Pervasive as they may seem, ads are still essential to any business.

Most ads today even tell elaborate, emotional stories. This is important as competition is fierce. Consumers are smarter and will not easily succumb to lower prices or cheap tricks. The digital environment is also different. One can’t use age-old strategies as if you’re just handing out flyers.

For ambitious, budding entrepreneurs, it’s a good idea to partner with someone who can give the right creative solutions.

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And that’s where digital marketer, Angelica Kilayko can help.

Angelica at a Glance

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The first time I met Angelica, I couldn’t figure out which one of us was more nervous. She smiled first though – and that put me at ease. Friendly, professional, and an obvious multitasker, she’s everywhere at once, yet somehow managed to ensure we’re comfortable.

As a graduate of Bachelor of Arts in Broadcasting at West Visayas State University, Angelica Kilayko imagined herself working in film or media. But Fate had other plans.

“…it just so happens that I started my career in marketing. It was never in my wildest dreams to be a social media manager.” 

Surprisingly, Angelica didn’t always live the fast-paced digital media life.

“Back in college, I was never fond of posting content on social media. I wasn’t someone who had the guts to intentionally publicize or market something. I was just behind-the-scenes. I’m more used to the traditional way of communicating and media production, like directing talents or shooting scenes.”

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“Embracing digital platforms as part of my daily routine and going out of my comfort zone were my biggest challenges during the switch.”

On Being a Digital Marketer

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Angelica loves to put in a bit of humor every now and then:

“Honestly, my Facebook, Instagram, and LinkedIn accounts are beginning to look like EDSA billboards!”

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It can be difficult to draw the line between work and personal space. But she manages by looking at it as an opportunity. She said she keeps Twitter private for this reason. 

“…It actually helps me market myself and my work. I get to share my skills and expertise. And I’m able to connect with people I may have otherwise not met.”

Being social is just one of the talents you need to have if you’re thinking about becoming a digital marketer. One also has to be business-savvy, digitally literate, great with research, as well as be organized. 

“If you’re multi-performer, you are definitely a good fit! You need to have an open mind, a strong gut, and a good cup of coffee!"

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“Make the most out of the tech tools. You need to have a strategic mindset to achieve your client’s goals; enthusiasm and patience to learn the tech stuff; and always be on the lookout for trends.” 

I personally agree on the coffee part.

Traditional Marketing vs. Digital Marketing

As someone who initially worked with traditional media, Angelica now prefers going digital because it’s faster and more efficient. Not to say that she shuns the old ways though. She understands the value of both; but she’s excited about future innovations that could really shape the industry. 

“They both have the same objective, which is to deliver information and connect with audiences…Before the internet came, we only got content from specific channels (i.e. TV, radio, newspapers). Today, you get to choose and filter what interests you.”

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“From a creator’s point of view, I get to see insights, create, and publish content in a split second. I can get more things done and focus on what is vital. From an audience’s point of view, I have the liberty to select and explore what interests me.” 

With about 1.145 trillion MB of data created every day, we’re technically drowning. However, as Angelica put it, the best part is you can choose. She personally loves movies, documentaries, and photography. To keep up with tasks (while learning on the go), she turns to podcasts.

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“…I can listen while I work or do other stuff. That’s how I multitask.”

On Dreams, Purpose, and the Future

Dependable, optimistic, and constantly curious, Angelica enjoys the highs and lows of digital marketing:

“I’m amazed with how tedious data gathering is. But it’s so helpful in terms of developing action points and new strategies.”

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Because she’s already a problem-solver and a lover of innovative technology, one might say that she was born to do this. 

“Maybe I was influenced by my father, who was a civil engineer. It’s just natural for me to fix things…”

“…My whole life has prepped me to be a leader. As the eldest in my family, I’ve been exposed to different situations wherein I needed to be responsible and manage several roles in life…a digital marketer has to play different roles as well.”

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One of those roles is being a visionary. This will allow digital marketers to create novel solutions to help clients succeed in an ever-changing environment. Finally, we talked about prospects in her industry: 

“The future is all about innovation and efficiency. New, helpful tools will emerge, giving way to automation. This will provide marketers with accurate data without wasting the budget. Content will remain relevant.”

Right now, Angelica is working with businesses to build their digital presence. But she, too, dreams of having a business one day.

“Your dream is like your most awaited destination. Once you foresee where you’re going, you can easily identify which path to take, how long to reach it, what stuff to bring, who to travel with…”

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“…you cannot begin and succeed without a clear end goal in mind.”

Follow Angelica on her professional journey by visiting her LinkedIn profile @angelicakilayko 

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