In Episode 3 of this season’s Digital and Dirt Podcast, Ian welcomes Courtney Redford, Digital Marketing Manager at Bridges Consumer Healthcare, to discuss her company’s approach to influencer marketing developed based on her early days in digital media. 

In the episode, Courtney touches on: 

• Career Shift from News to Marketing: After starting as a local news reporter, where she developed foundational skills in storytelling, copywriting, and digital reporting, Courtney transitioned to digital marketing due to the fast-paced demands of news reporting.

• Early Experience with Digital: While working at an advertising agency, Courtney embraced the emerging digital landscape and began helping brands explore new marketing strategies, including influencer marketing and paid media.

• Challenges of Educating Legacy Brands: She discusses the difficulty in educating legacy brands about digital marketing, especially when it comes to testing new strategies like influencer campaigns and convincing them to shift away from traditional media.

• Impact of Influencers: Courtney highlights the importance of authenticity in influencer marketing, stressing the need for influencers to genuinely use the products they promote. She emphasizes that influencer marketing is a key strategy for brands, especially when traditional media doesn’t provide the same measurable results.

• Consumer-Centric Marketing: Throughout the episode, Courtney speaks about the need to identify and understand specific target audiences for different brands within Bridges Consumer Healthcare. She stresses how knowing the customer and meeting them where they are, whether online or in-store, is essential for marketing success

To learn more about Courtney Redford and Bridges Consumer Health, tune in to this episode on Spotify, Apple Music, or your favorite podcast platform.