Ad agencies are full of young and ambitious people, all aspiring to change the world for the better. So it’s no surprise that we have some of the hottest individuals in the Utah ad agency marketplace…
…And no, we’re not talking about physical hotness, we’re talking about what roles are most sought-after in marketing. Here’s a list of the top six emerging roles that our clients are asking for.
Social Media. We all know Facebook is huge. Twitter is dying, slowly. Pinterest and Instagram are booming and everyone is secretly using Snapchat. Plus, there are thousands of other niche social channels out there. Social media strategists are abreast of what channels customers are using. Also, large ad agencies have entire departments devoted to future hunting, where they just find emerging channels to advertise on.
Behavior Change. If a company is looking to change someone’s behavior (e.g. stop texting and driving), a typical marketing campaign just won’t work. You’re trying to change behavior, not sell a product. Many of our healthcare, government and nonprofit clients ask for our behavior change experts to be in the room. These people specialize in grassroots efforts, community outreach and know the psychology behind changing one’s behavior.
Digital Media. Nearly everyone consumes digital media, and almost every channel has the option to click through to a website. Digital media includes channels such as Pandora, Google AdWords, Hulu, Xbox and YouTube. We’re seeing trends for these channels to become more programmatic (automated), which means that we’re less concerned with the channel itself and much more interested in the audience. We’re also seeing television ad buying becoming programmatic over the next few years.
ROI Analysts. Ad agencies capture tons of data when running a marketing campaign, and ultimately need to show what worked and what didn’t. Our ROI analysts use advanced software, such as Tableau, to look at correlation coefficients between media channels, campaign flight times and purchase data. This creates efficiencies and learnings. For example, we mapped the correlation between a radio ad schedule to website visits to show they were positively correlated, but when we mapped a television ad schedule to website visits there was little correlation. So we cut television and moved the dollars to radio.
Creatives. I’m not making this title up. Ad agencies have a team of creatives, which include designers, copywriters and production. This is the engine of an advertising agency. These people come up with the messaging and actually create it. You cannot have a good marketing campaign without the marketing content being on-target.
Account Strategists. Yes, it’s important to have someone who can hit deadlines and take your phone calls, but ultimately, clients need a strategist who understands their business. Our account strategists walk our clients’ hallways. They dive into research. They see emerging category trends. Most of our clients don’t know they need an account strategist until they have one, and after they do, they are in every meeting and working tirelessly behind the scenes.
These six roles are the hottest in the advertising industry. Did we miss any? Did you feel this article was just clickbait? Let us know in the comments!
The post The Six Hottest People at Penna Powers appeared first on Penna Powers.
