Blending of Media Buying and Search Engine Marketing

I don't know how many people, at least in Boise, are both a Media Buyer (TV, Radio, Print, Outdoor, Banner ads, etc...) and a search engine marketer but I am one of the few, at least according to some sources.

When I started working with both of these at the same time I noticed that it is possible to take what I know from both worlds and combine them to make both of them better.

This blog post is strictly off the cuff, as most of mine are, but it lays out some of the basic thoughts I have on this topic. They are much more in depth than what is written here (think of an onion) but it is a start.

Search Marketing Tactics used in Media Buying:

If we start to think of TV watchers as Search Engine users there are characteristics that I think both use when deciding what "information" they wish to receive. For instance, on TV if a watcher notices that both his/her favorite shows are on at the same time, will they switch back and forth, probably...unless they have a DVR. Now if there is only one source of "information" they will not switch back and forth they will more than likely stay on that source for the entire duration. So as we are buying media we need to look at what other "information" sources are conflicting with other sources. There are also other factors that obviously play into these as well, social life of the target audience as well as other media sources.

Media Buying strategies used in Search Marketing:

The Search Engine marketplace is becoming a hotbed of activity especially in a down economy. Companies are searching for ways to attract top level leads that can quickly and easily convert into sales for very little cost. Now apply that same need to what a good media buyer does. They look for the best way to reach the most people who fit the target audience for the least amount of money. So when looking at Search Engine Optimization and Pay-per-click we need to follow the demographic trail and target the words (keywords and keyword phrases) that the demographic uses to find the client's product. Just as a certain demographic is more likely to watch a certain show; I think there are some cases where a certain demographic uses a keyword or phrase to find a product or goes through a search process to find that product.
Now getting to the money part of the Media Buying process as Search Marketers we should also analyze the cost to benefit ratio. Does it really make sense to optimize the site or does it make more sense to advertise on social media where people are making their final buying decision based off of user input. Or is doing both the best thing? They are questions that need to be answered and can be answered by looking at the possible ROI of each. In Media Buying one way that is referred to is cost-per-point (CPP), in internet advertising cost-per-thousand (CPM).


I think these media are inter-related and, at least from my perspective, can work together to come up with a great strategy looking both at online and traditional media.

Give me your feedback, tell me I am full of it. I would love to start some critical thinking on this.

Kevin Gamache's Resume

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Kevin Gamache

(Leave a blog comment below to receive additional contact information)

Relevant Experience:

CLM, LLC, Boise, ID 2006 - 2008
Full service marketing and advertising firm servicing clients around Idaho, Utah and California

New Media Specialist

• Research, organize and implement interactive media and search marketing campaigns for broad range of clients. This includes banner advertising, pay-per-click (PPC) and search engine optimization (SEO); coordination and implementation

Media Buyer

• Plan, implement, and track media buys for CLM’s diverse client base. Types of media purchased are, TV, Radio, Newspaper, Magazine, & Event

Spotlight Events, Inc., Eagle, ID 2002 - 2006
National dance competition company devoted to providing a fun, family-oriented environment to compete against other dancers on both a local and National level

Advertising Manager

• Manage external advertising presence in Dance trade magazines such as Dance Teacher, Dance Spirit, Dancer, etc…
  
• Work with web developer on company website design, incorporating each year’s theme and marketing message to participating studios and dancers
  
• Develop press contacts for each event city and submit press releases regarding the competition dates and times and invites for press coverage

Event Coordinator

• Supervise and direct 7-10 member teams at event locations to ensure quality, customer service-oriented show for large 700 – 1200 member audiences
  
• Book and organize facility rentals and maintain constant contact with event location officials to ensure problem free event
  
• Organize giveaways and promotional items for weeklong National event participants in Branson, MO and Las Vegas, NV

HNA Impression Management, Boise, ID 2002
Regional Advertising, Marketing, impression management firm specializing in corporate image redesign for long term marketing effect

Project Coordinator

• Developed database of press contacts in wide range of media outlets for clients from diverse corporate interests
  
• Maintained client portfolio flow through office to ensure client received materials in a timely manner but thoroughly edited and complete.

Other Experience:

Treasure Valley TV Public Access Station, Winter 2000
Acted as consultant for initial launch of the Public Access station, organizing Public Relations events to promote the startup of this station.

Education:

Boise State University, Boise, ID
Bachelor of Arts in Communication, 1997-2000
Pi Sigma Epsilon, 1998-2000 – Professional Marketing Fraternity

• Activities Coordinator, President - During term as president, increased membership and increased participation in National events by membership.

Internet Marketing Experience

Now for the fourth and final installment of the "Market Myself" series, Internet Marketing.

I have 2 years experience in various forms of internet marketing. I have placed many local banner advertising buys (Boise and Idaho Falls) and I am familiar with most of their placing structures.My primary focus and abilities deal with Search Engine Marketing, which includes Pay-per-Click Advertising, as well as, Search Engine Optimization. Now a few definitions for those of you who are not familiar with this field:

1) Search Engine Optimization:
The practice of formating a website to conform with search engine guidelines and practices in order to help a client's website move up in the natural search rankings for a specific set of keywords. Areas of focus can include Meta Tags, Content, URL, and Linking (both internal and external).

