Liz is an old friend of mine and one of the first people I met in the industry back in 2008. With a track record of turning under-performing media channels into revenue winners for retailers online, Liz is a Canadian multichannel retail marketing professional specializing in digital media & marketing. She has 10 years of combined agency and client-side Ecommerce experience and is the Founder of Growthspurt Media, a Digital Marketing Consultancy serving the global e-commerce business community since 2006.
Passionate about education & advocacy as the digital media industry continues to evolve, Liz writes, speaks and teaches within the industry community. She has contributed to content at MerchantABCS.com, written for trade publications like FeedFront magazine & appeared on talk shows like Internet Marketing LIVE on QAQN.com and WebMaster Radio.
1) How do you do research before setting up a media buy? Please walk us through some tips!
Today there are so many advertising options with the fast paced growth of digital and mobile, that choices can be overwhelming for even the most seasoned of marketing executives. Cutting through that overwhelm is easier if you know what you’re after so it’s important to clearly identify it first through research and development of a complete strategic plan. Media buys should always be determined as part of a larger focus on overall marketing and business strategy. If you know who your audience is, and you know what your marketing goals are, it’s a lot easier to determine where your media spend should go and where and when you should be advertising. With that said, understanding your target audience demographic, psychographic and the consumer behaviour behind that group should play a big part in determining where you ultimately invest.
A lot of marketing folks forget to develop a full strategy complete with target customer profile before rushing into media buys. So research is important; competitive analysis is important. Identify answers to questions like, where is your competition advertising? Where are your consumers hanging out? What are they reading, watching and listening to? What trends are they following and what motivates them to spend in your vertical? Answer those and identifying the right media channels to spend in, becomes a lot easier.