“Media Champions” with Willow Smith from Parallel Path

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Willow Smith
Managing Director of Performance Media at Parallel Path
Website Address: https://parallelpath.com/

On “Media Champions,” our host speaks with experts within the marketing community. This week our host speaks with Willow Smith from Parallel Path.

To learn more check out https://parallelpath.com/.

What is the biggest change in marketing that you see coming in the next 2 years?

Increased priority towards “humanizing” marketing efforts, and changes in consumer behavior such as increased voice search and use of ad blockers.

Are their any trade organizations or groups that you belong to?

I’m part of several professional groups on LinkedIn such as Media Tech & Marketing Communications.

What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?

The depth of experience & services that an agency bring to the table. Working with an agency means you can take advantage of the collective brainpower and experience of all employees vs. just relying on one person’s experience.

What is one tip that you would give when it comes to media planning?

Let the data dictate the path – It can be easy to get married to a particular tactic or strategy that you think will be successful, but don’t hesitate to shift budgets if performance is telling a different story.

How does a media buyer stay on top of trends with media placement?

Reading industry newsletters/case studies, taking advantage of learning resources offered by most of the large platforms, and keeping an ear to the ground within your professional network.


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