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NONE: Re: ONLINE-ADS>> Do offline URLs drive traffic?
Re: ONLINE-ADS>> Do offline URLs drive traffic?
Peter Bull (peterb_at_dvp.com.au)
Mon, 27 Jul 1998 15:36:29 -0500 (CDT)
When we launched an online wine store, (www.thegrape.com.au -
incidentally, with a weak Aussie dollar right now this could be a
great way for you guys to buy fine Australian wines) we scored a
half-page spread with a colour picture in the national daily
newspaper, The Australian. The Australian Online also carried
the story, only the text, no picture, but with a live URL in the
text. The online story, with less than one twentieth of the
readership of the paper version, generated forty times the hits
on the site - ie clickthrus from that story outpulled direct
entry URLs from any source that morning 40:1.
My simplistic conclusion from that example was that online
promotion does generate instant traffic, offline promotion
doesn't. But I think that clearly depends on the nature of the
product and the intention of the receiver of the message. If the
site is of personal interest, an impulse visit, then online
promotions will work much better than offline. If the product or
service is of commercial interest, or of more than passing value
to the receiver of the message, then publishing URLs offline will
be more effective, more likely to be noted and referred to by
users later when online.
Peter Bull
peterb_at_dvp.com.au
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