Branding, etc

From: Ramon Ray <rayramon_at_nyfccs.com>
Date: Thu, 25 Feb 1999 11:29:26 -0600 (CST)

I'm sure many read this, but for those that haven't:

Measuring the Internet Brand Effect
By Jay Schwedelson
In the past, conversion rates of sales from click-through
were the single factor in determining the success or failure
of your Internet advertising return on investment. But a new
conversion model is emerging, meaning that we can count
sales from clicks, but also sales from ad views.
Full Story http://www.searchz.com/Articles/0225991.shtml

***My comments...

I still hold that branding doesn't work that well for small
biz/low budget banner ads. If millions of people are getting
to a site and your ad is being rotated every x amount of
times, that means X times million people are NOT seeing your
ad! For the small biz person, banner adv on some big name
site may not work out that well. I think advertising on
Ezines is the most effective method. Of course buying a word
search or category would also work well.

I've simply (slowly for lack of $$$) built up an "opt in
list" of names in conjunction with some other small biz
orientated web sites and think this method would work
economically for most small businesses also.

The problem for small biz - branding or just to get some
quick sales - is that there's so many WEB sites out there to
advrtise on!!!!

Ecomm is a whole 'nother ball game...do you go with Yahoo
Stores, iCat, or some other guy.

Then again, how do you advertise....especially if you don't
already have hundredes of existing customers, how do you get
new ones. Reverting back to email advertising...Yahoo has a
powerful weopon with its recent purchase of Yoyodyne. (I
won't wast this space telling you about it but go to
http://www.yoyodyne.com) and see.

If a small biz really just has to use banner ads, I would
suggest sponsoring a whole web site or section of one, to
keep your banner or message up for several hours, days,
weeks, or months at a time - not just for every xth visitor.

I'd really like some comment from other o-a'ers!!!! How
should I advise small businesses to advertise on the net? Am
I in the right direction, or off the wall.

DoubleClick has some powerful features that may help small
biz also.



*****************************
Ramon Ray - rayramon_at_nyfcs.com
Small business technology consultant, analyst, and speaker
http://www.tiac.net/users/rayramon

Editor, Small Business Technology Report
http://www.tiac.net/users/rayramon/filedoc and
Technology and Your Business
http://www.listbot.com/archive/technologyandyourbiz
*****************************


========================================================================
------------------------------------------------------------------------
       This week's Online Advertising Discussion List sponsor:
                    Internet.com and ValueClick

PURE INTERNET...Three in four internet.com users are online purchasers.
Deliver your ad to a PURE Internet audience. Contact sl_at_internet.com.
          http://www.internet.com/mediakit/pure.html

                                ----

 ValueClick has cost-effective ad space available for *Smarter Buyers*
 -> Our Cost-per-Click model means risk-free Reach to over 10k websites!
 ValueClick Ad Network | 805.965.0543 | http://www.valueclick.com

------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request@o-a.com



Received on Thu Feb 25 1999 - 12:06:15 CST