Photo credit: dotperformance.com
This blog post is part of my ongoing weekly series discussing the role of social media and female athletics. It’s also a class requirement for a course I’m taking at John’s Hopkins University.
This week, we read Best Practices for Political Advertising Online by the Institute for Politics, Democracy & The Internet. I know I’ve said this before, but although this document (and other readings discussed here) are politically focused, their insights can easily be applied to the sports space as well, particularly those who work on or discuss grassroots issue efforts. This piece is no exception.
It provides a unique (and thorough) overview of online advertising from consultants in the political online world. Although most of the up-front data is now old and therefore unuseful, two chapters I find most useful are chpater 4 – “Search engine marketing (SEM)” and Chapter 5 – “Online Display Advertising.”
Overall idea with online advertising:
“You can reach people with extraordinarily targeted precision, and measure success and failure in real time.” (p. 5)
While this publication (rightfully) advises you consult SEM experts when you have a substantial budget for your campaign, if you’re on your own, you have time