Mad Men of the Millennium

Mad Men of the Millennium ARE YOU READY TO EMBRACE THE AGE OF DIGITAL ADVERTISING? THE WORLD HAS COMEA LONG WAY SINCE MAD MEN FIRST SET FOOT ON MADISON AVENUE. Not only have the clothes changed, but so too have the roles, skills, and opportunities. Due to vast technological advancements, the marketing landscape has shifted from print to digital, creating opportunities for advertisers that yesterday's Mad Men never could have dreamt of. A Bright Future Because digital advertising is a growing space, there is a limited pool of experienced workers. Here are the most in-demand skill sets that companies are seeking: Social 54% By the end of 2015, digital ad spending will surpass nearly $150 billion worldwide. Content Creation 44% Data & Analytics Digital Ad Spending 33% $300 Mobile Strategy $200 B 30% $200 $150 B $105 B Creatives Services $100 24% +30% Product & Brand Expertise $0 22% 2014 2015 2018 Assembling an All-Star Cast Your advertising team's roles haven't changed-just the technology the team uses. SMALL BUT DYNAMIC Small teams need clever resource allocation. Focus on fulfilling the following roles: Online Campaign Management Maintains paid search and does copywriting Creative Services Oversees design and web development STRENGTH IN NUMBERS Large teams naturally give you more time, talent, and brainpower to work with. Focus on fulfilling these roles: Data Analysis Eliminates guesswork and injects higher ROI into your digital advertising efforts Social Media Advertising Accesses the right channels to increase visibility and awareness Video Production Specializes in video production, editing, and formatting The Roster From small businesses to giant conglomerates, we all need our own Dons, Peggys, and Petes. DON DRAPER PETE CAMPBELL The Scribe The CMO Thinker Brings writing to life by Views creative from a distilling ideas to their very business perspective; always essence and wrenching thinking in the long-term power from every word and is willing to let go of ideas that won't work JOAN HOLLOWAY The Pragmatist Keeps the big idea alive, while embracing budget and timing restrictions PEGGY OLSON The Activator Thrives under limited time and budget to turn vision into reality MEGAN CALVET TED CHAOUGH The Connector The Dreamer Walks in the audience's Finds inspiration absolutely shoes and understands everywhere and turns it their needs, including how into ideas and where they interact with the platform STAN RIZZO The Visualist Explores type, color, motions, and visuals and always delivers in creative execution HARRY CRANE The Technologist Knows how to code, develop, and engineer 9 00 in an efficient and timely manner In an era dominated by digital, today's Mad Men, like you, must be a master of all trades, be it creative or strategy. There may be new shoes to fill, but the underlying objective stands: you must successfully execute your advertising strategy and enable your brand to leave its mark on the industry. To learn more about digital advertising, download The Definitive Guide to Digital Advertising: www.marketo.com/DG2DA Sources: CREATED BY "The Definitive Guide to Digital Advertising," Marketo, 2015 COLUMN K Marketo "How to Build a Modern Creative Team in 2015," AdAge, January 2015 FIVE "Digital Ad Spending Worldwide to hit $137.53 Billion in 2014," April 2014, eMarketer