Sharing is Caring: Mapping the Marketing Landscape in Greece (Part 1)

As a digital marketer with 7 years under my belt, I've learned that one of the most rewarding aspects of our profession is mentoring and sharing knowledge with others.

How many times have you had the opportunity to guide a young mind or share your hard-earned wisdom with someone just starting their career journey? If you haven't done so yet, I highly encourage you to seize the chance. Attending industry events is an excellent way to connect with aspiring professionals.

Recently, at the 10th-year TEDxUniversityofMacedonia event—a place where I was part of the organizing team back in 2015—I had the pleasure of interacting not only with the new generation of volunteers but also with other participants. Among them was a 3rd-year Business Administration student from the University of Macedonia, who turned out to be the sister of an old friend of mine.

After introducing ourselves, I delved into my signature line of questioning to better understand her background, aspirations, and career goals.

In our discussion, I learned that:

• She has a passion for marketing.
• She plans to do an Erasmus program next semester.
• She enjoys writing.
• She’s uncertain about her ideal workplace.
• She wants to do an internship as well, preferably abroad.
• She loves to travel.
• She’s comfortable working with numbers (green flag for Excel enthusiasts).

There were more questions, but let’s keep this article concise for readability.

Coming from a family with 3 generations in footwear retail, participating in an Erasmus program in Poland, and gaining experiences from an internship in the dairy industry and various professional roles across digital agencies, heavy industries, and tech startups, I couldn't resist the opportunity to paint a comprehensive picture of the marketing landscape in Greece.

My goal was to help her navigate the terrain and decide where she might like to begin her career journey.

Marketing Ecosystem in Greece

The marketing environment in Greece can broadly be divided into two main pillars: 1. Agency and 2. In-house. These two categories have their distinctions depending on the industry type and the processes involved.

Let's start with the Agency side:

• Creative Agency: Focuses primarily on creative outcomes and visuals. This includes rebranding, print media, new product launches, video production, 3D modeling, photography, advertising campaigns, and more.
• Digital Agency: Deals with digital strategy, campaign performance, launching new products, creating a digital identity, or a website.
• Traditional Agency: Mainly focuses on traditional media channels like TV, radio, newsletters, magazines, and print.
• Media Agency: Specializes in print and e-print media, publishing, and out-of-home (OOH) advertising.
• 360 Agency: Offers comprehensive services that include consultation, digital strategy, production, and more, essentially combining the functions of creative, digital, and media agencies.
• Specialized Agency: For example, an agency focused solely on TikTok content production and management, YouTube strategy, digital advertising, or e-commerce.
• Influencer Marketing: Crafts authentic marketing campaigns by connecting brands with influencers, managing partnerships across platforms.
• Software as a Service (SaaS): In Greece, SaaS companies are increasingly pivotal within the e-commerce sector. During my last visit to the ECDM & RetailTech Expo SEE 2023, I had the opportunity to meet several notable companies such as ATCOM S.A. , WayMore , and Releva . These firms offer unique digital solutions that enhance customer engagement and provide valuable insights to their users.

While there's some overlap in what each type of agency offers, the selling point, client services, expected results, and effort required can vary significantly.

However, a common structure exists across all types:

Marketers

• Content Creator: Produces engaging content to captivate the audience and support brand messaging across various platforms.
• Social Media Manager: Develops and implements strategies to enhance engagement and promote brands on social media platforms.
• SEO Specialist: Analyzes, evaluates, and optimizes website content to increase visibility and rankings in search engine results.
• Affiliate Marketer: Manages affiliate programs to build relationships with partners and drive sales.
• PR Specialist: Manages public relations efforts, including press releases and media relations, to enhance the brand's public image.
• Community Manager: Engages with online communities to maintain the brand's digital presence and interact with audiences.
• Product Marketing Manager: Focuses on driving the demand and usage of products by determining the target audience, crafting compelling messaging, and developing marketing strategies that resonate with potential customers. They bridge the gap between product development and customer outreach, ensuring that products meet market needs and expectations.

Creative Team

• Copywriter: Crafts compelling written content tailored to the client's message and audience.
• Designer: Creates visual elements for campaigns, including graphics and layouts.
• Video Motion Designer: Produces animated graphics and videos to bring stories to life visually.
• UI/UX Designer (ideally two distinct roles): Enhances user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product. In Greece, these roles are often combined due to smaller team sizes.
• Creative Director: Provides creative vision and direction to the team, ensuring that all creative output aligns with the client's goals and brand identity.

Development

• Web Developer: Builds and maintains websites, focusing on technical optimization and smooth operation.
• Front-end Developer: Works on the user interface, ensuring functional and visually appealing website designs.
• Back-end Developer: Handles server-side development, focusing on databases, scripting, and website architecture.

Performance

• Advertiser: Manages advertising budgets and campaigns to maximize ROI through strategic ad placements around social media
• Media Buyer: Negotiates the purchase of media space to ensure the best rates and placements for ads.
• Market Research Analyst: Analyzes consumer and competitor data to inform strategic decisions.

Project

• Project Manager: Oversees project planning, execution, and delivery, ensuring completion within time and budget constraints.
• Account Manager: Acts as a liaison between the client and the agency team, facilitating effective communication and meeting client needs.

Commercial

• Strategy and Planning: Develops marketing strategies based on thorough research to meet the client's business objectives.
• Influencer Marketing: Collaborates with influencers to execute marketing campaigns that resonate with target audiences.

Of course, the specialization can vary depending on the agency's size, focus and structure. And that's part of the excitement – the marketing world is ever-evolving, and new opportunities are constantly emerging.

Working in an Agency

Agency life is a whirlwind of creativity, collaboration, and constant learning. There's no definitive starting point. Depending on your interests and strengths, roles like Community Manager, Social Media Specialist, or Copywriter could offer a comprehensive view of the user landscape, market, clients, and competition.

I'll pause here and continue with Part Two about In-House marketing in the next post.

But before I go, I want to encourage you to share your thoughts, experiences, or any additional info about the Greek market.

Remember, this is an introduction to the landscape for the younger generation, and every valuable "insight is worth sharing".