Communicating in the Digital World

Posted by Adtern on Jun 27, 2017 10:00:00 AM

By: Katherine Davis, Digital Account Service Intern


As a Digital Account Service intern, I have realistic expectations of what I should know and what I will learn. Anyone familiar with an account service role can tell you the important connection it forms between clients and the agency. I get that. I like communicating ideas. However, something I am unfamiliar with is translating. If “translator” is not a skill you expected to need in an account service position, well, join the club. At ALLOY, I have discovered that all communication is not created equal. Thankfully, after my first week on the job, I realized my department is not planning on leaving me in the dark.

My responsibility stretches further than sharing ideas in different settings. It is important to know your audience. The “who” matters. Speaking with engineers and developers is significantly different than speaking with those in the creative or PR departments. I can say the same sentence to five people and each can interpret differently: translate. As a translator, you need to know what concepts should be clarified and what should be simplified to layman’s terms. The agency needs to know what the client wants and the client needs to know the agency’s capability of transforming ideas into results.

The “how” is important, too. Have you ever been told, “It’s not what you said, it’s the way you said it”? This is vital in a digital account service role. Sentences are frequently shorter and more direct when speaking to those in the tech world. In a lot of ways, it is like learning another language. There’s no need to sugarcoat things. Social ques that some may connote as being brash are just a more efficient means of getting a point across. On the opposite side of the table, you must transform the brevity of engineers into an explanation of what is being accomplished to the client and others involved.

So, what does this mean for communicating as a digital account service intern? I am learning to pick up on all the lingo. Slowly but surely, I am developing a personal lexicon of tech terms. I am absorbing what I can and letting the ALLOY team be the experts on the rest. I know I will never be a software engineer, but if understanding a few key concepts helps to better facilitate a client’s needs then I am going to take in as much as I can. This summer, I hope to gain a holistic perspective of the departments, so I can improve the collaboration and communication between different personalities and capabilities.

Topics: Internship


Intermark Adstream

Intermark Group is an advertising agency that shapes success by applying persuasive psychology to group imagination and data liberation. It’s a potent branding cocktail. We have a unique viewpoint on brand building. The world is always changing. That’s life. Brands change too. They evolve to meet new channels, audiences and offerings. But brands can’t change themselves. Change is a group thing, certainly an Intermark Group thing. We unite advertising, media planning and buying, public relations, social media, interactive, strategic services, analytics and production to shape remarkable success stories for a variety of regional and national clients. For more information on Intermark Group, please visit www.intermarkgroup.com.

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