The document discusses how media companies can leverage inbound marketing to engage audiences and increase advertiser revenue. It outlines some of the challenges media companies currently face like lack of qualified sales leads, lack of differentiation from competitors, fragmented content consumption, and loss of print advertising dollars. The document then proposes that inbound marketing can help by generating qualified leads for sales, helping advertisers achieve their goals like more car or insurance sales, learning more about audiences to engage them, and introducing new revenue streams through marketing services packages. It includes perspectives from a panel of media company executives on these topics.
Influencer marketing has become an important marketing strategy because consumers increasingly rely on opinions of social media influencers over companies when making purchasing decisions. Influencer marketing allows companies to directly engage with potential customers to understand their needs and design products accordingly. While influencer marketing can boost sales and brand image, companies must choose influencers carefully to ensure authentic and targeted messaging that resonates with the right audiences. The success of influencer marketing depends more on building quality relationships between influencers and brands than on numbers alone.
Surkreo is a growth hacking marketing agency that combines brand strategy, technology, creative services, and digital marketing to help clients with awareness, acquisition, retention, and loyalty. They assist brands of all sizes in various industries to choose the best marketing approaches. Their services include media buying, landing pages, social media management, content marketing, web development, and more.
The document discusses strategies for improving the efficiency and ROI of influencer marketing campaigns. It recommends:
1) Defining clear goals and metrics to measure success and ROI.
2) Taking an omni-channel approach to extend the target audience across multiple digital and offline channels.
3) Leveraging data and technology to enable precise targeting and custom messaging at scale.
4) Testing different creative formats and messages to find the most effective approach.
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
Digital Insights That Maximize Your Marketing PotentialCompete
The document discusses how Compete provides digital insights and data to maximize marketing potential. It notes that traditional research is no longer sufficient for improving advertising, engagement, and ROI. Compete collects data from over 150 million unique visitors across over 1 million sites to provide granular insights into consumer online behavior and purchase pathways. This enables clients to improve marketing strategies and demonstrate effectiveness to stakeholders.
This document discusses the rise of influencer marketing and social media influencers. It notes that consumers now look to each other rather than companies for purchasing recommendations. Influencers have consolidated large followings on platforms like YouTube, Instagram and Snapchat. The document then discusses how this has transformed public relations by requiring attention to a multitude of potential influencer sources. It argues that influencer marketing is becoming one of the most effective ways to attract customers given consumers' preference for recommendations from those they trust online. The final sections propose a platform called Noisemakerz to connect brands with influencers and consumers.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
The document discusses how companies can effectively use WeChat, a popular social media platform in China, to engage customers and build brand loyalty. It emphasizes that companies should first develop a strategic plan with clear business objectives and metrics for success before launching a WeChat presence. It also stresses the importance of creating compelling, shareable content that enhances relationships rather than just broadcasting company information. The article provides examples from PwC and Costa that focus on engaging audiences through personalized, emotion-based messages rather than solely product promotions.
An advanced guide to social media marketing - by Simply ZestyTâm Nguyễn Đức Minh
KFC launched a successful mobile advertising campaign using augmented reality. When users held their phones over KFC packaging, it would overlay animations and additional information about products. Augmented reality allowed KFC to interact with customers in an innovative new way that took advantage of mobile capabilities. The presentation also discussed trends in mobile advertising, with banner ads declining in effectiveness and opportunities growing for ads integrated into mobile apps, games, and social media newsfeeds tailored to each user. Overall, mobile offers huge potential for targeted advertising but also challenges to engage users on a small screen.
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
New trends marketing guerrilla, viral marketing, social media marketing - Uni...Juan Sanchez Bonet
Viral marketing, word of mouth marketing, social media marketing. What's new in marketing and advertising, How to go viral (Viral formula), how can I implement a social media strategy, Guerrilla marketing concepts and best campaigns. Discover the best social media and viral marketing practices and The New Rules of Viral Marketing.
Presentation for Real Madrid School (European Univeristy of Madrid)
Contact me to download
conversemos@juanmarketing.com
See more in http://www.juanmarketing.com/
Solve Media-Native Advertising-White PaperKwesi Joseph
Native advertising is commercial content that matches the form and function of the environment in which it appears, such as appearing as an article on a news website. It aims to provide value to users by being relevant to their goals for using that platform. Some examples include search ads on Google, CAPTCHA replacements with brand messages, and sponsored social media posts. While native ads have potential to improve engagement over traditional banner ads, challenges include the resources required to create high-quality branded content and ensuring ads are clearly distinguished from organic content. Formats that directly help users accomplish their goals, like solving CAPTCHAs, tend to perform best.
This document discusses how mobile marketing has evolved as an important tool for brands to interact with consumers. It notes that more people now access content via mobile than traditional mediums like newspapers, radio, TV or the web. The document provides tips on how to craft effective mobile advertising campaigns, including starting with clear goals, understanding mobile users, considering the full user experience, and being creative. It also outlines some key ways mobile can be used in marketing campaigns, such as contests, coupons, apps, and calls to action.
Social media has grown rapidly in recent years and is now a primary means of communication. It represents a shift from traditional advertising that interrupts people to permission-based marketing where brands engage with interested customers online. While challenging traditional marketing, social media provides opportunities to build engagement, drive sales, find new customers, and more when done effectively through ongoing monitoring, targeted outreach, and community management. Outsourcing to experts can help brands maximize their social media efforts.
Peacekeeper, Navigator, Student: The Marketer to 2015Nick Johnson
The document summarizes the challenges facing marketers in becoming more customer-centric. It notes that customers now have more power due to social media and choice, and their expectations of brands have changed as a result. The landscape marketers operate in is also changing, with more channels, data, need for speed, and competitors. Becoming truly customer-centric requires significant changes to operations, strategy, and internal collaboration. Senior marketers acknowledge this is a major challenge that requires retooling almost all aspects of the business.
10 Modern Marketing Lessons from Don DraperBahia Nar
After seven seasons, the show came to an end. Despite all the cigarettes, the scotches in the middle if the day and the office romances, Mad Men is a great show and few marketing lessons can be learned from me.
Even if the time is different and advertising is different now, some rules are timeless.
