Sara Johnson
Founder CEO at LeadLab Media
Website Address: https://leadlabmedia.com
On “Media Champions,” our host speaks with experts within the marketing community. This week our host speaks with Sara Johnson from LeadLab Mediag. To learn more check out https://leadlabmedia.com.
What is the biggest change in marketing that you see coming in the next 2 years?
The practice if media planning is going to become much more technical and data driven. Agencies and marketing departments have not evolved fast enough to be able to scale the expertise needed leaving an industry of people that need to evolve.
Are their any trade organizations or groups that you belong to?
None
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
I think you need both. You need someone who is responsible for overseeing the strategy and aligning the business goals to the media objectives. But then you need a team of platform experts who can leverage the tools and analyze the results. That is difficult, if not impossible, to be just one person. You need specialists to get the job done well.
What is one tip that you would give when it comes to media planning?
I often see accounts that are too data driven and don’t have a targeting strategy. Or accounts that focus too much on the strategy but don’t have a measurement goal. Everything you do needs both. You needs strategy to guide your plans and tactics and measurement to test and refine along the way.
How does a media buyer stay on top of trends with media placement?
Keep close with the platforms. Attend their lunch and learns, subscribe to the product emails and keep up with the announcements from the tech companies. If you have rep, never miss a meeting. Become certified on all platforms you can.
