Nick Richtsmeier
Founding Principal at CultureCraft
Website Address: culturecraft.com
On “Media Champions,” our host speaks with experts within the marketing community. This week our host speaks with Nick Richtsmeier from CultureCraft.
To learn more check out culturecraft.com.
What is the biggest change in marketing that you see coming in the next 2 years?
We are seeing a massive shift from performance marketing to brand marketing. As the funnel goes darker due to increased privacy for consumers and more sophisticated web users, brands can’t digitally advertise their way into relevance. They have to have substance, quality, and differentiation in ways they simple didn’t prior to the pandemic.
Are their any trade organizations or groups that you belong to?
American Marketing Association
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
You should have both. Your internal marketing director needs to understand the strategy of all of the tactics in play, while a media buyer has expertise in their particular segment.
What is one tip that you would give when it comes to media planning?
Strategy before tactics. The campaign should be first driven by a clear vision of what the outcomes should be and how it should both influence the brand as well as the consumer. Then move to the tactical layer. All in all, to do it right you need more time.
