Internet Marketing Handbook Series

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					Internet Marketing Handbook Series
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                                                                  IAB Handbook: New To Online

Chapter One -

Who is the iab?

          he Internet Advertising Bureau (IAB) is the trade
          association for online and mobile advertising. With
          over 470 members, it’s run for the leading media
owners and agencies in the UK internet industry. Online is an
exciting and fast-growing medium and our job at the IAB is to
work with members to ensure marketers can identify the best
role for online, helping them engage their customers and build
their brands. Through the dissemination of research and the
organisation of regular events and publications we aim to put
online on the agenda of every marketer in the UK, acting as an
authoritative and objective source for all internet advertising
issues. Think of the IAB as a knowledge bank for everything
you need to know about the online industry, and this handy
booklet will provide you will the resources to kick start your
career. Internet advertising has a 18.7% market share and
is predicted to be worth over £3.2bn next year, so with the
continuous growth of this exciting industry there’s a abundance
of opportunities for graduates.

                          Chapter two -
                          New to online
                              By Kieron Matthews, Marketing Director, IAB

                          If you’re reading this because you love the
                          internet and want to get into online advertising,
                          stop reading and look for another job!

                          If you absolutely love brands, you constantly think
                          about what they are trying to say in their ads, are
                          interested by their product extensions and debate
                          their values in your own time - marketing might be
                          right for you. Online advertising is not about the
                          medium it’s delivered through, it’s about brands,
                          tone of voice, communication strategies, selling
                          products and inspiring advocacy. The reason
                          online advertising is such an exciting career choice
                          is the internet has become part of everyday lives.
                          Some people simply can’t live without their web
                          connection whether it’s catching up with friends,
                          reading the news, booking a cinema ticket or
                          even watching a film. It is this daily need for the
                          internet that has become increasingly attractive
Kieron Matthews
                          to advertisers.
Marketing Director, IAB

                                                                           IAB Handbook: New To Online

So what can you do?
If you think that online advertising is just      Live and breath brands
pop ups and links on Google then you              Read all the trade press, watch the news,
have barely scratched the surface of what         debate, challenge, look at all forms of
is possible. Behind the internet is a huge        advertising regardless of the medium.
infrastructure of commercial opportunities
that essentially fund the internet. Sure you      Ask questions
can be making a banner one week, but the          No one likes to talk about themselves more
next you might be shooting a short film in        than ad people, so ask questions all the
LA for a series of sponsored webisodes.           time. You will come across as interested,
Some like to channel their creativity into        but more importantly you will learn more.
the buying and planning side of media.
                                                  Don’t say no
There can be nothing more rewarding than
placing relevant creative in front of the right   It’s very tempting to start a job and think
audience and effectively delivering against       you’re above certain tasks. The less you say
a client’s brief.                                 no, the more you will become indispensable
                                                  and the quicker you’ll get promoted.
Whatever you think you might like to do
in the industry, please read this guide with      Don’t confuse doing something with
open eyes. There are many layers and              experience
disciplines to marketing and some are             Just because you’ve made a website or
more suited to people than others. When           won a pitch doesn’t mean you’ve cracked
evaluating the various job opportunities          those tasks. Experience comes with doing
don’t get drawn to the first skill set that       hundreds of them and getting quicker,
appeals to you. Interrogate whether the skill     smarter and cleverer at them. Gaining
set matches your strengths and personality.       experience never leaves you.
Whilst some people do change disciplines
within marketing it is more normal for            Stimulate
someone not to.                                   The best advertising does not come from an
                                                  office or a computer screen. Travel, read,
What I do know is that online is going to         write, cook, debate and keep your eyes
feature at the heart of all communications        open and life will give you your ideas.
moving forward, so getting into the industry
early is only going to be a good thing. As the    Whatever path you take, we are sure
new breed of marketers, your enthusiasm           you’ll find something that’s right for you in
and energy for change will radically change       online. And if you’re still not sure, get in
the face of the UK advertising industry.          touch with us.

If you want to be a part of it, here are
                                                  Good luck!
a few pointers which have stood me in
great stead.

          Chapter three -
    What’s online all about
    and what can you do?
         Let’s start with the basics. Online represents
         a mass of opportunities, and each requires a
         certain level of knowledge and expertise in order
         to make the most of the medium. At the Internet
         Advertising Bureau, we’re excited about each and
         every one of these marketing tools, and within
         this section have provided you with a simple
         guide to what’s available. For more in-depth
         information on these various online disciplines,
         please contact us to receive the many handbooks
         we have produced – search, display advertising,
         social media and affiliate marketing are just some
         of the topics we have covered in the past year.
         Or simply visit, the ultimate
         destination source for all online marketing
         information, to download your own copy.

                                                                        IAB Handbook: New To Online

Display advertising and compelling content:
Display advertising is online’s version of a press ad, TV spot, or
piece of direct mail sent to you directly. Most websites today        % share of revenues
host online display advertising, and this is how we are able to         for the H1 2008
access most of the internet’s content for free. When you’re
reading the news online, checking your emails, keeping up to
date with your social networking presence or simply having a                            19.8%

happy little surf, display advertising is likely to greet you every
step of the way.                                                      58.3%
Display advertising continues to grow in terms of monetary
investment from the marketing community. Display currently
has a 19.8% revenue share in the digital media mix and was
worth £333.8 million in 2008 up from £215.9 in 2006.                           Display
                                                                               Solus Email
Display advertising can perform many roles within a campaign                   Paid for search

– back in the early days of online, creativity in this area was
                                                                              H1 2008 total
dominated by the trusty old ‘click here for more information’                 £1,682.5m
or ‘buy now’ messages within its space. This is known as
direct response advertising, and still has a definite role within
marketing communications. Online is the most accountable
medium in existence, therefore measuring clicks, sales and
registrations is a very easy thing to do, and can definitely help
justify those online budgets!

However, increasingly, online display advertising has
been used to build brands, just as a TV ad would.
The quality of digital is better than ever - just take
a look at for the
proof - and many advertisers are now realising that
engaging their consumers with powerful creative,
and getting them to interact with ads, can be just
as effective.

    What’s online all about and what can you do?

          Of course, not all of your online offering
          will necessarily be ‘paid-for’ in terms of
          advertising space. Often simply the creation
          of compelling content in the form of a video
          gone ‘viral’ or campaign microsite can be
          enough to wow your audiences and get
          them to engage with your brand. Below is a
          simple list of the tools you can employ:

          Standard Formats – these include banners,
          MPU’s (mid page units) and skyscrapers
          providing a fixed presence on a website,
          particularly when used in combination with
          rich media.

          Video – video ads have become popular
          with advertisers and users alike as they
          enable TV like quality of video ads to be
          streamed in a truly engaging format.

