NONE: Re: ONLINE-ADS>> Is targeting a bad thing when everyone does it??
Re: ONLINE-ADS>> Is targeting a bad thing when everyone does it??
brian_at_wisewilliams.com
2 Jun 1998 01:43:01 -0700
> scott e. cohen asks:
> What changes in media planner skill sets do you anticipate
> as a result of the ability to target demographically/psychographically
>online?
Good question. Although my suggestions are not skills, here
are three quick thoughts on the subject:
1. USE THE TELEPHONE to personally contact your customers.
You don't need to wait until the marketing department
coordinates an eloborite focus group. Get a list customers
each day from your systems or customer service department
and call them to ask (among other things), "Hey, where do
you hang out online"?
2. INSIST ON DEVELOPING AN INTERNAL ROI TRACKING tool to
enable you to monitor the results of your media buys. I
hope, by now, everyone is coding their links and banners so
they can be traced back to your website. If so, what do you
know about the click-thru? Did it result in a sale? Did they
come back and buy 2-months later? Did they hit the home page
and run for their life, never to be seen again? Over time,
this data can make you a media planning genius.
3. PAY ATTENTION to your log files every day. If you are not
currently using a log file analysis program that can spit
out a report to show you where people are coming from to
your site--get one now. We use Hit List Enterprise by
Marketwave, and there are many others to choose from. One
of the simplest ways to find "targeted" areas to advertise
is to first look at where people are naturally coming from
to your site. You may ask yourself, "Hmmmm, why are there
so many people from Toyota.com visiting my salsa store?"
4. E-MAIL ME if you are looking for work in the Chicago area...
b r i a n . w i l l i a m s / director.of.marketing
uBid, Inc. - The Online Auction
www.ubid.com
brianw_at_ubid.com / brian_at_wisewilliams.com
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