Intern Isaac’s first week: from real time marketing to rogue office chat

My introduction to Velvet has been illuminating and exciting. From putting together research to calling national newspapers, I’ve had first-hand experience of various different sides of PR. In particular, it’s been fascinating getting to grips with the ever-changing industry landscapes that characterise Velvet’s client base.

The research I did around real-time marketing was especially eye-opening. Working on an overview of current opinions around RTM – a term I was unfamiliar with until this week – gave me taste of how fast-moving the world of digital marketing really is. I quickly realised how frequently I had been on the receiving end of RTM strategies in recent years.

I was interested to see how the conversation has changed since Oreo’s infamous “dunk in the dark” tweet. Trawling trade publications such as The Drum, Campaign and Adweek, I devoured anything relevant I could find. Along with encountering many more examples of quick-witted, real-time responses, I also discovered how brands had got it wrong. potentially hazardous.

I saw this sentiment expressed by a variety of industry experts. The key issue being the perils of putting short-term gains over long term thinking. 360i, the team at the heart of Oreo’s social ‘war room’ put it another way, noting how RTM had got “uncool quickly, and crowded.” Indeed, poorly executed RTM can be cringe-worthy.

In between chugging away at monthly coverage reports and having a hand in securing a piece in This is Money, I also explored the worlds of social listening, launches and educational marketing.

Most of all though, it’s been a delight getting to know the Velvet team. A hard-working and lively bunch and despite some questionable office chat, it’s a lovely place to work. I look forward to learning much more from the team in the coming weeks.