          Microsite – refers to an individual web
          page or cluster of pages often with its own
          url which are designed to function as a
          supplement to a primary website. Microsites
          can be reached via clicking on an ad, the user
          will receive access to further information on
          a particular service or product contained on
          the microsite but will stay on the publisher’s
          website. They can sometimes also be
          referenced on traditional media ads, with a
          campaign-specific URL.

          Viral Marketing – refers to marketing
          techniques which rely on online word-of-
          mouth and people to share interesting and

                                                                           IAB Handbook: New To Online

entertaining content, often flash games, videos or text messages which are
sponsored by a brand with the intention to increase brand awareness. The
marketing message is encouraged to be passed along through emails, word
of mouth or social networks.

Advertorials – are paid editorial content provided by an advertiser usually
used to promote a new product or service. They are essentially advertisements
written in the form of objective editorial with the intention of looking like an
unbiased news story or opinion piece.

Behavioural targeting – right product, right consumer, right time is the
essence of targeting, and behavioural targeting is just one way to deliver
results online. It allows advertisers to track the activity of interested browsers
across multiple websites and turn them into buyers. For example if a
consumer is a regular visitor to sportswear websites their details will join
a large database of people with that specific interest. Online ads can then
be directed at consumers who have expressed an interest in a brand or
product category. The process is completely anonymous yet immediate and
automated and the advertising is more relevant to consumers.

Networks – advertising networks have the reach and experience to provide
a positive return on investment at every stage of the consumer purchase
process, whether an advertiser’s goal is brand awareness, lead generation or
direct sales. Networks are able to provide advertisers with a single point of
contact while reaching a large portion of the online audience.

Email – formats range from plain text
to HTML. Due to reporting metrics
available email can produce high ROI and
accountability through a fast and cost
effective channel. However you need to be
aware of the difference between permission
marketing and email spam which is non
targeted and less effective.

                             What’s online all about and what can you do?

                                     Affiliate marketing – is a working relation-
                                     ship whereby a merchant (online shop or
                                     advertiser) has consumers driven to it by
                                     adverts on an affiliate (third party website).
                                     If a consumer visiting the affiliate’s site clicks
                                     on an advertisement and goes onto perform
                                     a specified action (usually a purchase) on an
                                     advertiser’s site then the affiliate receives a
                                     commission. For example,
                                     offers an affiliate scheme allowing affiliates to
                                     advertise products on their sites. If visitors
                                     to the affiliate sites then click through and
                                     make a purchase, the affiliate receives a
                                     percentage of the revenue.

    Tenancies – provide a long term strategic option for advertisers where
    for a fixed fee they can ‘rent’ a particular area of another site, similar to a
    concession in a department store. The website is often an online publisher
    or media owner with related content to the advertisers business. Tenancies
    can result in quick access to related content or services thus enhancing the
    user’s experience.

    Search advertising

    We are a nation of searchers. Think about when you are looking for something
    online, where do you go? Search engines are often where you begin your
    online session, either to take you directly to what you are looking for or to
    begin the research process.

    Paid-for search has a 58.3% share of revenue, worth £981 million in 2008,
    that’s up from £531.3 million in 2006. Search should underpin all your online
    activity, and the ideal long-term strategy is to have high visibility on both
    paid and natural sides of the search results. A combined strategy of pay per
    click and search engine optimisation will also give the greatest chance of
    consumer clicks, resulting in higher click and conversion volumes.

                                                                                                                    IAB Handbook: New To Online

                All online formats continue to experience growth


   £ millions

                     +16.3%                       +30.2%                         531.3

                                   333.8                           361.6
                          287.0                         277.7

                         Display                     Classifieds                      Paid for search

                                           H1 2006      H1 2007       H1 2008

  IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members by PwC.
  Data excludes unclassified figures.

Natural search results - are those listings that appear at the discretion of
the search engines with no charge to the listed site. These are usually the
main results.

Search engine optimisation (SEO) – is
the practice of improving the visibility of your
website to search engines for keywords
that are relevant to your business. The goal
of SEO is to achieve good ranking in natural
search results.

Paid for search or pay-per-click (PPC) – here search engines will
guarantee advertisers a place in the search results. The order of which they
appear is dependant on the amount of money the advertiser is prepared to
pay for a ‘click’ on their listing. To achieve a certain position in the search
results, advertisers will bid against particular keywords.

Social search – websites such as Yahoo! Answers and Wikipedia are good
examples of user-generated content. Social search focuses on the content
resulting from these, such as opinions, blogs, sharing, reviews and ranking.

                              What’s online all about and what can you do?

     Social media
     Social media is very much the marketing method of the moment. This is
     largely thanks to the proliferation of social networking sites such as Facebook,
     MySpace and Bebo, as well as other more wonderfully niche sites such as
     Angling Masters, an online community for recreational fisherman that also
     supports the creation of user generated internet fishing tournaments. It just
     goes to show, you can find literally anything you want online.

     But social media doesn’t just stop there. Our job at the Internet Advertising
     Bureau is to show the marketing community how they can move beyond the
     hype, using online to talk to their consumers in engaging and effective ways.
     For one, we wouldn’t recommend you suggest setting up an office in Second
     Life at your next team meeting…

     This area of internet marketing is incredibly broad, with numerous tools
     available within it, such as blogging and online PR, widgets and branded
     applications and even display advertising with a social focus. However one
     thing unites all these channels, the desire and ability to become a part of the
     online community.

                                      User Generated Content - refers to content
                                      produced by consumers themselves. There
                                      are various types of user generated content
                                      ranging from, blogs, social networking sites,
                                      photo sharing sites, discussion boards and
                                      customer review sites. Websites based on
                                      user-generated content include Wikipedia,
                                      Trip Advisor, MySpace, Facebook, Flickr and

                                      Web 2.0 - is the term used to describe the
                                      next generation of online use. Complimenting
                                      UGC web 2.0 identifies the consumer as
                                      a major contributor in the evolution of the
                                      internet into a two-way medium.

                                                                          IAB Handbook: New To Online

Widgets – are an emerging social networking tool and are user-intiated,
therefore aimed at your target audience and completely permission based. A
widget is a useful or entertaining branded application that can be downloaded
and can enhance the online experience. Widgets can offer you additional or
exclusive information or can enable to you to search the web, tag pages or
images and share with friends. Widgets and toolbars are simple to create
and execute and can be very cost effective.

Online PR – the core principles are the same as traditional public relations.
What makes online PR different is the wealth of vehicles through which your
marketing and corporate communications messages can now travel, such
as blogs, forums, the sometimes less formal (and more immediate) digital
publications and other virtual spaces.

Social search (see page 9)

Mobile - mobile internet advertising is any form of advertising on a mobile
device that requires the internet. This can include websites designed for
phones, search engine marketing, traditional banner adverts, video adverts
and ring tone downloads. It allows advertisers to connect with their audiences
in an immediate, interactive and measurable way. Mobile commerce - the
ability to buy online whilst using a mobile handheld device – is also a popular
use of the medium.

