• Imedia Connection, Thursday, February 15, 2007 11:15 AM

Here's a column online agency folks should love to read: you're not getting paid enough. For starters, says Underscore Marketing's Tom Hespos, interactive marketing plans are way harder to execute than traditional ones.

Perhaps it's because the roles of print, television, outdoor and other media are clearer and better understood from both sides. Media planners have to do more than figure out the role online will play in a marketing plan: Budget allocation is a far more complex question in the online world.

Then there's the myriad ad platforms and sizes to choose from, not to mention targeting techniques and ad-serving and technology programs to consider. Many of these questions are already answered in the traditional business; the fact that interactive planning is far more intricate, requires more man-hours and is harder to execute, means personnel should start asking to be compensated accordingly--especially for doing your job well.

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