Michael Dozier
Principal CEO at Carrington, Holland & Leigh
Website Address: www.chlnonprofits.com
Each week on “Media Champions,” our host talks to media experts across the country. This week, our host speaks with Michael Dozier from Carrington, Holland & Leigh.
To learn more, check out www.chlnonprofits.com.
What is the biggest change in marketing that you see coming in the next 2 years?
I would say ensuring clients have a world class customer experience. The trends of the future will focus on reimagining what marketing actually is. Marketing is no longer about trying to convince people to buy from you or work with your company. Instead, the priority will shift to providing a extraordinary customer experience that will keep people coming back for more. When you focus on building a positive business culture within your company and providing great services, the marketing almost takes care of itself.
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
The advantage to me would be saving money on additional personnel cost you would normally have in your office. Working with an outside media buyer will give you the opportunity to have experience personnel who would have a proven track record of getting the work done.
How does a media buyer stay on top of trends with media placement?
1) Strategize and know what the goal of your campaign is. Do you want more website traffic, brand awareness, social engagement? Knowing what your goal is will allow you as a business owner to focus on what is essential and important.
2) Identify your target and where to find them. Smart buyers will understand who the campaign will target and which networks will be most appropriate to reach them.