Mobile search is significant for the usability of mobile content, as with
internet search engines entries are ordered in accordance with the amount
they have bid for a keyword. Most mobile phone networks offer a service
that integrates content and location-based information. The differences
between mobile and internet advertising are largely practical, a smaller
screen size results in less space for content, slower connections mean a
need for smaller file sizes. Accessed on the move, mobile internet is often
used for different reasons, for example snippets of information such as
directions, sports results and train time tables. Buying advertising on the
mobile internet is similar to buying display advertising on traditional internet.

IAB Handbook: New To Online
                              What’s online all about and what can you do?

     Mobile inventory can be sold both on the CPM and cost-per-click bases.
     There are many opportunities concerning mobile advertising, it is personal,
     always on and with the user, highly interactive and has unparalled reach,
     and over 90% of the populations own at least one handset.

     In-game advertising          - creates the opportunity for real-life brands to
     exist wherever a gamer might see them in real life – on billboards, posters,
     vehicles, or television screens. In-game advertising is highly measurable
     and consumers can be targeted by demographic, type of game, day part
     and even day of week.

     In-game advertising offers significant dwell-time that all advertisers crave. It’s
     an easy concept to grasp too, because there are parallels with both outdoor
     marketing and sponsorship, in that you can replicate traditional ad formats
     within frames. Dynamic in-game advertising exploits the power of web 2.0,
     enabling marketers to place their brands in front of gamers in real time, they
     can also update them, track them and measure their effectiveness.

     In-game marketing creative should be bespoke for the games environment,
     to maximise the unique features in-game offers, the creative needs to be
     planned and executed specifically with in-game in mind.

IAB Handbook: New To Online

          Chapter four -
     Who can you be
     in online?
     Digital Media – Career Advice!

     By Propel, digital recruitment specialist

     Welcome to the wonderful world of digital media.
     This guide should help you make a considered
     decision about your future in this rapidly growing
     medium. We have broken your potential future
     career down into four very popular sectors, and have
     provided information on the different job options
     available to you. There are a number of extremely
     rewarding paths that you can take, but where on
     earth do you start?!

                                                                             IAB Handbook: New To Online

Fresh out of Uni!
The vast majority of digital companies, be that agency or brand side,
will be looking for their graduate intake to be extremely passionate
about the digital space. Equipping your self with a degree in marketing
(possibly with a digital slant to it) or completing some work experience
in a digital agency can prove very useful when looking for a way in.
Other degrees that can be extremely useful include more analytical
courses such as Business Information Systems, and those concerned
with human behaviour such as Psychology.

If you don’t have one of these then there is no need to worry, many
graduate jobs within digital media simply require a degree from a
reputable university and a shed load of drive, ambition, and interview

OK, you have the degree, you have done all the prep you can, now for
the big choice; which digital media direction is right for you?


A very big part of the industry and a great way to get started, online           By Propel,
sales can also be a very lucrative career move. Client facing and hungry
                                                                                 digital recruitment
grads can expect to start on £18-£20K in a sales position. Selling
online advertising space into the media agencies is a popular choice
for many, with advertising networks such as Adconion, Advertising.
com, and Drivepm offering excellent training grounds. These are fast
paced and target driven environments, where targets are continually
being worked towards. They also offer the opportunity to earn good
money with a successful agency sales person earning around twice
their basic as OTE (on target earnings).

Alternatively, look at getting into the media sales team at an established
brand. The major publishers offer excellent opportunities and training
to grads in sales roles. A lot of very successful people in digital have
come from a publisher sales background!

                                                     Who can you be online?

     Career progression can be relatively rapid in a sales environment and is
     generally dependent on achievement rather than hard years experience.
     A successful sales account executive should aim to become an account
     manager within 1 year to 18 months. The step to sales director is a much
     greater one, and most sales directors have at least 5 years online sales

     Advertising operations

     This is an integral sector within online advertising. Online is all about
     measurability and if you choose to head in this direction then you will be
     sat right at the frontline accounting for all those millions spent on digital
     advertising each year! Ad Operations (or trafficking) also gives you an
     extremely good understanding of how digital advertising works, this can be
     invaluable in any future career moves.

     This area is ideally suited to those grads who emerge from uni with an
     analytical degree, the BIS degree mentioned earlier is ideal. Trafficking
     positions involve reporting on the performance of online ad campaigns,
     pulling meaningful trends out of various sets of data that can be used to
     construct reports for internal teams or external clients. An ability to use
     Excel to an advanced level is always a bonus if you want to be a trafficker/
     Ad Op’s assistant.

     A junior trafficker at a marketing solutions company, agency, or media owner
     can expect to earn between £18-£21K. After this, progression to a senior
     trafficker or campaign co-ordinator will follow, with those career traffickers
     aiming for a Head of Operations position after around 4-6 years.

     Online marketing

     Everyone wants to get into marketing, and this makes it tough! Getting into
     the marketing team at an established brand is no mean feat. Passage into
     these positions can take some time and nearly always requires previous

                                                                           IAB Handbook: New To Online

One of the best paths into a client side online marketing role is to get on to
a graduate recruitment program. Most of the major brands run these, and
while obviously competitive, they can offer a fantastic career path. You
will need to show a real passion for the brand in order to be successful,
and will have to start applying sometime in your final year of study or risk
missing the intake for another 12 months. Graduate recruitment schemes
generally pay quite well these days.

Another route in is via an online marketing position in a smaller company,
1 years experience in search engine marketing/affiliate/display/email can
make you a very attractive candidate for those big spending brands.
Getting into a smaller company can be easier and the positions more
varied, giving you a invaluably broad marketing skill set.

Once you are on the marketing career path you can expect it to take you
from Online Marketing Executive (22-30K), through to Online Marketing
Manager (£30-£50K), to Online Marketing Director (£50K +). Pay can vary
according to the organisation.

The agency world

So you have decided the agency world is for you? Soho parties, and jolly’s
from the media owners. Well, also expect to work some long hours, in very
demanding, but extremely rewarding roles.

The media agencies represent a major group of graduate employers in
the digital industry. They will give you the opportunity to learn enormous
amounts about digital as a media channel, and with increasing agency
integration, an extremely important and topical understanding of how
digital relates to, and interacts with, other media channels to deliver results
to the client.

The vast majority of graduate positions in agencies sit within the planning
and buying teams. These teams put together media schedules for clients
and then go out and negotiate the purchase of the appropriate media.

                                                       Who can you be online?

     Some agencies themselves specialise in solely display/search engine
     marketing/affiliate/email. The career paths however remain relatively similar.

     A graduate entering a media/specialist agency will go in as an account
     executive (£18-£20K), and work their way towards an Account Manager
     position (£28-£40K). Account Directors (£45-£60K) generally have upwards
     of 4 years experience.

