Re: ONLINE-ADS>> If you list me, I'll list you ...

Steven Heath (Steven_Heath_at_grey.net)
Thu, 4 Sep 1997 14:11:36 -0700

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I have read the discussion over linkage and the follow up posts from Cliff's
post.

I would like to throw in my thoughts in no particular order:

1, I tend to agree with Cliff.

Clients often say to me "hey, what about linking to this site?". If it is
one of my larger clients or I have a retainer with them I pop over to the
site and then email my comments back to client. Normally it is "I dont
think you should" unless it has UNIQUE content or is not for profit that
relates to my client.

If it is one of my smaller clients I normally cut right to what I tell my
larger clients after I have emailed them my comments:

As a rule linking to other sites does not provide ROI to a commerical
site. Having many adhoc links with no linkage policy is like the being killed
by a thousand cuts. None of them will kill you by themselves, but get lots
and you are in trouble. The reason is, is that it costs you money to get
traffic, either direct, ie ads, or indirect, word of mouth etc, so if you
link out of a site what ROI are you losing by the traffic going out the
back door?

2, I was quite surprised at some of the reactions to Cliff's post, it
seemed to be BIG Bad Tenagra vs Little old struggling Us! I recall when I first
heard of Tenagra (back in the 'good ole' days' of the inet-marketing list
*wave to Glenn*) and I can tell you it was not a "big" compnay it is now.

3, Like everything else in the world different issues or events impact
people differently. Linkage may be very good for you or it may not. Like
any general advice it is general. However, study the issues for your site
to see if it makes sense and not just because 'hey, lets do that'!
while not thinking about it.

Steven "Inet-Marketing list old timer" Heath
General Manager - Western Division
GreyInteractive Canada

Phone: (604) 687-1001 Email: Steven_Heath_at_grey.net
Web: http://www.grey.net

Canada's only complete Interactive Marketing Agency

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