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
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
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”
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
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
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
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
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
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
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
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
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
Be a Student of Your Business
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
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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
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
Be a Student of Your Business
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”
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
“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)
Be a Student of Your Business
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
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
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
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/
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
Academy of Digital Media Resources
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
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
Academy of Digital Media Resources
Media Calculator Download XLS from www.academydmtools.com Smartphone App in iTunes & Google Play stores
Copyright © 2018 Academy of Digital Media www.academyofdigitalmedia.com
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
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