Insight the Buzz. Katja Berchtenbreiter Marketing Challenges

Transparency and Traceability in Campaigns

Katja Berchtenbreiter talking about Marketing Challenges


What inspired you to found Better Be Buzzin’?

I worked for many years in large corporations and realized that marketing departments often don’t work optimally with sales or IT. On top there is a lack of internal resources and expertise. Attempts are often made to compensate for this with external agencies or traditional management consultants.

But who assesses how they advise and work? Do they provide neutral advice? Or does the consultancy happen to have a strategic partnership with a technology provider? How comprehensible are the results delivered by the agencies? How efficiently is the budget used? Transparency and traceability often fall by the wayside. If skepticism then sets in among the employees who work with the contracted service providers, it becomes difficult for both sides.

At this point, I would have liked to have an authority that could mediate between my employees and the contracted service providers, but also have a controlling function – a mixture of mediator, translator and controller, so to speak.

And that’s exactly where we come in with Better Be Buzzin’. We provide neutral and independent advice. We are not getting provisions or mediashares from anyone. We strive for more “buzz” in terms of efficiency. Data-driven marketing, creation, market research and technology.

We understand marketing holistically. And this includes, above all, the people who do the marketing. And sales. And IT. We are not just top-heavy consultants, but people with heart and soul. We have a passion for numbers and we love people. Ok, maybe not all of them, but we try.

Better Be Buzzin’ is more hands-on implementation and less cryptic PowerPoint theory. More sneakers than pinstripe suits.


What drives you?

Curiosity. I want to know how something works. If I uncover shortcomings, I want to improve them. And I want to do it immediately. My mind immediately starts analyzing issues and developing possible solutions. I question the status quo and like to shake it up from time to time. And yes, I am working on my patience.


What do you see as the biggest challenges for marketers?

Budget pressure and high KPI targets come up against too few resources and too little expertise. Employees are often not deployed according to their skills, but according to the organization chart – without taking into account what the employee can do and what talents they have. This can have a huge impact on the overall mood in the team and ultimately pushes the KPIs down.

In addition, (digital)marketing is becoming increasingly complex and the measurability of campaigns is becoming more and more difficult due to the so-called walled gardens (closed advertising environments such as Meta etc.) and the impending expiry of cookies. Media quality and transparency in programmatic advertising are further issues that concern advertisers.

User behavior is strongly influenced by current world events. Recognizing new behavioral patterns and trends and reacting to them in an agile and timely manner is an enormous challenge for marketing, sales and IT.

Moreover, even the most committed employees become frustrated when they want to introduce a new technology and have to deal with internal data protection and security requirements. Anyone who has ever been stuck in these processes knows what I’m talking about. Compliance guidelines are an absolute must, yet these assessment procedures need to be made more efficient.

And now the topic of artificial intelligence must also be taken into account in these assessments. So marketing won’t get easier, but we are here to support advertisers and get the most out of their budget: We will get you more bang for your buck.

Read the article on LinkedIn