Scott Werner
Head of Marketing at Vert Energy Group
Website Address: https://www.vertenergygroup.com
Each week on “Digital Champions,” our host talks to media experts across the country. This week our host speaks with Scott Werner from Vert Energy Group. To learn more, check out https://www.vertenergygroup.com.
What is the biggest change in marketing that you see coming in the next 2 years?
One of the biggest changes coming are two things. One being the moving away from cookie tracking for data insights and intent and the other is the shifting viewpoint from B2B to B4B. From a marketing perspective and being dependent on cookie information for analytic tracking it’s a hard shift to scramble and understand the next movement. Luckily, I try to keep up on trending topics such as this and we are determined to stay ahead of the curve by adopting new ways to track information. To the other point and this is relatively new but to succeed in the ocean of B2B landscape some companies are looking to change the focus from fear tactics to partnerships. This is where the B4B mindset comes in. Let’s see how we can develop partnerships with our clients to help promote each other. I think a more positive message makes it harder to say no in a world that loves to say no.
Are their any trade organizations or groups that you belong to?
Not at this moment but I will be looking into some soon.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
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What is one tip that you would give when it comes to media planning?
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How does a media buyer stay on top of trends with media placement?
The only media we buy is PPC, Social PPC, and more recently we have been diving into Magazine ads both online and print. Our way of staying on top is to evaluate how long they have been in business, their circulation numbers, web traffic, their keyword authority with terms we identify with and then evaluate based on our own internal conversion methods. From there we can determine if they are something worth trying.
