DigiGurl720 Revealed

To some, I’m a guardian of analytical data. To others, I’m a gatekeeper of Google Analytics and AdWords. To all, I’m a storyteller of many digital campaigns’ victories and failures.

For those of you not familiar with what a digital strategist is or does, let me break it down for you in layman’s terms. I help clients advertise to, and engage with the online consumer via a multitude of channels including the Interwebs, video on-demand, mobile in-app, and on social media. Anywhere the online consumer ventures to, I follow. I then utilize contextual, interest-based, and behavioral targeting methods to display promoted content the user is likely to engage with. Slightly creepy, yes, but it’s the twenty-first century people! Artificial intelligence (AI) and machine learning are redefining “creepy.”  Think what I do now is creepy? Just wait for what’s in store. (Cue malevolent laugh.)

Working for a boutique marketing and communications agency for the past five years has allowed me to expand my knowledge and skills pertaining to digital marketing. The responsibility for staying up to date on the latest digital trends and platforms falls on my shoulders. If you haven’t been living under a rock for the past few years, then you are aware of how much our digital landscape has transformed. It has gone from being just another advertising outlet which blasts out the same message as traditional mediums, to a highly relevant, hyper targeted platform that helps us marketers reach the right people, on the right channels and devices, at the right times.

The beauty (and curse) of working in digital marketing is that it is an ever-evolving landscape. So, how am I supposed to ensure that the marketing trends I choose to implement will generate a return on investment? Here lies the reason for choosing my beat.

My beat will discover how businesses are utilizing current digital marketing trends to achieve their overall initiatives. I’m hoping the knowledge I gather from this semester will help me to form the theoretical framework I’ll provide within my white paper, helping fellow marketers identify whether a marketing trend is worth the investment.

And the beat goes on…


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