NONE: Re: ONLINE-ADS>> If you list me, I'll list you ...
Re: ONLINE-ADS>> If you list me, I'll list you ...
Donna Dolezal Zelzer (djz_at_efn.org)
Tue, 9 Sep 1997 11:28:10 -0700
At 2:41 PM -0500 9/8/97, Kevin Leathers made this statement of rare insight:
>
> ROI (Return on Investment): The key to running any business, has been in
> practice for hundreds of years, Business 101, use company resources in
> the most efficient way, make money, be accountable for spending money,
> DUH.....
>
> Truth of the matter is that all money spent by a company should yeild
> some sort of favorable outcome, or the money is being spent in the wrong
> manner. Why is this such a new concept in advertising???????
Perhaps because for some advertisers, its only been recently that they've
gotten some indication if an ad is actually working or not.
You put an ad in print. If it's not a direct response ad (call this number
for more info or to order) or a coupon ad, but just a general ad for your
product/service, you really have no idea of how much business can be
attributed to that ad, much less to that ad in a particular magazine. (I'm
assuming, of course,that if you do a direct response or coupon ad,that you
have them coded differently for each different magazine or newspaper)
But with web ads, page counts and click-throughs, despite the various
problems associated with them, give you some indication of what's going on.
With a print magazine, you have their readership numbers, but you don't
know how many of those people actually see the page your ad is on. With web
site page views, you have an idea of how many people actually saw the page
with your ad.
Likewise, clickthroughs tell you how many people actually noticed the ad
and were interested enough to want to learn more.
And, depending on how you set things up, you may be able to follow these
click-throughs and find out which ones actually ordered and which sites
they came from, so you can decide (using actual figures, not guesses) if a
media buy is worth repeating.
And this is something that you can't do with a lot of print or broadcast
advertising, which often has no real way to track results.
(Direct marketers, of course, have been tracking results all along!)
donna
---------------------
Donna Dolezal Zelzer <djz_at_efn.org>
The Online Birth Center (pregnancy, birth, midwifery, breastfeeding)
http://www.efn.org/~djz/birth/birthindex.html
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