NONE: Re: New advertising strategies
Re: New advertising strategies
Leo Sheiner (leo_at_netcomuk.co.uk)
Sat, 7 Sep 1996 22:02:24 +0100 (BST)
Steve Roth <72260.3100_at_CompuServe.COM>
wrote in reply to my earlier post:
>
>>Part of the problem of
>>advertising on the Web at the moment is that is very difficult to quantify
>>the value of any promotion.
>
>I find this statement confusing and surprising. Compared to any other
>medium except direct mail, our web ad campaigns are the most quantifiable
>marketing vehicles we use. There's scads of data, but very little that
>matters:
>
>o How much did the campaign cost?
>o How many visitors arrived at our site as a result?
>o What percentage of visitors become customers?
>o What's the lifetime (present) value of a customer?
>
>If you have these four pieces of information, the rest is trivial
>arithmetic.
Perhaps I did not make myself clear. Of course information is available but
with banner advertising you only know the results *after* you have spent
your money. That is clearly equally true with conventional advertising,
however there is far more precise information beforehand about reader
profile plus there is a real track record. It seems to me (and I am willing
to stand corrected) that Web banner advertising at this time is far more hit
and miss. I have not seen any web site offer anything comparable to a
readership profile analysis that you would get with most publications. In
any event the users of most Web sites tend to be far more transient than the
readership of most publications. The main point I was making was that the
technology of the Web obviously can facilitate sophisticated tracking and
that in turn makes it possible to produce new models (precisely ones that
couldn't work with conventional publishing).
Leo
**************************************************************************
Global Market can show you how to make money on the Internet.
success_at_global-m.com for "7 good reasons to be on the Internet".
http://global-m.com/ for a free Internet Strategy evaluation.
leo_at_netcomuk.co.uk
**************************************************************************
