NONE: Re: ONLINE-ADS>> Do offline URLs drive traffic?
Re: ONLINE-ADS>> Do offline URLs drive traffic?
Rick Bruner (rick_at_x-summary.com)
Wed, 29 Jul 1998 12:44:15 -0500 (CDT)
I certainly believe in the ability of off-line advertising for Web sites.
Michael Tchong wrote this in his March 4th Iconocast newsletter:
<*> And how did the other Internet-related Super Bowl
marketer, Intel, fare? You be the judge. The company
reports that its Super Bowl whodunit spot drew about
400,000 surfers to its site. Intel's director for
worldwide marketing, Ann Lewness, told Ad Age's Brad
Johnson that this was a "respectable 2.3 percent
response rate" based on her estimate of 17 million
Web homes. [Since it's really 24 million, or 23 if
you prefer Nielsen over NetRatings, that works out
to a 1.7 percent response rate.] Cost per lead: $3.25.
Of course, unlike the Net, TV is a branding medium...
Bill Bass, of Forrester Research, meanwhile, told me one of their clients
was planning to stop buying ads on the Web because TV was so much more cost
effective for driving traffic. More good news for Web publishers...
Rick
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Rick E. Bruner, strategic Web marketing consultant
Author, "Net Results: Web Marketing That Works"
http://www.amazon.com/exec/obidos/ISBN=1568304145/executivesummaryA/
Editor, Executive Summary, http://www.x-summary.com info_at_x-summary.com
Free weekly Net marketing analysis, profiles, news and advice
rick_at_x-summary.com (415) 351-2489
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