Digital Recruiter Q1 2020.

DIGITALRE RUITER JAN-MARCH 2020

YOUR DIGITAL MARKETING NEWSLETTER INSIDE: The Growth and Adaption of TikTok; an insight for marketeers!

Hot Jobs in New York Digital Media Planning and the role of a Digital Media Planner Hot Jobs in the UK

What is it like working in a Media Agency?

Hot Jobs in Germany Working from home during the Coronavirus pandemic

WELCOME TO THE LATEST EDITION OF

DIGTALRE RUITER

Brought to you by Adaptive Digital, DigitalRecruiter is a newsletter focused on the topics of career development and recruitment in the Digital Marketing landscape, keeping in mind, both the employer as well as the employee perspective.

Published quarterly, DigitalRecruiter aims to be a platform wherein Adaptive Digital's network of business owners, leaders and professionals can share their expertise to discuss a range of issues and topics.

In the coming pages of this document, you will come across industry insights, interviews with some of the leading names in the business and a few highlights from the consulting team at Adaptive. Not to mention some of our most sought after jobs within the area at the moment.

We hope you enjoy the latest edition to DigitalRecruiter and take away some valuable insights from this publication.

David James CEO, Adaptive Business Group

The Growth and Adaptation of TikTok: An insight for Marketeers!

TikTok a short video-sharing social networking platform (Founded in 2012) allows users to create short lip-sync, comedy and talent videos. Currently owned by ByteDance Beijing, TikTok opened itself to global markets in 2017. In the UK, TikTok has enjoyed remarkable market penetration. As of December 2019, 8.7% of all smartphone users in the UK predominantly used TikTok, a 5.6% increase compared to the previous year.

Demographically 26% of individuals aged 18-24 years extensively use the platform, notably prominent among female audience (Clapp, 2020).

To capitalize its global and ever-expanding user base and popularity, TikTok has now ventured into advertising.

Utilizing these ad formats brands and marketers reach millions of individuals within a specific market and/or globally.

The platform currently offers four advertising formats: Brand takeover: a 3 or 3.5 second image/video, the first content a user will see on opening the application.

In-feed native video: 5 to 15-second full-screen video ads, primarily used by brands to steer engagement accompanied by a click through link to brand webpage.

Hashtag challenge: brands encourage users to participate in contests wherein they are required to create user generated content, capturing themselves completing a specific task or challenge.

Branded lenses: This format uses highly personalized 2D or 3D AR lense, designed by TikTok’s design team, quite identical to Snapchat’s Sponsored Lens (Brownsell, 2019).

Additionally, brands and marketers are also exploring influencer marketing and paid promotions, influencer marketing known to have worked quite well with Instagram, Facebook, Twitter and has brought a lot of attention to brands and marketers. Some of the most prominent brands (Guess, Chanel) in the UK invest in marketing via TikTok. Brands prefer influencer marketing as a cost-effective option that TikTok offers. In context, a well formulated ‘Brand Takeover’ campaign could cost as much as $100,000 using biddable ads, opening itself to a plethora of brands and marketers. Hiring a TikTok celebrity for brand visibility can turn out to be quite economical. Marketing through TikTok brings in huge benefits when targeting the right audience. With Gen Z and millennial's as your primary target, TikTok is the best platform. Smaller brands with budget restrictions can opt for experimenting with local TikTok celebrities and content creators to drive brand visibility and awareness.

The key benefits a brand gets through marketing on TikTok is uncapped reach, catering to an estimated 320 million active users, 90% of them under the age of 35 (LI, 2019).

TikTok dominates the current social media landscape with a combination of relevance and most up-to-date content, with nearly unbeatable user experience in this fast-paced environment. Switching to a TikTok pro account also enables you to track key metrics which will tell you if the campaign is successful or not. For ROI measurement of any TikTok marketing campaign, it becomes essential for a brand/marketer to consider the key metrics such as Lifetime value, Customer acquisition cost (CAC) and Social Engagement Rate.

References: Clapp, R. (2020). TikTok reaches parity with Twitter among 18–24 year olds in the UK. [ebook]London: WARC, p.2. Available at: https://www.warc.com/content/paywall/article/warc-datapoints/tiktok-reaches-parity-with-twitter-among -18-24-yearolds-in-the-uk/131071 [Accessed 13 Feb. 2020].

LI, R. (2019). TikTok: Understanding the only global social platform. [online] www.warc.com. Available at: https://www.warc.com/content/paywall/article/warc-exclusive/tiktok-understanding-the-only-global-socialplatform/130643 [Accessed 13 Feb. 2020].

