Kanishka Wanninayaka
CEO at Yamu Media
Website Address: https://yamumedia.com
On “Media Champions,” our host speaks with experts within the marketing community. This week our host speaks with Kanishka Wanninayaka from Yamu Media. To learn more check out https://yamumedia.com.
What is the biggest change in marketing that you see coming in the next 2 years?
A focus on Multichannel Attribution. Right now when clients start spending upwards of 50 k, 100k or 500k a month on paid media, there aren’t a lot of tools available to track attribution across channels and mediums, specially if it’s making your paid media communicate with your email, organic or social. Most performance marketing agencies have scappy internal processes they’ve put together to attribution this way but I think in the next 2 years there’s going to be software’s that fill in the gap.
Are their any trade organizations or groups that you belong to?
I’m in a few secret slack groups for deep marketing tech.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
The world of ad buying and media is changing so fast. The best way to stay on top of changes in algorithms and other little things that drive a big impact on ROI is to be doing it all the time. Also, an outside media team usually has a R&D team that’s regularly innovation on their media buy processes.
I think when a certain size an organization should bring their creative marketing team in-house so they can stay aligned with the brand, story and product. But, I think your performance marketing team should always be outside, at least while your organization is in the $1m to $100m ARR range.
What is one tip that you would give when it comes to media planning?
Look at the top competitor or company that’s serving the same market you are and look at their process. Start by recreating their process and then start iterating to adjust for your specific variables.
How does a media buyer stay on top of trends with media placement?
Secret slack group and regularly reading algorithm changes published by each platform