     The emergence of new digital channels in the age of web 2.0 also means
     that new positions are starting to pop up in agency land. The demand for
     a measurable advertising channel to be born out of the social networks for
     example means that agencies are continuously adapting to the nuances of
     the market. This can make for some very interesting career paths within this
     sector of the digital industry.

     With a plethora of job titles out there, it can be a confusing task shifting
     through recruitment sites. Hopefully the job title glossary below will
     help make sense of the array of exciting job roles on offer in the online

     Roles are split into the four categories below:

     • Advertiser or publisher
     • Creative agency
     • Media agency
     • Digital specialist

     Job title glossary

     Advertiser or publisher
     Head of ebusiness: will be in charge of the ebusiness department and
     will have overall responsibility for the department’s strategy and operations.
     Essential skills will include managing departments as well as being a
     confident and persuasive speaker who is extremely well versed in all areas
     of online marketing and web presence.

     Head of Online Marketing: will be in charge of the online marketing
     department with overall responsibility for the department’s strategy and

                                                                            IAB Handbook: New To Online

Head of Search: will be in charge of the search department with overall
responsibility for the department’s strategy and operations.

Head of Pay Per Click (PPC): in charge of paid search (PPC) able to manage
keyword campaigns, manage the listing of key terms in search engines and
optimise a website’s content and structure to make it paid search friendly.
Likely to involve managing a team of PPC specialists and working closely with
editorial teams. Will be in charge of establishing PPC strategy.

Head of Search Engine Optimisation (SEO): in charge of natural search
(SEO) able to manage keyword campaigns and optimise a website’s content
and structure to make it search engine friendly. Likely to involve managing
a team of SEO specialists or working closely with editorial teams. Will be in
charge of establishing SEO strategy.

Information Architect: is responsible for the organisation of files and the
flow of information within a website, programme or organisation. With a
website, the information architect will be required to create site structure using
wireframe designs.

Online Advertising Manager: (see online campaign manager).

Online Campaign Manager: in charge of planning online campaign strategy,
implementing online marketing plan and measuring against key performance
indicators (KPI’s). Will need to liaise with and manage internal and external
teams including design agencies and media planning agencies.

Media Planner/Buyer: planning, analysing and optimising display and affiliate
activity across one or more accounts.

Search Analyst: likely to support the search manager or search team. The
Search Analyst will be responsible for reviewing search traffic and other statistics
on a regular basis in order to advise other members of the online team.

Search Marketing Manager: deals predominantly with paid (PPC) search
campaigns and optimising keyword lists, monitor search activity and adject
paid campaigns. Should at least be GAP qualified through Google. Also needs
natural (SEO) search knowledge and be able to manage the PPC campaign
alongside SEO.

                                                        Who can you be online?

     Programmes Manager: manages a series of projects that are linked with
     one another to form a programme. A programmes manager will usually
     manage one or more project managers.

     Project Manager: responsible for managing web projects from start to
     finish. Due to the nature of online the projects can vary wildly but are likely to
     include overseeing the construction and launch of a website, microsite and
     online campaign materials.

     Creative agency

     Creative covers a broad range of skill levels and responsibilities depending
     on the agency structure, output and often heritage.

     Copywriter: often paired up with an art director to work as a team. Teams
     often work as a team to originate the idea, but fall on their individual skills
     as the project progresses. In online they are often paired with someone
     from the technical department. Some of the larger agencies have dedicated
     copywriters that just focus on copy.

     Art Director: paired up with a copywriter to work as a team. Teams often
     work as a team to originate the idea, but fall on their individual skills as the
     project progresses. In online they are often paired with someone from the
     technical department.

     Digital Creative: a creative that can not only originate an idea, but also has
     the skills to implement part or all of the solution. Usually has an understanding
     of Flash and HTML.

     Creative: often from the traditional side of above the line (ATL) who join a
     digital specialist just to originate ideas that are implemented internally by the
     design and technical department.

     Creative Director: overall responsibility of the creative department and
     creative output.

                                                                         IAB Handbook: New To Online

Digital Project Manager: overall responsibility for the project management
of the creative process. Often client facing, they are the conduit between the
client and the agency team to ensure projects are delivered on time and to
budget. Where there is a separate account management tier digital project
managers are internally focused and support the account management team
with project management.

Digital Sales Manager: will be responsible for assessing and developing
new online business opportunities, starting and building working relationships
with clients and managing other members of the sales team. A sales manager
will also be responsible for reporting.

Digital Account Manager: often a hybrid between an account manager and
a project manager. They have the ability to talk about brand communications
with the client, but also have a sound understanding of project management
and implementing it.

Mobile Web Designer: will usually be a job incorporated into a web
designer’s job. However as mobile advertising continues to grow as a
medium, mobile specific website designers will grow in number. Their job
will be similar in responsibilities to that of a web designer but they will have
to be aware of the differences in consumer use on mobile devices and the
restrictions the technology currently presents.

Web Designer: designs the layout and look of a website and online
advertising. Ideally will need to be familiar with web design packages including
the latest Photoshop, Fireworks, Dreamweaver and Flash. Will also need to
know how a website is constructed including the basics of HTML code, W3C
usability and accessibility issues and how these affect design.

Web Developer: a web developer will know how to construct websites
using one or more types of code including HTML (XHTML, DHTML, SHTML),
PHP, JAVA, AJAX and more. A senior web developer will he highly capable at
coding and will require a level of design skills (see web designer) and project
management skills (see project manager).

                                                        Who can you be online?

     Media agency

     Planner (Media): responsible for identifying media insights and developing
     a media strategy that is presented to advertisers. More often planners are
     digital specialists but increasingly agencies are repositioning to offer up
     intergrated planning skills.

     Digital specialist

     Account Manager/Director: client facing and largely responsible for
     servicing the clients needs in terms of taking the brief, management of
     the process at the agency and presenting work back to the client. Most
     digital agencies employ a hybrid of account management and project

     Project Manager: larger agencies have an account director / account
     manager structure though a majority of agencies favour a project manager
     (PM) route. Project managers tend to be a hybrid of a client facing account
     manager and a specialised project manager. Project managing a digital
     project is much more in depth and hands on than TV or print. Therefore it is
     sometimes very beneficial to utilise a specialist skill even on a freelance basis
     so that the sequence of events in a project are not put in jeopardy. The skills
     shortage often reported is largely down to recruiting great digital specialists
     that also have that depth understanding of brands and their marketing.

     ActionScripter: an ActionScripter specialises in scripting ActionScript
     language in Flash to control its movies and the objects within those movies. If
     you want to do anything interactive in Flash, you’ll need to use ActionScript.
     It allows you to execute different actions in a movie depending on what a
     user does or on what frame of the movie is being played within Flash. They
     are a specialist type of person and can write code that makes the impossible
     possible. Therefore an agency is lucky to have one full time as they charge
     a premium on the freelance circuit.

