John Doherty
Founder at Credo and EditorNinja
Website Address: www.getcredo.com
“More 2 Know” is a show made for people in the world of marketing and media who want to grow their advertising knowledge. Interviewing experts around the country, “More 2 Know” is the place to go for tips, tricks and entertaining quips to take your business to the next level.
This week our host interviews John Doherty from Credo and EditorNinja. To learn more, check out https://www.getcredo.com.
What is the biggest change in marketing that you see coming in the next 2 years?
The biggest change in marketing broadly, that is already happening with more forward thinking brands, is the shift from “anyone writes on the internet and can get traffic and business” to content being written by trusted sources and people. These brands are going to win, while those cranking out generic “SEO content” will suffer. Even ad-driven brands will have to grapple with this, as it will become table stakes for brands to attach themselves to names known to their core ideal audience.
What are the major challenges that you (and/or other advertisers) face today?
The biggest challenge we face is the increasing obscuring of audiences and the ability to reach them effectively while tracking back return. It feels like direct response digital advertising will not really be a “thing” in 2-3 years from now.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
It’s not, honestly, as we are very B2B. That said, YouTube is such a juggernaut that we’ve been testing pre-roll self-shot video ads.
What tactics do you find to be the most effective in getting your message or your customers’ message heard?
Google Ads is the most effective.
