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Why I embrace the power of Internet-based marketing and advertising.  An essay.

My career in advertising began in the late 1980's as a media planner at a media buying shop - SFM Media.  Having studied Political Science at Widener (the University - not Harvard's library), My education had been immersed in the statistical study of demographics - a key component to the science of politics.  As a media planner I was able to employ my demographic studies towards being an effective media planner - evaluating media entities, audiences, efficiencies, etc. 

My traditional media planning tasks had me regularly conducting top two-hundred market analysis' of the newspaper medium was part of the daily task.  I was engaged in branding efforts for EF Hutton as the company was putting out PR fires, and direct response efforts for Ferraro USA and Fram Autoparts. 

From media planning I moved over to spot television sales as a sales assistant.  I spent two years in this capacity.  Eager to start selling I was able to land a full-fledged sales position with a B2B publication - Communications News.  This is were I was introduced to the communications tech space.  By the early nineties, I signed on with a weekly title called TelephonyTelephony's editorial mission was to speak to the informational needs of the engineers and managers building out the telcos infrastructure.  I landed at Telephony post divestiture and the public network space was like the wild west.  It was fascinating to be part of.  Early in my career I was working with Fortune 100 companies to help manage their B2B advertising efforts.

My time at Telephony opened my eye's to where the telcos were going with communications...these were the nascent days of the emergence of the Internet.  In my work with advertisers we were constantly struggling with measurement solutions and trying to determine which half of their advertising was working.  Bounce-back cards (BRC's), in-bound call monitoring were a couple of the best solutions we were able to offer in terms of ROI measurement.  By the middle 90's I left to join a start-up publication called InterActivity.  The promise here was to leverage the new medium to help advertisers extend their marketing efforts to the new medium - the Internet.  Well...InterActivity was a bit ahead of it's time and never truly found a cohesive editorial voice or audience and Miller Freeman had to shut it down.

It was at this juncture in my career that I decided to make the leap and jump in to the deep end of Internet advertising and signed on with a relatively new, but cutting edge outdoor site called GORP.  From there I made a leap to another ground breaking Internet site called ConsumerReview signing on as the Sunnyvale CA's first full-time ad sales person.  I had finally arrived at a place where advertisers could truly measure success of their investment in a specific website - for good or bad.  ConsumerReview had, and still has, an amazing story for e-commerce players that were a good fit for CR's product category centric audiences.  This is where I was able to deliver on the promise of the Internet for my client base.  I have never looked back and continue to enjoy delivering on the promise for marketers on a daily basis.

The promise - this is why I love my work in Internet-based marketing and this is why I love Google Analytics.  I find the data that can be culled from reports fascinating.  Thinking back to my earliest days as a media planner - those times were truly the stone age of advertising - I love this brave new measurable advertising world.

dave@dwmorrison.com