Traditionally, media buying was all about scale. Agencies would use a client's budget to negotiate discounts and best rates. The more you had to spend, the better deal you would get. While this is still true in TV and some print venues, when it comes to digital buying, programmatic buying creates huge opportunities for smaller agencies and/or clients with smaller budgets.
If you are a digital marketer, then chances are you’ve found the vital need to become a good – no, an excellent – researcher. Sure, you know how to dig into pay-per-click conversion data, analyze website analytics until you go cross-eyed and do some mean calculations to determine bottom-line ROI, but a digital marketer’s job doesn’t stop there.
As digital marketers, we have to place a huge emphasis on ongoing research. Ongoing is the keyword here. This research is a key job duty for anyone in the digital marketing world. Our digital marketplace changes every day, and we have to consistently learn and adapt to keep up with trends, updates and new developments in an effort to push forward and drive success.