Michael Schwandt
Chief Marketing Officer at Salesmaster ai
Website Address: https://www.salesmaster.ai/
Each week on “Media Champions”, our host talks to media experts across the country. This week our host speaks with Michael Schwandt from Salesmaster ai. To learn more, check out https://www.salesmaster.ai/
What is the biggest change in marketing that you see coming in the next 2 years?
One of the biggest unknowns we are currently facing is how the internet will transform in the next few years. From Web 3.0 and the metaverse to changes in data collection and privacy, there are a multitude of factors that will affect everything to come.
What I believe this will force companies to do is return to their roots. Companies have been relying a bit too much on technology solving their marketing for them without ensuring they even know who they are, what they stand for, and the long-term vision and purpose behind the company. All of which needs to become ingrained in their culture. As we’ve seen with the “great resignation,” people want to work with and for companies that align with their own values, not just be cogs in the machine.
Are there any trade organizations or groups that you belong to?
CMO Council
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Access to expertise. No one can be an expert at everything, and as a marketing director, you’re in charge of planning and strategizing across all business efforts, not JUST media buying. By finding trusted partners to execute your grand plans, while you get to stay focused on bigger picture, you have a much better chance at success than trying to do it all yourself.
What is one tip that you would give when it comes to media planning?
The best media planning goes beyond ‘spots and dots’ (aka impressions, CPMs, efficiency, etc.). It’s about making connections, especially where and when your audience is actually happy to see you. This requires deep research into knowing your audiences inside and out, so your brand fits naturally into their lives, instead of feeling like a nagging, pestering door-to-door salesperson who keeps ‘conveniently’ stopping by your house at dinner time.
How does a media buyer stay on top of trends with media placement?
By always remaining a student and open to new ideas and tech. So much of the time, people get set in their ways of operating that they stop taking meetings, which actually could be extremely valuable learning around what’s to come.
