Marketo-DG2DA
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
PART II: DIGITAL AD STRATEGY<br />
YOUR DIGITAL ADVERTISING TEAM<br />
Large Team<br />
With a large team, you naturally have<br />
more time, talent, and brain power to<br />
work with, meaning you have the<br />
ability and flexibility to test and<br />
explore more avenues, learning what<br />
works best for your company. Certain<br />
responsibilities, like the ones<br />
described above, are critical to a<br />
sound digital advertising strategy and<br />
should be a part of every team, but<br />
since you have the ability to invest in<br />
additional people, it’s a good idea to<br />
make sure that the following<br />
responsibilities are covered:<br />
• Data Analysis:<br />
Data is always there for the<br />
taking, but there’s not always<br />
someone to devote time to it.<br />
With a large team, someone can<br />
take on this role full-time,<br />
assessing the effectiveness of<br />
various ads and then making<br />
recommendations for future ads<br />
accordingly. This eliminates the<br />
guesswork and injects higher<br />
ROI into your digital<br />
advertising efforts.<br />
• Social Media Advertising:<br />
If you will be creating and<br />
paying for social ads, you need<br />
someone who understands<br />
the nuances of various social<br />
media channels, such as<br />
Facebook, Twitter, and<br />
LinkedIn, and has background<br />
in social media best practices<br />
and trends.<br />
• Video Production:<br />
If you will be creating video<br />
ads, you need someone who<br />
specializes in video production,<br />
editing, and formatting.<br />
Digital Advertising Dream Team<br />
According to The Candidate UK, a solid digital advertising team can be<br />
broken down into the following categories:<br />
The Hipsters:<br />
These roles provide design<br />
and content and add an<br />
element of cool and trend<br />
to your brand. These<br />
positions encompass<br />
content creation and<br />
editing, creative services,<br />
and ad design.<br />
The Hackers:<br />
These roles ensure that<br />
digital ad technology<br />
smoothly integrates with<br />
your company’s other<br />
systems and is also well<br />
received by the intended<br />
audiences. These roles<br />
focus on digital and web<br />
development, data, and<br />
analytics.<br />
The Hustlers:<br />
These roles ensure that not<br />
only are your digital<br />
advertising goals met, but<br />
also that they happen on<br />
time and on budget. These<br />
roles oversee paid search,<br />
PPC, and display ads and<br />
assume overall project<br />
management duties.<br />
20
Change language