Steve Bookbinder
President at Steve Bookbinder Associates
Website Address: www.stevebookbinder.com
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Steve Bookbinder from Steve Bookbinder Associates.
To learn more, check out www.stevebookbinder.com.
What is the biggest change in marketing that you see coming in the next 2 years?
Salespeople need to begin thinking like marketers and marketers need to do more support salespeople.
DTC (direct to consumer) will be most important for consumer brands.
for B2B – Echo Selling will be the new phase of inbound marketing
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Outside media buyers often handle a wider range of media challenges than internal marketing directors and as a result may be able to find more creative solutions.
They also have more experts they can consult with.
How does a media buyer stay on top of trends with media placement?
They learn from their own agency’s media strategy, creative and planning teams.
Sadly, they usually don’t do enough…they need to work closely with 4As, IAB and others for education – they need to out-learn their peers. They need to spend more time with the planning and strategy teams.
