Industry veteran Frannie Danzinger has recently joined Bizo (www.bizo.com), the world’s largest business audience marketing platform, where she will lead strategic account development and media strategies. She joined the company during a period of triple-digit run-rate growth and we wanted to hear first hand about her new role and about current media buying trends.
Otilia Otlacan: Congratulations on your recent move to Bizo! It’s been a week already – how does it feel, what do you like most about your role at Bizo?
Frannie Danzinger: My move to Bizo feels fantastic! What I like most is the culture and the passion fueled by great people.
Otilia Otlacan: Could you share with us some of the projects that you’ll be working on?
Frannie Danzinger: As Director of Marketplace Development, I am creating two Advisory Councils, one for CMO’s/Marketing Directors and one for Agencies (Media Planners/Buyers). The goal of these Advisory Councils is to foster a thought-provoking environment for peer-to-peer networking and communication, while impacting and shaping the future of digital marketing. I will also focus on furthering communications with marketers and agencies on how Bizo can help accelerate digital success starting with a sound marketing and media strategy.
Otilia Otlacan: You have a wealth of experience in B2B media strategy. In your opinion, how does audience targeting find its place into the mix?
Frannie Danzinger: Thank you. My recent move over to Bizo was fueled by my obsession with not only making sense of great data, but using this data with strategic vision to help marketers succeed in the current, fast-paced, highly competitive environment. Audience targeting is pretty simple and makes perfect sense! The greatest challenge and also the greatest opportunity is building a media strategy that is nimble enough to use the compelling data to learn, to grow and ultimately, to succeed. Additionally, audience targeting certainly can be successful on its own merits (assuming it meets the needs of stated objectives), but also should be considered as a part of an overall strategic approach, and multi-faceted media program.
Otilia Otlacan: Numerous reports have surfaced in the past couple of years about the unintentional budget waste happening in many agencies. Are there any specific tools or metrics available to B2B media buyers to help maximize the efficiency of online campaigns?
Frannie Danzinger: This is a pretty challenging question to answer. I don’t think “budget waste” is necessarily attributed to agencies, nor marketers, per se. In digital media specifically, budget waste is really a function of the need to test, learn, optimize and repeat, to garner the greatest levels of success. So one marketer’s waste is another marketer’s investment in getting the most out of a given campaign or program, as long as learnings are being applied methodically to optimize performance. As the optimization process advances, waste percentage gets smaller, however the best online campaigns are still seeing 95%+ waste. This begs another interesting discussion around the notion of “waste” itself. If the core KPIs or a given program involve driving traffic to a destination URL or engaging with an audience and 95% of the audience targeted still did not take action, an additional measure of awareness or brand lift should be considered as well. In turn, this changes the view of waste, and properly channels the expectations of a media effort against primary and secondary KPIs.
Otilia Otlacan: In your view, which of the current media buying trends will have the highest impact in 2012?
Frannie Danzinger: The greatest impact in this coming year will come from the maximization of true, quality, content integration in messaging, coupled with that content reaching the most succinctly targeted audience.
Otilia Otlacan: Last but not least, is there anything else you would like to tell our readers?
Frannie Danzinger: I feel lucky to be in this every-changing world of marketing each and every day. The environment that we face is both exciting and scary all rolled up into one, and those opposing emotions have a profound effect on the accelerated energy in our business. If you are reading this all the way through, I congratulate you on sharing my passion and energy, and encourage you to dig deeper, father and smarter with every thought you have, and to understand that the wild and crazy media ideas we come up with, can all become reality – keep digging!
About Frannie Danzinger
Prior to joining Bizo, Frannie Danzinger spent more than 14 years at gyro (formerly HSR Business to Business and GyroHSR), a leading business-to-business advertising agency. Most recently, she led gyro’s global media strategy practice as the senior vice president of media.  Danzinger was instrumental in gyro’s media business expansion, growing overall media revenue by more than 250 percent and building a global media team of 20.  Key media clients included Lincoln Financial Corporation, Dymo, Pitney Bowes and PNC.  Prior to this role, Danzinger founded ProMedia LLC, where she served as president and media director.  While running ProMedia, Danzinger was instrumental in establishing first-to-market media ideas for clients such as Flight Options, Avantair, Cleveland Grand Prix and Duke Energy, while exceeding expected ROI benchmarks.  Before launching ProMedia, Frannie was associate media director at Wyse Advertising in Cleveland.
About Bizo
Bizo is how marketers reach and engage business professionals, wherever they travel online. Bizo can precisely target more than 100 million professionals around the world, including more than 80 percent of the U.S. business population. This unprecedented reach and targeting gives marketers cost-effective access and insight into business professionals – the most valuable online audience segment. Simply put, Bizo knows business audiences. More than 400 leading brands including AMEX, Monster, Salesforce.com, Microsoft, and FedEx count on the precise display ad targeting, social media measurement, and deep audience analytics that the Bizo Audience Marketing Platform provides to successfully execute their branding and direct response initiatives.
For more information on Bizo, or for a free look at the Bizographic make-up of your website audience, visit www.bizo.com.
[cb type=”company”]Bizo[/cb]
