Tips for Becoming a Digital Account Expert
March 16th, 2016 / by Casey O'Rear
Working in client service for an advertising agency is exciting, challenging and ever-changing. Clients switch agencies, technology evolves, new clients are acquired, and somehow you’ve got to learn to adapt to new roles – and fast. Here’s what I’ve learned as someone who’s had a crash course in transitioning from traditional accounts to working exclusively on digital:
Don’t be Afraid to Say What You Don’t Know.
It’s easy to want to build yourself up as a digital account expert to your clients, but sometimes “faking it till you make it” can backfire. When dealing with a new trafficking process, a new vendor or even just new terminology, it’s important to be truthful with yourself and with your clients and speak up when you need more clarification. You’ll gain the knowledge you need, and your clients will appreciate your honesty.
A wise man once said, “The more that you read, the more things you will know.” That man was Dr. Seuss, and while it may sound simple, sometimes the hardest thing to do as an account person is to make time to read up on what’s going on in our industry. Staying current with the latest articles, industry trends, blog posts and online tutorials can help propel you to digital account superstardom.
When managing a digital account, organization will save your sanity. With multiple components and large amounts of asset requirements, being organized isn’t an option – it’s a necessity. Here are easy organization tips anyone can implement:
- Keep spec sheets handy and reference them often.
- Always make sure all project details are available in writing.
- Create a naming convention for files and make sure the team sticks to it.
- Make time to talk through everything face-to-face with the creative team.
- Don’t rely on email to relay important updates.
Volunteer for More!
This might seem like the last thing you’ll want to do when you’re working on an unfamiliar account, but the more exposure you get, the more you learn and the better you’ll be at delivering on clients’ needs. Always jump at the chance to be a problem solver and a lifesaver for your client.
Digital technology is rapidly evolving and clients’ digital needs are changing even faster, but it’s never going so fast that you can’t catch up. Anyone is capable of working on a digital account as long as they’re willing to put in the time and effort it takes to become great.