The Media Minute 3.17.22

The goal of a landing page is to increase lead generation and optimize conversion rates. While other web pages on your site prompt visitors to click around, a landing page guides visitors to a specific content offer. Let’s dive deeper into the benefits of landing pages.

Any time a buyer has to sacrifice quality to meet a big-budget spending constraint, that buyer is in a lemon market and should exit until that hard reality trade-off can be overcome. It’s a critique often levied at the state of online advertising. And for good reason: the further out media buyers go into the online ad market to buy publisher inventory the more low-quality inventory they end up buying. But as long as ad tech vendors can deal with that inventory, media buyers don’t have to (i.e incorporate that trade-off cost into ROI) and the money keeps flowing.

What was once supposed to be a golden opportunity to reach and connect millions of people all over the world has soured, with the biggest platforms now being accused of threatening the very fabric of society and democracy. As more and more issues have surfaced, brands are getting twitchy. From ad boycotts to deleting brand accounts, some feel it is better not to be associated with social media at all. So, is this something publishers should also be seriously thinking about?

Programmatic advertising, at its most basic, provides a variety of ways to automate the proactive efforts mentioned above. With that automation, opportunities abound to provide advertisers, publishers, and audiences only those quality ads that make sense. And with that quality comes ample opportunity for all to profit.

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The Media Minute 3.9.22

Opt-in email marketing is the method of sending marketing materials, including newsletters, to a digital list of leads who specifically subscribed to your brand’s content via a form on your website. This blog talks about why an opt-in email marketing strategy may be the best fit for your brand. It will teach you how to build your own opt-in marketing list and explain how a newsletter can drive readership and revenue.

Newsletters can be a valuable vehicle for audience development — and a pathway to getting readers to pay for a subscription — especially for publishers that want to reach readers beyond the U.S. with global news in a direct way through their inbox.

A new report from the International Press Institute (IPI) takes an in-depth look into how local news publishers outside the US and Western Europe are innovating to serve their readers, overcome challenges and thrive. “Local media has been the most disrupted sector of the news media,” writes Jacqui Park, author of the report, Local Media Survival Guide 2022. “It had to rethink all aspects of the business model.”

According to one report, 43% of CRM users use less than half of the features that their CRM offers …  and I’d say that number is conservative. And no matter if that comes down to difficulty in understanding the system or ignorance as to all its capabilities, it’s an issue worth addressing if only because there’s so much potential on the other side.

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The Media Minute 3.1.22

Many companies have difficulty organizing, analyzing, and acting on the data these users provide. The data could be their clickstream across your website or social media, email communications with salespeople, or basic demographics and contact information. It seems like a daunting task to organize and nurture every user according to where they are in the buying process. Fortunately, a specific marketing automation software exists to make it possible.

The days of the one-size-fits all social media approach are seemingly over. Advertisers say the way people use social media is changing, pressuring brands to abandon broad campaigns and instead create content for each individual platform.

Globally, the affiliate market – which encompasses cashback and reward sites, as well as publishers and other content creators, social networks and other delivery mechanisms – is worth over $12 billion a year. In the U.S. alone, affiliate marketing spend is projected to reach $8.2 billion in 2022, up from $5.4 billion in 2017. Put simply, with values like these, this is too big a market for publishers to ignore.

Keeping an exact score is difficult, as the CRM failure rate has been measured to be anywhere between 18% and 69% over the years. Even if you look past the bewildering gulf between those numbers, you still have a technology that carries endless promise for all, yet still somehow fails one out of every five attempts.  So when there is a failure, should blame be put on the system? The answer to those questions may not be simple, but the solutions to overcome the larger contributing issues are entirely too easy.

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The Media Minute 2.23.22

The exponential rise of digital marketing required companies to embrace new methods of reaching current customers and potential leads. Email marketing quickly proved itself as one of the most effective digital marketing strategies. Today, the marketing strategy goes beyond sending monthly digital newsletters and product or service updates. Automating these emails is a valuable upgrade to your marketing strategy.

A decision on guardrails to help the ad industry gain consent to track people across the European Union was meant to leave everyone with no doubts about one thing: whether the tracking and profiling of people across the web by a swarm of vendors is legal. Instead, it’s done anything but unify opinion.

Google’s decision to phase out cookies has left advertisers searching for a suitable replacement identifier solution. Additionally, the European Publishers Council (EPC) filed an antitrust complaint against Google with the European Commission (EC), claiming the company favors its own online display advertising technology services. Where does this leave publishers? Is the industry too hung up on identity solutions? Or is there another way?

