LEON MERGER <leon_at_blazebox.com> WROTE:
>A big part of that money is spent on the big sites...
>Like Yahoo... They charge insane rates, but still companies
>advertise..."
It is a cold day in Texas when I would come to the
defense of a vendor, but I wanted to comment on the
Brandi question and Leon answer. The answer to Brandi's
question, "Where is the money being spent?" is not just
on big sites, but on sites that perform. The next
question would be, "What do you mean by perform?".
Performance should be measured solely by true
acquisition cost based based on the performing value of
that customer. This is the future of accountable
advertising that few sites have embraced. Sites need to
stop talking about the great branding value of the internet
and start focusing on ways for clients to measure and
improve campaigns to the only metrics that matter.
Yahoo seems to get this message. They have performed
well for us with multiple clients. It is not just the
reach of the "big sites" that is important. It is
their willingness to use the technology at hand to develop
an effective campaign. A handful of other sites have
figured this out but Yahoo appears to have a substantial
lead. The fact that they hired a database driven
publishing executive as the new number two speaks volumes
of the direction they are taking.
"Insane rates" have delivered profitable customers to our
clients. The rate is irrelevant if you can measure the
result. That is where the value can be found.
Tom Cuthbert
Marketecture
www.MKTiQ.com
www.OptimaliQ.com
Received on Fri Jun 01 2001 - 11:07:04 CDT
