Re: ONLINE-ADS>> Censorship of Advertising on the Internet

Kim M. Bayne/wolfBayne Communications (kimmik_at_wolfBayne.com)
Fri, 9 May 1997 08:26:46 -0600 (MDT)

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At 02:53 PM 5/7/97 -0700, Cheryl <healthy_at_Email4u.com> wrote:
>My ad
>said "If you think your Dr. is a drug pusher, click here" and this
>is because of the overwhelming requests we get at our site for
>alternatives to drugs which Dr.'s constantly prescribe.
[snip]

I read your ad banner message, but you have to admit that it relies on shock
value to intice people to click. That's not a judgement...it's an
observation. But isn't that why you're using that wording to begin with?

>We changed the banner for the agency, but use the banner as an
>exchange with other linked sites. Hands down we get more clickthroughs
>from linked sites than the agency.

I guess we're going to have to revise that saying from the Delahaye Group
(HITS = How Idiots Track Success). Now we're going to have to acknowledge
that ad banner clickthroughs aren't a real indicator of success, either.

Before you decide that agencies are just standing in the way of your (hits
or clicks) success, ask yourself these questions:

What final action do I want from visitors to my site?

Do I currently have an in-house sales support system that closes the loop
between Web activity and sales?

Can I equate the increased visits to an increase in our bottom line?

Are we attracting the right kind of people?

Are visitors attracted to our ad message for the right reason?

Are people clicking for another reason (shock value and morbid curiosity)
that may not project the image we want?

As far as your rhetorical question...

> Why do we need agencies if they're
> going to dictate what our banner says?

Because SOMEBODY has to save the client from themselves. Agencies can lend
an objectivity to the marketing message that the client doesn't have. Do you
think an agency would tell you not to run something just because they like
having the upper hand? If so, you've got a bigger problem than not being
able to run a hyped headline on an ad banner.

Regards,

Kim

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Kim M. Bayne, president kimmik_at_wolfBayne.com
wolfBayne Communications http://www.wolfBayne.com
author, "The Internet Marketing Plan: a practical
handbook for creating, implementing and assessing
your online presence," New York: John Wiley, 1997
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