10 special rules from Don Draper, just follow them
101 guide to the basics of paid social media, complete with platform (Facebook, Twitter, YouTube, Vine, Outbrain, Tumblr & Snapchat) average spend and content size requirements for campaigns.
Think BIG - How to Build Scalable StartupsIraj Islam
Iraj Islam discusses how to build scalable startups by thinking big. There are two key ideas: 1) Solve a big problem like reinventing news, email, or search to have major impact. 2) Target a big global market of billions of internet and mobile users to achieve exponential growth. A scalable startup focuses on a great product that solves a big problem for a large market, rather than just a great team or local lifestyle business. Thinking big allows startups to colonize new industries like space exploration.
Your transformation through Innovation & industrialization - with a Business ...Capgemini
The document discusses setting up a Business Information Service Center (BISC) to improve an organization's business intelligence capabilities. A BISC industrializes BI development and support through an offshore factory model to deliver information more quickly, reliably and cost effectively. It involves reviewing the existing BI environment, setting up the BISC infrastructure both onsite and offshore, engaging business and IT stakeholders, and driving continuous innovation. The BISC approach aims to transform BI delivery through industrialization and rightshoring.
As traditional publisher metrics evolve, there is more importance placed on shareability and engagement. With a policy against banner ads, BuzzFeed is instead focused on the creation of native advertorial content that is as readable and shareable as its editorial offering. This session will highlight BuzzFeed's successful strategy for native advertising.
Building A Business Information Brand in 2013, the Skift storyRafat Ali
The document discusses the vision and strategy of Skift, a travel media brand, to become the largest and most pervasive travel information brand. It aims to build a next-generation data and information-heavy media company through original reporting, curated content, and data tools. Skift wants to break out of the vertical media industry and scale globally using a hybrid business-consumer approach and focus on mobile ubiquity.
Creativity isn't just for artists, musicians, writers, and designers. We all have the ability to be excellent creative thinkers. - https://www.milestechnologies.com
Creating Content for Millennials: Why It Matters + Strategies for SuccssNewsCred
Millennials are the most sought-after — and difficult to understand — demographic for marketers today. With purchasing power expected to hit $1.4 trillion by 2020, it’s imperative that brands connect and engage with this audience through content marketing.
Why Is Social Media Important For Small Businesses?MilesWeb
The pace of the world is quick. Traditional marketing is no longer effective, and social media marketing is the way of the future because it offers so many more advantages.
Social media marketing is all the rage these days, which represents how small businesses and consumers perceive, value, and use social media.
Social media influencers and content producers are finding new and consistent opportunities owing to the social media explosion. Social media influencer marketing has emerged as the ideal platform for companies looking to engage with customers and boost sales.
Even though B2B enterprises aim to sell their goods to other companies, B2B marketing is still based on interpersonal connections. Social media has always been used to foster the development of these connections, but last year, its significance increased.
B2B marketers wanted a way to communicate with prospects and partners without attending physical events. They discovered that social media channels were the best way to accomplish this.
Source:- https://www.milesweb.in/blog/social-media/why-is-social-media-important-for-small-businesses/
Want to ensure your PR is effective? Check out The Most Important PR Checklist for Success in 2019. This includes 10 must-do tactics from brand journalism to influencer and word of mouth marketing to storytelling. And what you need to do and keep in mind.
New Trends in Advertising & MarketingNavin Pamnani
The document discusses new trends in advertising and marketing. It outlines several hot new trends, including going online with targeted digital advertising, courting the baby boomer demographic, using RSS feeds and social media networks to engage customers, advertising in unconventional places, premiumizing brands, blogging to build customer relationships, using CRM to improve loyalty, and mobile marketing. The trends reflect businesses shifting marketing tactics to new media in order to more effectively reach audiences and maximize advertising dollars.
Influencer Marketing: Why it is Key for the Growth of Small BusinessesNada Tadros
In this short deck, I walk through the basics of Influencer Marketing and why its important for small businesses to consider it a key part of their local marketing strategy.
Why Are Paid Social Media Advertising Services Are Popular.pptxinfodmtechlabs
Social media platform offers a holistic strategy for paid social media advertising services. A larger audience, minimum budget, collaboration, engagement, community building, and analytical insights make it a perfect tool to stay ahead of the competition.
What is Content Marketing? (For The Effective Content Marketer) Shana Pilewski
Content marketing has become the preferred strategy to attract consumers and build long-term customer relationships. This crucial and informative white paper demystifies content marketing so that more marketers, like you, can more easily benefit from the content marketing opportunity.
Join our Content Marketing Newsletter for weekly insights, industry news, best practices and tips: http://eepurl.com/VDUEn
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
The document discusses how traditional advertising is becoming ineffective due to changing consumer behaviors and the rapid pace of technological change. Message-centric advertising that interrupts audiences is not as effective as value-centric advertising, which provides people with useful content or experiences that also promote the brand. Successful companies like Netflix, Apple and Kraft are realizing much higher returns by creating valuable content for audiences rather than just messages about their brands. For advertising to be effective in the future, it needs to shift from a focus on messages to delivering real value and utility for people in a way that aligns with brands.
How the crumbling foundation of the advertising industry as we know it is making way for a new, more valuable one.
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
Advertising industry - Structure & practicesYasmin Hussain
This document provides an overview of the structure and key functions of advertising agencies. It discusses the typical departments found in most agencies, including account management, account planning, creative, finance & accounts, media buying, and production. Larger agencies may also have separate human resources, research, web development, traffic, and other departments. Each department's roles and responsibilities are described in 1-2 sentences. The document also briefly profiles three influential figures in the history of advertising - Leo Burnett, David Ogilvy, and William Bernbach - and their impact and style.
Digital PR involves using online and social media channels to engage with customers and influence perceptions of a brand. It is about managing conversations and reputation through positive relationships. Measuring the impact of digital PR can be done by looking at metrics like website traffic, social media engagement, and how conversations online link to changes in search behavior. Successful digital PR requires an understanding of online communities and using social media as a tool for real-world connections rather than just broadcasting messages.
Public relations can be an effective strategy for driving sales when integrated with other marketing efforts. A case study by Procter & Gamble found that PR delivered a 275% ROI, higher than many other marketing tactics. By optimizing press releases for search engines and social media sharing, and creating educational content and media attention, PR can generate qualified leads and increase website traffic, helping to convert prospects to customers. Measuring results is important to refine PR strategies and continue improving sales.