     Coder: even a small agency will have a Flash developer, HTML coder and
     a database expert. Database refers to the use of databases running the

                                                                           IAB Handbook: New To Online

content on sites and within games for instance, not peoples’ data. There are
hybrid experts available that can do a mixture of these skills.

Digital Creative: tend to be experts in Photoshop, Flash and sometimes
HTML. There are numerous university courses available now so there is
a steady influx of keen personnel, though again the industry does suffer
from brand experience. The reason they tend to have these skills is unlike
traditional agencies, a digital creative will often create the idea they have
thought of. If a creative says they’d like to melt the home page of Google, it
will be them and a team that will do it. Digital production is done in house.

Group Account Director: has the responsibility for more than one account
with account directors reporting into them.

Head of Art: overall responsibility for sourcing art services (animation,
illustration, video etc) for the agency’s creative input. Often responsible for
continued inspiration for the creative department.

Planner: digital planning broadly covers 3 disciplines: 1. Consumer planning;
2. Information architecture or information design; 3. Usability. Good planners
have all these skills in some form or capacity, but it is not uncommon to
resource a dedicated skill set depending on the project. Bigger agencies
have a body of planners to cover off these areas full time.

Usability Specialist: importance in usability is increasing and while this
expertise is usually part of web developer and wed editor roles, independent
usability roles are now common place in large agencies. A usability specialist
will have excellent knowledge of website information architecture and the
way in which consumers use and access the internet. This role will at times
be highly technical and a background in web development will be incredibly

Video: increasingly agencies are bolstering their internal skills by hiring
people that have video skills ranging from filming, directing, editor, sound and
special effects or after effects. This allows a majority of the creative assets to
be created in-house rather than outsourcing to productions companies.

                                                                   Who can you be online?

              Once you’ve decided the role for you, where do you fit in within an
              agency, be it media or creative? What’s what and who goes where? These
              generic structures will hopefully answer some of those questions.

                            Common structure of a media agency


                                            MD/Deputy MD

       Client service   Head of trading        Head of      Managing Partner
                                                                               Specialist services
         directors      Broadcast/Press        strategy       Interaction

                         Broadcast and                                           Sponsorship
     Comms Planning/      Press teams         Strategists                      Sports marketing
       Client service                        and research
                                                              Search and
           teams        Implementational        teams                                Retail
                        planning & buying                                           Regional

                                                                                                             IAB Handbook: New To Online

                             Common structure of a creative agency


      Managing                     Technical                Planning                   Head of                       Creative
       Director                     Director                Director                     IA                          Director

Account Management           Technical Department      Planning Department          IA Department              Creative Department
                                                                                                                  • Creative Partner
                               • Technical Director      • Planning Partner
                                                                                                                 • Associate Creative
   • Managing Partner          • Associate Technical     • Planning Directors     • Information Architects
• Board Accounts Directors           Director              • SEO Planner
                                                                                                                    • Art Directors
• Group Accounts Director      • Innovation Director     • Account Planner
                                                                                                                     • Designers
   • Accounts Director         • Technical Manager     • Information Architects
                                                                                                                    • Copywriters
       • Producers            • Technical Developers   • Social Media Planners
                                                                                                              • Motion Graphic Designers
   • Project Managers          • Software Architects
                                                                                                                • Video & SFX Experts

        Chapter five -
     Meet the experts -
     the working environment

              What does a Creative Director
              actually do? What exactly is
              required of a Planner? Not sure
              about which path you would like
              your career to take? Hopefully
              these real life accounts from
              industry professionals will give
              you an idea of what its really like
              in the online world.

                                                                         IAB Handbook: New To Online

Tanja Mueller, Head of Ad Operations,
Unanimis Consulting Limited
“Becoming an ad operations executive is a perfect way to
begin a career in online marketing. For us, the emphasis
is on ensuring our client’s campaigns run as expected
and the agreed target is hit, this includes advertising
the right products to the right people, with inventory
allocated to the correct publisher. I work closely with
the sales team to make sure that we are able to
deliver on bookings made and that they have all the
information they need to sell to the client.

“There is never a typical day, the variety of our clients
and their expectations ensure we have to be on our
toes! My role insists that I am able to cope in a pressured
environment and good organisational skills are a must, keeping
track of everything can be hard work at times and it is our job to
stay on top of everything and provide a successful campaign for
the end user.”

            Simon Gill, Group Creative Director, LBi

            “I often describe my choice of career as the best job in the world. I get
            to do the things I love, create beautiful things with talented people, solve
                creative problems for brands that everyone has heard of, and receive
                       recognition from my industry peers. My start in digital came from
                           spreading the word, getting involved with projects, in thinking
                              up ideas and not taking ‘no’ for an answer. Thankfully there
                                 is no typical day although I do try to start each morning
                                   feeling fresh and invigorated, so I can spend time with
                                     my teams helping to coach and nurture infant ideas
                                     into fully formed masterpieces. I’ll always have the
                                      odd meeting to attend, but it’s important I get time
                                       to think, talk with colleagues and to scribble. I can
                                       often be found having a sneaky look online for the
                                      latest news and ideas around lunchtime.There is no
                                     set way to be a creative, you just have to get on and
                                    do it. Passion and talent for your work, being able to
                                  see the world through other’s eyes, never giving up and
                               the ability to work as part of team are key.”

                                        Meet the experts - the working environment

                           Shelley Crowther,
                           Digital Media Planner, TMP Worldwide

                           “I became a Digital Media Planner having been a Campaign
                              Coordinator and then a trainee planner. My main duty as a
                                Digital Media Planner is the effective media planning based
                                 on analysis of website capabilities and demographics,
                                   ‘Media Insight’ reports, response data and stakeholder
                                    feedback. I am also responsible for the trafficking of
                                     inventory, optimisation of website performance and
                                     administration of a list of online accounts.

                                    To perform in this role you need to be highly motivated
                                   because of it’s ever-changing nature and the number of
                                  campaigns we are likely to get involved in on a day by
                                day basis. A strong attention to detail, as well as excellent
                              organisational/time management skills are necessary to
                           ensure that work is prioritised appropriately and is completed
                         accurately. Negotiation, relationship building and research skills
                         are also keys success in this role.”

                                                             Ben Butler,
                Web and Digital Marketing Manager, The Drinkaware Trust

     I became Web and Digital Marketing Manger at the Drinkaware Trust
     in September 2008 after 4 years at the IAB as Content Manager.
     Drinkaware aims to promote responsible drinking and find
     innovative ways to challenge the national drinking culture
     and tackle alcohol misuse. It is my role to try and do
     this by reaching all those people who are online
     with a beer in their hand, for whom the threat of
     electrocution is but a spillage away.

