Anuroop Kumar
Partner & Co-Founder at Inflect Digital
Website Address: https://inflectdigital.com/
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Anuroop Kumar from Inflect Digital. To learn more, check out https://inflectdigital.com.
What is the biggest change in marketing that you see coming in the next 2 years?
There will be a shift on two fronts – Behaviorally, for younger generations such as GenZ and Millennials there will be a push towards community-driven sales vs direct sales (this is going to be spurred by competition from web3 entities that reward community members with shared value and skin in the game.)
In a more general sense, the shift towards raw, authentic, communication will be solidified with a strong expectation of incentives (sales, bonuses, etc.) by consumers.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Subject matter expertise and multiple perspectives across markets, verticals, and price points vs strict consumer insights.
I can easily see if certain trends are limited to one business, multiple accounts, or all accounts. Also, gauging the differences in customer behavior help us build our methodology to serve clients.
How does a media buyer stay on top of trends with media placement?
Theory is great – a strong understanding of the platforms and the market is important.
Until these assumptions are tested it is all a guess. That is why we have refined our testing processes to gauge predictions quicker.
It is important to be networked to a strong professional group – I myself am part of a few professional online communities which are vetted for proven expertise – helps discuss and capitalize on trends in real time.