Strategies for Service Exporters - Social Media MarketingMichelle Hustler
This document provides guidance on using social media for marketing services. It discusses how social media has changed communication and allows small businesses to compete globally. The document focuses on major social media platforms like Facebook, Twitter, LinkedIn, Pinterest and YouTube. It emphasizes the importance of social media marketing and explains that consumers highly value word-of-mouth recommendations, which social media enables. It provides tips for effective social media use, including researching goals and audiences, developing compelling profiles, regularly posting engaging content, and encouraging interactions.
The document provides a business plan for a proposed social media marketing firm. It outlines the company's vision, mission, target markets, marketing strategies, financial projections, and risk evaluation. The key points are:
1) The firm will provide social media marketing services like setup, management and advertising on platforms like Facebook, Twitter, YouTube, and LinkedIn.
2) It aims to be a leader in social media marketing and provide high quality services to clients.
3) Financial projections over 5 years estimate growing profits and return on investment above 40%.
7 effective types of advertising for your small businessAlejandroTrinidad7
The document discusses 7 effective types of advertising for small businesses. These include digital advertising like social media ads on Facebook, Instagram, and LinkedIn which have low costs and targeting abilities. Pay-per-click ads on search engines like Google Ads are also effective. Mobile ads can reach many younger customers who shop online via phones. Print ads remain relevant for some local businesses targeting older customers. Radio, TV, and outdoor ads may work if budgets allow for the local audience. Direct mail can effectively reach customers one-on-one if creatively designed.
This document introduces the 90:10 Group, a global network of social media specialists who help businesses adapt to and succeed in social media. They have backgrounds in marketing, PR, research, branding, consulting, and web development. The group uses co-creation methods to deliver insights, innovation, and actions to organizations. They work to make products, services, and communications better fit intended consumers. They believe in open businesses that engage consumers through social media to collaboratively co-create output. With experience across industries, the 90:10 Group can answer key questions about social media strategy, research, ROI measurement, and more.
This document discusses social media marketing and different types of advertisements. It begins by defining social media marketing as using social media sites to create content to attract attention and encourage sharing. This can help earn media exposure rather than relying on paid media. Social networks allow companies to interact directly with consumers in a more personal way than traditional marketing. The document then discusses different types of advertisements including online, email, newspaper, radio, television, and public speaking. It provides details on how each type of advertising can be an effective way to reach target audiences.
This presentation explores the impact of media on society and opportunities for businesses. It discusses how digital media has revolutionized information consumption with the rise of social media, blogs, and streaming services. Businesses can now use digital marketing campaigns to reach wider audiences. Social media in particular offers a unique chance for businesses to build awareness, engage customers, and drive sales, but requires a well-planned strategy. Online reviews also greatly influence consumer decisions, so businesses must monitor and respond to reviews. Influencers have become a popular marketing tool, but businesses must choose influencers carefully. Media will continue evolving with technology, so businesses need to stay up-to-date to remain competitive in the future.
How to Use Multi-Channel Marketing to Create Brand Leveragediamondleadership
This document provides guidance on using a multi-channel marketing strategy to create brand leverage. It discusses how digital communications have changed consumer purchasing behaviors and how companies must have valuable, relevant content across multiple channels to reach consumers. It emphasizes that an integrated, coordinated approach across departments is needed to present a consistent brand voice and avoid wasted resources. It distinguishes between publishing channels that distribute content and dialogue channels that enable discussion around content. It stresses that both types of channels must be used together for content to gain traction. It provides tips on creating an integrated marketing team to develop shared strategies, goals, metrics and processes to manage a cohesive multi-channel presence.
Similar to How media companies_can_engage_audiences_and_increase_advertiser_revenue (20)
The organic reach of Facebook’s business pages has been tweaked so much
that the organic reach is way down, as low as 2 percent for some of the largest brands. That statistic is very scary for small to medium-sized businesses that
rely on using Facebook as a free means to market their business and connect
with their clients or customers.
CREATING THE PERFECT
A Visual Guide to LinkedIn Company Page
Introduction
Your LinkedIn Company Page is an online beacon for
both prospective customers and prospective
employees.
As such, it is a truly unique space on the
web, one that blurs the lines between knowledgesharing
platform and relationship-building tool.
This document provides stories from marketing agencies about nightmares they experienced with clients. It is divided into chapters with titles like "Dangerous Liaisons" and "Creepy Scope". The stories describe issues like taking on work outside an agency's expertise, not setting clear expectations with clients, and relying too heavily on freelancers without backups. The lessons shared emphasize the importance of having clear agreements, managing client expectations, focusing on one's strengths, and ensuring backup plans are in place to avoid potential project disasters.
The Evolution of the
Sales and Marketing Relationship
In early 2014, HubSpot and LinkedIn wanted to gain knowledge about current processes and
collaboration between marketing and sales.
WHY EXECUTIVES CAN’T IGNORE SOCIAL
MEDIA ANYMORE.
Did you know there are as few as 5.6% of Fortune 500
CEOs on Twitter? Additionally, a whopping 68% of
Fortune 500 CEOs don’t have any social presence
Magazines, newspapers, TV stations, radio stations and online publishers – let’s call
them media companies – have been producing news content to attract an audience for
years.
Some might say that media companies were the original content marketers.
And no matter if that content was published on paper or broadcast over a signal;
people are attracted to that content to learn about the day’s breaking news and to stay
in the know.
Email Vídeo
Em vez de enviar emails de texto, preto e branco e sem graça, você pode agora enviar os
atraentes e coloridos emails vídeos. Sem precisar baixar nem anexar nada! É fácil como 1,2,3!
Escolha um tema para o modelo—temos mais de 1000 templates em diversas línguas. Escolha os
pessoais —tais como felicitações pelo aniversário, votos de melhoras ou só para dar um alô. Ou
selecione os profissionais tais como lembrete de reunião, agradecimentos, eventos de vendas e
outros. Em seguida, grave ou faça upload do seu vídeo. Então, é só Enviar! Você pode enviar para
um ou para vários com apenas poucos cliques. As possibilidades são incalculáveis! Além disso,
nosso monitoramento em tempo real permitirá que você saiba quem assistiu seu vídeo, quando,
quantas vezes, se o encaminharam e se visitaram nosso website.
