Developing digital skills with UpScale

This blog was written by Frederic Kalinke, an ex-Googler who is now Managing Director of agile marketing technology company Amigo.digitaltechoriginal

I am a big fan of the UpScale programme at Birkbeck, which inspires students to work in the wonderful world of digital technology. Several big brands like LinkedIn, ASOS, JustGiving and MediaMath are partners, offering dedicated seminars to aspiring students. I have delivered a number of workshops focused on the power of Google and online marketing. In this article, I want to share why I believe UpScale is so important, as well as some tips on how to learn digital skills effectively.

I started my career at Google. Besides overdosing on sushi and chocolate, I learnt everything there is to know about Google’s marketing tools, which help businesses acquire customers online. I was also lucky to discover a passion so early. The thing that got me out of bed in the morning was developing novel and effective ways to teach companies about how Google products work. Before I dive into these, it’s worth spending some time exploring why working in technology is a fantastic place to be.

Never get bored

The UpScale programme focuses exclusively on the digital technology sector. Why? The UpScale website talks about employer demand. As the world gets increasingly digital, companies will continue to require and reward people who have technical skills and interests. This is undeniably true. You only have to look at the market salaries for software developers, data scientists and digital marketers to understand that demand for digital talent outstrips supply.

I would argue, however, that there is an intrinsic reason why technology is a fantastic career choice: it never gets boring! By nature it constantly evolves and never lies still. Here’s a clear example. Before the internet, the hotel, taxi, retail and entertainment industries remained largely unchanged. Hoteliers and taxi companies enjoyed oligopolistic privileges so could charge whatever they wanted to customers; high street shops enjoyed healthy margins based on the fact that customers had no other choice but to purchase their goods and services from them; and content producers, movie distributors and cinemas moved in lockstep, creating a profitable triumvirate. Then the internet arrived. And so did AirBnB, Uber, Amazon and Netflix, which have completely transformed their respective industries. It’s mind-boggling to think that two of these companies did not even exist 9 years ago. And none of them existed 23 years ago.

I was given the recommendation to work in digital by a wise CEO of a large FMCG company whom I met at university. He told me to forget the FMCG (Fast Moving Consumer Goods) sector as, despite its name, was the “commercial snail”. It turns out that washing powder and toothpaste don’t really change that much.

So if you want excitement and constant innovation, digital technology will not disappoint and UpScale will equip you with the skills and networks to help get you there.

How to learn digital effectively

Having established the significance and thrill of working in technology, I’d now like to outline three ways to learn digital skills effectively. These insights are based on my experience of running several UpScale workshops.

  1. Interactive learning: From the very start of my workshop, I involve everybody in warm-up exercises and thought experiments to get people thinking. I am a big believer in the saying that if you “tell somebody to do something they will forget, if you show somebody they will remember, but if you involve somebody they will understand”. Because digital technology touches every part of our life, I advise students to get together in small groups to debate digital and challenge each other with questions like: why is Amazon so successful? Why is Twitter’s stock price so low? If you had £100k, what business would you set up and why? Why is using data important in decision-making? Which industry will be disrupted by technology next?
  1. Metaphors: I use a lot of metaphors to teach digital marketing concepts. For example, when we look at keyword planning, the bedrock of Search Engine Marketing, I use fishing and football; when we discuss Website Optimisation, I use the metaphor of a great restaurant. Metaphors make new things memorable and familiar. I always advise students to devise their own metaphors for newly learnt subjects and try them out on friends. As the Feynman Technique tells us, explaining something to a newbie is the best way to master any topic.
  1. Get practical: The last part of my workshop is about applying theory to practical exercises. Participants create their own Google AdWords campaign for an industry of their choosing. In whatever technical subject you are learning, there is always a practical application. If you’re learning a computer language, grasping data science or building a Microsoft Excel dashboard, get stuck in by building something. You will be amazed at how much this aids the learning process.

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