Helping Advertisers Measure Success With Your Magazine and Web Site.

In today’s economic climate, advertisers are looking for proof that their return on investment (ROI) with your magazine or web site generated business. Here is the problem I observe time and time again…. publishers simply do not give the advertiser enough data back fast to help justify their ROI. In addition, publishers do not use the power of the net to help drive data to the advertiser fast and with a high enough frequency.

Bob Liodice, President and Chief Executive Officer, Association of National Advertisers, said, “In our marketing accountability survey, only about 33% of marketers were satisfied with their marketing accountability and measurement programs. We don’t have enough standardization or enough useful marketing media mix intelligence and understanding. Studies and research offer guidance, but marketers complain that by the time they get the answers back, the media world has shifted and the mix or model is no longer relevant.”

Bob’s quote above proves that advertisers will not or can not do this type of ROI research themselves. Thus, we as publishers and sales manager need to step up to the plate and swing hard.

We all know that it is easier to sell to a current client than sell to a new client. So, use this basic sales premise to your advantage. Provide the advertiser great data and give them a reason to stay with you.

Here are three of my top 30 tips and tricks I use with my clients to keep advertisers coming back for more each month.

1. All sales people should have a monthly eNewsletter letter that goes out to their current clients asking if they need any assistance and thanking them for their ad dollars.
2. Each month a proof of performance report should go out via e-mail to the advertiser explaining to them exactly how many magazines were sent out and exactly how many potential people saw their ad. Because you assigned the advertiser a unique phone number and web address, include this data in the report as well.
3. Each month an Interactive proof of performance report should be sent to the advertiser detailing exactly how many ads were served, what the click through rate was and what changes need to implemented to improve performance the next month.

But wait, who has time to do all of this? I would suggest that the question really is… Who DOES NOT have time to all of this?

If you wait for your advertisers to do this work, you will be waiting a long time.

Deliver back to your advertisers solid reports and follow up those reports with solid customer service and you will see happy advertisers return month after month.

Source: http://www.emarketer.com/brandmeasurement/index.php/single-biggest-problem-online-brand-measurement-today