Além de usar seu PC ou MAC, você ainda pode criar e enviar nossos vibrantes emails de vídeo
directamente de seu aparelho iPhone, iPad e Android usando nosso aplicativo móvel Fusion On
the GO. Com emails vídeos, você chega até seus amigos, familiares e clientes onde eles estão
diariamente—na Caixa de Entrada! De fato, segundo recentes estatísticas da indústria, 58% de
todos os consumidores iniciam seu dia online lendo seus emails, e email marketing é a área #1 de
crescimento de investimento entre marketers e líderes empresariais.
Na Talk Fusion entendemos que nossos Sócios Independentes são o elemento mais
importante do nosso negócio – quando vocês têm sucesso, nós também temos
sucesso. Por esta razão, desenvolvemos um Plano de Compensação incrivelmente
gratificante e simples que lhes pagarão por seus êxitos INSTANTANEAMENTE.
O primeiro plano de remuneração do mundo com pagamento instantâneo
Como acontece com qualquer oportunidade de negócios, pessoas inteligentes fazem uma importante pergunta: “Quanto receberei?”
A resposta é: INSTANTANEAMENTE. A Talk Fusion lançou o primeiro pano de remuneração do mundo com pagamento instantâneo onde você recebe imediatamente ao fazer uma venda. Bum! A sua comissão aparece instantaneamente na sua conta, do jeito que deve ser.
http://1096850.talkfusion.com/pt/how-to-get-paid/
When you need to gather information from an entire population, the
best way to do so is to send a survey. Problem is, surveys are difficult
to write. There are so many ways to ask questions, and if you don’t ask the
right ones, you won’t get the information you need.
INTRODUCTION
ERIK DEVANEY
Content Strategist, HubSpot
@BardOfBoston
Written & Designed by:
For some, the word “optimization” conjures
up thoughts of complicated mathematics
and data analysis. It can seem like one of
those things that only a true “data geek”
could ever hope to understand.
That’s exactly what we plan to cover in this guide.
First, we’ll briefly cover the basics of creating a follow-worthy Twitter profile. Your profile is often times the first impression others get of you, so it’s important to make every aspect count.
After that, we’ll dive into the seven particular tactics you can employ to boost your following so you get more people interacting with you or your company.
INTRODUCTION
Uncertainty is a marketer’s best friend and worst enemy. It simultaneously
forces us to experiment with proven processes to drive success and instills us
with anxiety as we push the “send” button on that latest email campaign. A little
scary? Sometimes.
- The majority of marketers do not feel their company is using content marketing effectively, with only 29% feeling their company's use is at a basic level or better.
- Most marketers are still only spending 0-20% of their budget on content marketing in 2014, and plan to increase internal headcount for content creation more than external spending.
- Creating a content marketing strategy and properly measuring ROI of content have been found to be the most effective techniques, but 56% of marketers are still doing content without a proper plan.
The document provides instructions for using Talk Fusion Connect, a video conferencing and presentation tool. It outlines how to log in, customize your profile and dashboard, schedule events, design presentations, invite attendees, host live broadcasts and video conferences, and utilize features like screen sharing, chat, and recording. The summary highlights the key purposes and functionalities of the different sections within the dashboard for managing events, presentations, contacts and more.
Social media is becoming a primary way for people to share news and information online, surpassing email, with over 1 billion Facebook users and millions on other networks like Twitter, LinkedIn, and Instagram. Social media represents a powerful way to introduce and share information about a business or brand, especially video which is shared more often. Social media marketing involves using social networks to introduce a business to new people and engage with existing customers in an ongoing conversation with virtually unlimited reach.
A Talkfusion está a lançar o futuro das comunicações Global com o seu CONNECT venha conhecer a ferramenta que os Gigantes da Industria já anda a ver.. Mas isto é só da Talkfusion
1) O documento apresenta os produtos de comunicação por vídeo da Talk Fusion, incluindo vídeos por e-mail, vídeo boletins e videoconferência, e como eles podem ajudar empresas a atrair novos clientes e fortalecer sua marca.
2) São fornecidos exemplos de modelos pré-definidos e personalizados para vídeos por e-mail e boletins, que podem ser usados para diferentes fins como lembretes, agradecimentos e eventos de vendas.
3) Os aplicat
A Talkfusion é uma empresa de comunicação por vídeo online que oferece nove produtos, incluindo vídeo email e vídeo newsletters. Seus serviços permitem enviar vídeos por email e compartilhar vídeos em redes sociais. A empresa tem sucesso devido à criação do vídeo email que permite enviar vídeos grandes sem downloads.
Double opt-in email verification is a process where a recipient must confirm their desire to receive emails after initially signing up. This helps keep email lists clean by removing those who don't confirm, reducing spam complaints and ensuring high email deliverability. Talk Fusion uses double opt-in for its email services to maintain its reputation as a trusted sender and allow customers to engage with interested recipients through personalized automated video email campaigns after they confirm.
08072024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
Let's cook populism! A recipe from HungaryGábor Polyák
The presentation was the keynote speech of the Weizenbaum Institute's workshop Understanding Demecracy and Illiberal Communication. It shows what lessons from the Hungarian illiberal transformation are useful or threatening for other countries, and what lessons are unique to the Hungarian system.
एडिटर्स गिल्ड ऑफ इंडिया ने स्पीकर को पत्र लिखकर संसदीय कार्यवाही तक पत्रकारों की ‘पूर्ण’ पहुंच बहाल करने का आग्रह किया है, जिसे पहले कोविड-19 संबंधी प्रोटोकॉल के कारण हटा दिया गया था।
07072024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
Recent Changes in Foreign Relations between Nepal and Chinaarora90avinash
The intricacies between China and Nepal relations have been historical. Both nations come to the fore when talking about border disputes. Recently, the political scenario has seen a shift with China’s advancement in bolstering Nepal’s circumstances. China endeavored to nurture unity and open a myriad of routes to assist Nepal at every front. Currently, it is assisting in the following ways:
A message to the Israel’s and Palestinian's leaders.pdfSabry Shaheen
A message to the Israel’s and Palestinian's leaders
Achieving peace in Middle East
Hatred and injustice have resulted in destruction and atrocities.
