NONE: Re: ONLINE-ADS>> Does online advertising work?
Re: ONLINE-ADS>> Does online advertising work?
Randy Pickard (rpickard_at_peapod.com)
Fri, 18 Dec 1998 08:49:14 -0600 (CST)
Peapod's learning has been that banner ads by themselves are
not a silver bullet, however they serve as an effective
marketing tactic when utilized in conjunction with other
marketing vehicles.
We're experiencing a strong correlation between total
marketing support and banner effectiveness. In markets where
banner ads are our primary marketing vehicle, click-thru's
are low and cost of advertising per number of resulting
orders is obscenely high. In markets where Peapod is using
banner ads and radio, the banners ads are producing
marginally successful results. However, in the markets where
we are utilizing a combination of banner ads, radio, direct
mail, and print coupons, good results are being achieved
behind the banners.
---------------------------------------
Randy Pickard
Peapod. "Groceries Delivered to Your Door"
http://www.peapod.com
StoogeNet -- http://stoogenet.com
"Entertaining Lessons on How NOT to do Internet Marketing"
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