Transitioning from Digital Ad Sales to Digital Marketing
It's time for a bit of storytime. People often ask me how I got into advertising sales; it's an interesting story. I didn’t study advertising in college; my B.A. is in communications. In fact, I don’t even recall a major geared toward advertising when I was in school; now, I’m dating myself. A lot has changed since then. I credit my Aunt with sparking my interest in the advertising world. She worked as an Account Executive for Fox in Los Angeles for over 8 years. Her stories about taking clients to Laker games at the Staple Center (now named Crypto.com Arena), escorting celebrities at industry parties, and dining at the infamous Nobu in Malibu fascinated me. It sounded like a fun job, at least from the client relationship side of things.
One day, my aunt informed me about a sales assistant position at Food Network that her former assistant, now an Account Executive, was hiring for. That's how I got my foot in the door. Coming from the health insurance industry was a learning curve, but I loved it once I got the hang of it!
I've worked in cable, digital, and tech advertising for over 15 years and have been considering transitioning into marketing. It's something I've researched and thought about for a long time. I'm sure other ad sales professionals are considering the same move, so I've compiled everything I've learned and studied about transitioning from Digital Ad Sales to Digital Marketing. I hope you find it helpful.
The good news is that your experience in digital ad sales has already equipped you with many of the skills needed to excel in digital marketing. This post will guide you through the transition, highlighting essential skills you can leverage and providing resources to help you upskill.
Leverage Your Existing Skills
Client Relationship Building
Your experience building and maintaining client relationships in digital ad sales is invaluable. In digital marketing, understanding client needs and delivering tailored solutions is crucial. Use your expertise to foster strong client relationships, ensuring they feel heard and valued.
Strategic Campaign Management
You've likely managed numerous campaigns in digital ad sales, coordinating various elements to achieve client goals. This strategic thinking translates well into digital marketing, where you'll plan and execute multi-channel campaigns to drive engagement and conversions.
Data Analytics and Interpretation
Data is the backbone of digital marketing. Your ability to analyze and interpret data from ad sales campaigns will be a major asset. You'll use analytics to measure campaign performance, identify trends, and make data-driven decisions to optimize marketing efforts.
Programmatic Advertising Solutions
Programmatic advertising is a key component of digital marketing. Your familiarity with programmatic ad solutions will allow you to manage automated ad buying effectively, ensuring efficient and targeted ad placements.
Multi-Channel Marketing
Digital ad sales often involve a mix of platforms and channels. This knowledge is essential in digital marketing, where a multi-channel approach is necessary to reach diverse audiences. Use your experience to create cohesive strategies across social media, email, search engines, etc.
Team Leadership and Development
If you've led teams in your ad sales career, you'll find these leadership skills transferable to digital marketing. Leading a marketing team involves guiding creative processes, managing project timelines, and fostering an environment of collaboration and innovation.
Upskill with Learning Resources
Transitioning to digital marketing may require learning new tools and strategies. Fortunately, there are numerous resources available to help you upskill:
Google Digital Marketing & E-commerce Professional Certificate
Offered through Coursera, this certificate provides a comprehensive overview of digital marketing and e-commerce. It's a great starting point for mastering the fundamentals.
Digital Marketing Institute
The Digital Marketing Institute offers courses from beginner to advanced levels covering all aspects of digital marketing. Its certifications are globally recognized and highly respected.
HubSpot Academy
HubSpot Academy provides free courses on various digital marketing topics, including content marketing, social media, and SEO. Their practical, hands-on approach will help you apply what you learn directly to your work.
Udemy Courses
Udemy offers various digital marketing courses, often at discounted rates. Whether you're looking to master Google Ads, Facebook marketing, or SEO, you'll find a course tailored to your needs.
Coursera
In addition to Google's certificate program, Coursera partners with top universities to offer courses in digital marketing. These courses often include interactive projects and peer-reviewed assignments to enhance your learning experience.
LinkedIn Learning
LinkedIn Learning offers courses for all skill levels. Their classes are designed to fit into your busy schedule, allowing you to learn at your own pace.
Ready to make the leap? Start exploring these resources today, and take the first step towards your new career in digital marketing! If anyone else has any suggestions, please drop them in the comments. I always love hearing from the THP audience.