Cultivating more hatred and injustice will result in more destruction and atrocities for generations.
Both Israelis and Palestinians have the right to live in peace in secured homes
We should support the Israel’s existence, but we should not support Israel’s injustice.
Israel might be reluctant to accept solutions based on UN resolutions or based on Christian or Islamic teachings, so we propose a solution based on the teachings of Judaism.
The Israeli–Palestinian conflict could be resolved if we refer to the religion teachings as taught by Moses.
The core of the issue is the inaccurate understanding that the Jews are the unconditionally chosen people of God; that is wrong according to the teachings of Moses like Exodus 19:5, Leviticus 18:4-5, Leviticus 26, Deuteronomy 11:18-20, 11:26-28 , Deuteronomy 28, Deuteronomy 30:15-16 , and Deuteronomy 30:19, Deuteronomy 32:46-47
Those are the most reiterated and consistent teachings of Torah which teach that the choice of God and the blessings are conditional ‘blessings for obedience and curses for disobedience’
Moses did not teach that the Jews are the only chosen people; the correct definition of the chosen people of God as taught by Moses is an open invitation to each person to be a chosen son of God by obedience, by maintaining justice, by applying one measure or one law for Jews and Non-Jews, for taking care of the orphans, the widows, and the strangers
Jewish scholars do not teach the original teachings anymore; they teach the distorted teachings of Deuteronomy 9:5-6 and Deuteronomy 7:6 in order to claim that God has chosen them regardless of the condition of obedience
Those claims were not taught by Moses, David, Solomon, Isaiah, or by the Prophets; those prophets have warned of the wrong teachings
In order to resolve the conflict, it is necessary to follow the original teachings, to maintain justice and to have the same law for Jews and non-Jews as per the original Torah teachings Deuteronomy 25:13-16, Exodus 12:49, Leviticus 19:33-37, Leviticus 24:22, Numbers 15:15-16, Deuteronomy 24:14-15
To resolve the conflict, it is necessary to maintain Justice as taught by Moses and the Prophets; if any house or land is not sold to the Jews; then the old owner or his descendant must be fairly compensated
To resolve the conflict, it is necessary to use the same measure and the same law for Jew and non-Jew as taught by Moses and by the Prophets
Good Jewish teachers have a role to play; they can teach the original teachings instead of the distorted teachings
Good Muslim scholars have a role to play; they can explain the teachings that encourage forgiveness instead of revenge; they can teach the verses which encourage reconciliation and friendship
The most frequently used Hebrew word is Shalom; the most frequently used Arabic word is Salam; both words mean PEACE
Debates In Constituent Assembly: Seven Key Debates in India Constituent AssemblyGurjant Singh
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How media companies_can_engage_audiences_and_increase_advertiser_revenue
1. A Publication of
MEDIA COMPANIES
LEVERAGE INBOUND TO ENGAGE AUDIENCES
AND INCREASE ADVERTISER REVENUE
MEDIA COMPANIESMEDIA COMPANIES
2. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
... brings your whole marketing world
together in one, powerful, integrated system.
HUBSPOT’S ALL-IN-ONE
MARKETING SOFTWARE.
Marketing analytics
Y
Free Assessment
Video Overview
Analyze your web traffic and see
which sources are generating
the most leads.
N
Blogging
Create blog content quickly
while getting SEO tips and best
practice pointers as you type.
M Email
Send personalized, segmented
emails based on any information
in your contact database.
Search optimization
s Improve your rank in search
engines by finding and tracking
your most effective keywords.
U
Lead management
Track leads with a complete
timeline-view of their interactions
with your company.
q Social media
Publish content to your social
accounts, then nurture leads
based on their social engagement.
3. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
MEDIA COMPANIES: LEVERAGE INBOUND
TO ENGAGE AUDIENCE AND INCREASE
ADVERTISER REVENUE.
Written by
Melanie Collins
is HubSpot’s media program sales manager.
Melanie, a radio and digital media sales
veteran, is passionate about helping local
media and publishing companies turn their
businesses around with inbound marketing.
Read more about how Melanie’s program is
helping media companies.
Designed by
Desmond Wong
is a design and marketing specialist on the
Creative and Design Team at HubSpot. He is
responsible for designing a variety of content
including ebooks, infographics, and visual
assets for social networks. Desmond is also
one of HubSpot’s Marketing Internship Program
coordinators and manages the creative and
design freelance network.
FOLLOW ME ON TWITTER
@MELANIECOLLINS1
FOLLOW ME ON TWITTER
@DETECTIVEDDUBS
4. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
CONTENTS
PG. 5
PG. 12
PG. 26
Introduction
Inbound Panel
Final Thoughts
5. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
Introduction
Magazines, newspapers, TV stations, radio stations and online publishers – let’s call
them media companies – have been producing news content to attract an audience for
years.
Some might say that media companies were the original content marketers.
And no matter if that content was published on paper or broadcast over a signal;
people are attracted to that content to learn about the day’s breaking news and to stay
in the know.
6. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
Not only did media outlets become a trusted source for news, they also became a
trusted outlet for consumers to learn about new products.
If you think about it, the media industry is actually what created the advertising industry.
As readers flipped through pages of a newspaper it made sense that they’d be able to
learn about new products via advertising.
7. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
The same goes for radio programs and TV programs. With such captive audiences
advertisers had great influence over what people would buy.
However, modern life has changed everything.
The internet, tablets and smartphones have changed the way audiences consume
media and the way advertisers engage with consumers.
8. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
Since 2012 there has been up to a 15.4% decline in time spent radio and print.
Sure, while time spent with mobile, online and TV show growth, the time spent with
these mediums is all highly fragmented.
According to eMarketer, 57% of people use smartphones, 67% use PC’s, 75% use
tablets and 77% use TV’s all while also using another device.
How are media companies supposed to engage our audience and satisfy our
advertisers when consumption is so fragmented?
9. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
On top of this Borrell Associates 2013
Local Advertising Outlook report states that
newspapers, local radio and TV stations, direct
mail companies and even directories have
experienced a decline in revenue up to $1.7b
from 2012 – 2013.
All of these factors are taking a
big toll on media companies -
forcing their leaders to face their
challenges head on.
