Marketo-DG2DA
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
PART II: DIGITAL AD STRATEGY<br />
YOUR DIGITAL ADVERTISING TEAM<br />
Part of your ad strategy is structuring your digital advertising team.<br />
Forming a strong, quality team is crucial to proper implementation of your strategy.<br />
Your team will dictate which digital<br />
advertising areas you’ll have the<br />
bandwidth and expertise to<br />
explore. Depending on your<br />
company’s resources and needs,<br />
the size and composition of your<br />
digital advertising team will vary.<br />
You may even require outsourcing<br />
some responsibilities to an agency.<br />
But know that whether small or<br />
large, your digital advertising team<br />
can get the job done, and done<br />
well. Let’s explore some best<br />
practices on how to structure your<br />
team for success given the<br />
resources you have.<br />
Small Team<br />
With a small digital advertising<br />
team, you’ll need to be clever<br />
about how to cover as much<br />
ground as possible without<br />
stretching your team too thin. With<br />
a small team, you are forced to<br />
focus on which tasks matter the<br />
most in carrying out your digital ad<br />
strategy and meeting your goals.<br />
With limited resources, you should<br />
focus on fulfilling the following roles:<br />
• Online Campaign Management:<br />
You need to have someone on<br />
staff who knows online campaign<br />
management inside and out. This<br />
person should be familiar with<br />
paid search and other forms of<br />
digital advertising. She should also<br />
be able to create some sparkling<br />
ad copy. Nowadays, in the digitalheavy<br />
job market, it is common to<br />
find all of these qualities in the<br />
same person.<br />
• Creative Services:<br />
You need to have someone on<br />
staff who can run the creative side<br />
of your advertising, including<br />
designing banners and landing<br />
pages, and understanding<br />
important campaign elements like<br />
what to do with a tracking pixel or<br />
code snippet. Therefore, this<br />
person should be a blend of<br />
developer and artist.<br />
Wanted: Digital Advertisers<br />
A 2014 study from Mondo found that because digital<br />
advertising is a growing space with a limited pool of<br />
experienced workers, advertisers are in high demand.<br />
The top skill sets companies are hiring for include:<br />
54%<br />
Social<br />
30%<br />
Mobile Strategy<br />
44%<br />
Content Creation<br />
24%<br />
Creative Services<br />
33%<br />
Data & Analytics<br />
22%<br />
Product & Brand<br />
Expertise
Change language