What do marketers want?

After receiving another client brief recently I caught myself reminiscing on all the different type of media I have sold and managed campaigns on over the past few years. Radio, promotions and events, magazines, direct marketing, metro print, and digital. The briefs can vary quite a lot in campaign objective, duration, budget, just to mention a few; but there is one thing that never changes: what marketers want.
Sure, sometimes the objective is to improve unprompted brand awareness in a certain market, generate audience engagement, or increase people’s trust in the brand. However all these will eventually contribute to the bottom line, and in the end, that is exactly what marketers want. Sales, conversions, acquisitions.
And the way to get that brief in the first place is to convince them about how your media outlet can assist in increasing their numbers.