Brands face shrinking marketing budgets as well as the need to stretch them further. Marketers need to spread their spend over a growing list of channels and markets to reach an increasingly fragmented customer base, even as management demands that they show tangible returns in the form of leads and conversion. Today’s media sales executives must be able to explain clearly the return on investment, basing themselves on sound numbers and analytic insight.
To stand out in today’s landscape, brands need to stop thinking just about which media type or outlet offers them the best price, reach, and frequency. They need to think, instead, about how they can extend engagement and build relationships with customers and prospects into a complete engagement solution. Here are just some best practices that we can suggest, thinking of how to sell advertising creating a complete engagement solution.