Livia Pinzari
CEO at NoLie Communications
Website Address: www.noliecommunications.com
On “Media Champions,” our host speaks with experts within the marketing community. This week our host speaks with Livia Pinzari from NoLie Communications. To learn more check out www.noliecommunications.com.
What is the biggest change in marketing that you see coming in the next 2 years?
The narrowing of the gap between digital and physical space, more specifically: retail spaces will become more and more digital complementing the store experience with online tools (see for example the Macy’s app to use in store), while online spaces will be aiming to become more physical by turning themselves into a mean to build real life connection and experiences.
Are their any trade organizations or groups that you belong to?
IBA ( Independent Beauty Association), we work with a lot of beauty brands
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Marketing Director and Media Buyer are not synonym. For examples I do know myself how to buy media on the different platforms, from A to Z – however it takes a specific type of professional to be a buyer. Moreover each platform comes with its peculiarities.
We do have specific buyers and professional profiles depending on the type of project and channels, from AdWords to custom media partnership work.
The advantage of working with an outside media buyer is the fact that you’ll have specialized professional. Additionally working on multiple brands at the same time they’ll be able to catch changes in the algorithm before you do, and know how it can impact your business.
What is one tip that you would give when it comes to media planning?
1) Review your media funnel to make sure you have no gaps
2) Audit the performance of the previous content (what worked, what didn’t?)
3) Identify trends that your brand can relate to (use Google Trends, Trend Hunter, Answer The Public…)
4) Don’t forget to dive into the truth of your own brand to find authentic messages that resonate with your audience
How does a media buyer stay on top of trends with media placement?
read, read, read, observe, interact
