On Media Champions, our host Greg Kirkham speaks with experts and professionals from across the country operating in the media space. In this segment, Greg speaks with Lori Highby of Keystone Click.
Keystone Click is a strategic digital marketing agency focused on helping its clients build brand awareness and generate leads online. This is done by first conducting research to help their clients better understand their customer. Once the data and insights are collected, a strategic marketing plan is created and implemented to help clients achieve their goals.
What was your first job in Media?
I worked at Starkmedia, a web development company in Milwaukee, WI. I was helping to create email marketing campaigns and run PPC campaigns for clients before those were common terms.
What is the biggest change in marketing that you see coming in the next 2 years?: The obvious answer is AI, and I’d like to add that personalization of ads and messaging will come to be a big element of digital marketing.
List any trade organizations or groups that you belong to, if any:
Agency Management Institute, TEMPO, IBAW, MMAC, Milwaukee Builders Association.
Why is it important for a business to hire an outside ad agency as opposed to having just an internal marketing director?
Marketing agencies bring a lot of value to their clients in a number of ways including diverse expertise and fresh perspectives. With a variety of clients, we have experienced executing different types of campaigns for different industries and have learned what works and what does not work. In addition, we bring scalability and flexibility to the table. We can quickly scale our resources up or down based on the needs of our clients. With a number of strategic partnerships at bay, it’s easy for us to bring in the right resource at the right time.
What is one tip that you would give when it comes to digital marketing?
Know your customer! The better you understand your customer, the better you can market to them and position yourself and your brand in the location where they are hanging out and the better you can craft a message that will connect and resonate with them.
What percent of your advertising service offerings does traditional media buying make up?
We don’t do any traditional media buying. Everything we do is digital!