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Selling Online and Measuring Results
March 7, 2008
Day two of the ABM Digital Velocity Conference at the Hilton Hotel in Midtown started off with a comprehensive overview of the previous days’ panels as well as the layout of what’s to come. Michael Lavitt, Senior Content Producer, McGraw-Hill Aviation and Chris Kevorkain, VP, Business Development, Business.com and Vice-Chair of ABM Digital Media Council introduced today’s agenda with a video on Content, Life and Everything (http://www.youtube.com/watch?v=VrTZXV-RoEA). This further emphasized the overall conference focus: that people are demanding changes in the way they consume media and everybody better be listening.
A big focus of the morning was conversations (leads generated through downloads) and the ability to read web analytics accurately. As Aaron Kahlow, Managing Partner, Business Online, pointed out, “Sellers use number of page views to sell ads believing that the higher the number of views on a page, the easier it will be to sell an ad on it. But excessive page views is actually not a good thing. This means that people are having a hard time finding content on the site.”
The key panel on the agenda covered the topic of selling digital media, which sparked a vivacious, room-wide conversation. Jim Chrzan, VP Sales of Summit Publishing stressed no need to have separate digital and print sales forces. “For my company, it just doesn’t make sense.” However, Brian Quinn, VP Advertising Sales, Wall Street Journal Digital doesn’t see how the same team could sell both digital and print. It was agreed by all that selling online is about understanding the still largely unmeasured and misunderstood world of online consumer behavior.
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Media Training Webinar:
How to Present Your Company to the Media
Sept.17, 2008 | More Info.
Conference:
Digital PR
Next Practices Summit
Oct. 3, 2008 | More Info.
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Sep 03 - PR Leadership Forum West
Sep 11 - T3 PR Conference 2008: Theory, Tactics & Technology for High-Tech Public Relations
Sep 15 - 4th Annual Warranty Management Summit
Sep 17 - PR News Webinar: How to Present Your Company and Build Stronger Relationships with the Media and Citizen Journalists
Calendar
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