Re: URL Structures in Advertising?
Here's my $0.02on the two options:
Subbranding http://subbrand.brand.sify.com (sub domains)
will require promotion expenses and an URL of that length
is quite difficult to promote for the planned achievement.
At the traffic measurement level (I may be wrong here) it
is difficult to measure traffic movement from one site to
another. Every request to the subbrand (sub domain) will
start a new session/ visit and it will be difficult to
measure the traffic to the whole portal as one. I have
faced this difficulty on my portal - http://www.sify.com.
Like you, we too have several sub brands with the
http://subbrand.brand.com kind of URL structure. And the
traffic measurement becomes very critical if you are
relying on ad revenue.
However, on the brand promotion front we use a different
approach. Our subbrands may have that URL (sub domain) but
we call the same as Sify Movies, for e.g., (for
http://movies.sify.com) and use that linked brand name for
promotion and it works fine.
The advantage with URL http://brand.com/subbrand is the
traffic measuring part. It is easy and you can get reports
for individual subbrands by just looking at traffic to the
whole directory.
Even ad tagging can become easy on the pages.
And all INC files can be changed with one shot, while with
the subdoman URL you will have to make changes across the
individual subbrand properties.
And the registered database can be easily accessed across
all sub brand properties. With the sub brand (sub domain)
type of URL you will then have to use a product (LDAP types)
that will be able to speak to different servers for user
database entries and validation.
I hope I was of some use. If anybody feels that the above
are not problems but my way of using, I would like to hear
from you.
Thanks
dijjer
Received on Fri Jan 25 2002 - 07:56:23 CST
