Building a Career in Digital Advertising and Media · Search Engine Marketing Social Media Marketing/Advertising Analytics, Research ... in digital analytics and optimization related

Building a Career inDigital Advertising and MediaHow to Be a Student of Your Business

Leslie Laredo

Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com

A L a r e d o G r o u p C o m p a n y

Career Success in Digital Advertising, Media, Marketing

Master the Complexity Data driven Technology “bits and pieces” add up to fast and monumental transformation

Dynamics of the Digital Advertising Culture Constant change, move fast Hands on environment, collaboration Acculturation or replacement of “Mad Men”

advertising with science and data Choices Generalist Specialist

Be a Student of the BusinessCopyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com

How Advertising Works – Digital Advertising Complexity

Right MessageRight People

Demographics, InterestsProfessionals by Title,

Industry Segments,Company Type, Region

Messaging and Call-to-Action

Reflects Campaign Objectives

Geography, Proximity, Timing to Align with Relevant Locations, Content and Events

When & WhereRight Time, Place/

Placement, ContextAdvertisers

Define MarketingStrategies, Translate to

Campaign Objectives

Creative Development

Creative Formatsfor Each Channel,

Placement

Measurementand Attribution

Measure Touchpoints and Combination of

Media Channels Ad Serving,Ad Delivery

Production, Trafficking

Device, OS, Screen Size,Placements

Determine/EvaluateMedia Channels Digital/Mobile, Email,

Live/Virtual Events, Offline


Cultural Aspects

Entrepreneurial Approach Risk-Taking and Innovation

Jump in and do it Connect and Collaborate Wear Many Hats Look For and Provide Insights “Hacking” Culture

Intellectually challenge and creatively overcoming orcircumventing limitations and assumptions

Exploring what is possible Do something meaningful and exciting “Break the rules”


Choices

Strengths Strategy vs. Tactical (why vs. how)

Generalists Mile wide – inch deep Strategic aspects Holistic perspectives

Specialist Mile deep – inch wide Tactical aspects Hands-on

Digital Ad Opportunities Digital Media

Buying, selling Strategy, account management Ad operations, programmatic

Email Marketing, CRM Mobile Marketing Search Engine Marketing Social Media Marketing/Advertising Analytics, Research Content Marketing Creative eCommerce Affiliate Marketing


Be a Student of Your Business

Know All Advertising Platforms Desktop, mobile, social platforms

Identify Content and Advertising Types Paid – Owned – Earned Ad types, native ads, brand journalism

Industry Trends, Challenges Trends in mobile, video, programmatic Challenges with viewability, ad blockers, HTML5

Thought Leadership and Influentials


What Companies Expect

Digital Campaign Specialist Strong understanding of industry trends in digital analytics and optimization related to search,

email, and display advertising mediums Must be detail oriented with a desire to learn and grow in the interactive media discipline

Programmatic Account Manager Self-starter that thrives in a role requiring independent thinking Ability to multitask in a fast paced and challenging working environment Data driven and analytical

Ad Operations Specialist Energetic self-starter with a positive “can-do” attitude Strong technical, problem solving and creative-thinking skills Excellent communication skills and ability to multi-task, pivot, and change focus when

necessary


What Companies Expect

Sales Development Executive Creative and strategic thinker with experience in building strategic, long-term partnerships

with marketers from fortune 1000 companies Detail oriented with strong time management skills

Digital Media Planner Strong leadership and organizational skills Comprehensive knowledge and experience working in traditional media Strong written and verbal communication skills including public speaking Analytical thinker with strong problem solving capabilities

Account Executive Creative, independent problem solver Flexible, startup mindset with proven success in fast-paced environments with ability to

multi-task



Stay Informed, Read…. Digiday, AdExchanger, MediaPost, Marketingland Thought leadership papers, research Books (see Academy of Digital Media recommended book list)

Follow (Twitter, LinkedIn) Follow ad tech, media, research companies, their leaders

and other influentials Dozens of people to follow, start here:

Mary Meeker, Kleiner, Perkins, Caulfield and Byers Internet Trends 2015 and 2014 (“Re-imagination”)

Terence Kawaja, CEO, LUMA Partners Susan Wojcicki, CEO, YouTube Laura Desmond, CEO, Starcom MediaVest Group Adweek’s Power List: Our Top 100 Leaders in Media, Marketing and Tech

https://goo.gl/vfRQpB

www.adacemydmtools.com


Staying Informed Topic: Read:Local Media NetNewsCheck, American Press Institute, Local Media Insider

B2B Chief Marketer, MarketingProfs

Magazine/Print Media Folio, AdWeek, AdAge, Digital Content Next

Broadcast Media Cynopsis, eConsultancy, Adweek Lost Remote

Radio Radio Ink, Rainnews.com, FMQB (Friday Morning Quarterback)

Mobile MobileMarketer, MMA Global, Smartbrief, MobileMarketingWatch, MobileMarketingMagazine

Search Searchengineland, SearchEngine Watch

Research eMarketer, BizReport, MarketingCharts, WARC

Ad Tech, Data Ad Exchanger, AdMonsters

Social SmartBrief on Social Media, Social Media Today, Social Media Examiner

Agency Adweek, AdAge, Mediapost MAD, ClickZ Experts, The MakeGood

Digital Media/Marketing,eCommerce

Digiday, MediaShift (PBS.org), MediaPost, ClickZ, Marketing Charts, IAB Smartbrief, Business Insider (BI), PR News, Marketingland, eCommerceTimes, InternetRetailer

Other, Blogs MediaBizBloggers, ReadWrite, Shelly Palmer, ZDNet Today, NYTimes Tech section, HuffPo, BusinessWeek, Economist, Forbes, Wired, Mashable, Reddit, TechCrunch, Gizmodo, Next Draft



Participate Join LinkedIn Groups Attend conferences, trade association events, meet-ups, webinars

Set-Up Google Alerts Slideshare Presentations YouTube “How To’s”

Homework Assignment Review IAB Guidelines, Best Practices Dissect/understand the “Lumascapes”


“Street Smart” Blog Curate information Volunteer Ask a lot of questions (Quora)

Best Advice: Learn and Show What You Know Read: Business Insider - A woman created a stunning résumé to land her dream

tech job - it got her immediate interviews with Airbnb, Uber, and LinkedIn(http://read.bi/1YrMSSs)



Academy of Digital Media Courses

In-Person Seminars Essential of Digital Media Principles of Programmatic Customized Versions/Topics

On-Demand Webinars Fundamentals of Interactive Advertising

and Digital Media Essential of Digital Media Understanding and Using Media Math Mastering Measurement Principles of Programmatic


Academy of Digital Media Resources

Like Academy of Digital Media Facebook Page Facebook.com/academydm

Follow on Twitter @leslielaredo @academy_dm

Follow on Pinterest @leslielaredo @academydm

LinkedIn www.linkedin.com/company/academy-dm/



Media Glossary 1,000+ Internet media & digital marketing terms defined for display, search,

email, mobile, video, and social media Download updates at www.academydmtools.com



Media Calculator Download XLS from www.academydmtools.com Smartphone App in iTunes & Google Play stores


Building a Career inDigital Advertising and MediaHow to Be a Student of Your Business

Leslie Laredo


A L a r e d o G r o u p C o m p a n y

Documents

Building a Career in Digital Advertising and Media · Search Engine Marketing Social Media Marketing/Advertising Analytics, Research ... in digital analytics and optimization related