     A typical day is hard to pin down. Keeping
     the website in check, until we appoint a web
     editor is a daily responsibility, as is managing
     our Adwords activity. In my first few weeks
     I was charged with relaunching the site and
     delivering a display campaign to support our

                                                                          IAB Handbook: New To Online

Autumn ‘recycling’ activity. It was then straight onto promoting
a festive moderation message for the party season. These two
campaigns have seen me forge some good agency relationships
and highlighted the importance of the briefing process. Recent
days have seen my thoughts turning to delivering a strategy for
Drinkaware’s online activity for 2009 and beyond. The scope for
using digital to encourage consumers to actively engage in their
alcohol consumption is vast, but of course, side-stepping the
potential nanny-state banana skin presents an ongoing challenge...
And yes I am aware of my drinking.

Natalie Kaffa,
Sales Executive, Milkround Online
“I joined Milkround Online in September 2006 as a
Support Executive helping out the sales team, I then
moved into the role of Sales Executive in September
2007 after taking over my own small pot of clients
in June 2007.

My role is within the renewals team, managing the
accounts of more than 100 existing and past clients,
ensuring that they utilise our most relevant online
advertising services to meet their graduate recruitment
needs and objectives. I tailor our services into individual
packages for each client and monitor the response they
receive throughout their campaign to ensure that they get the best
return on their recruitment advertising spend.

Strong relationship building skills are needed to ensure that the client is heard,
that their needs are met, that their expectations are constantly exceeded, and
that their experience of using Milkround is positive. Organisational and team
work is also necessary to ensure everything is executed at the right time and
nothing is overlooked.”

      Chapter six -
     Getting started –
     career advice and
     interview tips

       By Milkround Online

                                                                             IAB Handbook: New To Online

• How to write a successful CV
Your single most important marketing tool is your CV and it draws
attention to your key skills. When applying for popular jobs and
graduate schemes, it is highly likely your CV will be one of many,
possibly hundreds, that a recruiter or consultant has to read through
so it must make an immediate impact.

If you are applying for your first job after graduating, education is
likely to be your strongest selling point and therefore it is this that
should come first. Consider what you performed well at during your
course that is relevant to the position for which you are preparing
your application. For example, if you want to be a web designer,
draw attention to any creative tricks and elements which are specific
to your course and how you utilised them in your work.

You may have had the chance to gain some relevant experience at
university, on an internship, placement or on part time work. If this
is the case, put details of this and your achievements ahead of your
education details as it will give you the edge on fellow candidates
lacking industry exposure. If you are switching from another industry
to online, consider your key transferable skills from previous jobs as        By Milkround
these could prove attractive traits to potential employers.                   Online

Examples of key selling points you will want to include are working
for a well-renowned employer, good experience in a particularly
rare skill set, size of projects and particularly relevant qualifications.
Since online work involves so much contact with technology, it is
also wise to include a comprehensive and clear summary of the
IT applications and systems you have worked with. Highlight your
knowledge of key marketing tools such as web 2.0, mobile, using
examples where applicable. Keep up to date on industry related

                           Getting started - career advice and interview tips

     All good CVs are simple, succinct and logically structured to enable any
     reader to find the information they require within seconds. Consequently,
     sentences need to be short, factual and to the point. Be self-analytical and
     clear about yourself and what your main selling points are compared to other
     candidates. Problem solving is very important in all career areas. Define your
     problem solving skills, relating them, as far as possible, to your job target.

     As a checklist, the most common contents include: personal details,
     education and qualifications, work experience/responsibilities, achievements,
     appropriate extra-curricular activities, skills and interests and any other
     aspects you feel will give you an edge over the competition.

     • How to present yourself online

     Social networking has changed the way recruiters can go about finding the
     right people for their jobs. Sites such as LinkedIn ( and
     Xing ( mean you can give yourself an online profile which will
     act as a CV while also network with fellow professionals. These are ideal
     for having a space on the web where your achievements are kept up-to-
     date and should be referenced on any CV you send to an employer. Online
     recruiters will look favourably on candidates who have taken the time to
     create a profile: but they may also do a little research you might want to be
     careful to protect.

     Sites such as MySpace, Facebook and Bebo are effective for keeping in
     touch with friends and sharing photos, videos and banter, but be sure to
     clean up your profile when job hunting! It’s surprising what a recruiter can
     find out if they need to once something goes online so take heed and don’t
     let a picture of you pouring a pint over a friend’s head affect your career

     Looking/researching online

     As online companies will nearly always have a website, use this to your
     advantage. When applying for a job with a firm, visit their site for any additional
     information you can use to add to your application. Referencing the mission

                                                                         IAB Handbook: New To Online

statement, showing knowledge of how the company works and where you
see yourself fitting in to future projects mentioned on the site are all ways of
showing your enthusiasm for the role – just be sure to keep your part within
the job description.

If there is an employer you would particularly like to work for but do not have
any specific vacancies you feel are suitable, do not be afraid to visit their
website to see how you might fit in and compiling a speculative application
with reference to this and how your skills match up. Although it is likely you
will face a letter of rejection, by showing your direct interest and a keenness
to work for one employer could see you getting a call at a later date when
the right job becomes available, or even see you called in for an interview
there and then.

Work experience

Employers always value relevant work experience for a job extremely highly
so if you want to give yourself the best possible chance of getting a role, get
out there and gain hands-on experience wherever you can. If you are making
the switch to online, check whether your current set of skills match up to the
role you want. Be prepared to take on a trainee role or unpaid work in order
to get the experience you need to really get ahead in the industry.

                          Getting started - career advice and interview tips

     • Interview tips

     from Kieron Matthews, Marketing Director, IAB

     There are countless resources online that provide you with advice on how
     to ‘win’ an interview but here are a few tips which might stand you in good
     stead when going for a job in digital.

     Be prepared

     There are 3 essential things to do before your interview.

     1. Research the company you are going to – obvious. Their company website
        can help you here, but this is only part of it. Google the people/work on
        the website (especially the interviewer) and gather as much information as
        you can about the company and their culture. Have an opinion about at
        least 2 of their pieces of work or media strategies – don’t be afraid to ask
        questions about them.

     2. Research companies in the same field. Look at their immediate competitors
        and have comments on the work of other companies. Prepare at least 2

     3. Read the job description and make sure you have answers for every
        single element of it. The easiest way to do this is to highlight every detail
        and make sure you have answers prepared, even if you don’t have the
        experience. If they want someone who understands the FMCG market
        (and you don’t) research it thoroughly.

                                                                         IAB Handbook: New To Online

Never say, “I only know what I read on your website” even if it’s true. Ask
around, draw conclusions and read the trade press.

Never say, “I haven’t had time to find out about you.” Even if you stay up
until 5am there is absolutely NO excuse for not researching the company you
are going to. All it says is – I’m not interested in you.

