PRACTICAL IMPLICATIONS FOR
MEDIA EDUCATORS
At the center of these digital marketing activities is Julian Amorrich, a graduate of Tourism, Facility Management and Consumer Communication who came to Lapland as an exchange student in 2003 when he started working as a tourist guide. Subsequently, he moved to sales and marketing where he worked closely with tour operators while travelling across different countries promoting and selling Lapland Safari’s products. In 2009 he started a personal project on the internet. After which, he had a master's degree in Digital Marketing and Advertising. Now, he is working in the Digital Marketing department in Lapland Safaris company.
As media educators, there are practical implications that we can take cues from to help in career decisions. The expertise of media professionals is relevant to the operations of virtually every organisation, media professionals render insight or technical know how to what organisations says and when it says it so as to project the right image in the eye of its stakeholders and public. Julian Amorrich opined that effective and strategic media control is the way to go for organisations when it comes to branding, marketing and advertising of companies. For a company to be successful in-terms of creating brand loyalty and good public image, a strategic combination of different media is the answer. Consequently, companies invest more in this department and also hire someone with the technical knowledge as this department is the “powerhouse” of the company.
As media educators, the basic instrument for success is the ability of a media professional to be flexible in any given situation while paying great attention to little details. According to Julian Amorrich, Lapland Safari has had few negative feedbacks which the company had to pay attention to and get deep down to the root of the problem and providing solution to them; this will go a long way in sustaining and increasing brand loyalty, as those negative comments have the ability to make or mar the company.
Julian Amorrich also declared that attitude is a vital ingredient for success as a media professional in any organisation. He opined that a positive and can do attitude is vital to the success of any media professional. In addition, a media professional should constantly update his/her knowledge with new media tools as they emerge. It therefore behoves every media professionals to stay up-to-date technologically.