As I was pursuing the online blogs last week, I came across an article on TalentZoo– Marketing’s Future and What It Means For Advertising by Mike Ogden. Mike’s article talks about how advertising/marketing professionals are needing to adapt with the times or get left out in the cold. What is it that advertising/marketing professionals need to change? They need to integrate themselves using traditional media (tv, radio and print) and mix in digital. Marketing campaigns need to take on a life outside of traditional media now more than ever. Advertising/marketing professionals that can intelligently plan a media strategy that uses TV, radio, social media, smart phones and other digital elements will provide a service that will be invaluable to an agency.
Some agencies may have advertising professionals still trying to play catch up and learn the digital side of the business. I feel fortunate that I was able to get ahead of the crowd and was able to immerse myself in social media and SEO a couple of years ago. In my opinion, the most succesful advertising professionals will be the ones that have knowledge of how to integrate traditional and new media together.
Out in the job market, I am seeing job posting that look for advertising professionals that have both traditional and new media qualities. If you are in the advertising/marketing field and need to make a job change, make sure you understand digital advertising/marketing. In order to keep up with the marketing evolution, expertise in digital marketing will enable you to be a become a needed asset to any organization instead of being as extinct as the dinosaur.
In order to get well versed in digital media, my suggestion is to get hands on experience using it. My first suggestion, is to start using social media -create your own Twitter, Facebook and YouTube channels. You should start using smartphone apps like FourSquare and TriOut to learn about GEO targeting apps. With all of the various social media channels out there you will need to learn how they can all connect with each other to help build a strong social media presence. Make sure you also learn how to monitor your social media channels. More and more clients are looking for people who have a grasp on social media analytics. My next suggestion is to learn SEO. You can learn SEO on your own by taking a course in SEO or if your agency employs a SEO professional go and learn from them. My last suggestion is to learn how to incorporate new media into marketing campaigns. Social media should be used to complement the overall campaign. All points of the marketing strategy should be woven together to create a campaign that reaches your target audience.
Lastly, continue to evolve. Read industry publications and blogs, try out different types of social media channels and see what works for you and what doesn’t. The more you know, the more you can stay relevant.
- The Evolution of Marketing in a Digital Age (penn-olson.com)
- 360i Report on Social Media Calls to Action in Traditional Advertising (360i.com)
- 8 Reasons Why We Love Social Media (thinkup.waldenu.edu)
- Digital Search Marketing Agency Intrapromote Names James Gunn as Director of Integrated Search (prweb.com)
- Jack Myers: Digital Advertising is Driving Growth of Traditional Media (huffingtonpost.com)
- TAG’s Social Media Marketer of the Year: Jamie Turner (prweb.com)