What the Changing Age of Business Ownership Means for Advertising SalesAs the ownership and leadership of businesses shifts to a new generation, what these new owners and leaders want from media companies is rapidly changing.10,000 Americans turn 65 every day, allowing millennials to move up into ownership and management roles.This could be great news for local media companies who are [...]
“Sustainable business models, innovation and media transformation.”We are so excited to join our friends and colleagues at the Local Media Association Media Transformation 2018 conference in Kansas City Sept 25-27. The theme of the conference is one we take seriously: “Focus on sustainable business models, innovation and media transformation.”Sustainable business models: if iPublish had a mantra, it would be “self-service [...]
Marketing Automation Wikipedia says, “Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online and automate repetitive tasks.” So, things like drip campaigns scheduled through software like Pardot can be an effective tool to grow business. “Drip marketing,” according to Wikipedia, “is a communication strategy that sends, [...]
Your sales force is missing 64% percent of the SMB´s who buy marketing services, and they are doing nothing wrong. That is because 64% of SMBs expect to execute all marketing themselves, according to USA Inside, 2018. That number is also on the rise, up from 51% in 2017. As complex as online marketing platforms can be, local business [...]
Small businesses want to buy a full-stack marketing solution from a single source, according to a report from the Local Search Association. Media companies are poised to reap the rewards of this trend, so long as they solve the puzzle of how to make the margins work. Publishers and media companies need both higher margins on 3rd party digital [...]
August 8th and 9th at the Local Media Association's “Selling Digital Marketing Services” conference, two opportunities really stood out. 1. Real Estate Opportunities First were the “facts and figures” Gordon Borrell and Jim Brown shared related to the white-hot opportunities in Real Estate. For example: The average brokerage firm spends $52,969 on advertising (average firm means 3-4 people) Real Estate [...]
Local media companies often overlook the full value of their ‘halo effect’, or additional value and performance of advertising that runs next to credible content. In effect, the ´trust´ in the content, rubs off on the advertising. It is time to start telling this story, and time to leverage this long-earned trust with local businesses in your community. This is [...]
Most media companies consider the primary benefits of self-service platforms as a means to reduce costs of selling, delivering ads, and marketing services to small businesses. But a new article in Editor & Publisher points out that a great user-interface for transactions actually adds value for the advertiser as well. E&P included “Amazonified” ad transactions on a key benefit [...]
TRUST: The #1 Advantage Media Companies Have to Win in the Local SMB Advertising Game The research matches what we already know on a gut level: Local media companies have a key advantage over “faceless” competitors for local ad dollars. In fact, a recent Kantar Millward Brown survey found, “Consumers are more receptive to traditional media than digital ads.” [...]
Three things you need for a successful self-serve program There is a huge buzz around self-serve advertising platforms. For example, on its last earnings call in April 2018, Facebook touted the accessibility of its ad platform. Many of its 6 million advertisers are SMBs (small to medium sized businesses)*. Local media companies are working to find profitable ways to [...]
