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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 Telephony. Telephony'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