Amber Swenor
CEO at Soul Seed Strategy
Website Address: https://www.soulseedstrategy.com/
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Amber Swenor from Soul Seed Strategy.
To learn more, check out https://www.soulseedstrategy.com/.
What is the biggest change in marketing that you see coming in the next 2 years?
A continued increase in more short video. It’s been on the rise since Snapchat, TikTok, Reels – and it’s only growing. That authenticity will only continue to be more important, not just on TikTok but through Instagram Reels, YouTube and in-feed social content.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
It doesn’t have to be one or the other. At our agency, we often collaborate with internal marketing teams to complement their skillset and bring a different level of strategy. The nice thing about working with an outside media buyer or strategist, is that they often have a broad range of experiences, and industries so they’re staying on the pulse of things across the board. Many media buyers have a specific expertise in media buying and understand how to look at various stations, programs , cost per reach, cost per point while also looking at qualitative data to take everything into account to make a strategic media buy rather than just “buying what looks good.” Another benefit is that when working with a team like ours, we’re not married to selling a client any specific service or type of media – our top objective is to partner with a client to help achieve their goals, whatever solutions or media that might entail. We have access to all solutions.
How does a media buyer stay on top of trends with media placement?
Reading industry news, speaking with media outlets on what they’re seeing in the industry, analyzing case studies.
