Photo: Edwina Pickles
Kaylie Smith, managing director in the Asia-Pacific region for internet advertising software provider DoubleClick, has had her ups and downs in the online advertising world.
Before the internet bubble burst in 2000, Smith got caught up in the euphoria of the online world and thought that "we were going to change the world".
The onlne bubble caused a lot of people to pull the plug completely on online marketing or cut back to tiny online budgets. As a result Smith has found she has had to work hard to get advertisers to understand the value of the online advertising market.
Here are several things she says she has found she has had to do be successful:
1. She found that when she began to bring up things that her potential advertisers gave her a blank stare. Her first job was to simplify and demystify the technology to the client.
2. Next she had to help them to understand the business value that the Internet medium has to offer businesses.
3. One of her main strategies is to help advertisers see how many people use the Internet and what that can mean to their bottom line.
4. Overall it can not be underestimated the importance of listening closely to what is being said and then communicating back in easy to understand terms. No matter what level you're trying to market at, a confused customer never buys.
5. In conjunction with the last statement is the ability to not just communicate, but to be able to communicate effectively with a diverse group of people.
Overall it is a huge mistake to try to "hype" people when it comes to online advertising. It's a very skittish area that needs to be handle professionally, realistically and the methodically. Do this and you should be able to attract some of those advertising dollars that people are looking to spend.
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