Re: Ad Rates Gone South But Attitudes Still in the North Pole

From: Janet Attard <attard_at_businessknowhow.com>
Date: Tue 02 Sep 2003 08:47:43 -0500

> the IAB case studies ALL come back with positive results
> from a _branding_ metric, not just a direct response one as
> had been the expectations of the past

It's great that that is finally being quantified! From feedback we get on
our site, and from observation, I know that our site visitors buy because
product or services are familiar, repeated, and trusted (because they are
familiar and repeated and advertised on our site.) And in at least one case,
I know some people have bought a service because they see that the Business
Know-How site, itself uses the service.

We also sell some products ourselves, so we do know there is a direct
marketing component, but even then, from looking at our stats, I can see
there are people who come back multiple times. We can also tell they print
out things and save them, just like they'd clip out ads in magazines or
newspapers and months later send them in. We know that, because there's
often a date stamp on a copy of a page a customer has printed out and then
months later sends in with a check.

For the advertiser, as someone else mentioned, the research to match the
product and the site is crucial. Neither branding nor direct marketing works
if it's to the wrong audience.

--Janet Attard
Business Know-How -Celebrating 15 years helping small businesses online
http://www.businessknowhow.com
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Received on Tue Sep 02 2003 - 08:47:43 CDT