbocharge your career.

It’s only when I speak to those working in different companies and in different sectors that I realise just what a unique setup we have here. There honestly are no egos, no office politics, no bad blood; just a collegial atmosphere of skilled professionals, all of whom are good eggs. I will miss them all dearly.

Walking into that little mews on my first day, I had no idea that years later I’d be one of the Senior Management Team, helping orchestrate the running of a 40+ team, doing exceptional work for household names. Yet due to the constructively fluid nature of career development at Passion Digital, this dream scenario became a reality.

It’s been a journey I feel very privileged to have been a part of and I cannot recommend the team highly enough.

– Hamish

What Does Voice Search Mean for Your Business?


Hey Siri, are you single?

The popularity of voice assistants has been on a steady rise since Apple pioneered Siri in April 2011 (yes, it HAS been 7 years!). Since then, Google (Google Assistant), Microsoft (Cortana) and Amazon (Alexa) have also joined the game. International players are not behind. Chinese giants Baidu and Alibaba also have their own assistants (DuerOS and AliGenie, respectively). Who hasn’t tried asking Siri if she has a boyfriend or girlfriend? (“Why? So we can get ice cream together, and listen to music, and travel across galaxies, only to have it end in slammed doors, heartbreak and loneliness? Sure, where do I sign up?”) or if she watches Game of Thrones (“Who me? Siri, First of the Name, Siri Siliconborn of House Apple, Rules of the Alarms and the Reminders, Guardian of the Calendar Appointments, Keeper of the Ontologies, Flipper of Coins. Yes, I am watching”).

Smart speakers are taking over

While initially voice search was limited to smartphones, smart speakers are taking the world by storm. Amazon launched first such device (Amazon Echo) in 2014 and ever since then there’s been no going back. 10% of UK households already own a smart speaker, with OC&C Strategy Consultants projecting the growth to hit 50% of UK households by 2022. comScore predicts that that voice search will account for 50% of all search activity by 2020. These are big numbers.

Now, this still doesn’t mean much for your business. Who cares how many people talk to their devices and ask them to turn off the lights or to give them a compliment. What DOES matter for your business, is that while UK voice transactions through smart speakers are worth £0.2bn now, they are expected to increase to £5bn in the next 4 years. Even with the current 10% penetration rate, nearly half of owners (44%) made a purchase using their smart speaker in 2017. Groceries (20%), Entertainment (19%) & Electronics (17%) dominated voice shopping product categories in 2017 but as the popularity of voice e-commerce grows, so will the types of voice purchases.


Voice search optimisation

With the new type of search, new ways of optimising for search will inevitably emerge are already emerging. To rank in voice search, you need to rank in position #1 – there is no page one with 10 organic results. There is only result #1 and a “winner-takes-all” market.

Satisfying user query will be increasingly more intent-dependent. Google calls it “Micro moments”:  purchase moments, research moments, and discovery moments, just to name a few. Consumers experience them on average 150 times a day: I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments.

With voice search, focus shifts to conversational, long-tail search terms and the meaning behind a query, instead of a specific keyword. What naturally spoken questions may customers be asking about your brand or products/services offered by your brand? Do you already answer such questions on your website? Do your pages trigger featured snippets? Have you mastered the use of Schema Markup?

Further down the line, brands will need to develop a “skills” strategy, alongside their other strategies. Voice-command “skills” for smart speakers such as Google Home or Amazon Echo can range from planning, ordering, looking things up, or controlling other devices (such as turning lights on or changing thermostat temperature).

Headache just thinking about it? Have a relaxing cocktail! Not sure what to go for? Don’t worry – you can consult Ask Patron, Patrón tequila’s new Alexa skill! Ask Patron will help you no matter the type, flavour, occasion or ingredients you have available. Feeling adventurous? “Alexa, ask Patrón to surprise me.”

The future is here.

Call us on 020 3773 9289 or get in touch to talk about the future, and what it means for your brand.

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