When it comes to magazine media and digital publications, reliable software tools are a necessity. From publishing CRM and magazine design, to circulation and subscription management, this ultimate guide to magazine software is an overview of the most popular software tools in the publishing industry.

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The Media Minute 2.16.22

Your business’s growth relies heavily on the lasting relationships you develop with your prospects and customers. Enter inbound marketing: the foundation for your audience-building and audience-engagement efforts. Inbound marketing involves forming a strategy to create brand awareness and foster long-lasting relationships with your customers. In contrast to outbound marketing, which involves marketers’ attempts to find customers, inbound marketing values the attention of customers and makes the company easily recognizable and accessible.

Pity the publisher commercial exec. Every time they get a handle on how Google sees advertising without third-party cookies, it changes. Sometimes a lot, other times a little — always enough to prevent them forming a persistent opinion on what’s happening. The tech company’s latest proposal for targeting without third-party cookies — Topics — is no different.

Last year saw the first real web3 experiments from publishers and advertisers. From NFT drops to purchasing metaverse real estate, companies started to at least think about what web3 might mean for them. For some it’s a simple branding exercise, but for others it will be about building new customer experiences.

At its most basic, an ad sales management program can track all stages of a sale through a customer relationship management (CRM) system. At its best, it’s a proactive tool that ensures work is done efficiently, effectively, and in step with every move that both your team members and your valued clients make.

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The Media Minute 2.9.22

When it comes to making smart business decisions, using data and metrics to guide your sales strategy is key. But, there are countless sales-related metrics and KPIs to look at when evaluating the success of your lead generation and sales pipeline efforts, so which numbers should you be really focusing on? This blog will help you determine the best sales-related metrics for tackling your company’s lead generation and sales pipeline goals and practices.

In this section, we explore examples of well worn wider business practices that can support revenue growth and new income streams, as well as look at areas that are growing in popularity.  Some of these emerging ideas are newer than others, but as publishers look to reduce advertising dependency, so a number of older ideas are being looked at again, or benefitting from more effort and resources being allocated to them.

“One-size-fits-all products don’t spark much desire any longer” in the new world of journalism, suggests WAN-IFRA’s new report, Understanding your audiences in a deeper way. The report, based on the Table Stakes Europe program, shares case studies of several regional publishers who are using newsletters to reach and grow specific audience segments.

If you work in ad sales and depend on your CRM, some tools are absolutely essential. At the bare minimum, you will want your CRM to integrate with your email account. After all, if you spend all day in Outlook or Gmail, why not take advantage of it? However, there are plenty of other marketing tools out there that a publishing CRM can offer. And just because you aren’t using them now doesn’t mean that you shouldn’t be.

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The Media Minute 2.2.22

For those in the marketing industry, there’s no need for an introduction on this topic. It’s as if every year, marketers establish a list of words that will entice customers, words that perfectly encompass everything they want and need … Then they overuse them. Or, worse, misuse them. Read on to see the contenders for 2022’s marketing buzzword blacklist.

There’s a new addition to Google’s plan for life after the third-party cookie: it’s called Topics, and it replaces one of the more controversial aspects of its original plan — Federated Learning of Cohorts. It works by identifying five topics that represent a person’s interests for that week based on their browsing history. To start, there are currently 350 available topics, although that will grow over time.

“One-size-fits-all products don’t spark much desire any longer” in the new world of journalism, suggests WAN-IFRA’s new report, Understanding your audiences in a deeper way. The report, based on the Table Stakes Europe program, shares case studies of several regional publishers who are using newsletters to reach and grow specific audience segments.

One of the easiest ways to streamline these everyday tasks is by implementing a customer relationship management (CRM) software. If you’re in the publishing industry and looking to optimize your processes and boost profitability, read on. Here are the key qualities to seek when looking for the best publishing CRM.

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The Media Minute 1.25.22

As of 2021, 89% of marketers use email as their primary channel to generate leads. It’s a great way to reach audiences directly with multimedia and catered calls to action. And, it allows a business to remain at a customer’s top-of-mind while gaining traction in a calculated way that can be measured and analyzed … The only catch? Compliance. Many marketers and content creators remain in the dark when it comes to the legalities of email marketing content. In fact, most are unaware that some pretty strict email laws exist, limiting what can and can’t be done.