As I speak with leaders at media
companies around the country
they tell me that if they don’t adapt
and change the way they connect
audience with their advertisers
they’re going to fall behind.
Leaders at some companies like
The Washington Post and The
Boston Globe have recently are
thrown in the towel altogether and
turned their businesses over to new
management. The fact is Jeff Bezos
and John Henry see an opportunity
in the industry and so do I.
10. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
I believe that through inbound marketing media companies can overcome their
challenges and create a business that their audience and their advertisers actually love.
So what are the problems and how do we fix them?
1. Lack of Warm Leads for Sales - Trends indicate that ad growth will come from
brand new business, not existing customers. But sales reps spend too much time
cold calling and not speaking with qualified prospects who are ready, willing and
able to buy. This traditional prospecting isn’t driving demand.
2. No Differentiation from Other Media Companies - As content and advertising
have gone digital, it’s hard for readers to differentiate one media company from the
next. The TV station website, looks like the radio station site, which looks like the
newspaper site and with very similar content. So if your audience is the same and
your content is the same, what would make an advertiser buy from you over your
competitor?
3. Fragmentation of Consumption - Media companies are challenged with turning
fly by website visitors into engaged loyalists. Most media companies don’t have the
staff or technology to help them learn about their audience demographics, interests
and on-site behavior to serve them with smart content and engage them.
4. Traditional Dollars = Digital Dimes - 15 print dollars are lost for every digital
dollar gained. Even though circulation is stable, many newspaper companies are
scrambling for solutions to help them replace large gaps on their balance sheets.
How can Inbound Marketing Help?
1. Sales people should no longer be expected to find the prospects, secure the
appointments, solve the problems, close the deal, and do it over and over again.
It’s time for media companies to hire a marketer responsible for generating leads
for sales people so sales people can spend time with qualified prospects who are
ready, willing and able to buy.
11. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
2. Let’s face it if your advertiser sells cars, they want you to help them sell more
cars. If they sell insurance, they want you to help them sell more insurance. If they
sell software, same thing. Inbound can help you stop selling them impressions
and help them generate real leads from people in your audience who are ready,
willing, and able to buy.
3. Many media companies overlook is the power of understanding their audience.
The more you know about your audience beyond demographics and interaction
with ads, the more you can keep your audience engaged with your content. The
more you can keep them engaged with your content, the more you can motivate
them to take actions based on their preferences and interests.
4. 72% of a local advertiser marketing budgets go towards online marketing
services. Only 12.4% of their budget goes to online advertising. If media
companies are looking to replace lost revenue streams, marketing services is a
great place to start.
Media companies dabbling in reselling SEO and PPC campaigns or managing email
marketing programs are certainly on the right path but they may not be helping
advertisers fill their sales pipeline to its maximum potential.
By offering inbound marketing service retainers, media companies can introduce
new revenue streams to help replace lost revenue, secure their fair share of the
75% of digital dollars spent on marketing services, and offer great results for
advertisers.
12. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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INBOUND PANEL
Matt Sunshine
Executive Vice President
The Center for Sales Strategy
Andrew McFadden
Director, Innovatoin and
Business Development
The Press Enterprise
Shawn Fitzgerald
Vice President, Digital Media
ThomasNet
Chase Garbarino
Co-founder and CEO
Streetwise Media Network
Seth Nichols
CEO
Longitude Media, LLC
Moderator
Panelists
13. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
Andrew is the Director of Innovation & Business
Development at Press Enterprises in Riverside, CA. He
helps move the business forward by working across the
publication and in all departments. He advocates and
evangelizes staffs and managers on how technology
can accelerate organizational change, grow advertising
revenue, and improve audience retention.
Shawn is the Vice President of ThomasNet’s digital
media group, and founder of the Results Powered
Marketing (RPM) team. RPM works with industrial
businesses to target financial and market penetration
goals. By serving as the marketing arm for these
manufacturers and distributors, the team utilizes their
expertise in web development and SEO. Shawn and his
team were awarded the new partner of the year, and
generated the most partner opportunities over the past
12 months.
Chase is an entrepreneur and media professional, he
founded Streetwise Media in 2008, a community-driven
news platform which was acquired by American City
Business Journals in 2012.
Andrew McFadden
Director, Innovatoin and Business
Development
The Press Enterprise
Shawn Fitzgerald
Vice President, Digital Media
ThomasNet
Chase Garbarino
Co-founder and CEO
Streetwise Media Network
14. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
Seth has nearly 20 years’ experience in the B2B and
B2C media industry. He is currently the owner and CEO
of Longitude Media, a B2B trade magazine publisher in
Boston. Seth has driven digital strategies and managed
organizational challenges within traditional magazine
publishing organizations since the earliest launches of B2B
trade websites. He continues to learn from experimentation
with new business models for media properties. Previously,
Seth led the digital media group of B2B publishers at
Questex Media.
All of the questions are formed around the 4 challenges that Melanie articulated; lack
of warm sales leads, no differentiation from other media companies, fragmentation of
consumption, and traditional dollars being traded for digital dimes.
Seth Nichols
CEO
Longitude Media, LLC
15. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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Matt
Panel Question 1
Fragmentation of media consumption is negatively
impacting my business.
“Chase, you found yourself over in the not really, explain.”
“Streetwise was started after the fragmentation happened, so we had the
benefit of being born into it. We started the company because people do not
wake up, read their daily and afternoon papers, particularly the audience we
reach. We can reach them 24/7 in their pocket, any time we want. Compared
to some of our peers in the industry, we see significantly more opportunity in
delivering an audience for our clients. It’s probably pure luck that we started
when we did, that it’s not negatively impacting us.”
Chase
1 2 3 4 5
Totally Disagree Not Really Maybe Somewhat Agree Strongly Agree
16. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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Shawn
Andrew
“ThomasNet is a 115 year old company, it was awesome. We were the only
game in town printing these books that everybody wanted, but that is no
more. If you had asked me 10 years ago, I would have been in the strongly
agree pile, but we have made a lot of changes over that time to diversify and
align ourselves with the digital media side of things, whether it be databases,
websites, SEO, social media, or e-mail marketing. So it’s not impacting how
we work with customers as much now. On the advertising side of the business
there is an impact that we continue to adjust to.”
