Re: Respectable Click-through Rate?

From: Keith Lacy <keithl_at_vistatec.ie>
Date: Fri 22 Sep 2000 15:04:30 -0500

People really do seem to get hung up on the idea of
click-through rates. Yes - they have a certain value
but they're not the be all and end all. If you had a
shop on a main street you wouldn't get too excited just
because a bunch of people walked passed your window or
maybe a few of them decided to come in and have a quick
look around and left without buying anything, that
doesn't pay the bills. Michael Martinez suggested that
banners may be more beneficial as branding tools than
previously thought, proving this could be difficult.
It is not easy, through surveying, to parse out the
individual effects of one branding tool when a company
is currently employing a number of various branding
tools in its marketing communications mix.

Click-throughs are very limited in what they can tell
you. They do not tell you much about whether what was
presented following click-through was read and even
less about whether it was understood or resulted in the
desired brand attitude. Clearly there is a need for a
better standard of measurement for the effectiveness of
online advertising.

Keith Lacy
keithlacy_at_tinet.ie





Received on Fri Sep 22 2000 - 15:04:30 CDT