Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
DIGITAL ADVERTISING    SELLING STRATEGIES                 photo    5 Rules for Selling and Managing    Successful Digital ...
DIGITAL ADVERTISING    LANDSCAPE    • Rule #1:You Will Be Judged and Your      Income Flow Will Be Affected by the      Ou...
DIGITAL ADVERTISING    LANDSCAPE    What is Your True Role?      • You Should Be So Much More Than Just A ‘Sales        Re...
DIGITAL ADVERTISING    LANDSCAPE                                               You’ve come to the                         ...
DIGITAL ADVERTISING    LANDSCAPE    • Rule #2: Advertisers Don’t Always Know      What They’re Doing      •   Often “follo...
DIGITAL ADVERTISING    LANDSCAPE    • Helping Advertisers Help Themselves      • Start by dispelling the myth that somehow...
DIGITAL ADVERTISING    LANDSCAPE    • Helping Advertisers Help Themselves      • Help Them Set Realistic Campaign Expectat...
DIGITAL ADVERTISING    LANDSCAPE    • Helping Advertisers Help Themselves      – Encourage them to NOT base campaign succe...
DIGITAL ADVERTISING    LANDSCAPE                                                Why?     Our Goal is to drive      traffic...
DIGITAL ADVERTISING     LANDSCAPE                                               And then what       Our REAL GOAL is to   ...
DIGITAL ADVERTISING     LANDSCAPE     • Helping Advertisers Help Themselves       – Know How The Advertiser Plans to Measu...
DIGITAL ADVERTISING     LANDSCAPE     • Rule #3: Nothing is more important than       conversion. Nothing.           Ident...
DIGITAL ADVERTISING     LANDSCAPE     • Click Through Rates Can Measure       Campaign Viability...                       ...
DIGITAL ADVERTISING     LANDSCAPE     • …But Measuring Conversion is the ONLY       thing that Matters!                   ...
DIGITAL ADVERTISING     LANDSCAPE     • Rule #4: Different Campaign Goals Require       Different Approaches           Bra...
DIGITAL ADVERTISING     LANDSCAPE     • What Do We WANT Consumers To Do?       – Branding and direct response campaigns ha...
DIGITAL ADVERTISING     LANDSCAPE     • At The Core Of Any Successful Campaign Is       A Clear Understanding Of Its Goals...
DIGITAL ADVERTISING     LANDSCAPE     • Rule #5: You’re not going to get it perfect on       first try. Probably not the s...
DIGITAL ADVERTISING     LANDSCAPE     • The Importance of Campaign Benchmarks;       Start Anywhere!        • Helps bring ...
DIGITAL ADVERTISING     LANDSCAPE     • How Do We Measure If a Campaign       ‘Worked’?        – By identifying what can b...
THANK     YOU!     • Spider Graham     • spider@trainingcraft.com     • (855) 367-820021            www.certifiedsalestrai...
Próxima SlideShare
Cargando en…5
×

5 rules for selling and managing digital advertising campaigns

719 visualizaciones

Publicado el

Certified Sales Training - Join host Spider Graham as he explored some of the best practices that digital media sales reps can employ when working with advertisers to assure campaign success. Learn more at http://www.certifiedsalestraining.com.

