Inside the Industry: Why customer relationships are the key to success
Erik Sohl, Digital Client Manager, at PHD Sweden talks challenges, tips and explains why customer relationships are so important.
A look into what media agencies value and the importance of relationships with Erik Sohl, Digital Client Manager at PHD Sweden.
If media agencies more or less do the same thing, what makes them so different from each other?
They may be an expert in a certain field, have specific influential accounts but what it comes down to are the people that shape the company culture and identity.
From the minute you walk in the door at phd in Stockholm, it’s clear you’re in good hands. The floor plan is open and so are the people — a group of dedicated individuals who value quality and transparency all around.
In the third post in our mini-series, Inside the Industry, Erik Sohl, Digital Client Manager, at PHD Sweden, shares challenges, tips for publishers and why client relationships are so important.
How do you begin a new campaign?
“We always start with evaluating what the client wants to achieve and communicate. Then we set up KPIs and start finding the target audience in the most cost-efficient way to build reach.
I use Ocast a lot as a planning tool. Especially when we have a short deadline and there isn’t time to speak to all the salespeople.
Our goal always revolves around how we can help sell more of their product, build their brand and increase conversions. ”
What are the challenges for you in advertising?
“The internet is growing so much, there’s a new platform every day and of course, there are the giants like Facebook and Google. The market is getting so vast which leaves the planners with the task of piecing together the puzzle to make the best campaign.
Ocast is easier to navigate because the information isn’t overwhelming, it’s the information that you need.
I get PDF media kits and try to browse through them because I know if I look, I could learn something new. But it’s a heavy task to do. Every PDF is filled with different information and set up in a unique way. This is challenging to do as the puzzle continues to get bigger and bigger.
This is where Ocast makes it easier to navigate because the information isn’t overwhelming, it’s the information that you need.”
How do you choose publishers to work with?
“Choosing publishers depends on many things. For example, with large groups, we know we can get good deals for a good reach which means we can build bigger campaigns and can help build better target groups.
A lot comes down to chemistry. The collaboration between our team, the brand and the publisher is very important. However, I would never choose a publisher based on a person alone — it’s always client first.”
How do you use Ocast?
“I use Ocast a lot as a planning tool. Especially when we have a short deadline and there isn’t time to speak to all the salespeople. I think about the campaign goal, what type of sites we should be featured in, and then I use Ocast.
Ocast is easier to navigate because the information isn’t overwhelming, it’s the information that you need.
With Ocast, I can get a quick picture of a publisher. The demographics, stats, and visitors are easy to see, which makes it a perfect tool to gather information fast. Plus, if you need to see the information for the larger players in Sweden, they’re all on Ocast.”
What are your tips for publishers who want to connect with a media agency?
“Add quality audience data —
If you are a niche publisher, highlight that with good audience information. It makes it easier for advertisers to identify their target audience within yours. If it aligns with the product then we may be a match. We hope to see this through Ocast.
Come to a media meeting —
We have media meetings so there’s an opportunity to come here to present themselves, meet us and everyone is more than welcome. These meetings are a way for us to learn about the industry, what solutions are out there and meet potential partners.”
What do you value as a Digital Client Manager?
“Transparency —
The transparency in media is important. We want to be transparent towards our clients, which is why we are always transparent so our clients feel safe. So we value transparency both from our side and the media side as well.
Creativity —
Being creative means our team can think more freely and contribute to the campaign to the best of our collective ability. It means we understand a great campaign is not made through a stiff production line but takes input from each team member with their expertise.
Maintaining strong client relationships —
We work with a lot of brands and while I may not know everything about them, I can make an effort to meet them and maintain a good relationship, which gives not only gain a better understanding of their needs but also means I’m more prepared for how they work, what’s coming up and be ahead in our planning.
It all comes down to being relevant and understanding your customer. For us, that is our brands. For publishers, that is the advertisers and agencies.”
What advertising trends are you looking forward to?
1. Voice assisted services 🗣
“The discussion around voice assisted services is really interesting. ICA has done a terrific job with the Monica assistant, helping people with shopping lists and integrating with Alexa, for example. I’m looking forward to seeing things like this evolve and being apart of that.
2. OOH Holograms
These are a really cool way to work with 3D ads plus the limitations of physical screens are removed and you can boost the interactive aspect with it.
3. AR/AG
Exploring how we can work with this is a new frontier and I’m excited to see where technology will take us.”
The doors are open for business
Media agencies aren’t locked behind closed doors. The doors are open for publishers that want to take a step towards working with media agencies. Be bold and take the opportunity to attend a media meeting. Be transparent with as much data as you can. This will, in turn, create stronger, lasting business relationships and media agencies with better campaigns to deliver to their brands. Simply put, a win-win.
Thank you Erik for your genuine feedback, discussion, and positivity. It’s clear your customers are in good hands. 👋