Be on time
Remember it’s better to arrive 40 minutes early than 2 minutes late. Even if
you sit in a coffee shop opposite, NEVER be late.

Be inquisitive
Ask questions – people in advertising love to talk. There is nothing wrong in
having a list in front of you – don’t feel you are holding people up, this is as
much your interview as it is theirs.

Be honest
Never lie in an interview. Employers prefer honesty.

Be keen
Always follow your interview with either a letter or an email saying how much
you enjoyed it and how keen you are to progress further, even if it’s not true.
It’s better for your confidence to have a number of potential jobs on the table,
rather than just one. You may enjoy the second interview more.

     Chapter seven -
     New media,
     new jargon!
     Every industry is full of bemusing
     jargon and lingo, and the online
     industry is no different. This handy
     jargon buster will help you impress!

                                                                         IAB Handbook: New To Online

Ad Serving – Delivery of online adverts         Behavioural Targeting – A form of online
to an end user’s computer by an ad              marketing that uses advertising technology
management system. The system allows            to target web users based on their previous
different online adverts to be served in        behaviour. Advertising creative and content
order to target different audience groups       can be tailored to be of more relevance to a
and can serve adverts across multiple           particular user by capturing their previous
sites. Ad Technology providers each have        decision making behaviour (eg: filling out
their own proprietary models for this.          preferences or visiting certain areas of a
                                                site frequently) and looking for patterns.
Affiliate Marketing – An affiliate (a
web site owner or publisher), displays          Blog – An online space regularly updated
an advertisement (such as a banner or           presenting the opinions or activities of one
link) on its site for a merchant (the brand     or a group of individuals and displaying in
or advertiser). If a consumer visiting the      chronological order.
affiliate’s site clicks on this advertisement
and goes onto perform a specified action        Button – A square online advert usually
(usually a purchase) on an advertisers site     found embedded within a website page.
then the affiliate receives a commission.       See also Universal Advertising Package,
                                                embedded formats.
Avatar – A picture or cartoon used to
represent an individual in chat forums,         Buffering – When a streaming media
games or on a website as a help function.       player saves portions of file until there is
                                                enough information for the file to begin
Bandwidth – The transmission rate of a          playing.
communication line- usually measured in
Kilobytes per second (Kbps). This relates       Click-through – When a user interacts
to the amount of data that can be carried       with an advertisement and clicks through
per second by your internet connection.         to the advertiser’s website.
See also Broadband.
                                                CTR (click-through rate) – Frequency
Banner – A long, horizontal, online advert      of click-throughs as a percentage of
usually found running across the top of         impressions served. Used as a measure
a page in a fixed placement. See also           of advertising effectiveness. See also
Universal Advertising Package, embedded         impression, click-through.

                                                                New media, new jargon!

 Contextual Advertising – Advertising          Embedded Format – Advertising formats
 that is targeted to the content on the        that are displayed in set spaces on a
 Web page being viewed by a user at that       publisher’s page.
 specific time.
                                               Expandable Banner/Skyscraper - Fixed
 Conversion Rate – Measure of success          online advertising placements that expand
 of an online ad when compared to the click-   over the page in the response to user action
 through rate. What defines a ‘conversion’     eg: mouseover. See also Rich Media.
 depends on the marketing objective eg:
                                               Flash – Web design software that creates
 it can be defined as a sale or request to
                                               animation and interactive elements which
 receive more information…etc.
                                               are quick to download.
 CPA (1-Cost per Action) – A pricing
                                               Flash Impression – The total number of
 model that only charges advertising on
                                               requests made for pages holding flash-
 an action being conducted eg. a sale or a
                                               based content by users of that site in the
 form being filled in.
                                               period being measured (ABC Electronic
                                               jargon buster definition).
 CPA (2-Cost per Acquisition) – Cost to
 acquire a new customer.                       Impression – The metric used to measure
                                               views of a webpage and its elements-
 CPC (Cost per Click) – The amount             including the advertising embedded
 paid by an advertiser for a click on their    within it. Ad Impressions are how most
 sponsored search listing. See also PPC.       online advertising is sold and the cost is
                                               quoted in terms of the cost per thousand
 CPM (Cost per Mille) – Also known as          impressions (CPM).
 Cost per Thousand. Online advertising
 can be purchased on the basis of what         Interruptive Formats – Online advertising
 it costs to show the ad to one thousand       formats that appear on users’ screens on
 viewers (CPM). It is used in marketing as a   top of web content (and sometimes before
 benchmark to calculate the relative cost of   web page appears) and range from static,
 an advertising campaign or an ad message      one-page splash screens to full-motion
 in a given medium. Rather than an absolute    animated advertisements.
 cost, CPM estimates the cost per 1000
 views of the ad (Wikipedia definition).       Interstitial Ads – Which appear between
                                               two content pages. Also known as splash
                                               pages and transition ads.

                                                                         IAB Handbook: New To Online

IPTV (Internet Protocol TV) – The use of        give richer content and a richer experience
a broadband connection to stream digital        for the user when interacting with the
television over the internet to subscribed      advert. See also Interstitial, Superstitial,
users.                                          Overlay and Rich Media Guidelines.

Microsite – A sub-site reached via clicking     Rich Media Guidelines – Design guide-
on an ad. The user stays on the publisher’s     lines produced by the IAB for effective use
website but has access to more information      of Rich Media technologies in all forms of
from the advertiser.                            internet advertising. They aim to protect
                                                user experience by keeping them in control
MPU (Multiple Purpose Units) although           of the experience eg: encouraging clearly
interpretations may vary – A square             labelled close, sound and video buttons.
online advert usually found embedded in
a web page in a fixed placement. Called         Sales House – An organisation which
‘multiple purpose’ as it is a flexible shaped   sells advertising on behalf of other media
blank ‘canvas’ in which you can serve flat      owners. These sales houses typically
or more interactive content as desired.         retain a percentage of the revenue they
See also Rich Media, Universal Advertising      sell in exchange for their services. These
Package.                                        organisations may combine a number
                                                of websites together and sell them as
Overlay – Online advertising content that       different packages to advertisers.
appears over the top of the webpage. See
also Rich Media.                                Skyscraper – A long, vertical, online
                                                advert usually found running down the
Pre-roll – The name given to the adverts        side of a page in a fixed placement. See
shown before, or whilst an online video         also Universal Advertising Package.
is loading. There can be more than one
and although they all vary in length, they      Solus Email Advertising – Ahere the body
average 21 seconds in duration.                 of the email is determined by the advertiser,
                                                including both text and graphical elements,
Rich Media – Is the collective name             and is sent on their behalf by an email list
for online advertising formats that use         manager/owner. Solus email advertising is
advanced technology to harnesses                conducted on an opt-in basis where the
broadband to build brands. It uses              recipient has given their consent to receive
interactive and audio-visual elements to        communications.

