Emily Stephens
Director of Digital Services at Frankel Media Group
Website Address: https://frankelmedia.com/
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Emily Stephens from Frankel Media Group. To learn more check out https://frankelmedia.com/
What is the biggest change in marketing that you see coming in the next 2 years?
More meaningful metrics will roll out to tell a better story about how users are interacting with their content and more importantly, what’s increasing ROI. Many businesses are skeptical of paid advertising as they don’t understand how to accurately measure success. Measuring every dollar of ad spend becomes easier as tracking becomes more advanced.
We also predict target audiences become more narrow as platforms gain more data into their users.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
An outside media buyer gets to know your business and its goals inside and out. From there, an experienced media buyer can put together a tactical plan to reach your goals as quickly and efficiently as possible. More importantly, you’ll have someone who knows who to target, what messaging will yield top results and what buys will move the needle.
What is one tip that you would give when it comes to media planning?
Never buy a single ad until you’re crystal clear on who you’re speaking to. Your audience should be specific so that coming up with media placements is seamless.
How does a media buyer stay on top of trends with media placement?
We primarily utilize Google Analytics to track campaign and traffic successes and opportunities.
