November 12, 2021
Members Only

We Need To Become More Consultative With Our Sales

One of the argued positives of relying on programmatic advertising is that it’s hands-off for the publisher. The marketer can pick their creative, send it wherever they want, and have no direct discussion with the publication where the ad will actually show up.

The inherent downside to this approach is that the source of the audience was less important to the marketer. There was no understanding of how the relationship between audience and content can increase the strength of the brand’s message. Instead, all that mattered was if the “right” person saw the ad. And I say right in quotations because that’s always been questionable.

Ben Clymer is founder and CEO of Hodinkee, a media and commerce company dedicated to the luxury watch market. What started as a personal blog thanks to a watch from his grandfather has turned into a highly respected business that can sell millions of dollars in watches in minutes.

In this episode, we went through the many different facets of the business, but a few things jumped out to me…

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