A Professional Introduction

Remember when marketing and advertising was simpler? Buy a commercial during primetime, or in the Sunday paper, and rest assure you’ll have eyes on your message. Try that today and risk your target audience fast-forwarding through your commercial, or asking, “what’s a newspaper?” The options were not only narrower, but more popular. Netflix, Pandora and RSS Feeds have essentially killed the market-saturation approach. The internet has created a segmented market, and having all eyes on your message is, if not impossible, at least improbable. There are simply too many entertainment options competing for attention. How can Mr. or Mrs. Business tell the world they exist?

Every day the industry shifts closer to inbound, and away from outbound marketing. The consumer, if not actually smarter, is at least more clever about filtering messages. People, in general, spend much of their day trying to avoid advertisements. The shift is leading to companies utilizing a “branding” approach. Pushing the “brand,” rather than the “product or service,” prevents the consumer from instinctively tuning-out. A beneficial result of this shift is how creative possibilities expand. Focusing on “brand” broadens the businesses’ message. The objective shifts from, “buy our product,” to, “like us.”

Diversification has long been the safety net of investing. Even marketing strategies have incorporated the concept. Rather than focus a budget on a handful of media formats, spread the dollars across several. Not only does this allow for better market testing, but increases the likelihood of reaching your target audience. This isn’t a groundbreaking concept. Traditional marketing has prospered with this strategy for years. What is new, however, is the depth at which this concept is no longer a suggestion. Diversify or perish.

Today’s top marketing talent will be diverse. They will understand how to design quality content. How to create and curate. What it takes to build social engagement. How to turn a Like in to a Share. And a Follow in to a Customer. They will test and optimize as second-nature. Their ears and eyes will always be open to the latest trends, industry news and the competition. Most importantly, they will be capable of managing all of these concepts simultaneously. Top marketers will understand how to produce a commercial, upload it to YouTube, promote it on Facebook and Twitter, compose emails linking to it, edit blog entries about it, develop keywords for PPC advertising, and how to craft titles and alt-text for organic optimization. The segmentation of marketing disciplines, into specialties, is a diminishing necessity. Diversify or perish, in business, and professionally.

Internal corporate synergy is no longer an appealing business model, it’s an absolute mandate. The decisions of one department can no longer live in isolation. The consumer can now take their complaint directly to Twitter, for the entire world to see. Handling issues exclusively in-house can be detrimental in today’s culture. To succeed in marketing, all business divisions must communicate and collaborate. And the only way to truly foster this cooperation is to assure your marketer(s) understand the bottom-to-top concepts thoroughly. Today’s marketer(s) must understand the depth of systems, be they platforms, media formats or devices, because they all intersect. SEO, social media and advertising must all connect, and success depends on acquiring the talent that understands it all.

Today, more than ever, creativity is the key to marketing success. Digital marketing is such a new and evolving industry, that profit depends on equal parts “best practices” and “outside-the-box thinking.” The goal of every marketer should be: experiment, test, learn, and repeat. Follow the successes of industry leaders and expand upon their insights. However, as a wise man once said about obtaining knowledge:

“The more you know, the more you know you don’t know, you know?”

~ Daniel M. Christensen

Digital Marketing Cover Letter

My professional beliefs, in three quotes:

“It is less expensive to gain repeat business than it is to attract new business.”

– Daniel M. Christensen

“Be the change that you wish to see in the world.”

– Gandhi

“The more you know, the more you know you don’t know, you know.”

– Daniel M. Christensen

 

The next great marketing frontier is web-based. And in the digital landscape, content reigns. Brands that incorporate content strategy and creation within their marketing campaigns will succeed. 21st century marketing will require funding a team of both experts and experimenters. Working synergistically.  Creating, promoting and sharing original content. These teams will curate trending content and build engagement with an audience of new and existing demographics. Inbound marketing will dominate the marketing plans of our future.

 

Traditions are comforting. The old way of doing things is easy to plan, measure and automate. Traditional marketing, perfected through years of innovation by thought-leaders, is a bubble waiting to burst. The consequence of businesses dragging their feet into the 21st century is being “unliked,” “unfollowed” or “downvoted.” To pun it another way, there are businesses buying postage when their customers are emailing, or investing in CDs when their demos are streaming Pandora.

 

I represent the last generation to equally split my youth between pre and post internet. I recall a time before cell phones and PCs. I’m from the era when AOL was THE internet. This hybrid development (part traditional, part digital) provides me with a unique perspective on the internet. I represent the last generation to write an equal number of reports utilizing an encyclopedia as Wikipedia.

 

My education and work experience are unique. I studied marketing, advertising and public relations. Then graduated with a B.A. in Communications. After I pursued a career in network engineering and desktop support. My technical, communication and problem solving skills promoted me through the I.T. industry. When I began work at Zimmerman Advertising, as a network engineer, I seized the opportunity to return to my passion for marketing/advertising, after 7 years.

 

To be perfectly candid, I won’t be the right candidate for every company. But to those in belief that: (1) a digital marketing revolution is unfolding, (2) content will evolve to be the media of marketing, and (3) inbound marketing and social engagement will increase business… let’s chat.

Founder, CEO & CMO of BecauseYouGoogledMe (BYGM)

Summary:

The creator of a digital brand. Because digital marketing experience gets lost in resume translation, I’ve created a viral portfolio of my work. To best illustrate my experience, I’ve built a digital brand. Because one day you’ll Google what I’ve done. So, BecauseYouGoogledMe, Here I Am.

Responsibilities:

As the Founder, CEO and CMO of BecauseYouGoogledMe (BYGM), I am responsible for building a digital reputation, engaging on social media, creating original content, sharing relevant industry articles, promoting organic virality, developing branded messages and constructing optimized platforms.

The following titles can be listed to define the multiple roles of my responsibility. However, digital marketers will soon be expected to master each of these jobs in synergy.

  • Director of Digital Marketing
  • Brand Manager
  • Content Producer
  • Content Curator
  • Social Media Specialist
  • New Media Producer
  • Online Reputation Manager
  • Webmaster
  • Web Analytics Manager
  • SEO Specialist
  • Art Director
  • Copywriter
  • Graphic Artist

Brand Overview:

BecauseYouGoogledMe (BYGM) is a brand focused on creating and curating digital content. The brand mission is to organically build engagement, develop viral content and promote search optimization.

Experimentation , innovation and creativity are encouraged. The brand’s target demographics are evolving, as the audience and cultural trends direct content production. BYGM is run with a skeleton crew, who moonlights as a one-man department.

Social Bio:

BecauseYouGoogledMe, Here I Am. A Working Progress… A Socially Awkward Content Creator & Digital Curator. “Always Save Your Work.” SHARE if You LIKE.