The Evolution of DigiGurl

It’s 11 A.M. on a Monday. The weekly media meeting commences downstairs in our glass encapsulated conference room. I creep down the spiral staircase conscious of the slightest disturbance I create. Our media team forms a circle like knights of the roundtable. I catch bits of chatter about what mediums will work within their budget. Mouths spew out the names of media companies, along with the deals being offered. “Comcast has the lowest rate.” “Signal is offering ten bonus tails.” Having been a full-time employee for a mere four months, I retrieve my lunch out of the fridge and retreat to my desk upstairs.

I started out as a social media content creator. Then advanced to a social media/digital marketer. My current role is digital strategist. For those of you who don’t know what a digital strategist is or does, I help clients advertise to, and engage with the online consumer. I create robust digital strategies, considering which mediums will help us achieve our clients’ business initiatives. I also handle the digital media placement and buying. I administer the analytics and create weekly, monthly, quarterly, or annually reports summarizing campaigns’ performances.

Digital media is a much more transparent medium than TV and radio. We buy those based on estimated impressions or what are called GRPs, in hopes that the audience tunes in to see, or hear, our ad. With digital, we target more granular based on demographic, geographic, contextual and behavioral targeting. Allowing us to reach relevant audiences on the right devices, at opportune times. It’s my job to analyze and report the data to show our clients how the campaigns were a success based on key performance indicators, or KPIs. Or, vice versa if they did not perform well. The data tells the true story. It tells us exactly how many people saw our ads, engaged with them, and the steps they took after being exposed to them. I’m responsible for passing that story along.

It’s 10:58 A.M. on a Monday. The media meeting is about to begin. I make my way down the spiral staircase, carrying my Macbook Pro, and take a seat at the roundtable.