Brownsell,A. (2019). Trend Snapshot: TikTok. [online] WARC.com. Available at: https://www.warc.com/content/paywall/article/warc-trends/trendsnapshot-tiktok/126582 [Accessed 14 Feb. 2020].

ADAPTIVE DIGITAL HOT JOBS - NEW YORK

Media Strategist Our client is a news/media start-up is looking for a Integrated Media Strategist/Planner based in New York City (WFH available until COVID guidelines allow travel to work.

Candidates with 2-4 years of integrated media planning experience are encouraged to apply

AdOps Specialist Our client is a news/media start-up is looking for AdOps Specialist to traffic ad campaigns across their platform based in New York City (WFH available until COVID guidelines allow travel to work.

Benefits: $100K + Bonus + Equity

Benefits: $100K + Bonus + Equity

Social Media Manager Our client is a news/media start-up is looking for a Social Media Manager based in Mountain View, CA to grow and manage their social media channels.

This is great opportunity for someone with community management, paid social and analytics experience.

Benefits: $115K + Bonus + Equity

Sr. Segment Marketing Manager Our client is a leader in the Senior Healthcare space and is looking for a Sr. Segment Marketing Manager to manage marketing strategy and growth for their Memory Care segment in New York.

This is great opportunity for someone with 5+ years of product marketing experience.

Senior B2B Marketing Manager Our client is leader in Senior Healthcare space, is looking for Sr. B2B Marketing Manager to manage marketing strategy and growth for their healthcare and community objectives based in New York.

WFH available until COVID guidelines allow travel to office.

Benefits: $115K + Bonus + Equity

Director of Paid Media Our client is a leader in the Senior Healthcare space and is looking for a Director of Paid Media to join their team in New York.

This is great opportunity for someone who has experience in the paid search space.

Benefits: $150K + 30% Bonus

Benefits: $125K + 20% Bonus

If you're interested in learning more about any of these positions, please write to us at: marketing@adaptivebusinessgroup.com Or visit our website: https://www.adaptive-digital.com/

ADAPTIVE DIGITAL HOT JOBS - NEW YORK

SEO Manager

Lead SEO Analyst

Our client is a leader in the Senior Healthcare space and is looking for a SEO Manager to join their team in New York.

Our client is a leader in the Senior Healthcare space and is looking for a Lead SEO Analyst to join their team in New York.

This is a great opportunity for individuals who can build strategy road-maps to improve technical SEO elements and have 5+ years of relative experience.

This is a great opportunity for a highly analytical individual, who can drive insights through data in order to manage website health.

Benefits: $125K + 20% Bonus

Benefits: $100K + 10% Bonus

Paid Search Analyst Our client is a Digital Marketing Agency and is looking for a paid media expert who will be responsible for running Google and Amazon Advertising for some of the most innovative bands such as Colgate, Sony, Timex and Disney.

Role permanently based is Culver City, CA. WFH currently till COVID-19 regulations allow.

Benefits: $65,000

If you're interested in learning more about any of these positions, please write to us at: marketing@adaptivebusinessgroup.com Or visit our website: https://www.adaptive-digital.com/

Digital Media Planning and the role of a Digital Media Planner The term Digital Media Planning has progressed a lot since its inception. With time, digital marketing as a function has undergone monumental change. New tools and strategies are devised constantly, to streamline the process for a digital marketing professional.

This article briefly talks about what it means when one mentions digital media planning and what exactly is expected from a Digital Media Planner?

Furthermore, the article also sheds light on the host of tools that emerging media planners could employ, to conduct comprehensive market research and in addition, develop digital media plans utilising some of the most sought-after digital media planning tools in business.

Media Planning can come across as a daunting task, because it comprises of several tasks that one must execute to develop a concrete digital media plan. More often than not, media planning is confused with media buying. In fairness, they are two sides of a coin. Digital media planning involves development and implementation of digital marketing campaigns, considering various digital channels including social media channels and methods of delivering the message to the right target audience.

Their are a number of options and solutions available to design and develop a media plan.

Additionally, the customer base in today's day and age, has become exceedingly diverse, which makes the role of a digital media planner more challenging than ever. Also, recent advancements in the fields of artificial intelligence and digital technologies have significantly contributed to the evolution of digital media planning.

Clearly, a digital media planner must juggle a lot of tasks at the same time.

