Re: Serve the Customer

From: Michael Ehlenberger <michael_at_premiumnetwork.com>
Date: Thu 22 Mar 2001 10:05:42 -0600

JANET ATTARD <attard_at_businessknowhow.com> WROTE:

> Do purchased direct mail lists typically have that
>kind of response and conversion rates? Ditto for TV
>and magazine ads? If advertisers are NOT typically
>getting those kinds of response rates and conversion
>rates on NON-house lists, why should they expect them
>from the web?

Conversion rates are all over the board. It depends
heavilly on the list, creative, and call to action.
Keep the following in mind:

1. The web gives the consumer an IMMEDIATE opportunity
to TAKE ACTION - this is a huge plus for most marketers!

2. Calculate your conversions on a dollar basis, not
by impressions - also, further define what a conversion
truely is and than compare media effectiveness.

3. Never let the pipeline run dry! It may take months
to show up on the books, but believe me it will. Always
dedicate a specific portion of your marketing budget to
attracting new customers, only you can decide what this
should be.

4. Consider the targeting capabilities of the Internet.
You can literally show your ad to the exact consumer you
are looking for, be it a banner, superstitial (like
Unicast / Flash movie), skyscrapers, or other IMU's.
It's just a smart place to market.

My company does provide these services as well as
representing over 120 major sites online for advertising,
integrated content, newsletters and mailing lists. I'd
be happy to speak with anyone who is looking for ways to
improve their bottom line with online advertising!

Have a great day all!

Michael Ehlenberger
Director, Business Development
Premium Network, Inc.
408.360.9895 direct
408.921.8824 mobile
415.284.1444 San Francisco office
http://www.premiumnetwork.com
THE ONLINE ADVERTISING NETWORK



Received on Thu Mar 22 2001 - 10:05:42 CST