How to effectively sell behavioral targeting.
I get the same call once a week:
Sales rep: Hi! This is so-and-so from such-and-such company. I understand you purchase behavioral targeting on behalf of your clients. Well, we offer behavioral targeting.
Me: Can you please clarify what you mean by "behavioral targeting"?
SR: Sure, we reach millions of Web users through our targeted network of sites. We can target through various means, including geo, demographic, and behavioral targeting.
Me: Can you explain how your behavioral targeting product works?
SR: Well, we actually haven't launched it yet, but we're planning to in the next couple of months. We'll be able to target consumers who visited any section of our network. For example, we can target people who went to a car site or section.
Over the past year, I've received countless cold calls from companies selling "behavioral targeting," only to learn they're either not offering it (yet) or offering something completely unrelated. I really want to believe that voice on the phone is offering me a solution that will drive positive results for my clients. But all it takes is a few misguided calls to turn an open buyer into a pessimistic one. Therefore, as we embark on a new year, here are my suggestions on how to effectively sell behavioral targeting:
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Based in New York, Anna Papadopoulos has held several digital media positions and has worked across many sectors including automotive, financial, pharmaceutical, and CPG.
An advocate for creative media thinking and an early digital pioneer, Anna has been a part of several industry firsts, including the first fully integrated campaign and podcast for Volvo and has been a ClickZ contributor since 2005. She began her career as a media negotiator for TBS Media Management, where she bought for media clients such as CVS and RadioShack. Anna earned her bachelor's degree in journalism from St. John's University in New York.
Anna's ideas and columns represent only her own opinion and not her company's.
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