After years of speculation, setbacks, and criticism Google is trialing a new proposal in its Privacy Sandbox initiative called “Topics” which it claims will facilitate interest-based advertising long after it sunsets third-party cookies in its Chrome browser in 2023. The online giant confirmed the planned rollout of Topics Tuesday after it claimed to consider feedback from its earlier Privacy Sandbox proposals which raised concerns from third parties around the potential for Google to self-preference its own ad stack.

Over the last year, performance marketers have been feeling the squeeze on all sides with mounting data privacy changes, an increasingly crowded digital marketplace and a new era of pandemic-induced shopping habits.  The changes have pushed many of them, from small to midsize brands, to reconsider full-funnel marketing strategies, striking a more concerted balance between brand building and direct response marketing. That means rolling out more marketing touchpoints, like out-of-home and streaming video, in addition to performance marketing tactics like social media and paid search.

The good news, as many are forecasting, is that 2022 is shaping up to be a promising year for advertising growth. GroupM is calculating the growth rate to continue to rise by 9.7% — up almost an entire percentage point from its own previous forecast … Coming out of the last few years and following what many were calling The Great Resignation, perhaps there’s no better time to embark on what I’d like to call The Great Recruitment — an opportunity to bring great, available talent together with 2022’s promising opportunity for the good of your publication.

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The Media Minute 1.19.22

Marketing CRMs track digital interactions on websites and social media, send automated emails based on sales readiness, and so much more. They’re undoubtedly a necessity of every business to nurture leads, retain clients, and everything in-between. Moving beyond utilizing the basics of the software, what’s in store for the marketing CRM in 2022?

In 2020, at the peak of the global pandemic, more people were paying for content from trusted news sources or hobby and entertainment magazines delivering much-needed distractions. In 2021, subscriber retention became the primary focus for publishers. For Media Voices annual Media Moments report, Esther Kezia Thorpe has been looking at what publishers were doing to make sure people paying for content stick around.

Over the last year, performance marketers have been feeling the squeeze on all sides with mounting data privacy changes, an increasingly crowded digital marketplace and a new era of pandemic-induced shopping habits.  The changes have pushed many of them, from small to midsize brands, to reconsider full-funnel marketing strategies, striking a more concerted balance between brand building and direct response marketing. That means rolling out more marketing touchpoints, like out-of-home and streaming video, in addition to performance marketing tactics like social media and paid search.

We’ve come a long way since the very first American publication in 1741. Who knows if Benjamin Franklin and his chronicling competitors had any idea that their budding industry would blossom into something that, just last year, had an annual global revenue of approximately $67.56 billion? Thanks to both their centuries-long resilience and progressive nature to adapt, magazines continue to be a worthwhile project to embark on.  If you’re looking to start a magazine or pivot to digital editions, read on. We’re outlining the basic steps of how to start a magazine in 2022.

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The Media Minute 1.12.22

Marketing CRMs track digital interactions on websites and social media, send automated emails based on sales readiness, and so much more. They’re undoubtedly a necessity of every business to nurture leads, retain clients, and everything in-between. Moving beyond utilizing the basics of the software, what’s in store for the marketing CRM in 2022?

For a couple of years now, we’ve been talking about how subscription revenue is more stable than advertising revenue and chronicling the rush to reader-pays models… So why are we doing a dedicated Media Moments advertising chapter for 2021? Well, the scale of the ad recovery last year was pretty remarkable. Growth after the COVID crisis crushed 2020 ad sales was to be expected – the only way was up. But the numbers are impressive.

There are many things advertisers don’t know about how cookies — the backbone of programmatic advertising — work. One of them being how they’re obtained. It turns out pretty sneakily on occasion. According to a recent audit, a large number of cookies used to target audiences on the 1,000 biggest publishers in Europe are done so without the consent of the person who would see the ad — a problem because this shouldn’t be happening since the arrival of a wide-ranging privacy law four years ago.

Using a CRM for ad sales management is a fantastic step in fixing one of the biggest problems that ails publications. But using it for that reason alone is like using your smartphone just to make calls — you’re missing out on so much more! According to one report, 43% of CRM users use less than half of the features that their CRM offers …  and I’d say that number is conservative. And no matter if that comes down to difficulty in understanding the system or ignorance as to all its capabilities, it’s an issue worth addressing if only because there’s so much potential on the other side.

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