Full Sale Ahead: Give Marketers What They Want
The kind of data a publisher creates and distributes is not random. It falls into two specific categories:
• Information on the location of a potential customer. This could be an e-mail address, a physical location, or a phone number.
• Information about the potential customer. This could be their age, sex, political affiliation, brand preference or level of income. It could also be information about their buying preferences, buying patterns over time, expectations of when a new purchase might occur, and how they make decisions.
Readers often will "opt in" and share data about themselves if they feel they are getting some kind of benefit in return. Publisher swap the content in a magazine subscription, webinar registration, or registration of a social media site to win data.
Are marketers interested? Yes. A recent state-of-the-industry survey conducted by digital media and marketing site DigiDay found that the top concern among marketers as they look at year ahead is "targeting customers." Data is the essential piece of this business.
This is an exciting time to be a publisher. The new digital landscape provides many opportunities. But publishing companies who see their basic mission as simply moving from distributing analog content to distributing digital content, and charging for eyeballs along the way, will miss many opportunities. PE
Josh Gordon is president of Smarter Media Sales (SmarterMediaSales.com), where he helps publishers monetize their content assets. Visit his blog at AdSalesBlog.com.