written by Jerel Marshall | photos by Afi Cakpo
New digital marketing techniques offer businesses an endless list of options for promoting products and services. Recently, the Entrepreneurship & Innovation Institute teamed up with General Assembly to host a short course on the latest and greatest strategies in new age marketing.
Digital marketing trendsetter Lawrence O’Connor led the discussion sharing anecdotes from his career while reviewing best practices. O’Connor has earned his stripes contributing to the digital marketing efforts of Tree Sound Studios, Techstars, Gather Technologies and his own company–Full Chair Digital.
Learning the ins and outs of digital marketing in an hour can be quite daunting but O’Connor covered plenty of ground going over everything from search engine optimization to the mystique of viral content.
“There are a lot of different definitions of what digital marketing is and what it entails,” O’Connor said. “But it never gets more complicated than this for me; you have to craft a message of what you want to say. What’s the most important thing to the person that I am speaking to?”
While viral internet content is known for creating some of the most improbable overnight “celebrities” of all time, it can also be used to turn unknown brands into household names.
While working at Tree Sound, O’Connor was an integral part of filming the popular hip-hop web series 3 Little Digs. O’Connor and his team were able to create content that racked up views fast, which led to opportunities to work with brands like Jose Cuervo and HBO. But even he says going viral is no easy task.
“A lot of people will say ‘hey, I want this to go viral,’” O’Connor said. “But what does that actually mean? What is the science behind that? I’ll give you a hint…there is no science behind it.”
As usual, this iteration of ENI Live drew students with a range of interests. Junior Psychology major Levi Baumgras attended in hopes of learning ways of promoting his organic skin care product, Golden Skin.
“I’m really just trying to figure out how I can take my product and make it pop,” Baumgras said. “I have to make it stand out because there are so many products out there that are similar. How can I stand out and be recognized? He did a good job of explaining that today.”
Javon Jones, a freshman majoring in business, came to gain insight on personal branding for a career in music.
“Because I’m a business major I thought coming to this event would really help with the marketing strategies and other things I’m trying to do,” Jones said. “The information today was great.”
ENI hosts a number of events each semester in hopes of engaging and inspiring Georgia State students. Follow our event calendar for more.