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NONE: ONLINE-ADS>> Caching and Measuring and Reality
ONLINE-ADS>> Caching and Measuring and Reality
john rigby (rigby_at_fablor.com)
Tue, 23 Dec 1997 11:21:50 +1000
Festive Greetings, folks!
I come from the Old School that says "success is what I can spend,
everything else is excuses."(kylneth circa 1985)
So this makes me a little simplistic and I tend to break all the
requirements of getting the sale down into Ockham's Razor type bits:
1. BRAND IMAGING. Unless part of the total brainwashing process, like the
brilliant Japanese project to create a "quality image" (=big bucks) over
the last thirty years, is a total waste of time unless the product has
buyer-perceived value, or better still, "associative image", vis: I drive
a BMW so I must be an up-and-coming-sexy-executive. Or, rarely, really is
good value.
2. DIRECT SALES. Any advertising that doesn't attempt to drive a sale
action is highly questionable - unless you are very, very rich.
Thus, while clickouts (to use a better name) etc., are great for playing
with, the vast bulk of client-prospects are going to be sales-driven and
that is where the concentration is needed; proving the sale. Beating
caching, as I understand it, is as simple as programming the page for
no-caching. Works for me. If your Site Designer can't do it, you probably
need a real one.
By redirecting enquiry to customised pages and using good ISP Reporting
Tools you can get your information very cleanly. If it is an experimental
page, you can let your client access it directly, too.
By tagging the responses - especially with "offers", it is really very
simple to determine the efficacy of your solution to the sales origin
question.
Better still, if it is a second-tier-plus sales effort, send the prospect
direct to the Agent/Reseller, wherever possible - with the offer
attached.
My Big Question to the group is:
As the people using the Internet become smarter and learn to turn off
graphics, how can we talk them back into it - after all, a sane picture
can do wonders, IF it is accompanied by great motivating copy?
E.G. Every new member to the Internet Society I am involved in is given a
complete "howto" introduction - including how to not waste time: turn off
graphics until needed. I would suspect that, as the grim spectre has
already been raised, it is time to confront it. I would suspect today
that 70% of all cruisers have graphics off. You do. I do, unless "test
calling". Ask everyone you personally know. By now the grandkids have
even told Grandma to switch graphics off. Or her friends have.
Cheers!
John
___________________________________________
John J K Rigby JP ICQ 3250943
President
QIDS: Queensland Internet Development Society Inc.
http://fablor.com/qids qids_at_fablor.com
vox: 61+ 7 54 938 238
That other weird ideas place: http://fablor.com/meteora
The even stranger Newsletter: things_at_fablor.com Disclaimer: It is all
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