We’re often told by businesses that advertising doesn’t work for them or that particular types of advertising don’t work for their businesses.
Online businesses in particular tend to believe that all their marketing must be digitally focused on particular advertising channels.
We work on data rather than instinct. The data from our users and from IPA case studies shows that adding a medium to your marketing mix has a cumulative effect on your business growth.
The same budget across 4 or 5 channels has an augmented effect on your business bottom line. The key is to select the channels that are right for your business customer and industry type.
Marketing Week recently published an article on Monzo and how their use of traditional media in an online business had ‘insane’ effect on their business growth.
At Buymedia we always recommend a measured approach, make small improvements to advertising planning, purchasing, managing and monitoring and like Monzo you can start to see ‘insane’ growth in your business.
You can read the full article from Marketing Week here.
SME advertisers have been brainwashed to believe that they should pump money into short term promotions which have an immediate impact on sales. These include digital advertising for sales activation. promotions, discounts etc. Many businesses believe that if they sell online or are technology companies they need to invest in these short term advertising channels to continue to grow. However, when Binet & Field investigated the data they discovered that the combination of brand building (brand advertising) combined with sales activation (promotional advertising) with a budget bias towards brand building is the most effective use of your advertising budget.
Buymedia’s advertising platform uses this research and data to help SME advertisers to better plan, purchase, manage and monitor their advertising – https://buymediahq.com/contact/
47% of advertising effectiveness relies on creativity. This is great, if you have a creative agency working with your business but what if you’re an SME advertiser and you are the creative agency. Buymedia has discovered that up to 80% of a marketing manager’s time is spent on non-creative tasks – planning, booking, managing, scheduling, monitoring advertising campaigns.
So how, as a Marketing manager or business owner do you realign your time to make your advertising more efficient. The simple answer is to spend more time on creative and try to reduce the time spent on the logistics. I know that sounds easy to say when I have multiple campaigns to plan and acquisition across multiple media and I’ve deadlines to meet. Also there is no way I can reduce the time unless there was a platform to help.
That’s where buymedia can help. Our platform automates your planning, purchasing, managing and monitoring of all your media campaigns across all media channels – traditional and digital. The platform frees up on average 800 hours per annum on advertising logistics with the added benefit of advertising cost savings and insights.
So if you feel your advertising isn’t as effective as it could be, maybe it’s time to refocus your time on creative and let buymedia do all the advertising donkey work.
The Long and Short of it by Les Binet & Peter Field is one of the most important pieces of advertising insight published in the recent years. Here’s a quick 3 minute video with an overview of one of their key messages. This industry research along with other respected papers and surveys form the foundations of the industry intelligence which is one of the engines that power Buymedia. Enjoy!
My name is Ben Rowland, and I’m an American University student. This past summer, I’ve had the privilege of working with the Buymedia team in Dublin. Back home, I attend Arizona State University. I’m currently pursuing a degree in Communication (B.S.) and a minor in journalism/media analysis. I came to Dublin through a program called Sage Corps.
Sage Corps is a global entrepreneurship program that sends top college students and post-grads to study abroad and work with tech startups. They offer programs in Dublin, Amsterdam, Australia, Berlin, Singapore, and even Bangkok. At first, I wasn’t sure if I wanted to go to Ireland or Australia. However, after doing some research, I quickly realised that Dublin was the right choice. Spending the summer walking down cobblestone streets and sipping Guinness seemed like too good of an opportunity to pass up.
The program consisted of about 20 other students from all over the U.S. With majors spanding from communication, all the way to computer science and chemical engineering. Despite the vast differences in schools, majors, and hometowns, everyone was excited to become friends and motivated to spend the summer working hard.
Working at Buymedia is one of the best experiences I’ve ever had. Working for a startup company is both exciting and challenging. No matter how simple or difficult, there is always something that needs to be done. I spent my summer working as a content marketing intern. Some of my tasks included, researching and analysing SME businesses who could potentially become future clients, logging client base into our CRM database, reaching out to sales and marketing directors/managers, and reaching out to media companies to discuss rates and create specific media packages. Even though a lot of my tasks were difficult at times, I really enjoy working with the Buymedia team. I am extremely grateful for this opportunity and can’t wait to see where Buymedia goes in the future.
I signed up for Sage Corps on a whim during spring break. I got accepted into the Dublin program, was given an interview with Fergal O’Connor, CEO of Buymedia, and was extended a spot as a Marketing and Sales intern for Buymedia.
