I know a few things about digital media, one of the most frightening being how abundant it is.
If there is one thing I’ve learned from my HubSpot certification and my advertising courses, it’s that digital media is fast-paced, cluttered, and easily ignored. It takes a keen eye to recognize effective patterns in such an overpopulated and inconsistent space.
As content production has become more accessible, it’s apparent that noise has oversaturated the digital space. There is so much competition in digital, and while I understand why it is an important avenue in advertising, its cluttered nature makes me wonder if social media should be a prime focus when considering ad spending. This is the mindset I want to challenge in this class. I want to take the uncertainty out of my understanding of digital media, and I want to know how to use different advertising tools to achieve success with money spent on digital.
What I Want to Know
My question is, what digital media slice through the distractions and hit home with target audiences? What is it that draws audiences to certain media? The Ted Talk we watched in class seems to answer this question—the key to buying intention in consumers is to answer the “why”, being why you do you do what you do, but I want to take that advice further.
Now, I understand that passion drives success, whether it be in business or beyond, but how can a business position its story to reach the audiences who share the same beliefs? The answer must be through different platforms and strategies used by advertisers.
What I want to learn is how to survive and compete in the realm of digital advertising. Must I understand the operation of Google Ads, Hootsuite, Facebook Ads, and other platforms? How can I connect a business with a passion to an audience that shares its passion? I want to know how to create the content that makes a potential customer pause scrolling and listen to the purpose of the message.
I hope to learn more metrics used by advertising agencies—more than just reach and frequency. I’m also interested in learning more about PPC. Every business wants to be ranked first on Google, and while I know a bit about SEO, I would love to learn more about its importance as an advertising tool.
Ultimately, I want to master digital media in its entirety. I am excited to learn the tips and tools from this course to make that mastery a reality.