Episode 510

full
Published on:

25th Jul 2023

Media Buyers: Why Your Job Is NOT Doing Your Job

Ralph and Kasim discuss why the traditional role of a media buyer is evolving in the age of AI and algorithms. They emphasize the importance of letting the machines do the work and resisting the urge to constantly tweak and make changes. They explain that media buyers now need to focus more on analysis, measurement, and understanding attribution to effectively manage campaigns. They also address the challenge of managing client expectations and the need to educate clients on the new reality of media buying.

Chapters:

  • 00:00:00 - Media Buyers: Why Your Job Is NOT Doing Your Job
  • 00:03:17 - Stepping Away from a Personality Business: Emphasizing Effective Media Buying.
  • 00:06:39 - Understanding Media Buying for CMOS: Navigating the Evolving Landscape.
  • 00:10:26 - Enhancing Productivity: Leveraging the Power of Video AI.
  • 00:12:38 - Unconventional Thinking and Business Strategy: Maximizing Results.
  • 00:15:49 - Reaching the End of Optimization: A Bittersweet Conclusion.
  • 00:17:53 - The Importance of Google Optimization and Resisting Premature Tweaks.
  • 00:20:52 - Struggles of Justifying Existence and Productivity in Specific Industries.
  • 00:25:56 - The Role of Caretakers in Advertising and the Growing Influence of Software Tools.
  • 00:29:12 - The Impact of Content and URL Expansion on Sales.
  • 00:31:12 - Gaining Momentum: Advantage Plus Campaigns and Machine Learning in Ecommerce.
  • 00:34:18 - The New Job of Media Buying: Analyzing, Measuring, and Reviewing During the Learning Phase.
  • 00:36:37 - Managing Clients in Media Buying: Addressing Expectations and Educating on New Realities.
  • 00:37:40 - Summary: Mistakes and Lessons Learned in International Campaigns.
  • 00:40:42 - Success Story: Five Signed Cases from a Personal Injury Marketing Campaign.
  • 00:42:53 - Achieving Massive Settlements through Patience and Strategy: Another Successful Campaign.

LINKS AND RESOURCES:

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Mentioned in this episode:

New Ecommerce Strategies Webinar

CSO Link

AdCritter for Agencies

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About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

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Kasim Aslam