Best b2b CPA Medium: banner vs e-mail

From: Lawrence Wan <lmwan_at_e-marketer.org>
Date: Tue 17 Apr 2001 11:58:27 -0600

I've been pondering on & speaking with colleagues on
the subject about which medium to employ when the end
goal is to target SME technology buying decision-makers
(e.g. IT manager, owner, marketing manager) for various
medium priced tech products (US$250 - US$2000). There
are many sites that do reach those decision-makers, as
well as available opt-in emails. However, when taking
"industry averages" and past campaign performances for
CTR, while using ceterus paribus acquision rates for
both media, defined as basic data capture (e.g. name,
title, decision/purchasing role, industry) and opting
in for future email communications, and finally using
market CPM, seems standalone opt-in emails come out with
the better CPA. 2nd in CPA was sponsoring e-newsletters.
Of course this is contingent upon a million & 1
variables, but let's keep most of those constant and
equal, except for some standouts that truly tilt the
scales.

What are your thoughts & experiences?

Best,

Lawrence Wan



Received on Tue Apr 17 2001 - 12:58:27 CDT