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Tigist Ketema – COGENCY GLOBAL on budgeting for earned and paid media channels

In my conversation with Tigist Ketema, we covered several topics, including how BtoB and BtoC marketing share the human element. We also discussed the budgeting challenge. Tigist is Vice President, Global Digital Marketing at Cogency Global Inc., a leading provider of nationwide and international registered agent, process agent, corporate and secured transaction services for all industries, including the nonprofit sector. In this segment, Tigist and I discuss considerations that marketers need to take into account when allocating budget among paid and unpaid media channels, how paid media spend can stimulate organic traffic, and how to overcome the difficulties associated with establishing B2B ROI for earned media channels.

Check out the full interview for the conversation around creativity for BtoB and how to produce highly successful commercials on a limited budget.  We also delve into the similarities between the B2B and B2C digital marketing environments, and other issues related to contemporary digital marketing.


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