NONE: Re: ONLINE-ADS>> Internet Advertising Accountability
Re: ONLINE-ADS>> Internet Advertising Accountability
Chris d'Eon (cdeon_at_backup.com)
Fri, 22 May 1998 09:54:46 -0700
To comment on Bill Shepherd's response to Internet
Accountability:
>"Really? Let me ask you this. During your dm days, how
>many times were you paid based on how many people actually
>opened the envelope and not on the amount of people you were
>sending the piece to?
Bill makes a good point. Pay per click is new and it may
stop short of what I did in direct marketing. However, as a
direct marketer I have paid per action many times. At Intuit
I paid telemarketers (Dial America) everytime they made a
confirmed sale. I paid Cable TV networks and newspapers
everytime a product was sold. I paid radio stations
everytime a product was sold (with the help of Target &
Response). Paying per completed sale is nothing new. As a
matter of fact, It's a tried and true way of selling remnant
space. But the Internet must generate sales (not just
clicks) and be accountable for those sales. If it can't
generate sales, then there is no reason for a ROI focused
direct marketer to continue.
Chris d'Eon
_at_Backup, Marketing Director
http://www.backup.com
cdeon_at_backup.com
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