As much as my traditional media brethren would love to see a reversal of trends, the bottom line decision criteria is generating and documenting sales results for the advertiser and the media company.
Whether digital or traditional, small market or large market, B2C media (radio, print, tv) have access to the time-tested tools that can drive and measure local and national advertiser sales to the penny; therefore justifying higher rates, generating new, incremental revenue in the double digits within weeks.
The problem is that each media company’s ad sellers prefer to sell – not with what will validate the advertiser’s decision (measurable results) – but from the perspective of what validates the media company’s m.o.. The tools are there to easily document results, but selling media tends to focus on what “we” want to tell someone, not what “they” – the advertisers – need to make a decision that will directly affect their bottom lines. What media sellers miss, is that the “documented results” sales approach produces more income for the media company and the advertisers in both the short and long term.
Companies are starting to see the limits of digital marketing
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As much as my traditional media brethren would love to see a reversal of trends, the bottom line decision criteria is generating and documenting sales results for the advertiser and the media company.
Whether digital or traditional, small market or large market, B2C media (radio, print, tv) have access to the time-tested tools that can drive and measure local and national advertiser sales to the penny; therefore justifying higher rates, generating new, incremental revenue in the double digits within weeks.
The problem is that each media company’s ad sellers prefer to sell – not with what will validate the advertiser’s decision (measurable results) – but from the perspective of what validates the media company’s m.o.. The tools are there to easily document results, but selling media tends to focus on what “we” want to tell someone, not what “they” – the advertisers – need to make a decision that will directly affect their bottom lines. What media sellers miss, is that the “documented results” sales approach produces more income for the media company and the advertisers in both the short and long term.
Friday, February 26 @ 8:28 am |