Capture 100 Percent of Your Marketing Clients' Budgets
Not long ago, marketing budgets were defined in percentages (e.g., 10 percent for this, and 25 percent for that, 15 percent for the other). Like many other business practices that recently have evolved, this type of budgeting also is being reviewed and revised. In fact, just toss the old method out completely and start thinking in terms of the 100-percent solution.
What is the 100-percent solution? It is simple: The advertiser places 100-percent of its budget behind your integrated or cross-media marketing services. The goal is to engage your advertiser's customer across multiple, integrated marketing channels and media. As publishers, this offers you diverse roads to expanded business and profit.
The bottom line is to establish a customer-centric marketing program that uses a mix of media (online and offline) that provides the correct balance of communication, content, media and return on investment (ROI). To achieve greater profit for your organization, you need to offer new avenues of profit-generating tools to your advertisers.
Media people have looked at traditional media as being dead or dying on the vine. With the birth of marketing services, however, the "print is dead" claim is far from true. I define marketing services as services that advertisers purchase regularly or on a periodic contract basis. These services are perceived as "necessary" elements to executing a marketing communication program across defined media, and are personalized to be relevant to the target audience. The media selected also must be customer-centric and content-specific, and the customer interaction must be measured, tracked and entered into a database.
Where do you find such an animal? Look in a mirror—it is as simple as that. You, the publisher, are the solution.
The difficult part of this equation will be to get your advertiser involved. To achieve that goal, data must rule, along with a splash of emerging technologies, marketing prowess—not to mention relevance, interaction, integration and measurement (RIIM) and ROI.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.