What's ahead?

From: Marco Janeczek <info_at_webadvertising.ca>
Date: Tue 05 Feb 2002 10:56:14 -0500

Due to the very effective internet tracking media platforms,
advertising agencies and the firms they represent, have put more
emphasis on results, rather than the branding process itself.

Thousands of websites out there, compete heavily, trying to grab
away customers who have limited surfing time.

There are alot of profitable Media properties out there. Currently
most of them are moving away from the Online Advertising model,
which has given them 100% revenue. Companies depending 100% on
advertising may survive, but they do have a greater risk to close
their doors.

Will daily Local Newspapers, steer into Online Subscription based
content? Will customers have to pay to get an online newspaper?

If so, will they succeed?

To become profitable, online publishers and media properties need
to concentrate on getting as many customers as they can. Once
this has taken place, a number of services can be offered to
different customers.

Customers are willing to pay for content, and they will. Content
can be resold in many packages. Customers WILL BUY content that
saves them time, in order to do their job faster. They WILL BUY
content for their pleasure, hobby and knowledge.

Will pay-for-performance replace the traditional CPM model? Will
there be a combo offered (CPx)? Will we adapt to our customers?
or will customers adapt to us? Will creativity of new Flash
campaigns steer more CTR ratios? or will we stick with the
traditional GIFs?

It has been said that most customers (60%+) abandon their
purchase from their cart (basket). Why? What is the real reason
behind it? Are advertising agencies taking that into account?
Should the LEAD that steered the customer to reach that specific
basket, be taken into consideration?

Most of the things we did is to focus on customer acquisition,
but was there a real true focus on customer retention? AirMiles,
Loyalty Points, etc... will they steer the customer back to the
merchant, or do we need a new path of eServices for the customer
retention market?

Should the internet track customers that closely? If they visit
a car site, should an adserver increase a customers demographic
pattern for that site? If the customer views a sports car,
should the adserver bombard the customer with sports vehicle
ads, optin emails, direct mail, etc..?

Do we exactly understand all the data that has been collected
from these customers? Did we dice and slice it correctly? Were
the tools we use to calculate our ROI, properly utilized?


Are all TV media campaigns effective? Do we remember who that
specific commercial belonged to? Sometimes we just remember the
song, the action, but do we remember the brand? What should we
do to improve the tv, magazine, online, and outdoor media
process, to be more cost effective, maybe digital, and maybe
target specific?

In a recent report, it has been stated that one travel agency
just selects RUN OF NETWORK ads, instead of selecting specific
target travel lits. Why? Well they think everybody will travel,
someday or another...

Exciting times are infront of us. Its going to be a bumpy ride,
hopefully on the upside, for all of us.


Marco Janeczek
WebAdvertising.ca






Received on Tue Feb 05 2002 - 09:56:14 CST