The role of a digital media planner includes but is not limited to the following:

 Asking Questions: When developing a media plan, asking yourself some key questions can make all the difference. Asking yourself questions pertaining to campaign goals and objectives, target audience, what message are you aiming to put across etc. This will bring much needed clarity and make the media planning process less cumbersome.

Research: There is no doubt that the digital media planning landscape undergoes rapid change all the time. It is imperative to accumulate as much information and data about the task at hand. A good idea is to go through any and all content that you can get your hands on, which aligns your campaign objectives. A plethora of literature such as articles, case studies etc. can be found online.

A smart media planner would also delve into the competitor’s digital media campaigns, providing him/her with ideas to come up with a strategy which is unique and have an edge over the competition.

As is the nature of digital media planning, it is crucial to be aware of the varied research tools that are available, to acquire as much data before launching a digital media plan/campaign. Google offers some of the most useful market research tools which media planners can use. Google Keywords Tool is one of the most extensively used tools which provides data relating to the volume of keywords be being used by customers, this helps marketers to tap into how customers associate with keywords while looking for products, concepts and ideas. Google Trends is another tool which shows different trends combining the search engines as well as social media platforms. Going forward, what complements strong research are the number of tools that one can utilize in order to develop a comprehensive digital media plan. Globally, media planners use tools such as Telmar, Google Trends/ Think with Google, Nielsen, Kantar Media Planning tools etc. These are market-leading media planning tools and help organisations all over the globe. While they each offer similar media planning support, each tool tries to create it's own competencies. Each tool has something exclusive to offer in terms of each step of the digital media planning process. Thus creating a lucrative option for each media planner based on his/her needs.

Telmar, focuses strongly on aspects relating to audience mapping and estimation. It offers comprehensive insights and estimates across multiple channels both online and offline, ranging from Radio, Internet, social media, mobile and much more. One of the exclusive feature of Telmar media planning tool is CrossTab, which helps media planners identify promising markets and audience pools. Google Trends and Think with Google specializes in media buying space it enables media planners to maximise their media spend in the best way possible. Other media planning tools such as Nielsen also provide media buying solutions, but what perhaps give Google an upper hand, is that the metrics provide by Google are backed by the vast data collected by it's search engine and other supported services which can solve a lot of problems for a digital media planner. Lastly, Nielsen's core competencies lie in data analytics and management, the tool provides exceptionally detailed reports backed on market research and intelligence accumulated from across the globe. Other than these media planning tools, there are tools such as Comscore, Comscore does not fully enable media planners to devise a complete media plan, however it does provide tools for audience research and segmentation, which are essential in identifying the right kind of audience for a specific campaign.

In conclusion, digital media planning has evolved since it’s its inception and there is not a shed of doubt that the digital marketing landscape is going to see even more development as the industry advances. It's an exciting time to work within digital media planning as it's an every developing and highly competitive landscape.

ADAPTIVE DIGITAL HOT JOBS - UK

Performance Marketing/Head of Growth Lead

Head of Global SEO

Our client is one of the most active trading communities on the web with over 10 million subscribe traders analyzing their platform trading the markets.

Our client is one of the most active trading communities on the web with over 10 million subscribe traders analyzing their platform trading the markets.

They are looking to take the business to the next stage and wanting a growth market specialist to join the team and manage their on page optimization.

They are looking to take the business to the next stage and wanting a growth market specialist to join the team and manage their on page optimization.

Based in London + WFH options.

Based in London + WFH options.

Benefits: Up to £90,000 DOE + Perfromance based Bonus

Benefits: Up to £90,000 Perfromance based Bonus

Head of Performance Marketing Our client is leading global provider of financial spread betting and contracts for difference (CFDs), listed on the LSE and with multiple offices in Sydney, Singapore, Toronto and across Europe.

And is looking for someone to own a considerable budget, to deploy a multchannel strategy to hit performance goals and head up the UK retail acquisition (B2C) The role is based in Central London(WFH currently)

DOE

+

PPC Manager - Google Ads (Ideally Spanish/Portuguese speaking.

Our client is looking for someone to use their expertise in PPC tactics and to create and plan a variety of campaigns in Google Ads. You will be managing end-to-end process of all PPC being a master with Google Ads. Based in London.

Benefits: Up to £40,000, added benefits such as Healthcare, Free-in house gym, WFH and more.

Benefits: Up to £90,000 DOE + Performance based benefits.

If you're interested in learning more about any of these positions, please write to us at: marketing@adaptivebusinessgroup.com Or visit our website: https://www.adaptive-digital.com/

What is it like working in a Media Agency?

There is an ongoing discussion as to what it is like to be a part of a media agency.

