Digital media pricing models mimic offline pricing models to a large extent
In digital, that objective will be a variant of one of these three objective types: 1- branding-awareness (association, appreciation), 2- branding-persuasion (engagement , interactive, intent to buy, consumer attitudes and brand attributes) or 3- direct response (sales, conversions, leads, sign ups, downloads…).
What’s your objective? The ultimate question it seems where marketing campaigns, be they paid or owned, are concerned. Rather, not your objective, but your client’s campaign’s or marketing offensive’ objective.
This particular type of tool, also called auto posting tools, is for the more advanced users out there who, as with everything else I’ve shared so far, need to save time wherever possible.
Today I’m covering social media tech as they pertain to your news gathering and reading. These will split into social media aggregators and social listening tech.
The old way of staying up to date on your industry, your media and your clients was to read industry journals, magazines, the local and / or national newspaper (be it printed or digital) and newsletters. In come RSS readers and social media aggregators to save you much time and simplify the scanning and reading process as well as highlighting important sought after information.
I’ve been recently covering the various technologies digital media salespeople need to be familiar with. So far I’ve covered marketing tech, ad tech, real time bidding tech and presentation tech. Today I’m covering file hosting & sharing tech.
A few “offline” conversations since then have made me acutely aware that there are many more “techs” to be covered for sales people as there are a lot of tools out there that can either save you time, or allow you to impress your clients more.
Part of what I do for a living is teaching several different courses for IAB Canada. A few of these have a segment specifically dedicated to media math such as our Introduction to Online Media Buying (online training) and our Digital Media Sales in-person course.
As of November 2013, another 11 Canadians have passed their Digital Media Sales Certification (#DMSC) bringing the total of Canadians who can add DMSC to their signature to 59.