Re: ONLINE-ADS>> Article: Offline Advertising in an Online World

TLee_at_webcmo.com
Fri, 11 Sep 1998 08:29:51 -0500 (CDT)

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Richard:

I remember that once in a while we had a thread about whether offline
promotion can bring traffics to a web site in this list. Someone said yes
but others said no.

In our Online Promotion Strategy Study conducted in July of this year, we
have paid a special attention to this issue. Our research analysis showed
that offline promotion is among the three most frequently used promotion
methods and among the three most effective promotion methods in generating
both traffics and sales.

Here are some stats for your reference:

1. How often do web marketers use offline promotion?

1. Never 18%
2. 19%
3. 22%
4. 21%
5. Very frequently 20%

2. How often do web marketers use offline promotion comparing with other
methods?

Offline 3.08
Search engine 3.36
Newsgroup post 2.24
Mailing list post 2.37
news release 2.57
Banner ad 2.75
Solicited email 2.67
Unsolicited email 1.33
Mailing list sponsorship 1.66
Link exchange 2.45

3. How effective is offline in generating traffics comparing with other
methods?

Offline 3.04
Search engine 3.35
Newsgroup post 2.46
Mailing list post 2.83
news release 3.00
Banner ad 2.85
Solicited email 3.34
Unsolicited email 1.83
Mailing list sponsorship 2.61
Link exchange 2.44

(In 1 to 5 scales where 1 means very ineffective and 5 means very effective.)

4. How effective is offline promotion in generating sales?

Offline 3.12
Search engine 3.00
Newsgroup post 2.66
Mailing list post 2.68
news release 2.81
Banner ad 2.77
Solicited email 3.17
Unsolicited email 1.77
Mailing list sponsorship 2.56
Link exchange 2.09

(the same scale as (3) )

We are preparing a special report about offline promotion. I will post the
summary of the report in this list.

Cheers!

Tim Lee
Director of Research
http://www.WebCMO.com
A site dedicated to web marketing researc

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