NONE: Re: ONLINE-ADS>> Are Banner Exchanges Counterproductive ?
Re: ONLINE-ADS>> Are Banner Exchanges Counterproductive ?
TLee_at_webcmo.com
Thu, 24 Sep 1998 14:55:06 -0500 (CDT)
Joel Gehman wrote:
>I scanned your survey very quickly.
Joel, if I were you, I wouldn't criticize a survey based on
a quick scan. This report is only part of our Online
Promotion Strategy Study and it is used just for a quick
reference. You should read it with other reports.
>While only 31% use exchanges often, 42% scored exchanges as
>neutral/effective in generating traffic (3-5). Only 29% actually sell
>anything from their Web site, but 30% scored exchanges as neutral/effective
>for web sales (3-5).
There is about 31% of the web marketers frequently use link
(banner) exchange program. But among those who have
experienced link exchange program, "42% scored exchanges as
neutral/effective in generating traffic (3-5)". The same is
true for your next comment.
>First of all, lower than what? I don't see any benchmarks for other
>non-exchange advertisers.
If you scan one more time on our web site, you will see the
answer.
>Elsewhere, some of your questions are quite vague.
>For example, "How often do you use link exchange program to promote your
>web site?" Segmeting your population via answers like "Never use it" and
>"Use it very often" is a stretch.
There was a long debate on what scale is the best for a
survey but ended up without a solution. (Just like people
have had a debate for long long time on how to measure the
impressions.) As a matter of fact, there is always a
trade-off between accuracy and variation. Most of the data
analyses (especially multivariate analysis) need data
variations. However, the increase of such variation
decreases the accuracy of the data collected. For example,
if your choice is yes or no, you may have more accurate data
than a question with 1 to 10 scale. In the later case, when
a respondent answers 7, does he really mean 7 or 6 or 8?
As to your "vague" question, do you think the meaning of
"yes" is not vague? Mr. Clinton said: that depends on how
you understand about this "yes".
>Secondly, even if your data is correct, who
>cares. No offense to the smaller Web sites, but according to your survey
>they spend virtually no time and no money on marketing. It is not
>surprising for their results to be sub-standard. Did you talk to anyone
>spending >$1M in online advertising that uses an exchange? Did you talk to
>a single exchange paying advertiser? Junk in, junk out.
We care! The topic of our Online Promotion Strategy Study is
to understand the segment structure of the web business
promotion market. Our survey population is web businesses.
Even one has only one page web site without his own domain
name, he still is a web marketer. After you have surveyed
more than 100,000 respondents, how many of them spend $1M on
advertising? We feel quite comfortable about our sample
distribution. We treated the sites you recommended as
"outliers" in our sample.
Please learn how to pay respect to people instead of money.
You should not call the survey data as junk simply because
the respondents don't spend $1M on promotion!
>If you don't
>spend time on creative development, testing, benchmarking and measuring,
>don't expect to get good results from the Web or any advertising medium.
>Most of the people you surveyed probably valued the ads they served for
>exactly what they paid for them--nothing. Any return was probably upside.
While what you have mentioned are topics of marketing
research, you should not deny any other topics. There are
also marketing research. And most probably more important
than what you mentioned. Millions of web marketers (They are
not in your sample) want to promote their web businesses,
they want to know which promotion method is best for them.
Our survey report provides valuable information for their
decisions. We had a thread in this mailing list about
whether offline promotion brings traffic to a web site. Our
survey shows that offline promotion in general is more
effective than banner ad (and link exchange program).
Probably you (and many other people) have paid too much
attention to giant portals and large sites that is able to
spend more than $1M on ad. Simply think about this fact: if
the Internet only has these sites, can we still call it the
Internet? If you have had asked the correct question in your
survey, you should had known what portion of the total
online time is spend on these large sites.
No matter on demand side or supply side, these millions of
web businesses (you call them junk) are the key for the web
business promotion market. We call it as "Basic market
Strategy".
Our second banner ad survey will address this issue. Stay
tuned.
Cheers!
Tim Lee
Director of Research
http://www.WEbCMO.com
A site dedicated to web marketing research.
Participate in our Banner Ad survey to receive your Free report.
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