Don't be left behind says digital sales consultant

Rotorua businesses need to be proactive online or risk getting left behind, according one of the Rotorua Daily Post's newest staff members.

Andrew Callaway took up the new role of digital sales consultant three weeks ago, in response to increasing demand from clients wanting help marketing their business online.

Mr Callaway, who has extensive global experience in digital marketing, will cover Rotorua and the wider Bay of Plenty area.

"Businesses are aware they need to be proactive in the online environment, if not they're going to get left behind. The biggest problem we face is clients not understanding how it works," he said. "I explain it in layman's terms, the benefits of being in the online space."

Mr Callaway said APN offered a large number of digital platforms to clients, including the NZ Herald and regional newspaper websites.

Online ads can be targeted in numerous ways - to readers in specific cities or to match the clients' product to readers most likely to be interested in it.

For example, an ad for a mortgage company may pop up for readers who have clicked on a story about property.

Clients also liked that they could quantify their spend with digital marketing, Mr Callaway said. For example, at the end of a campaign they can see how many users clicked on the ad through to their website. APN is also a premium partner with Google, one of only five in New Zealand.

However, Mr Callaway believes there is still very much a place for traditional advertising, with people still reading newspapers.

"Digital marketing complements traditional advertising. People's reading habits will not change in the next 20 years."

APN Bay of Plenty and Waikato marketing manager Samantha Dowling said it was great having Mr Callaway on board.

"Andrew is passionate about digital advertising, and his knowledge across both digital and print advertising means he can provide clients with tailored digital advertising solutions that are a great extension to their traditional marketing and support their business goals."