Publicado en: Empresariales
  • Sé el primero en comentar

5 rules for selling and managing digital advertising campaigns

  1. 1. DIGITAL ADVERTISING SELLING STRATEGIES photo 5 Rules for Selling and Managing Successful Digital Advertising Campaigns Spider Graham Certified Sales Training1
  2. 2. DIGITAL ADVERTISING LANDSCAPE • Rule #1:You Will Be Judged and Your Income Flow Will Be Affected by the Outcome of Advertiser Campaigns • Based on Advertiser‟s definition of success • Based on Advertiser‟s definition of audience • Based on Advertiser‟s creative and web sites • What Campaign Success Insights Can You Offer To Help Assure Advertiser Success?2 www.certifiedsalestraining.com (855) 367-8200
  3. 3. DIGITAL ADVERTISING LANDSCAPE What is Your True Role? • You Should Be So Much More Than Just A ‘Sales Rep’ To Your Clients • Advisor and consultant – You are a Solutions Provider • Create opportunities for advertisers • Create customer satisfaction • Create upsell opportunities – You are a Partner3 www.certifiedsalestraining.com (855) 367-8200
  4. 4. DIGITAL ADVERTISING LANDSCAPE You’ve come to the right place. We are a I’m looking to solve a solutions provider! problem! Advertiser Publisher4 www.certifiedsalestraining.com (855) 367-8200
  5. 5. DIGITAL ADVERTISING LANDSCAPE • Rule #2: Advertisers Don’t Always Know What They’re Doing • Often “follow the fold” or “fake it until they make it” • Terrified of taking chances or making mistakes • Work in a culture of CYA; Want to look good • Are often open to your suggestions5 www.certifiedsalestraining.com (855) 367-8200
  6. 6. DIGITAL ADVERTISING LANDSCAPE • Helping Advertisers Help Themselves • Start by dispelling the myth that somehow digital advertising is magical!6 www.certifiedsalestraining.com (855) 367-8200
  7. 7. DIGITAL ADVERTISING LANDSCAPE • Helping Advertisers Help Themselves • Help Them Set Realistic Campaign Expectations – Get a sense of what ROI looks like for them7 www.certifiedsalestraining.com (855) 367-8200
  8. 8. DIGITAL ADVERTISING LANDSCAPE • Helping Advertisers Help Themselves – Encourage them to NOT base campaign success on Click Through Rates! – Help them to question their own motives. Ask “Why?” whenever you can.8 www.certifiedsalestraining.com (855) 367-8200
  9. 9. DIGITAL ADVERTISING LANDSCAPE Why? Our Goal is to drive traffic to our site! Advertiser Publisher9 www.certifiedsalestraining.com (855) 367-8200
  10. 10. DIGITAL ADVERTISING LANDSCAPE And then what Our REAL GOAL is to happens? get consumers to do ___________! Advertiser Publisher10 www.certifiedsalestraining.com (855) 367-8200
  11. 11. DIGITAL ADVERTISING LANDSCAPE • Helping Advertisers Help Themselves – Know How The Advertiser Plans to Measure Campaign Success? • Data collection (Emails, name and address, other) • Completion of direct action (online or offline; Interaction, site visits, retail visits, coupon redemption, etc.) • Defined Acquisition Points • CTR – Conversion is the REAL Objective of the Campaign11 www.certifiedsalestraining.com (855) 367-8200
  12. 12. DIGITAL ADVERTISING LANDSCAPE • Rule #3: Nothing is more important than conversion. Nothing. Identifying Action Sequences Which Meet Campaign Goals Redemptions Circulation Views CONVERSION Downloads Click-Throughs Actions Taken New Acquisitions Interaction Rate Sales12 www.certifiedsalestraining.com (855) 367-8200
  13. 13. DIGITAL ADVERTISING LANDSCAPE • Click Through Rates Can Measure Campaign Viability... .15% CTR .10% CTR .08% CTR .02% CTR .04% CTR .06% CTR Site A Site B Site C Site D Site E Site F13 www.certifiedsalestraining.com (855) 367-8200
  14. 14. DIGITAL ADVERTISING LANDSCAPE • …But Measuring Conversion is the ONLY thing that Matters! .15% CTR .10% CTR .08% CTR .02% CTR .04% CTR .06% CTR Site A Site B Site C Site D Site E Site F14 12% 30% 2% 5% 10% 11% www.certifiedsalestraining.com (855) 367-8200
  15. 15. DIGITAL ADVERTISING LANDSCAPE • Rule #4: Different Campaign Goals Require Different Approaches Branding Direct Response15 www.certifiedsalestraining.com (855) 367-8200
  16. 16. DIGITAL ADVERTISING LANDSCAPE • What Do We WANT Consumers To Do? – Branding and direct response campaigns have different goals16 Branding Direct Response www.certifiedsalestraining.com (855) 367-8200
  17. 17. DIGITAL ADVERTISING LANDSCAPE • At The Core Of Any Successful Campaign Is A Clear Understanding Of Its Goals: – What is the message? – Who is the target audience? – How do we want them to respond? – How will we measure results to determine if consumers acted the way we wanted them to?17 www.certifiedsalestraining.com (855) 367-8200
  18. 18. DIGITAL ADVERTISING LANDSCAPE • Rule #5: You’re not going to get it perfect on first try. Probably not the second try either. • Be willing to learn from mistakes and assumptions • If you don‟t measure you CAN‟T improve • Goals will evolve and improve with understanding and experience • Build campaign optimization plans into ALL of your digital campaigns18 www.certifiedsalestraining.com (855) 367-8200
  19. 19. DIGITAL ADVERTISING LANDSCAPE • The Importance of Campaign Benchmarks; Start Anywhere! • Helps bring the marketing „target‟ into focus • Are initial results „good‟ or „bad‟? • Marketing success isn‟t based on single campaign events19 www.certifiedsalestraining.com (855) 367-8200
  20. 20. DIGITAL ADVERTISING LANDSCAPE • How Do We Measure If a Campaign ‘Worked’? – By identifying what can be measured and what it means – By meeting set goals – By surpassing previous benchmarks – By testing various parameters – By optimizing campaign approaches20 www.certifiedsalestraining.com (855) 367-8200
  21. 21. THANK YOU! • Spider Graham • spider@trainingcraft.com • (855) 367-820021 www.certifiedsalestraining.com (855) 367-8200

×