Building a better media buying model can help marketers and agencies make more efficient and creative use of their budgets, said Jeremy Bierma, Performance Director of Australian media agency the Bohemia Group.
He compared creativity and media to the voice and body of a marketing message: “When we speak of body language, we need to amplify it the right way,” he told Velocitize Talks.
As technology expands, media agencies are being asked to work with new tools and in new media. New tools such as predictive modeling can make life easier by helping marketers send their messages to the right consumers.
Personalization can do an excellent job of showing the customers the brand understands what drives them, said Bierma. It does not need to be creepy, if it adds value to what consumers are doing, he said: “data for good is really about personalization and make it better for the user.”
As new technologies such as AR and VR expand the consumer journey, marketers will have to test and use all channels, said Bierma. Search will never die, even as new elements such as voice add to it, he said.
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