Tamara Alesi is the CEO of Mediaplus, a leading independent and partner-managed media agency. With 20 years of experience in media and marketing, she has led award-winning campaigns for notable companies, including Apple and L'Oréal. Tamara has been recognized as an industry thought leader by Adweek, eMarketer, and the Interactive Advertising Bureau. She is also a Member of Chief, a private network supporting senior women leaders. In this episode… As consumers become increasingly sophisticated, brands have integrated online and in-store retail for a holistic experience. With eCommerce’s pervasive presence in today’s consumer-led landscape, how can you develop an advertising and media strategy to drive purchasing decisions? Whether shopping online or in-store, consumers want a simple and accelerated experience, and with so many retail channels available, media-buying thought leader Tamara Alesi says brands must adapt to an omnichannel environment to grow their market share. Capturing consumer engagement and intent on these channels requires researching your category, recognizing customer behavior and habits, and identifying the channels with the most consumption. When allocating ad spend and creating marketing campaigns, you can measure results through relevance rather than focusing on reach. On today’s episode of The Digital Deep Dive, Tamara Alesi, the CEO of Mediaplus, joins Aaron Conant to talk about adapting your media strategy for the omnipresent eCommerce age. Tamara shares why brands should collaborate with agency partners, pressing marketing trends and challenges, and TikTok’s evolution from a social platform to a search engine.