Comments on: Goodbye Media Sales Execs http://www.darrenherman.com/2008/07/16/goodbye-media-sales-execs/ Marketing, Media, and Technology Conversations Sat, 13 Mar 2010 14:47:48 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: Darren Herman: Media Sales Execs May Survive After All http://www.darrenherman.com/2008/07/16/goodbye-media-sales-execs/comment-page-1/#comment-49145 Darren Herman: Media Sales Execs May Survive After All Sun, 20 Jul 2008 22:07:24 +0000 http://www.darrenherman.com/?p=752#comment-49145 [...] Kitchen’s Darren Herman scared me with his headline Goodbye Media Sales Execs. That’s it, I said, no more inviting Darren join me on stage at the Conversational Marketing [...] [...] Kitchen’s Darren Herman scared me with his headline Goodbye Media Sales Execs. That’s it, I said, no more inviting Darren join me on stage at the Conversational Marketing [...]

]]> By: Darren http://www.darrenherman.com/2008/07/16/goodbye-media-sales-execs/comment-page-1/#comment-48749 Darren Thu, 17 Jul 2008 17:44:52 +0000 http://www.darrenherman.com/?p=752#comment-48749 Jake, you are right on. What we do with the ad units will inherently become much more strategic. Jake, you are right on. What we do with the ad units will inherently become much more strategic.

]]> By: Jake Moskowitz http://www.darrenherman.com/2008/07/16/goodbye-media-sales-execs/comment-page-1/#comment-48747 Jake Moskowitz Thu, 17 Jul 2008 16:25:01 +0000 http://www.darrenherman.com/?p=752#comment-48747 This is a great and important addition to the post the other day. While data is critical in finding the audience, it doesn’t do anything to engage them. One-directional “push” advertising messaging, no matter how targeted, will be limited in effectiveness unless it’s organically integrated into what actually brought a user to a particular site, and invites the user to participate in the campaign. Not only will the role of sales remain, it actually will require a higher level of strategy, and a more sensitive understanding of what a brand is trying to accomplish. No longer can salespeople push a cookie-cutter 30-second spot or IAB unit. Now they need to clearly communicate new technologies, new platforms, and new media properties, and do so by making the benefit clear to a buyer representing a brand. This is a great and important addition to the post the other day. While data is critical in finding the audience, it doesn’t do anything to engage them. One-directional “push” advertising messaging, no matter how targeted, will be limited in effectiveness unless it’s organically integrated into what actually brought a user to a particular site, and invites the user to participate in the campaign.

Not only will the role of sales remain, it actually will require a higher level of strategy, and a more sensitive understanding of what a brand is trying to accomplish. No longer can salespeople push a cookie-cutter 30-second spot or IAB unit. Now they need to clearly communicate new technologies, new platforms, and new media properties, and do so by making the benefit clear to a buyer representing a brand.

]]> By: The Difference Between Selling “Space” and Selling Solutions « Continuous Beta by Pete Spande http://www.darrenherman.com/2008/07/16/goodbye-media-sales-execs/comment-page-1/#comment-48729 The Difference Between Selling “Space” and Selling Solutions « Continuous Beta by Pete Spande Thu, 17 Jul 2008 13:58:20 +0000 http://www.darrenherman.com/?p=752#comment-48729 [...] The Difference Between Selling “Space” and Selling Solutions Published July 17, 2008 Federated Media , Media shift , online advertising Tags: ad sales, Chas Edwards, Darren Herman, Federated Media Darren Herman has an excellent post here entitled “Goodby Ad Sales Execs.” [...] [...] The Difference Between Selling “Space” and Selling Solutions Published July 17, 2008 Federated Media , Media shift , online advertising Tags: ad sales, Chas Edwards, Darren Herman, Federated Media Darren Herman has an excellent post here entitled “Goodby Ad Sales Execs.” [...]

]]>