Re: CPM isn't dead, it's just sick (was More suggestions...)

From: Jim Sterne <jsterne_at_targeting.com>
Date: Thu 01 Nov 2001 20:21:44 -0500

At 02:27 PM 11/1/01, Rob Frankel wrote:
>At 7:49 AM -0500 10/24/01, Jim Sterne wrote:
>
>Alright Jim, let's give the people what they want.
>You ignorant slut.

My faith is restored!

>Just because you have one structure through which millions of people can be reached does not mean you can necessarily apply the same mass medium techniques to all of them.

That's never been the assumption. You would never
run the same spot for your soap on MTV as you would
on the Food Channel.

>The web is certainly not like "traditional mass media,"
>which would be TV, radio and most print publications.
>They all have large audiences, with few channels.

They *used* to have few channels. No so any more.

>>If 15 million people look at the Yahoo home page,
>>is that enough to be declared a mass?
>
>5 billion look at the moon every night. So what? Do we take out ad space there? Is the Sea of Tranquility a mass medium?

If - you could afford it...
If - it didn't instantly turn your brand to slime... Yes.

>>My job is to sell an Opportunity To See.
>
>No, your job USED to be the opportunity to see. The bottom line is, well, the bottom line. Nobody in business pays simply for the opportunity to be seen anymore. Generating awareness by itself, as anyone in business will tell you, doesn't produce revenue.

That's why we call one "advertising," the other
"marketing," and the third "sales."

>I agree that ads won't make them buy, that's the client's job. But motivating prospects to the front door of either a B&M or website certainly is.

I'd love to argue with you about that one, but
I honestly can't tell what you were trying to say.

>>If they can't get them to the door it's not my fault either.
>
>It's not your account anymore, either.

Whoops - circular argument.
OK Rob - let's make this as clear as possible.

I'm saying that buying cost per action is not
a good idea and you're saying that you don't
care if it's a good idea, it's what advertisers
want to buy.

The problem in the long run is that Web sites
cannot stay in business without the deep well
of venture capital if they can only sell cost
per action.

We have a huge number of magazines, but business
isn't clamoring for them to sell cost per action.
If online advertisers insist on CPA, they will
put under one Web site after the other.


---------------------------------------------------------
Jim Sterne Target Marketing of Santa Barbara
jsterne@targeting.com http://www.targeting.com
Author, Speaker, Consultant +1 805-965-3184
Web Marketing, Customer Service & E-Metrics Consulting
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Received on Thu Nov 01 2001 - 19:21:44 CST