When we arrived, we had 3 days of orientation before starting work. During those days, Sage Corps organised presentations about safety in the city, a trip to the Guinness Factory, and cohort meals at different restaurants in Dublin. We all became very close in a very short amount of time.
On Wednesday, we started at our different companies, and I found out that I would be working with someone from my cohort as a fellow intern. Fergal talked with us about what we would like to get out of our internships and showed us the software and business processes in full. He then had us walk through it on our own from both the media seller’s and the media buyer’s points of view to get an understanding of the pain and frustration that both advertisers and media companies have when buying and selling advertising.
That first week, when I was calling my mom and telling her about my first week and what I was doing at work, I described Buymedia’s software as “Amazon for advertising” and that comparison stuck with me. It’s how I describe to other’s about how we make money when it’s free for media buyer’s to use and how the software is kind of set up.
During this first half of my internship, I’ve been researching potential clients and trying to get in touch with them to set up a future working relationship, inputing current media sellers’ packages and information, and watching how Fergal deals with current clients by sitting in on meetings and conference calls.
I look forward to seeing where my Dublin adventures will take me in my last 3 weeks and hope that I can give back to the company that has already taught me so much about start-up culture and how to run a successful business.
Sales and Marketing Intern for Buymedia
Rising Junior at The Pennsylvania University- Main Campus
Intern: Patrick Calvey
Course: Bachelor of Business
Work Experience Coordinator: Celene Dunphy
Patrick Calvey, is a second year student studying for a Bachelor of Business (Hons) at GMIT. He is currently interning with Buymedia as a system administrator tasked with researching publication data and data entry into the Buymedia platform.
According to Patrick; “During my work experience I have learned what it is really like to work in a marketing start-up, which presents interesting challenges on a daily basis. I find working with Fergal and Norah Ellen fun and beneficial because they make me feel like one of the team and value my input. I have been able to see how the theory in my course is applied in the real world and got to experience a conference in Dublin showcasing start-ups which I found particularly interesting.”
Said Fergal O’Conor, CEO and Founder of the multi award winning Buymedia; “Our office in the iHubs has many advantages but a key advantage is the proximity and relationship with a third level institution, GMIT. Access to talent is always a challenge for start-ups but with the talent pool on your doorstep from GMIT, their high quality of students in terms of ability and work rate, has been a huge benefit to our business. Patrick is an intelligent and adaptable business student with a can do attitude. His ability to quickly fit into our business and contribute meaningfully from the start is a tribute to both himself as an individual and GMIT as an institute of learning.”
Work experience is invaluable to our students, allowing them to apply what they have learnt in the classroom to the real world. Students particularly appreciate the opportunity to work with innovative businesses in the GMIT Mayo iHub and we look forward to building on our close relationships with iHub businesses in the future. – Celene Dunphy, Lecturer, GMIT
Buymedia are delighted to be selected as a strategic partner of Retail Excellence Ireland for 2018/19. The accreditation means that all 1,800 of the top retailers in Ireland can avail of cutting edge technology when it comes to their media planning, procuring, managing and monitoring. Buymedia was founded in 2015 by Fergal O’Connor who has over 25 years of experience in the media business.
Commenting on the partnership Mr. O’Connor said, ‘It is great to work with such a professional organisation as Retail Excellence. We’re really looking forward to forging strong relationships with their members. We hope that the benefits of buymedia’s advertising technology can help Irish retailers compete on a global scale and grow both offline and online sales. 60% of Irish online sales went to companies outside Ireland in 2017, but there is no reason why Irish retailers can’t get their fair share of this market. We’re here to help them to better plan, purchase, manage and monitor all their media campaigns – digital and traditional.’
As part of the strategic partnership buymedia will be available for one on one media consultations throughout the 2 days of the Retail Excellence conference – Retail Retreat – held in The Citywest Conference Centre on May 15th & 16th. To book your 30 minute one on one Media Consultation please book your date and time slot here.
Visit their exhibition stand R6 on Tuesday 15th or Wednesday 16th of May and take part in their golf challenge to be in with a chance of winning a fabulous prize of one night dinner, bed and full Irish breakfast in The Lodge at Ashford Castle.
CEO and founder of Buymedia Fergal O’Connor takes us through his journey through industries as he went from Radio to Press to TV to Digital and now enters the world of Innovation and startups with buymedia.