Keeping it Real, Online

Well my first ten minutes on this post have totally been productive. The end result? The first sentence you just read. You are so in for a treat. Much of that time was spent trying to come up with a witty analogy that compares our media planners/strategists to something in the realm of pop culture. I landed on DJ (disc jockey). Ok, connecting the dots yet? I'll be the first to admit, not one of my best attempts at being clever. I'm suffering from an upper respiratory infection and the lack of oxygen has obviously slowed the nerves impulses to my brain. I had really hoped my pop culture blurb would provide the roots of this blog post with the moisture it needed to sprout into something magical and ground-breaking...ugh, square peg, round hole. I guess I can talk about the ever evolving media buy.

It seems with each month that passes the media buys around here become increasingly complex in an effort to gain the almighty conversion. Our media planners/strategists extend themselves to the very ends of the Internet to a find a media mix that delivers on the back end. With that said, it becomes increasingly important for the planner/strategist to develop a good rapport with the publishers, and the client for that matter. Crossing your fingers and hoping for conversions just doesn't cut it. This relationship is especially important when starting a new program, for instance, a CPT or Mobile buy. Furthermore, this communication has to extent to the client when the program utilizes a resource such as a call center.

The aforementioned buys (CPT and Mobile) are particularly concerning because all tracking occurs on the publisher's end. While the data can usually be accessed or requested with ease, our media strategists take a proactive approach to ensure the campaigns deliver results. Our media strategist will test the respective program from the onset and trouble-shoot, with the publisher, if a problem should arise. As for the client, they are constantly kept in the loop when new initiatives are implemented so that their resources (again, i.e. call center) are equipped to deliver conversions. These relationships are indicative of executing media "after the buy." It's a complex notion, but an essential one. What else can I say? We keep it real.