“Before the fragmentation, it was about 15 years of mass consolidation of the
major retailers. If there was a 4-legged stool, we got the first leg kicked out
when Macy’s and Federated, and Best Buy, and all of those retailers utilizing
those wonderful 20 page inserts that make us a lot of money, became 2 or 3
companies, and we started losing all of our major advertisers. Then came the
fragmentation, which forced companies to look at their budgets to see what
was really working, and it became hard to justify print just because it’s what
they had always done.”
Matt
Matt
“Andrew, why did you answer ‘strongly agree’?”
“I think it’s safe to say, companies born more recently have a big advantage.”
Matt
“You probably could have replied with ‘Not Applicable’ because it doesn’t
affect us. Shawn you saw it a little bit differently. You run an agency that
provides marketing services, how are you negatively impacted by this?”
17. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
Panel Question 2
Media companies will move towards ad free content -
and generate revenue from their audience instead.
Seth
“For our market-space, I am going to drive much more revenue out of
information about our audience. We are highly focused on the sales funnel
that our advertisers are marketing to. So for us to charge through paywalls,
etc. would not make sense. The relatively small amount of revenue we would
generate from that activity is far overshadowed by the revenue we get by
learning more about our audience, and frankly delivering higher quality
prospects to our advertisers. ”
“We are also not a paywall publication, and when looking at this question,
media is a very ambiguous term, companies like Netflix, with no ads, are doing
alright for themselves. Hulu, and companies like that moving towards charging
and keeping the ads. In the last year, we’ve seen media companies making
it very frictionless for people to buy content through tablets, their phones,
etc. You look at the success of the New York Times, and some of these other
guys charging their consumers who are gaining traction. For our business, we
believe in keeping the news open and free, but we’ve seen certain types of
content, heavy on research and data, are things that people are willing to pay
for. How much revenue will be gained by it, I’m not sure, but four years ago,
where we thought no one would pay for content ever again, I don’t think that’s
going to be the case.”
Chase
1 2 3 4 5
Totally Disagree Not Really Maybe Somewhat Agree Strongly Agree
18. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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Shawn
“If you look at it from our business, we have multiple angles. We have a
freemium model, on the advertising side of the business. We also have
people that pay us on the advertising side as well. If you look at it from the
user side, I think we would be hard-pressed to have these folks paying
to find out about this information. We don’t really do anything sexy and
fun, and really users visit us because someone has a problem, and needs
to fix it because their boss is yelling at them and something is leaking or
something. So, for us, we do have the freemium model, and the paid model
at the same time, but I don’t see a place in the future where we will not be
able to offer that content to those folks.”
Panel Question 3
The best way to replace lost revenue streams is
through marketing services.
Matt
“Andrew, what kind of future do you see in marketing services?”
1 2 3 4 5
Totally Disagree Not Really Maybe Somewhat Agree Strongly Agree
19. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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Matt
“Chase are there differences between how consumer publications and online
publishers tackle this challenge?”
“Probably, one thing we talk a lot about is the scale of how the
sophistication of marketing technologies has grown is not in correlation
to the sophistication of the local advertiser. It is something you see a lot
because a lot of B2B people have started to pick up on these marketing
techniques and tools. Whereas with consumers we have found they are
behind the eight-ball on it. We are trying to get ahead of that, but it’s an
educational curve that depends on which clients we’re talking about.”
Chase
Seth
“At the end of the day, I think what we’re all dealing with in any kind of media
is that we used to do really well selling awareness kinds of campaigns. When
you look at a sales funnel for our advertisers, the only reason they deal with
any of us is to sell a product or service. I think marketing services are a piece
of it, but it’s really all about the sales funnel. At the end of the day, we need
to get a lot smarter about what we’re delivering closer to the sale. Deliver
high quality and less quantity leads to our advertisers that they can monetize.
Marketing services is a piece of it because it allows you to say, if you’re
struggling with lead nurturing, and moving people through the funnel, that’s
where we can say, we can help you, we’re the marketing experts, and we can
help you go from awareness to close, or at least to your sales rep. ”
Matt
“The closer we can bring people to the sale, the more valuable.”
Andrew
“For a local media company, we’re regional, I see a huge opportunity. We have
longstanding relationships with people who need the most help. We started
doing marketing services and social media in 2009, we actually looked at
HubSpot a few years later. We found that 20% of the businesses of our visitors
did not have a website at all, they were just free listings on the yellow pages.
For us, that was a good entry point. Longer term, I think marketing services are
definitely viable for what we need.”
20. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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Seth
“It was such an easy model, it was like the real estate business; depending
on the product or services, there were only a few places where people can
find information, center your real estate around that, and you’re done. ”
Andrew
“The reason it worked is because people walked in with the ad, it’s physical. ”
Panel Question 4
Leads generated by sales reps via cold calling are
more valuable than any other lead.
Matt
“We all weighed in on this in the same area. This one to me is a no-brainer,
why would you want your best sales people, that do your best work in front of
a customer or prospect, why would you want them spending 10-20 percent of
their time, banging the phones to make an appointment with someone who
could be unqualified. To me, seeing leads coming in that are more qualified, I
think of these leads as gold, I think that’s where you get the best ROI. ”
Andrew
“In the newspaper business, we have an inverted model, where the sales-
people move away from being marketing consultants, and are forced to call in
on print and online agencies to generate business. We are really upside down.
1 2 3 4 5
Totally Disagree Not Really Maybe Somewhat Agree Strongly Agree
21. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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Shawn
Shawn
“I couldn’t agree with you more. We have over 200 sales people, and to
have them making cold calls instead of sitting in front of opportunities that
could come home with over $100k doesn’t make a lot of sense.”
“On a lot of the sales calls I go on, I refer to myself as a double nerd in
there, I’m a mechanical engineer, and also know about this stuff too on the
marketing side. There’s no way we would be able to close any deals or
form any type of a partnership without a deeply consultative selling process.
We have to dig into the different areas of the business including sales
cycles, customer types, etc. It’s not the type of thing you can go in and say,
here’s my fast package for $75k, and actually make a sale, we need to be
consultative.”
Panel Question 5
Is there a future for a consultative sales process within
the media industry?
