Re: ONLINE-ADS>> Mechanical Clicks

Ray Taylor (taylor_at_bizbiz.com)
Tue, 03 Jun 1997 20:10:23 +0100

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> >click-through rates are dropping.
> > We see several reasons for the decline:
> >
> > 1.
> > The Thrill Is Gone
>
> > 2.
> > More Directed Traffic
>
> > 3.
> > Banneritis

C'mon, why wrap it up in all that hocus pocus?

Reasons for decline in CTR: poor marketing, confused message, awful
customer service values, etc., etc., etc. The initial high rate was
produced by people with time on their hands, mostly computer nerds.

When will people learn that the Internet has not abolished the rules of
good marketing, it has merely put some fancy tools in a lot of untrained
hands?

Look! this is a campaign...

The offer: 20% off all books
The banner: "Books - Save 20% - _click here_"
The welcome page: "Welcome to bobzbookz.com. We guarantee to undercut
book prices offered by any other Web site by 20%." <<Buttons>> [Best
sellers] [Reviews] [Bargains] [Search] [Order] ...etc.

If your home page is not as easy to navigate, if the banner has more
than six words on it, if you don't have an offer... why are you wasting
your money on a banner campaign in the first place?

Dig the foundations before you paint the front door!

Ray Taylor
NMC, London

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