Re: Banner adv frequency

From: Nick Wreden <nick_at_aspen1.com>
Date: Sat 29 Jul 2000 11:54:36 -0400

RAMON RAY <ramon_at_smallbiztechnology.com> WROTE:
> It's true that click through rates may be falling or at
> a minimum, however, I can sure say that those
> advertisers that can consistently advertise (this does
> take a lot of money) online will surely reap rewards.
> If not in direct sales, then for sure in awareness.

Ramon Ray says that banner ad frequency = branding and
cites an article in Internet News as proof. If you
read the article carefully, however, it says that
seeing a banner ad four times only raised awareness to
about 10%. Such awareness is a long way from being a
brand. It is also a long way from producing sales.
Despite the fact that about 55% of all Internet
marketing budgets are spent on banner ads, the CTR is a
pitiful .4% rate--and dropping. If you want to raise
awareness, go with viral marketing (which worked with
Ray), email newsletters, strategic
alliances/partnerships, even offline advertising. If
you want to brand, go with operational excellence--the
operational excellence that builds customer equity,
increases trust and loyalty and contributes to lifetime
value. These depend on quality fulfillment, excellent
and responsive customer service, site useability and
the care and feeding of internal and external
communities.

Nick Wreden
Aspen
770-729-0914
nick_at_aspen1.com





Received on Sat Jul 29 2000 - 10:54:36 CDT