This article aims to put forward a few key points regarding what it is like to be working in a media agency, as compared to working in-house or on the client side.

Simply put, a media agency does the job of advising companies on how to best utilize their marketing budget, this includes where to advertise, how to advertise and which channels are best to reach their target audience, how much to spend on advertising and much more.

Depending on your role and the size of the agency you are a part of, it can be a rewarding experience within a fast paced and ever developing environment. Working in an agency can be quite different as compared to in-house.

In a rapidly growing marketing landscape, media agencies have evolved to a great extent and in the process have become a great working spot for ambitious, inquisitive professionals, especially those that want to innovate and be a the front of the industry. To begin with, working in a media agency is dynamic. It will always keep you on your toes. Working inhouse, for its own reasons might often seem stagnant or slow depending on the company and industry; it's rare to see this in an agency environment.

As a part of an agency, you're most likely to get the opportunity to work with multiple clients at a time, possibly across different market verticals. This will require you keep on top of market trends and it will always be a learning curve. Additionally, when working in a media agency, you are constantly being exposed to a host of different businesses, which helps you form new ideas and strategies. When you work in-house, you are often working on a single brand or a product which in the long run can seem monotonous, with perhaps limited change or progression.

In a media agency, you get to hone your skills on a daily basis. Learning new media tools, emerging trends within a domain and so on. This is also possible in a in-house environment but is often limited to a specific set of skills that are most required to suit the brand or product requirements. It is also believed that in a media agency, you are free, in terms of the ideas you bring to the table and the kind of work you do. In a way, you get the freedom to develop your own core competence and have a larger exposure to learn from others.

In a media agency, you get to hone your skills on a daily basis. Learning new media tools, emerging trends within a domain and so on. This is also possible in a in-house environment but is often limited to a specific set of skills that are most required to suit the brand or product requirements. It is also believed that in a media agency, you are free, in terms of the ideas you bring to the table and the kind of work you do. In a way, you get the freedom to develop your own core competence and have a larger exposure to learn from others.

Moving on, working in-house has some advantages such as there are clear goals and objectives based on which you are assessed and where you can perhaps have a larger and more transparent direct impact. And based on that assessment a lot of your growth will be determined. This is similar to a degree when working in a media agency, you are largely judged based on results of the work you do, the campaigns you run, your skills across various channels, your aptitude for innovation for your clients. It helps one develop an entrepreneurial flair towards work, and is self-motivating.

Being part of an in-house media team is fairly corporate, upcoming businesses do work towards creating a more relaxed and casual work space. Working in a agency is pretty much hands on at all times either through direct media planning and campaign management, media buying or client consulting. You work hard, you play hard and you can grow quickly. The overall culture is fast paced, it can be demanding but is extremely rewarding. In a time like this, the most important decision you will make is whether you want to work for one brand in one industry (in-house) or work across multiple brands in various industries, and the speed at which you would like to learn, the challenges you would like to face and the opportunities you would like to have to develop within the media space.

In essence, it all boils down to personal preference. Do you want to be a part of a dynamic and fast-paced agency environment, taking on new tasks day in day out; or do you want to work on a single brand/product and make it the best you can?

ADAPTIVE DIGITAL HOT JOBS - GERMANY

Digital Planner (Programmatic)

Media Planner (Digital & Print)

Working withing a growing German Media Agency, which belongs to one of the World's leading media and communication groups, you will have a huge opportunity to make an impact and forge a lasting and rewarding career.

You would be joining one of the top media and digital performance agencies in Germany, recognised as one of the top agencies in 2019.

You'll be responsible for the full breadth of digital media planning, from campaign inception, optimisation and reporting, with a focus on developing expertise within the programmatic area, working on the German market.

Fluent German required.

Working in fully integrated teams, you would be responsible for the full media planning across both digital and print channels for the German market.

Fluent German required.

Role based in Frankfurt Benefits: €40,000-€50,000 base, plus team social activities, gym membership and more!

Role based in Dusseldorf Benefits: Circa €45,000-€50,000 depending on experience, plus benefits, including working with a great team

Senior Video Planner You own the TV and Online Video Media planning and comprehensive campaigns for an exciting telecommunications client.

Senior Digital Consultant You bring 4-6 years experience within digital media, and account management, having lead and grow client relationships.

Fluent German required.

You're motivated to provide the best service to your clients, and to consult across a variety of media channels, providing recommendations and ensuring delivery of campaigns, whilst coordinating with the specialist teams.

