New Year, New (Digital) You
With a constantly evolving digital marketplace, the question of how to stay relevant and up-to-speed on the latest trends, is ever-present. If you work in digital media, you know that things change all the time - whether it be the platforms you're working in, the way to think about something, new ad units … I could go on and on. So, how do you stay up-to-date when everything is constantly fluctuating? Here a few things I found to be helpful for keeping up with the changes.
Keeping up with the industry is easier than you think. There are a lot of resources available to digital media professionals, for example, podcasts or eNewsletters. One podcast I find helpful is "Marketing over Coffee." A coworker recommended it and I listen to it frequently on my way to work. They talk about a variety of digital marketing topics, including updates on social platforms, insights from major digital marketing seminars, new ways to review online strategies, etc. Listening to this, before my day starts, allows me to take any relevant learnings and apply them to my clients' needs. In addition, any emails I get from major digital experts help me stay informed on the latest trends in the marketplace. I've found that it's one thing to sign-up for these emails and an entirely separate thing to spend time reading and diving into the information they provide; hence, why one of my New Year's resolutions is to take a few minutes every morning reading through the content of these emails. While not all online or listening materials might be relevant to your day-to-day, it's still vital to stay in the know with the industry as a whole.
Another thing I find helpful is to talking to my peers. After recently switching companies, I realized there's a lot we learn within our current roles, but even more we can learn outside of them. At my last agency, I thought I knew a lot about digital media - I was the agency's go-to person when it came to evaluating digital capabilities and understanding the metrics that proved their worth to our clients' campaigns. After joining the team at IMM, though, I realized that I was looking at things through a microscopic lens rather than understanding the bigger picture or reviewing things in a different light. Grabbing a coffee with someone else in the industry and chatting about the differences in optimization strategies, campaign setup, unique capabilities they are using or KPIs to report on can alter your point of view. This approach will not only make you a stronger media professional - it will also help your clients elevate their campaigns by looking at things in a new way.
The importance of staying informed on new trends, updated UIs or new/interesting ways to evaluate campaigns can't be overstated. It's the key to exceeding client expectations and to bettering yourself as a media professional. So, while there are inevitably a few New Year's resolutions that slip through the cracks or fade after a couple months, staying in the know in the digital advertising space should not be one of them.
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