Kyle Campbell
President at Dark Matter Strategic
Website Address: darkmatterstrategic.com
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Kyle Campbell from Dark Matter Strategic. To learn more, check out darkmatterstrategic.com.
What is the biggest change in marketing that you see coming in the next 2 years?
Branding will become even more important for small to mid-sized businesses versus direct response marketing especially for online businesses (i.e. give value, ask, give value ask, etc.), Influencer marketing will evolve from a trend to a common marketing tactic (for the top marketers, it has already begun), Content creators will begin to realize that creating content for the sake of creating content is a losing proposition and that every piece of content should be guiding their audience towards a sale, IF, they want to truly monetize their message (the top marketers are already utilizing this strategy), Mobile optimization will continue to grow in importance, Permanent social media posts will overtake ephemeral content as more important (more effective) in growing your brand and significantly increasing revenues long-term.
Are there any trade organizations or groups that you belong to?
For our promo products division we belong to ASI and PromoSwarm
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Experience, expertise, perspective. An internal marketing director can get too focused on what’s directly in front of them, the day-to-day minutia, and may lose sight of the bigger picture. An outside media buyer brings a bigger world perspective and may be able to recommend strategies someone inside the company has not considered or dismissed because “this is the way we’ve always done things”.
What is one tip that you would give when it comes to media planning?
Choose the right market (a hungry market that includes your ideal customer, client or patient) and create the right message so you can target them on the right media. Do thorough due diligence beforehand so you know exactly where you can find your ideal client/target market and hit them with the right message, getting them to take action.
How does a media buyer stay on top of trends with media placement?
While we are not a media buyer I would suggest similar strategies to staying on top of marketing trends, paying attention to what’s going on in the marketplace, industry associations and FB groups, and by working with the best mentors in the industry – Todd Brown, Justin Brooke, Mike Marin, etc.
