I'm sick and tired of this never ending debate as to
which model is better. The industry as a whole seems
bent on killing itself by trying to fall overbackwards
in trying to make this medium 'different' from any
other medium. What started as measurability has quickly
degenerated in deliverability . And the industry is
happily shooting itself in the foot with promising
deliverability.
As publishers, and I know several of you out here are
publishers. How in the heck can you promise a CPC or a
CPA model ? Do you control the advertisers products ?
its perceptions in the consumer's mind ? its market
acceptance ? the offer ? or even the timing of the
offer ? or the creatives ? If you don't then pray tell
me how can you promise to deliver purchases !! or even
click throughs ?? For god's sake grow up guys !!
Operating on a CPC or a CPA model ( these
terminologies !!) is like saying to an advertiser.." I
know that by putting out an advt. on the internet,
whether as a banner or in the mail ...your brand is not
getting any OTS, and that repeated exposure of your
brand to your TA will not do any good for your consumer
mind share. So I am prepared to offer you millions of
free OTS's and brand exposure" !!!??? Such people are
urged to immediately take a course of brand building.
Of course there is a residual effect of millions of
OTS's via banners and mail ! Of course the consumer
recall of the brand is bound to increase after
exposures. and importantly as mind share increases so
will market share. That fundamental brand marketing.
And so instead of pushing advertisers to think in
these lines and use the medium as another brand
advertising medium we are slowing pushing them to
think of us as an alternative to Direct Marketing. By
the way ever hear of a DM company offering the
equivalent of a CPA or a CPC deal to their clients ?
Want to guess why marketers continue to spend
billions of TV commercials and print campaigns without
any CPA or CPC deals ? Because they know that these
medium's help increase the brand's mind share.
And that's what we should have been plugging at away
instead of squabbling like spoiled kids touting loudly
"my cpc/cpa/cpm is better than yours"
Are there any of you guys out there who disagree ?
rajesh menon
rajesh_at_brandquiver.net
Building brands on the Net
www.brandquiver.com
Received on Wed Nov 28 2001 - 08:59:51 CST
