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

From: Eric Webb <edwebb_at_worldnet.att.net>
Date: Mon 05 Nov 2001 10:03:02 -0500

CPM or CPA. From a client's perspective the CPA is what
we're after. Because, as the marketing VP, I'm
responsible for numbers to the sales group. I've done
the CPM and measured the click thru rate from the banners,
and then passed along the lead to sales. The problem
with that is I remember that I paid a lot more for that
click thru than I would have at the CPA cost. I view the
Internet as a direct marketing tool. While I know it can
be a great branding tool and I've been willing to pay for
that effort (it's still cheaper than print), I'd prefer
to go the CPA route or get an extra email campaign to
the membership or a Free sponsorship on the newsletter
with a CPM buy. When it comes down to it...I have to
justify the ROI to my bosses and that means leads, not
awareness. Pepsi and Coke and other large companies can
afford to live on awareness and overwhelm you, but most
businesses can't.

Eric Webb



Received on Mon Nov 05 2001 - 09:03:02 CST