Realtalk!
Expectations vs. Reality in Marketing – My Internship Experience
Hey, I'm Hannah, and I had the chance to do an internship here for a week 😊
Before I started my internship, I had a pretty clear picture in mind. To outsiders, marketing often sounds like a mix of creativity, advising clients, and posting some fancy content.
Spoiler alert: the reality is much more complex than most people think. But how do you really get a behind-the-scenes look and gain career-oriented insights during an internship?
Social Media & Content Marketing
People think social media is “quick and easy” to set up. But that’s not quite how it works in reality. During my internship, I learned that marketing - including social media marketing - is not a matter of chance and isn’t just a picture with some text. Behind every post lies a well-thought-out strategy that covers the target audience, timing, planning, analysis, and more.
A company logo e.g. isn’t designed without reasons, either, as the meaning behind it is widely discussed, with font, shape, color, and other elements playing a major role. In the context of logos, colors evoke subconscious feelings within us. For example, blue stands for trust, green for calm, red for dynamism, and so on - each color can be categorized in this way. Angular shapes convey stability, while round shapes tend to appear more inviting.
This is clearly evident when comparing the Deutsche Bank logo to the dm-drogerie markt logo. Deutsche Bank’s blue-and-white color scheme and clean, angular shape convey professionalism, security, and structure. With its curved shape and warm colors, dm focuses more on human and everyday associations. That is why careful consideration is given to how certain logos affect and are perceived by people.
Online marketing and viral strategies are becoming increasingly relevant and important these days for generating reach and driving results.
AI Marketing
AI is changing the way we do marketing. It’s important to remember that AI doesn’t replace your thinking, but when used correctly - for example, to improve structure - it can help you. AI is a tool that should be used thoughtfully and is not a shortcut to success, which is why you should never rely entirely on artificial intelligence.
Insights into the working world
Above all, what I’ve learned is the right mindset that leads to long-term success: understanding that small steps are crucial to achieving results in the end. This also involves combining creative ideas with data-driven decisions.
But the real working world often begins precisely when things don’t go according to plan. Deadlines get pushed back, phone calls get in the way, or someone or something prevents you from completing your actual tasks. That’s exactly when you need to stay flexible and be able to handle these situations. I was able to observe and experience that as well. But keeping a clear head was pretty easy here, thanks to a pleasant work atmosphere and friendly colleagues.
Conclusion
My internship not only taught me new skills, but also showed me that there’s much more to a finished campaign than just good ideas. It’s precisely when things don’t go as planned that strong, creative ideas emerge. That’s exactly what makes it so exciting.
An experience I'll definitely take with me.
