Member StoriesRiki Neill

Tell us a bit about your experience before the Digital Marketing Institute

I've been in PR for over 15 years, working with leading agencies and brands in Ireland. In 2013, I decided that it was time to create my own breed of agency and founded RNN Communications. I structured the agency into three divisions; this segmentation of markets required a team of communications professionals who each had their own unique yet complementary skill set.

As content is at the heart of what we do, content creation and social media management grew organically through RNN Digital. With this expansion came new technologies which created a need for new skills and new working patterns.

What influenced your decision to study digital?

Although our brief is often on the communications side, it soon became clear that digital marketing was playing an increasingly important role in the marketing mix for many of our clients.

The agency's knowledge of social platforms was solid, however, I felt that I personally needed further understanding of SEO, PPC and display advertising, and their role in an organization's overall digital marketing strategy.

Why did you choose to study the Professional Diploma with the Digital Marketing Institute?

I had heard of the Digital Marketing Institute through our work in Ireland and was aware of its excellent reputation. One of our clients had studied for the Professional Diploma in Digital Marketing and highly recommended it. There are a wide range of courses available but we found that the Professional Diploma provided the foundation in key digital specialisms that we wanted.

Since completing the course in the Digital Marketing Institute, how has your Career progressed?

Last year, my colleague and I completed our Professional Diplomas. Certifying our digital skills helped to validate the expertise of RNN Digital and we now actively market that we're Digital Marketing Institute certified. This qualification has allowed us to cement our reputation as digital experts at a time when there seems to be an abundance of cavalier social media experts.

Is there any advice you would give to new students at the Digital Marketing Institute?

As a business owner, taking the time to study when new business opportunities and client work were looming was very challenging. I believe the course is perfect for employees and would advise students to:

• Discuss the best time to start your diploma with your employer

• Allocate a dedicated time slot for studying every week

• Report back to your employer with regular learnings and ideas on how they can be applied to the company

• Book the day prior to your test off for some final studying and make sure to celebrate once you've passed!

In one word, how would you describe your time in the Digital Marketing Institute?

Enlightening.