Digital Salon: Mastering Online Advertising

April 20, 2011
By Lindsey Anne Wahlstrom
 
Cutting through the clutter of online advertising can feel like an impossible task, but with a few tips from Olivia Maloney, Vice President of Business Development at Voxy, it’s easier than it seems.
 
Olivia broke the complex world of digital advertising into easily digestible bites for NYWICI members who attended the members-only Digital Salon: Mastering Online Advertising on April 20.
 
The purpose of online advertising, said Olivia, is to integrate messages into the platforms that “consumers like you visit every day,” such as Facebook, Twitter, LinkedIn and Foursquare.
 
According to Olivia, consumers go online for a variety of reasons: to connect, find information, be entertained and make life easier. The digital sphere “links these disparate services,” she added. For example, services we use for entertainment also make our life easier, and sites we visit for information can also be entertaining. 
 
“We are at critical mass for digital,” she said. “Eighty-eight percent of Americans use the internet.” Additionally, Smartphone use has doubled in the last year and statistics show we increasingly consume media — print, radio and television —online.
 
With numbers like that, the importance of online advertising is clear. So how does one get started? Olivia suggests establishing clear goals, starting on platforms you already use, listening to your audience, learning from successful examples, leveraging your network and taking risks.  And last but not least: It’s important to have thick skin.

 

Speaker: Olivia Maloney
VP of Business Development
Voxy