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 Inès Eberena of Generix Group.
Generix Group is a global provider of collaborative supply chain solutions, specializing in warehouse management systems (WMS), manufacturing execution systems (MES), and transportation management systems (TMS). Founded in 1990, the company aims to optimize logistics processes and enhance operational efficiency for businesses across various sectors, including retail, manufacturing, and distribution. With a strong focus on innovation and customer success, Generix Group offers cloud-based solutions that facilitate real-time data sharing, improve inventory management, and streamline collaboration among supply chain partners. Their expertise and commitment to delivering scalable, user-friendly technology help clients navigate the complexities of modern supply chains.
What is your BEST service?
Creative services / graphic design.
What was your first job in Media?
Working as Intern for Puma AG headquartered in Germany and supporting the Launch of the Africa Unity Kit (Soccer World Cup 2010)
What is the biggest change in marketing that you see coming in the next 2 years?
In the next two years, I anticipate a significant shift in marketing driven by the increasing integration of AI technologies. AI will enhance personalization, enabling brands to deliver hyper-targeted content and recommendations based on consumer behavior and preferences. Additionally, AI-powered analytics will provide deeper insights into customer journeys, allowing for more effective strategies and real-time adjustments.
Why is it important for a business to hire an outside ad agency as opposed to having just an internal marketing director?
Hiring an outside ad agency is essential because it brings specialized expertise and fresh perspectives that an internal marketing director may lack. Just as the perfect recipe requires expert ingredients, effective marketing strategies benefit from diverse skills in areas like digital marketing and media buying.
Agencies are up-to-date with industry trends and have access to advanced tools, ensuring a competitive edge. Collaborating with an external agency enhances creativity, drives better results, and allows internal teams to focus on core business operations, creating a winning combination for marketing success.
What is one tip that you would give when it comes to digital marketing?
One important tip for digital marketing is to stay up to date on new tools and technologies while embracing a test-and-learn approach. The digital landscape is constantly evolving, and leveraging the latest tools can enhance your marketing strategies and improve efficiency. Regularly experimenting with new platforms, features, and techniques allows you to discover what resonates best with your audience and optimize your campaigns for better results.
What percent of your advertising service offerings does traditional media buying make up?
0% at the moment it’s full digital but we may want to go back to test out a few traditional media ads for new market brand visibility.