Home' Local Media Today : August 2015 Contents 14 | LOCAL MEDIA TODAY | August 2015
CONT. FROM PAGE 2
the LSA, whose members include Google, Microsoft, Yahoo, Yelp, MapQuest, xAd,
ReachLocal, Yodle, Where2Get, Aisle411 and numerous startups and digital agencies.
However directory publishers remain an important component of our membership.
Speaking broadly directory publishers are packaging digital marketing services for
local advertisers in ways that simplify the buying process and bring sophisticated tools
and capabilities to advertisers who might not otherwise be able to access or take advan-
tage of them. Publishers are now positioned as soup-to-nuts digital agencies. That’s also
true of other non-directory media companies as well.
It’s a tough and competitive environment for everyone out there selling digital media
and marketing services. But most major directory publishers have successfully increased
the percentage of digital in their portfolios. In one case recently I was told by a major
publisher, “We’ve shifted from a print company that also sells digital to a digital com-
pany that also sells print.”
Q What are your thoughts on having ad sellers offering all products, print and digital,
to their clients as opposed to dedicated sellers of each?
A This is a controversial issue. Some in the industry believe that to succeed in
digital publishers need dedicated digital sales reps while some believe that print
reps can equally sell digital. There are other, hybrid approaches in the market as well –
such as teaming digital and primarily print reps together. This is a complex question that
goes to organizational culture, commission structures and incentives and company
Q Forget smartphones....we now have information available through connected
cars, smartwatches and other wearables. What should ad sellers be prioritizing to
ride this next wave to the revenue shoreline?
A Sellers lose credibility and focus if they’re pushing products that have marginal
adoption or continuously chasing each shiny new object. Think about someone
trying to sell a local advertiser on Google Glass. That would have seemed completely
marginal and like bad advice.
There’s a balance between selling the “tried and true” and the “new new” that needs
to be struck. Some advertisers will request things they’ve read about or hear about. It’s
important to be aware of and educate the advertiser base but not necessarily sell them
on channels or tools that are too new or unproven. Advertisers need to be matched with
products and channels that will “work.” In some cases (mostly national brands) a nov-
elty marketing approach or use of a new channel may be a bid for attention in the media
or a way to create a perception of innovativeness.
Wearables in particular are not yet a viable advertising medium. App notifications
on wearables can be used as a marketing tool but that has to be done judiciously. Indoor
location and beacons are more “real” but few marketers have deployed them effectively
and few media sellers have sufficient expertise to demonstrate how they’d fix into a
broader marketing program right now.
These new or experimental channels will develop but in most cases it’s premature to
be selling them at this point. Depending on the marketer, her sophistication and avail-
able budget levels, there are appropriate products and packages to be selling. A local
marketer without sufficient digital visibility or a mobile-optimized presence shouldn’t
be hearing about “wearables” or the “internet of things.”
New channels will eventually, probably be incorporated into the programmatic uni-
verse, making it easier to buy into and reach them. But that day is not today.
Q You get around quite a bit to various media-related conferences and gatherings.
What are you hearing these days about new revenue streams that excites you? Any
best practice examples to share?
A Exciting revenue streams is hard — maybe transaction based pricing. If revenue
stream is a proxy for new products and services I think there are many interest-
ing things going on.
Among them are service commerce/transactions and CRM tools for local business-
es, mobile marketing and offline attribution methodologies, digital assistants/AI, indoor
location and virtual reality. These are all interesting developments. Assistants and virtual
reality are particularly intriguing to me. In addition the increasing connection between
the digital and real worlds is an important and powerful development. I feel like I’ve
been talking about “online to offline” for almost 15 years and we’re now seeing that
discussion go mainstream finally.
Q Finally, can you put your bright lights on and tell us what you see coming down
the digital evolution road? Any particular strategies or tactics that media compa-
nies should be sharpening to prepare for what you think lies ahead? Pitfalls to avoid?
A This is a very difficult question to succinctly answer. Without rattling off a list of
buzzwords or clichés I think the collection and application of data to all sorts of
operational, customer service and marketing issues is very powerful. As suggested
above, I believe that enterprise-style software and CRM capabilities are rapidly filtering
down to the SMB and local markets and will have a powerful long-term impact. each
new campaign based on our learnings.
Professional Center for development
Google Analytics and Google AdWords Certification-Training
Sales Certification Courses – Advanced Digital Sales and Basic Fundamentals
New Hire Onboarding
Train the Trainer Program for Sales Managers
Deseret Digital Media BootCamp
Contact Amie Stein, Training & Development Director, at 901-361-3642, or email@example.com
Download a brochure and more info at localmedia.org
In 2014, the Center trained 727 media executives from more than 300 companies including The McClatchy Company, Lee
Enterprises, Deseret Digital, CNHI, BH Media, GateHouse Media, Swift Communications, Black Press, Wick Communications,
Schurz Communications, Sandusky Newspapers and many more.
Links Archive July 2015 September 2015 Navigation Previous Page Next Page