2) Pay-per-Click Advertising:
These are the results you see that are either on the top or right-side of the search results page. These are placed on the page based first on relevance and secondly on the bid entered for the keyword.

As always I am happy to talk with you about my experience in these areas and would love to chat with you as there is much more to each of these than listed above. Leave me a comment below, or send me a message via Twitter.

Media Buying Experience

In part 3 of my "Marketing Myself" series, I will talk about my Media Buying experience. In 2006 I started out at Closed Loop Marketing & Advertising (now CLM). The two years I spent at Closed Loop/CLM gave me a great environment for learning and growing.

I was trained on using Strata/SBMS buying software to project ratings and make competent media buying decisions.

For those of you not familiar with this software let me describe some of its benefits. Strata allows you to project ratings based off of a Nielsen ratings book for multiple years and multiple books. This allows the buyer to get a clear view of how a TV station/program or radio station/program has been performing.

During my tenure at CLM I was able to learn how to not only place media strategically but also understand how to do a post analysis of our buys in order to provide the best return on investment for our clients.

I am proficient with planning and buying a large range of demographics and DMAs for TV, Radio, and Newspaper.

I would be happy to sit down with you and discuss my strategies for media buying and my processes for accountability. Leave me a comment below and I will get back with you.

The ideal job for Kevin Gamache

For those of you that are employers and are looking for a dedicated employee who is loyal and hard-working you have found the right blog!

My ideal job would be in Media Buying and Internet Marketing.

These two positions, I believe, are related. The skills of one can be applied to the skills of the other. If you are interested in how that works, keep an eye out for an upcoming blog post on how these skills can be used to benefit the other.

In the mean time, I have pasted my resume below for you to look at. This resume is merely a summary of each position. My duties at each of my employers went well beyond my stated job titles. So please take a look and feel free to contact me either via this blog or through twitter, www.twitter.com/kgamache.

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Kevin Gamache

(Leave a blog comment below to receive additional contact information)

Relevant Experience:

CLM, LLC, Boise, ID 2006 - 2008
Full service marketing and advertising firm servicing clients around Idaho, Utah and California

New Media Specialist

• Research, organize and implement interactive media and search marketing campaigns for broad range of clients. This includes banner advertising, pay-per-click (PPC) and search engine optimization (SEO); coordination and implementation

Media Buyer

• Plan, implement, and track media buys for CLM’s diverse client base. Types of media purchased are, TV, Radio, Newspaper, Magazine, & Event

Spotlight Events, Inc., Eagle, ID 2002 - 2006
National dance competition company devoted to providing a fun, family-oriented environment to compete against other dancers on both a local and National level

Advertising Manager

• Manage external advertising presence in Dance trade magazines such as Dance Teacher, Dance Spirit, Dancer, etc…
  
• Work with web developer on company website design, incorporating each year’s theme and marketing message to participating studios and dancers
  
• Develop press contacts for each event city and submit press releases regarding the competition dates and times and invites for press coverage

Event Coordinator

• Supervise and direct 7-10 member teams at event locations to ensure quality, customer service-oriented show for large 700 – 1200 member audiences
  
• Book and organize facility rentals and maintain constant contact with event location officials to ensure problem free event
  
• Organize giveaways and promotional items for weeklong National event participants in Branson, MO and Las Vegas, NV

HNA Impression Management, Boise, ID 2002
Regional Advertising, Marketing, impression management firm specializing in corporate image redesign for long term marketing effect

Project Coordinator

• Developed database of press contacts in wide range of media outlets for clients from diverse corporate interests
  
• Maintained client portfolio flow through office to ensure client received materials in a timely manner but thoroughly edited and complete.

Other Experience:

Treasure Valley TV Public Access Station, Winter 2000
Acted as consultant for initial launch of the Public Access station, organizing Public Relations events to promote the startup of this station.

Education:

Boise State University, Boise, ID
Bachelor of Arts in Communication, 1997-2000
Pi Sigma Epsilon, 1998-2000 – Professional Marketing Fraternity

• Activities Coordinator, President - During term as president, increased membership and increased participation in National events by membership.

Lost my job to economic downturn, but that means more blogging

Well, I took an unexpected hit to my financial stability on Friday Dec. 19th. I was laid off from my media buying and internet marketing position at CLM, LLC.

This came out of nowhere.

So now I am on the digital campaign trail to find a new job.

Since this is my Blog I can detail out what I am looking for and the skills I have that will fit many different companies. I am going to separate these into several blog posts so they can stand alone or, for those of you that follow regularly, as a nice easy set to follow. So stay tuned for more details.

The News is Strong with this One

Wow the link above (click the title) shows the power of Google's news in influencing stock prices and public opinion. Good thing their motto is "Do no evil".