NONE: RE: ONLINE-ADS>> Internet Advertising Accountability
RE: ONLINE-ADS>> Internet Advertising Accountability
William Greene (William.Greene_at_Grizzard.com)
Tue, 19 May 1998 11:47:13 -0700
Randy Pickard <rpickard_at_peapod.com> wrote:
> Direct marketers have always held their marketing
> expenditures to tight standards of accountability.
> Further, almost all advertisers would like to be
> able to measure the financial impact of their advertising.
> The number of advertising tests conducted each year
> testifies to this fact.
>
> The accountability of Internet advertising is one of the
> reasons that expenditures on this type of marketing are
> growing faster than any other type of media advertising in
> history. As direct marketers discover how to utilize
> Internet advertising to increase their profits, they will
> rush to use this vehicle.
Randy makes an excellent point - the offline world has discovered that
when ROI is king, direct marketing is the crowning achievement (love
them metaphors), and this point is not being lost to online marketers
either. The DM model can translate well to the online environment,
although there are nuances (some subtle, some not so subtle) that make
for sometimes creative differences. (My list selects aren't quite as
minute yet... :-)
> As a member of this intellectually bankrupt group (media
> planners), I have to admit I'm having trouble evaluating
> proposals that basically only offer "impression" metrics.
> Once Internet advertising sales reps can start offering
> programs that allow me to calculate reach and frequency
> numbers, my comfort level with buying Internet advertising
> will increase dramatically.
This brings up a concept that I've mentioned elsewhere - that of
"Direct-To-Web" (my phrase, I think) marketing. This is essentially a DM
"combination" approach, where a highly-targeted direct mail campaign is
used to drive recipients to a website. You simply make sure you're
targeting the right folks, and give them multiple response mechanisms
(reply card, email address, web form); follow up with them via email for
lower costs and higher ROI, and you find increased response rates, along
with verifiable reach and frequency - the best of both worlds!
Hey, it works for us. ;->
--------------------------------------------------------
William Greene
Moderator, Direct Marketing Online discussion list
http://www.directmarketing-online.com/
Director of Internet Marketing,
Grizzard Communications Group - A Top 10 DM Agency
http://www.grizzard.com/
404-635-5784 / 800-241-9351Ý/ mailto:William.Greene_at_Grizzard.com
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