Broadcasters Uniquely Need to “Tame the Octopus”
With so many arms, it’s akin to using pieces of string to “tame the octopus” of multiple vendors.
For the broadcasting industry, this might mean investing in a digital advertising solution that integrates with their existing customer relationship management and billing tools.
By doing so, sales teams can access data on local advertisers and use digital ads with better targeting more effectively, increasing revenue. Managing campaign fulfillment and execution becomes automated, eliminating the mistakes of manual hacks between vendors. Broadcasters hate to have to come back to angry clients with bad news about campaigns missing targets, or worse, forgot to be run at all.
Another solution for the broadcasting industry is to invest in a single, unified platform for managing all aspects of the business. This could include tools for content management, ad sales, customer relationship management, and more. By consolidating these tools into a single platform, businesses can reduce the need for multiple logins and interfaces, and gain a more comprehensive view of the business. The reduction of manual labor, staff frustrations, and avoidable errors makes for a happier staff, and in turn, happier clients.
In conclusion, businesses across all industries face the challenge of managing multiple software vendors, leading to a reliance on spreadsheets and email hacks. However, by investing in integrated software tools and unified platforms, businesses can reduce inefficiencies and gain a more comprehensive view of their operations. For the broadcasting industry in particular, solutions that address the unique challenges of selling digital advertising to local advertisers and generating more revenue from local sources can be particularly impactful.
Just look at the digital share of revenue numbers for the broadcast industry, and how they’ve climbed from single digits to now comprise an average of 19+% of all total broadcaster revenue.