NONE: Re: ONLINE-ADS>> Does online advertising work?
Re: ONLINE-ADS>> Does online advertising work?
Ramon Ray (rayramon_at_nyfccs.com)
Mon, 14 Dec 1998 14:21:09 -0600 (CST)
In reply to Post NO. 9 (>9. Does online
advertising work - Leo Sheiner <leo_at_netcomuk.co.uk>)
I can't disagree to much with your well laid out opinion
except to say that for your $100,000 clients, banner
advertising may work fine, however for the "small business
owner" (that's my market) I don't see banner advertising
giving enough bang for the buck. If they don't have a lot of
money they should feel left ouf of the advertising game, but
content provders would do well to offer them alternative,
lower cost, possibily even beter advertising vehicles. A
well laid out, low cost PR campaing (your product mentioned
on a CNet review! WOW) advertising to a highly targeted
ezine, or even doing a banner ad on a lower trafficed but
finely targetted WEB site, may be better than flinging an ad
budget at some banner rotation - where the message gets lost
in the other "noise".
An aside to this is that I've receive a lot of response from
Yahoo - not banner's but my simple listing in a category.
The people coming to my site are "pre-qualified" small
business orientated people!
Do we want people just clicking on a banner, or specific
people coming to the site and doing whatever the intent is
(it's not always selling something).
Banner's were great some time ago, but the "Internet"
(USENET, EZines, all of it) can offer so much more. If you
are Mercedes and you want to plunk down $1 million with
Razor Fish, go ahead, but if you Momma's Green Thumb Garden
and you've got $1,000 or something like that, skip the
banner!
Again my focus is on the small business person - read Inc.
Mag, Fast Company, etc. These guys aren't out to do some
feel good branding campaign, they want a good ROI - banner's
can't do that - yet!
=======================================
Ramon Ray - rayramon_at_nyfccs.com
Small business technology advocate, writer and consultant
Editor, Small Business Technology Report
++++++++++++++++++++++++++++++++++++++++
www.tiac.net/users/rayramon -
"Complete small business technology resources
for small biz owners, media and consultants"
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