                                                                   New media, new jargon!

 Sponsorship - Advertiser sponsorships of         User Generated Content - Online content
 targeted content areas (e.g. entire website,     created by website users rather than media
 site area or an event) often for promotional     owners or publishers - either through
 purposes.                                        reviews, blogging, podcasting or posting
                                                  comments, pictures or video clips. Sites
 Streaming Media - Compressed audio/              that encourage user generated content
 video which plays and downloads at the           include MySpace, YouTube, Wikipedia and
 same time. The user does not have to wait        Flickr. See also blog, podcast
 for the whole file to download before it
 starts playing.                                  Viral Marketing - The term “viral
                                                  advertising” refers to the idea that
 Superstitials - A form of rich media             people will pass on and share striking
 advertising which allows a TV-like               and entertaining content; this is often
 experience on the web. It is fully pre-          sponsored by a brand, which is looking to
 cached before playing. See also Rich             build awareness of a product or service.
 Media, Cache.                                    These viral commercials often take the
                                                  form of funny video clips, or interactive
 Tenancy - The ‘renting’ out of a section         Flash games, images, and even text.
 of a website by another brand who pays
 commission to this media owner for any           Web 2.0 - The term web 2.0 - with its
 revenue generated from this space. EG:           knowing nod to upgraded computer
 dating services inside portals or bookstores     applications - describes the next
 inside online newspapers                         generation of online use. Web 2.0 identifies
                                                  the consumer as a major contributor in the
 Universal Advertising Package - A                evolution of the internet into a two-way
 set of online advertising formats that are       medium.
 standardised placements as defined the
 by the IAB. See also banner, skyscraper,         Wiki - A wiki is a type of website that
 button, MPU and embedded formats                 allows the visitors themselves to easily
                                                  add, remove, and otherwise edit and
 Unique Users - Number of different               change some available content, sometimes
 individuals who visit a site within a specific   without the need for registration.
 time period.

                                                                    IAB Handbook: New To Online

Useful links and contacts
Sites you should visit…catch up with all the latest
industry news and keep up with all the new trends and
gossip. Websites, blogs, social networking groups
there’s a whole bunch of online resources you can tap
into to help you in your search for the perfect online job!

Trendspotting: - gives you deep-and-yet
actionable insights into the new values and circumstances of your current
and future customers, identify new business opportunities, assisting you to
position your organization for the future. - a safe, secure platform to Share,
Connect, Publish!

Getting you into advertising: - blogs from the

Google Reader: – checks your favourite news
sites and blogs for new content

Media Guardian: - latest news and analysis on
advertising & marketing, press & publishing, TV and radio plus media jobs.

Don’t tell my mum I’m in advertising - she thinks I play piano in a
brothel – a facebook group - perfect for finding what others are up to, tips
and advice on interviews, even the most important dilemma of what to wear!

Campaign: - a lively mix of news,
analysis, features and comment, the magazine spans the gamut of advertising,
media, direct, digital and marketing communications.

NMA: - NMA is the UK’s only weekly
magazine covering the business of interactive media: the internet, wireless
internet and interactive TV.

Marketing Week: - Marketing Week is the
UK’s leading magazine for professionals working in marketing, marketing
services and media.

                                                      Useful links and contacts - is the world’s largest publisher of
     social entertainment applications. They offer people the ability to engage and
     have fun with one another using the relationships they’ve already developed
     on social networks like Facebook and MySpace.

     IPA: - Institute of Practitioners in Advertising, is the UK’s
     leading trade and professional body for advertising, media and marketing

     New York Times: - The New York Times is an American
     daily newspaper published in New York City. Its motto, as printed in the upper
     left-hand corner of the front page, is “All the News That’s Fit to Print.”

     Media Guardian: - The Guardian newspaper,
     of which is its online presence, has a long history of editorial
     and political independence.

     Chartered Institute of Marketing: - The Chartered
     Institute of Marketing is the leading international professional marketing body
     with some 50,000 members worldwide.

     Training courses
     e-consultancy: - E-consultancy run a series of
     internet marketing courses, seminars and training away days. Courses are
     available through either in-company training or through our extensive public
     access courses which offers flexible access to the latest internet marketing
     techniques and ideas.

     CIM: - Are the leading international body for marketing
     and business development, offering professional accredited qualification in
     various areas of marketing

     IDM: - Europe’s leading skills and qualifications provider
     for direct, data and digital marketing professionals.

     Digital Strategy Consulting: -
     Hold more than 40 one day specialist courses for teaching digital marketing
     and media. Covering topics ranging from marketing best practice for search
     engines to learning about email campaigns and how marketing with blogs
     works to internet advertising techniques. There are orientation courses for
     newcomers to learn the basics.

                                                                  IAB Handbook: New To Online

Recruitment Agencies, a good place to start - passionate   - Taking recruitment
about interactive marketing and the          on to a new level for both employees
effective use of digital media channels to   and employers by identifying talented
communicate.                                 media people. - The Chinwag       - Special-
community is a focal point for digital       ise exclusively in online recruitment and
media practitioners in the UK and            selection.
                                    - - Specialists           Represent both permanent and
in recruiting new media candidates.          freelance across all levels and disciplines
                                             within the advertising industry. - Ecom
offers 4 specialist teams dedicated to - We
your digital recruitment needs               are the world’s leading champion and
                                             provider of marketing communications -                talent at all levels, everywhere.
Specialist recruitment for design and
production, digital, strategic, project - Puregenie is
management, presentations, creative          is the first online recruitment agency
services, marketing and editorial -          specialising in online jobs in the travel
freelance permanent and temp.                industry.

     Visit where you can download any one of our publications here are
     just some of the handbooks and reports we produced in 2008

     Search Marketing
     Social media
     Movie marketing
     Affiliate marketing guide
     Online marketing guide
     Guide to online display advertising
     Vertical series: Finance, Automotive, Travel, FMCG and Retail

     The IAB also run over 50 events a year, ranging from conferences, seminars,
     debates and workshops with key presentations from some of the principal
     thought leaders in the industry.

     The research and case studies area of our site holds a plethora of key industry
     knowledge. If you have any research or general queries about the interest or
     the IAB email is first for graduate careers with 1,000s of internships,
     placements, graduate jobs & schemes from across the spectrum of industries.
     The website also features details of recruitment events, employer presentations,
     career advice and insightful guidance. Register with to receive
     personalised email job alerts. was ranked the number one graduate recruitment website in
     the UK Graduate Careers Survey 2008.

        design & artwork by -
              Peter Gonzalez
                                                Internet Marketing Handbook Series

Internet Advertising Bureau
14 Macklin Street, London WC2B 5NF
tel: +44 (0)20 7050 6969 • fax: +44 (0)20 7242 9928

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