NONE: Re: ONLINE-ADS>> Repeat Visits Versus Clicks
Re: ONLINE-ADS>> Repeat Visits Versus Clicks
Hall, Steve (shall_at_harpell.com)
Thu, 21 Aug 1997 13:40:14 -0400
Preston Bealle wrote:
>Isn't the best measure of success "repeat visits" rather
>than clicks? A successful banners that pulls in a large
>number of repeat visitors may appear to burn out. The more
>successful it is, the fewer eligible clickers remain,
>because you've already won them.
>
>Frequency of exposure is the proven tool in advertising,
>that's how Procter, Colgate, Lever et al became what they
>are. You may not like Charmin ads, but you sure as hell
>know what the brand stands for. And yet, you wouldn't click
>on a Charmin banner, while still receiving a valid
>impression, with all the dollar value that entails.
I absolutely love and agree with this line of thinking! So many of us
are bogged down with click-rate, etc. that we fail to see the fact that
the Web can absolutely be put to use as a frequency building, brand
building medium.
We should be much more concerned with the overall increase in site
traffic over time as a valid measure of a campaign's success than a
falling click-through of a particular site. However, a falling
click-through itself can be taken as a good measure that you've tapped
the audience of the site you advertise on. Granted, your gonna go
through a few rounds of new banner creative. Then, time to move to
another site that matches your target audience or simply be happy with
the fact that your banners have become brand-enhancers as opposed to
site traffic builders.
Click-rate is just one metric among many to gauge the success of your
web campaign.
Steve Hall
================= Harpell/Martins & Company =================
Strategy Driven/Results Oriented Marketing Communications
Stephen A. Hall Voice: 508-461-0202
Media Director Fax: 508-461-0210
146 Main Street Email: shall_at_harpell.com
Maynard, MA 01754 Web: www.harpell.com
================== http://www.harpell.com ===================
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