1 2 3 4 5
Totally Disagree Not Really Maybe Somewhat Agree Strongly Agree
22. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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Seth
“I think culturally, for media companies, we have to be the best marketers in
our space. We need to be better than our advertisers. Our customers, are
absolutely our competitors, they are publishing content, hosting webinars,
from a cultural standpoint, the whole team needs to be in on it.”
Andrew
“We actually had a lead come in, never done advertising before, and they
closed in 5 weeks, and our management was upset that it took 4 calls.
There’s pressure from the top to close faster, and with less qualification and
consultation.”
Panel Question 6
My advertisers are asking for better ROI.
“Again, because we’re a new company, I never had 100 people calling to
buy something. We had the benefit of being born into fragmentation, but
we never had the benefit of obtaining easy clients. From the beginning,
compared to some of our competitors, we have been hell bent on being
data driven, providing analytics and showing ROI. We’re doing pretty well
at that, we sell different products than our competitors. You’re always going
to have people that want better ROI now that they can measure everything,
the marketing people I talk to are always focused on how to get price down
on the next buy.”
Chase
1 2 3 4 5
Totally Disagree Not Really Maybe Somewhat Agree Strongly Agree
23. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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Andrew
“We did do the consultative stuff, it was horrible, it was online display. There
was no real ROI there, I think lead generation and marketing services do
demonstrate ROI, but for us, it was about impressions, and how many
impressions I’m getting on my site, and you just don’t see the ROI on that.”
Shawn
“To that point, our customer base got hung up on deliverables and
executables, and less about where they were actually trying to get to.
We would have discussions around volume of tweeting and blogging,
instead of what they’re really trying to do. That’s when we started talking
with Melanie and Mark Greco, and transformed our business to have
these deeper discussions to talk about growth, penetration, and product
launches, opposed to I will blog for you, provide this data for you, and when
it’s done, contract completed.”
Panel Question 7
According to Solve Media you are more likely to
survive a plane crash than click on a banner ad.
1 2 3 4 5
Totally Disagree Not Really Maybe Somewhat Agree Strongly Agree
24. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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“I took this personally, because I do click on banner ads, but I know I’m biased.
If you look at the numbers, there are a lot of smart people pouring money into
display advertising. I think the prediction is sometime around 2016, display will
be bigger than search. It has to have some impact, retargeting and things flat
out work. We don’t sell display advertising, our parent company does, none of
our sales people do. It’s a little bit of a whipping boy when I don’t think it needs
to be. When used correctly, it can be effective.”
Chase
Shawn
“To that point, I think people get confused to what the benefit of those banner
ads can be. If you’re looking at it as a branding play and you’re going to go
strong on that side, that’s really where you can succeed. If you’re looking at it
to generate warm leads, you’re looking at it the wrong way.”
Seth
“I think display, is hugely important. I read a study from the Journal of
Advertising Research, they had veritable data on display advertising, and how
effective it is when moving toward an effective close. I think the problem for us
media companies, is most of our clients don’t value it the way they did 5-10-15-
20 years ago. The challenge isn’t is display valuable moving people through
the funnel, the challenge is our clients are not seeing it this way.”
Matt
“This next statistic kind of creeps me out, but you are 475 times more likely to
survive a plane crash than you are to click on a banner ad. With stats like that
up against you, what are you guys thinking?”
25. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
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Andrew
“We’ve had clients that we’ve been doing lead gen for, we also use HubSpot
to manage our own subscription program, and get people to sign up for the
newsletter. We generate 30-50 leads a week that are people that want to
advertise. We also have clients we’re generating leads for as well. ”
Seth
“With traditional lead generation we’re making much more money using
HubSpot. One thing that’s been interesting with HubSpot for us, is because
been able to segment our list much more effectively, and determine where
people are in the sales cycle for a particular product, we take a traditional
display product like a newsletter, and we may sell a banner for $2k for an
issue, with HubSpot, we are now able to sell this for $2k, and also tell the client
by the way, I know out of 25k people that received this newsletter, 1500 of
them are at least in the stage where they’re evaluating vendors. If you want, we
can deliver a different banner with a much more targeted offer, and by the way,
that will be another $1k. So, we’re taking the exact same product we’ve been
delivering and generating more revenue.”
1 2 3 4 5
Totally Disagree Not Really Maybe Somewhat Agree Strongly Agree
Panel Question 8
My company is gaining digital ad revenue due to lead
generation programs.
26. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
Panel Question 10
As a publisher you provide more value to your
advertisers by knowing information about your audience.
Shawn
“We’re fortunate we have a robust data collection team at Thomas, we do
see a lot of users coming in, and we can see what the trends are, and look at
trends across different markets. We can begin to know who to target.”
1 2 3 4 5
No comments. Everyone agrees.
Panel Question 9
Inbound marketing and outbound marketing
combined is better than either alone.
Totally Disagree Not Really Maybe Somewhat Agree Strongly Agree
27. SHAREMEDIA COMPANIES: LEVERAGE INBOUND TO ENGAGE AUDIENCE AND INCREASE ADVERTISER REVENUE
WWW.HUBSPOT.COM
product or services. The better we can identify where our audiences are in the sales funnel
to try a new product is critical. HubSpot has been transformative in that regard, because it’s
allowed us to do that in a very easy way. We have not changed editorial direction, we are
completely independent, I hate native advertising, we deliver an excellent product for our
audience, and underneath that, HubSpot is watching the triggers, the actions, and interactions,
and we are taking that to figure out where they are in the sales cycle, and then we’re
monetizing that. Content marketing, not content production, everyone agrees is the most
important thing. Our customers are our number one competitors, who’s better at producting
excellent content than media companies? That’s what we do.
Melanie’s Final Thoughts
The more you know about your audience, their demographics, personal and professional
interests as well as their behavorial information and interactions with your property, the better
you can serve them content they want to consume.
The more you do that, their time spent with you will become less fragmented and you’ll be
able to provide more meaningful connections between your audience and your advertisers.
At HubSpot in every meeting we have, we always end in a final thought. I’ve solicited Seth for
my final thought because this is something he and I discuss at length every time we speak.
Seth’s Final Thoughts
I look at everything we do through the lenses of content marketer, and not content producer.
That’s a subtle distinction, but I mentioned the culture earlier, about being the best marketers
we can be. We all agree that day to day our customers work with us just so they can sell some