The current era of transformation most industries are experiencing is also changing the value proposition for various components that have long supported the advertising industry.
Some of these primary components are now arguably just as important (or sometimes more important) than the advertising campaigns we seek to sell and execute.
We have witnessed recent examples where clients stated they were “more” interested in the data than the advertising campaigns. These are examples of clients understanding the value data brings to their businesses. Selling data and data services is an opportunity area for us to focus on.
Data is important to clients if it relates directly to their businesses. If our staff members are knowledgeable about a client’s business, they can relate that value into a sale of data and data services.
Have staff work transparently with business clients who want to get ahead and understand they are in a better position to compete and win if they have relevant data driving their business decisions and customer interactions.
If someone wants to buy data and/or data services, sell it to them.