Impressions, Reach, and Views- Oh My!

When learning all of the acronyms and important key terms these past few weeks, I was having mini-flashbacks to my marketing position I had this summer. One of the coolest parts of my internship was learning about programmatic advertising and media buying. Something different than I’m used to as a typical creative, I was at first more than just a little intimidated. However, I hold strongly the belief that even the most creative thinkers need to have (at minimum) a rudimentary understanding of the technology that directly affects their work. That’s why, when I was sitting doing media calculations and trying to discern the difference between all the key terms (and make sure all of my numbers were in the correct format) I realized I had already had this little epiphany a few months prior.

Understanding how programmatic targets different segments of people for less money than other traditional methods fascinates me. At Benjamin Moore, I was able to present to my bosses how this strategy would positively impact our Color of the Year Advertising Campaign. In order to do so, I needed to understand universe, target audience, views, engagement rates, and more. I also found the importance of data sets and garnering information about one’s target audience (all important to understand when entering the world of advertising).

This article (included below) in particular does a fantastic job at showing the trends of powerhouses such as Google, Facebook, and Amazon in particular of developing programmatic trading desks, and entering into the business of data. I can’t wait to see what type of growth this will result in, and what the impact will be on our subsequent target audiences.

-Erika Hofgesang

https://digiday.com/marketing/amazon-grows-programmatic-ad-business/amazon-friend

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Self-Branding on Social Media

by: Alicia Ptak

Photo Credit: http://uplifted.net/wp-content/uploads/2015/02/BannerA.jpg

As discussed in “New Rules” and related to our Personal Brand assignment, our social media presence can be a tool and greatly affects our individual brand. Our social media is a way that we can market ourselves to future employers. I found a list of 5 tips to creating a stronger person brand on social media on https://blog.bufferapp.com/social-media-strategy-personal-branding-tips. The list goes as follows:

  1. Choose 1 to 3 areas of expertise
  2. Keep the same name, profile pic, imagery and look across your social profile.
  3. Post every day to your most valued social profile
  4. Join a chat, group or community to reach out to other
  5.  Monitor mentions of your name and respond quickly

I think this concept is great in theory, but I think its important that we don’t let it constrict what we feel is “alright” to post. Obviously things that are illegal or misrepresent us should be avoided, but I don’t see the harm in post things that are funny or light-hearted rather than content that is strictly business. The idea of having 1-3 areas of expertise is somewhat absurd to me. If you looked at my Instagram now the only area of expertise you would find is my ability to eat. Also the belief of consistent content throughout all platforms is really impractical. Social media platforms are different for a reason and I think the content you post of them is unique to the platform you are using. Posting everyday is asking a lot and almost encourages that many of your post will actually be pretty meaningless because you are only posting because you feel like you have to. If you only posted every week, but the posts you make are meaningful, then I believe those are more valuable and more representative of who you are. The last two of the list are actually useful suggestions. Overall, I think your personal social media should reflect who you are, not only as a student/employee, but as a person. If an employer is looking at your social media to gage who you are, they need to be able to see your personality. Companies don’t hire people solely on their ability to do the job. Your personality and compatibility affects their decisions too. Social media is absolutely a tool to brand yourself, but I think being genuine and true to yourself on your social media is essential.