Re: More suggestions...

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Fri 19 Oct 2001 22:49:03 -0500

At 5:21 PM -0500 10/17/01, Kevin Frazier wrote:
>
>Cost per conversion/lead advertising should not be the
>sole responsibility of the website. Print and Television
>do not have to sell ad space based on conversions, and
>neither should a website. There needs to be value placed
>on the delivery of your brand, and the broadcast of your
>message. Granted conversions matter, but so does exposure.
>If conversions are the only metric you are interested
>in, then run some smaller tests until you identify the
>sites that work, so you can keep costs down while you
>dial in on your audience. Don't put pressure on the
>site publishers to give you something for nothing, as
>this will only delay the online advertising industry
>from achieving the success it deserves. One final note...
> no more "net 60" payouts. We are all running
>too close to our bottom lines to have to wait to be
>paid.
>

In this kind of horrible economy, it's difficult to
keep perspective. But times will improve, and if you
stick with CPM deals, I think you're mortgaging your
future.

Forget what traditional media does or how it works.
The whole reason why online advertising is suffering
is because it tried to be what it isn't: a mass
medium. It's not.

Unlike TV or radio or print, the web has the ability
to make a CPA/CPC work. In fact, that's the only model
that will ultimately redeem the web as a venue. That
doesn't mean, however, that your site is responsible
for making the sale. Your site is responsible for
driving users to the advertisers' sites. You delivered
the bodies to the door; it's their job to drag them in.
If THEY don't make the sale, that's their problem, not
yours.

THAT'S the issue that ad agencies throughout history
have had to make clear to their clients.

Forget the CPM model. It doesn't work on the web. More
to the point, it's a model that offline media is much
more accomplished at -- why would you want to set
yourself up with that kind of comparison? You lose
before the starting gun is fired.

I sell clients' sites on their ability to deliver
qualified traffic, not tonnage. Which is why our sites
are able to deliver click through rates at eight to 100
times that industry average. Until you accept that the
web is about high-quality instead of high-volume, you
will always come out on the losing end.

--

Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
FrankelTips Weekly at: http://www.FrankelTips.com
The Book/Tapes: http://www.RevengeOfBrandX.com
FrankelBiz for FREE at: http://www.FrankelBiz.com
818-990-8623 - 888-ROBFRANKEL - AIM ROBFRANKEL





Received on Fri Oct 19 2001 - 22:49:03 CDT