Role based in Frankfurt

Role based in Frankfurt

You consult, guide and report to your client, ensuring campaigns and goals are delivered.

Benefits: Circa €60,000 depending experience. plus additional benefits

on

Benefits: €50,000-€60,000, membership and more.

If you're interested in learning more about any of these positions, please write to us at: marketing@adaptivebusinessgroup.com Or visit our website: https://www.adaptive-digital.com/

gym

ADAPTIVE DIGITAL HOT JOBS - GERMANY

Head of Performance Marketing

Product Owner Data Warehouse

Our client is a well reputed German publisher with 500FTE, and is looking for a Head of Performance Marketing to look after the lead generation department of 12FTE.

As a Product Owner Data Warehouse you are responsible for Data Lake & DWH. You and your team will build a brand new DWH for a leading gambling company.

Role based in Bonn, Germany. Currently WFH.

Role based in Bielefeld and surrounding area.

Benefits: €90,000/year, WFH availiblity once a week.

PPC Consultant Our client is a AdTech company and has an opportunity for a pre-sales consultant with focus on Paid search.

The client is growing rapidly and is hiring for their German team in Berlin. The recruitment process is fully remote and can be managed from anywhere across the globe.

Benefits: benefits

€110,000,

plus

competitive

Senior Frontend UX Developer Our client is a international eBusiness Digital Marketing consultancy looking for a German speaking Developer.

Benefits: €80,000, Flexible working hours, WFH, Training opportunities, company pension scheme.

Benefits: €60,000 depending on experience. plus additional benefits

If you're interested in learning more about any of these positions, please write to us at: marketing@adaptivebusinessgroup.com Or visit our website: https://www.adaptive-digital.com/

Working from home Coronavirus pandemic

during

the

COVID-19, the outbreak which was first identified in Wuhan, China which was later identified as a pandemic by the World Health Organisation. As of March 18th 2020, there have been 208,000 reported cases of Covid-19 across 170 countries. The outbreak has caused massive disturbances across most businesses worldwide. The only possible mitigation strategy to the outbreak is social distancing and and self-isolation. This applies to any and all individuals within any affected geography.

As a result of the outbreak, businesses have had to adapt and alter how they operate.

Globally established businesses are urging employees to self-isolate, and work remotely. This article talks about how the coronavirus pandemic has had a effect on workplaces and how working from home has become more important then ever. Additionally, the article also suggests a few points to maintain a positive outlook while at work and otherwise in order to best deal with these challenging times.

Working from home takes a completely different definition in a time like this. As of this moment the only way to mitigate the spread of the virus is to self-isolate and to avoid going out in public as much as possible and to follow government and health official guidelines.

As a result many companies have setup and moved their teams to work remotely. Normally, when you are working from home, it is more about not being in the office, so as to be in a more relaxed environment and perhaps away from office distractions. In this case however, you are requested to stay indoors so as to protect yourself as well as others around you.

Hence, as an individual it becomes your responsibility to help #StopTheSpread.

To be productive while working from home you should: - Find dedicated spaces to work; try different places you'll be surprised where you might be most comfortable and productive - Create a routine that helps you to stay focused - Take breaks; perhaps include a 15 minute stretching routine into your day - Mute your microphone for conference calls; help to avoid noises from the rest of the household - Have video calls with your colleagues, stay connected whilst staying a part; why not arrange tea breaks together, team meetings and more!

Communication, is one more effective medium to stay on top things. Even if working on an independent project, it is a good idea to keep in touch with your colleagues, bosses, getting updates on meetings and so on. It is essential to make sure that, the conversation maintains a positive tone, and hence works towards uplifting the morale of the one another.

If you are in a leadership position, take the time to be in touch with the team as frequently as possible. This will help in keeping the team motivated, so that business can continue to drive forwards. What is most important while working from home in a time like this is to maintain a positive frame of mind. Make sure the you speak with people, pick up the phone and stay in touch; be an ear for your colleagues, someone they can speak to who will listen.

To keep yourself and the team motivated. And till the time that the guidelines allow you to return to your place of work, take the best possible steps in order to safeguard yourself and the community that you belong to. And in doing so, making sure that you are doing the best you can in order to serve the needs of the business.

STAND TOGETHER by not

STANDING TOGETHER #StopTheSpread

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OUR OFFICES Adaptive can provide you with a range of packages, if you are interested in discussing your business needs, or for specific information, please do not hesitate to contact your Adaptive Globalization team at one of our global locations.

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Write to us at: marketing@adaptivebusinessgroup.com Or Visit: www.adaptiveglobalization.com