Back in 2004 we set up the Digital Media Sales Academy to help
portals, magazines and newspapers make a stronger and clearer case for
the role of online advertising.
Since then we've taught it to teams from over 20 countries and developed
advanced strands for sales directors as well as orientations courses for
newcomers. We have 10 different courses to choose from and I thought you
might like one of the recent companion guides because it gives a sense
of the challenges marketers have with online media and reflects the
questions sales teams are hit with. These are highlights of some of the
issues during the last few months, and if you have questions, then we're
taking the passwords off the online classroom so you can add yours
here.
You can download the PDF from the link
here or read the summary below.
If you or your colleagues are looking for training this year in online
sales, online ad operations, the marketing of online sites, or web media
strategy, then why not see if we can help. With some of the world's
leading media brands among the existing academy graduates you'll be in
good company.
Danny Meadows-Klue
Founder and Chief Executive
Digital Strategy Consulting
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Digital Insight
Report: Training tips from the Digital Classroom
www.DigitalStrategyConsulting.com/insight |
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Inside the Digital classroom: tips for media sales teams
What do you and your sales team want to know? How to explain the
formats, count the impressions or plan the campaigns? Here's just a
few of the questions other online advertising sales managers have
asked our tutors.
Advertising formats: questions from sales teams
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How do we lift people out of traditional media and get them ready
to buy online?
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What about selling online advertising?
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Tips on selling cross media packages?
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How to focus on selling just an online property?
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Why are marketers reluctant to integrate social media and other
digital channels?
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How do you get advertisers to think about video for the web?
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Selling contextual advertising and contextual TV sub-sites: how do
we get agencies to be more proactive in producing proper online
video ads?
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How long should pre-roll videos be?
Web analytics:
questions from sales teams
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Web analytics just isn't clear to me. There are loads of
technologies, but what are the different types of tools in all of
this?
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Where does Alexa fit in measurement?
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Where do I start in web analytics?
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What's the most under-used tool for online publishers?
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How do online advertisers track and account for their conversions of
searches into actual transactions / sales?
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How do you get people up to speed with the metrics? That can be a
real challenge...
Audience research:
questions from sales teams
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Where can I get more about audiences on the web and how they are
developing? - I need this to sell advertising. It seems like there
just isn't that much quality data around.
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Where can I find more research about online ad effectiveness?
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Is there any research that proves how the web creates sales on the
high street?
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Does the high percent of budgets, aforementioned in the report,
allocated for advertising in search engines concern exclusively paid
forms (sponsored links, AdWords, etc.) or does it also include the
costs of positioning services and their optimisation? What is the
relation of these forms of promotion?
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What's the methodology for calculating online advertising spend? The
numbers don't look comparable to other media.
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How do you get to know your audience?
Online communities:
questions from sales teams
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How do you create an online social network?
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How can you get the most from a reader panel?
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How do you boost your content with comments and participation?
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When people talk about writing for the web, what are the key things
to keep in mind?
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Why should I blog?
Online teams:
questions from sales teams
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How do you structure an online team?
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What about the staffing for online communities?
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Google - how do you get your stories discovered?
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Should I do Search Engine Optimisation?
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What are people's thoughts about putting search into their sites?
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How do you get your viewers to watch more content?
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Frequency capping: should we be charging extra?
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Can I get blacklisted if I send e-mail newsletters?
Want to ask a question?
Inside the Digital classroom: hints and tips
Any Academy participant can send in questions, and our tutors
guarantee to reply. It's as easy as clicking on this link and
dropping your question into the discussion. Why not try it now?
Inside the Digital classroom: hints and tips
"Double your internet revenues every year for the next three
years. 100%: that's the number." The chief executive of a magazine
group is addressing his troops with a war cry that has been echoed
around the publishing world since 2006.
But the more I hear it, the more I'm struggling with it.
 Read
more in the Tips from the Classroom booklet» |
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"Selling online advertising requires a strong understanding of
how digital media work, and broad knowledge of digital marketing. Get the
offer right and the web will deliver powerful impacts to clients' brands;
but getting it right takes skill and experience. These tutor's tips from
the Digital Media Sales Academy reflect a few of the more frequent
questions we're asked. With agencies and clients still developing their
approach, there's great scope for a media owner's sales team to deliver
thought leadership."
Danny Meadows-Klue |
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