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Panpa Bulletin : March 2012
12 Say that again SECrEtS of SEllinG DIgITal Unique Browser, or UBs: A unique person going to a website: they are counted by tech that can detect the unique signature (called a cookie) of a web browser. The more UBs you have, the big- ger the audience. And that makes advertisers happy. Fairfax Media has started releas- ing its UBs across all platforms – on a daily, weekly and monthly basis. In print, this is as close to a circulation sales number as digital platforms get. User Session: A connection to a website that lasts 30 minutes. If the 30 minutes expires, the next period would count as another user session. The aim of the game is to make your digital property “sticky” – peo- ple stick to it. So the longer they’re cruising your content, the better this number looks to advertisers. Page impressions: Number of pages viewed by users in a period of time. The more Page Impressions, the more opportunities for ads to be seen and, possibly, clicked on. Click-through rate: This is calculated by dividing the number of clicks by the number of page impressions. If a banner was clicked on 70 times after being displayed 1000 times, the banner would have a click rate of 7 percent (70 ÷ 1000 = 7%). Any result over 5 percent is awe- some. The industry standard figure is 0.25 percent Average Session du- ration: This represents the length of time the aver- age user stays on the site for each session. This metric can have an impact on Click- Through Rates (CTRs) for advertisers. inventory: The number of ad spaces available for sale on a website during a certain time frame. The game is to: Fill that inventory 1. Drive traffic/ad impressions so in- 2. ventory empties and, as it does so, you earn ad dollars Refill the inventory – a kind of 3. ‘circle of life’ frequency: How many times a unique browser is going to a website over a period of time. rich Media: An ad that uses ad- vanced technology, such as streaming video and/or changes when the user’s mouse passes over it. This offers an enhanced experi- ence for the reader compared with normal ads. Rich media is better bait for an advertiser than standard ads. flash: A software plug-in that enables browsers to play multimedia animations. Some rich media adver- tisements only work with it. It’s free and from Adobe. direct traffic: When users access a site directly through its URL (e.g. Bookmark, URL exposure on bill- boards, radio, newspapers ads etc). Strong direct traffic = brand rec- ognition, newspaper collaboration, brand exposure. Google knows all about this! referring traffic: When users access the website through an- other website (Facebook share links, Twitter, forums, websites that link to us etc). Search Engine traffic: When users access the website through search engines (Google, Yahoo, Bing etc). More Search Engine Traffic = quality search engine optimisation (quality link building work, quality site optimisation, quality search engine-friendly editorial content) CPM (Cost per thousand impressions): A core metric for many advertising deals. Prices typically range from A$1 to over A$500. The higher your CPM, presumably the more valuable your audience to an advertiser Cost per Click (CPC): The most popular way to purchase. The advertiser only pays for the traffic that is referred to their website. Prices typically range from 5¢ to over A$25 a click. A bit of a commodity game in which risk is shared between you and the client. Cost per Acquisition (CPA): Advertisers only pay for sales due to referrals from your site. You can really wear the risk here – supposing the product is no good, or its price too high? Prices typically range from A$1 to A$500, or 1% to 25% of the sale price. landing Page: This is where a user “lands” when they click on an ad and go to a client’s site MrEC: Refers to a medium rectan- gle ad unit. These ads are placed to offer great opportunities to gain exposure for brands in a very prominent position on sites, usually in a column towards the top. digital terms you need to know ClosE thE dEal 6. Seek clarity on any reason the prospect believes they should not buy and clear all final objections now. You have a great solution for them. ask them for the deal directly; don’t pussyfoot around it. Have them sign there and then. Don’t promise to send a contract to them – that gives them the opportunity to back out or allow your competitor to interfere. do thE PaPEr work 8. Efficient and effective salespeople are highly organised with their admin. They know accuracy ensures no miscommunication or poor delivery for the client, and eradicates any confusion over revenue and commissions. CaMPaign analysis 9. go back to the client and seek their feedback in terms of business benefit. are they happy, ambivalent or disappointed? Only after you have heard from them, should you provide analysis of the campaign in terms of data or other information you can provide. Use a combination of client feedback and your data to recalibrate your thinking, and seek agreement on any adjustment in approach. ProblEMs arE no ProblEM 10. Everyone wants happy customers but problems which are solved can help develop more meaningful and profitable relationships in the long run. Fixing issues and working with your client will build trust. Do not be afraid to confront issues – it can work out really well. Plan for futurE 11. Develop an account plan with your client to help them budget for their marketing initiatives with you. This a great opportunity to lock-in the relationship you have worked hard to form, and has benefited the client. Seek to develop new opportunities to help expand their business and deepen your relationship. build your PiPElinE 12. as you perfect your own style in winning and retaining clients, make sure you are always prospecting for new business. It keeps the commission rolling in. ConfirM CrEativE briEf 7. Use your resources where possible to help develop a creative brief that will work for your client’s business and deliver desired results. Ensure your client is happy and believes that the solution will deliver what has been committed in terms of business benefit. don’t get frustrated, get even ... knowledge is power and will help you educate your clients *This is a general guide only and can be adapted to suit your business The PANPA Bulletin | MARCH 2012 | 13 then you can start to build up some stories to use when prospecting for new clients,” explains Ms Mah-Chut. “If it’s not going well, we can make adjustments. It’s easier to fix a problem than to win a new client and replace an unhappy one.” Ms Harwood says colleagues im- mersed in print take a short time to embrace this new discipline and sell with confidence. “[My trainees] thought it was a lot more complex than it was,” she says. “ They thought our offers were too complicated, but that’s because it was new to them.” “Over time, they become more expe- rienced and confident.” Ms Mah-Chut offers this suggestion: “Executives who haven’t sold digital before should start asking questions and buddy up with a colleague who understands why clients buy digital. Then they will learn some concept that they can talk about with their own clients.” News ltd’s Tony Prentice says col- leagues who do well at digital display certain characteristics that are not always seen among print colleagues. “They know the competitive landscape – not just the rival newspaper. They follow innovation, know about the next big thing and can relate it to the goals of clients and prospects,” he says. lastly, they know how digital can enhance the advertising mix. Mr Prentice concedes: “Complexity is a real problem. “So the way to make it easier is to talk about audiences, not platforms like web and smartphone. “You still have to be a subject-matter expert about your product, plus the complex world of mobile, tablet, dig- ital and print.” The way to make “ it easier is to talk about audiences, not platforms like web and smartphone”