Develop an infallible advertising strategy with CRM | What’s New in Publishing

The proliferation of media and the deluge of online content means consumers now have a much wider choice and as a result publishers and media owners are scrambling to be heard and be heard. The days of selling columns are over, today’s publishers need to offer multi-channel advertising models that include everything from panel discussions, events and end-to-end digital campaigns if they want to capture attention. companies.

At the same time, advertisers began to demand clearer return on investment (ROI) and proof of engagement, which required tracking metrics like clicks, dwell times, and viewable engagement. . As a result, ad sales have become a much more complex business, yet many publishers still rely on rudimentary processes and systems.

The multi-channel nature of advertising sales means that all of the different areas of a publishing business must be integrated to work together effectively and create visibility across sales, marketing and finance functions. Publishers need to unite their teams to increase ad revenue, increase content engagement, and demonstrate a clear ROI.

Management of a multi-channel offer

As advertising has evolved, the business case for a multi-channel advertising solution has grown stronger. Advertising can now include digital, live events and experiences as well as more traditional published advertising, with elements often handled by different internal teams. It is therefore important that the commercial function be more closely linked to the various systems used by these businesses. Also, the business side of advertising focuses on marketing, generating leads, qualifying leads, and getting sales down the line, but when ads are sold, it has to be tied to delivery. , invoice generation and financial systems.

Customer relationship management (CRM) platforms can play a key role in ensuring that business teams know the status of each delivery item at all times, as well as providing alerts to approaching deadlines. In today’s competitive landscape, the delivery of any product sold by a publisher must be seamless and efficient. By relying on disjointed processes or spreadsheets, sales and production teams risk communication breakdowns and problems with specifications, delivery and invoicing; failures that could ultimately lead to a loss of revenue.

Engage your audience

In a world of multi-channel product bundles, it’s important not to lose sight of the basics; An engaged audience that businesses can advertise to is critical to successful ad sales. A multi-channel offer is only successful if these channels can be managed effectively. The union of processes and the cohesion of teams allow publishers to respond to the changing demands of end customers, to increase their audience and therefore the advertising opportunity. Keeping up with rising subscription prices, for example, can be incredibly difficult without a joint way to manage each customer through their lifecycle. Billing errors, late renewals and loss of track of customer concerns are becoming increasingly likely, which can lead to irreparable damage to the relationship, affecting both reputation and revenue.

The delivery of any product sold by a publisher must therefore be transparent and efficient. If sales and production teams rely on manual processes, issues can often arise with specifications, delivery and invoicing. In a complex multi-channel, multi-revenue media and publishing environment, an end-to-end CRM system that can manage the sales and delivery cycle at all levels and integrate with other elements of the business can solve these problems.

Prove ROI

With greater choice over how to spend traditional advertising budgets, publishers must demonstrate ROI in order to secure the investment. Advertisers now require metrics like clicks, dwell times, and viewable engagement to gauge effectiveness. These data points allow publishers to build brand loyalty and increase transparency. Positive results reaffirm their value proposition while allowing advertisers to refine their campaign.

Advertising remains the main revenue driver for publishers and media companies. It is therefore essential to ensure that the advertising sales process is smooth, efficient and, above all, integrated with all the key systems of the company. CRM can help publishers manage the ad sales process effectively and efficiently. With shared processes and the right technology, publishers can continue to innovate and meet changing buyer demands.

John Cheney
CEO, Workbooks

Workbooks offers cloud-based CRM and marketing automation applications for the middle market at an affordable price. Its mission is to help businesses operate more successfully, working in a consultative manner to address their unique challenges and results. Founded in 2009, Workbooks is headquartered in Reading, UK, with operations in Connecticut, USA. The team enables hundreds of clients around the world to get closer to their customers and run their business more efficiently.