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Date: Wed, 12 Nov 1997 09:01:34 -0600
To: major domo <online-ads_at_o-a.com>
From: Alicia Schrader <alicias_at_webpromote.com>
Subject: Re: ONLINE-ADS>> How to order promotional activities over time?
Tom, I have to agree with what you've said in your suggestions for an
online marketing program -- but I'd like to take your thoughts even
further.
For example, when you talk about testing the banners, while this is an
obviously excellent idea that even our largest clients don't think is
important (!), the first step is to create several banners that are
highly customized in order to target each specific niche audience your
chosen outlets attract. We remind our customers that banner advertising
is perfect for branding, but that it will result in (usually) low c-t
rates. Whether you're looking for branding or c-t's, highly targeted
banner creation is the way to go.
You mentioned that you would want your visitors to tell you what banner
they clicked on and why they liked it. Another thing we emphasize with
clients is to create point-to URLs so that each marketing tool can be
measured for its success. If you have multiple banners running on an
outlet, if you are running traditional print ads, if you are doing
either direct emails to opt-in lists, or if you choose to damage your
reputation with spam, each item should have its own URL to identify
where the traffic is coming from so that you can subsequently measure
the success of the campaign.
Most newbies, and even most business people on the Web who claim to be
experienced, don't consider measuring success. We really push to
educate our clients so that they understand that marketing on the Web is
just like marketing your business any other way - and if you're serious
about your business and about succeeding in business, you MUST measure
the success and financial impact of everything you do.
And, yes, different sites should use different strategies. Absolutely.
Positively. If you are launching a new local real estate site, you
cannot look in the recent issue of AdAge and say, "Wow, we've really got
to send out as many press releases as possible when our site launches!"
To be honest, if you want to get attention with a press release, you
have to have, as I call it, "I saw Elvis and I got myself pictures to
prove it" news, or you have to have a full time PR firm working for
you. Reporters, writers and editors get releases every day from people
who think that because they are now selling cookbooks on the Internet,
every one will want to do a story on them.
I guess what I'm trying to say in all this is that we try make sure our
clients are being realistic when talking about spending their
hard-earned dollars trying to market their site. Linking and
industry-specific dirsub go a LOT further in most instances than
straight standard dirsub and press releases.
Just my 2-1/2 cents' worth.
--
Alicia J. Schrader
Account Executive
WebPromote - Intelligent Internet Marketing
e: alicias_at_webpromote.com
v: 847.918.9292
f: 847.918.9296
