Re: mySimon

From: Wayne Browning <info_at_homepagers.com>
Date: Thu 09 Dec 1999 21:08:15 +0500

STEVE WILKINSON WROTE:
> I have been in advertising sales for a number of years,
> first print then online since 96. I keep hearing on a
> number of forums that I belong to, this fixation with
> CTR's as the only objective worth focusing on by media
> buyers (and the only criteria for ad placement).
> ...
> Enough already! Get testimonials from sites that you
> wish to advertise on and realize perhaps that the onus
> is mainly on the advertiser to insure that they are
> using proper targeting, a good offer and to even
> consider always placing their name/logo and maybe even
> their URL in the online ad. As well keep in mind
> that there is strong evidence that many users use the
> Internet to comparison shop and then phone or walk into
> a store or remember a site or a name and visit a later
> date (No click occured there, right?). This is not
> say that a good level of direct response is not a
> target to shoot for, but I also subscribe to the view
> of another forum subscriber which goes "An Impression
> is a terrible thing to waste".

Steve, i agree with you on all points but you also need
to know that the on-line community is comprised of
countless smaller entities whose marketing budget is
indeed precious. Their preference in most cases is
focused on ROI not brand naming . Awareness is great if
you are the Amazon or Yahoo. Let's not forget that they
spend lots to maintain their visbility and certainly
smaller businessses are not able to compete.

So the trend on-line is for lower cost advertising,
with better reporting than in traditional media in
terms of the reader's activities. In the rpint media .
like the Ottawa Citizen" your advertisers are regional
in most cases, they ARE looking for results, not solely
name awareness although in the regional economy some
have no choice. i.e. car dealers, dept. stores etc.....

But even you have pronblems solicitng the ads from the
home business types. There are really two markets out
here on-line, the regional which is cultivated by
regional site associations and advertising on and off
line and the global which can be concentrated on-line
very effectively. The internet initially was tailor
made for global markets and still is but regional
penetration will be more and more possible as time and
networks go on.

Most selling brand name awareness really are looking
for the larger players for it is those whom have the
budget to do such campiagns. Recently launched (dot
.com's) with lots of investment dollars are willing to
go that route in these months. But the on-line
community is made up of much more than this. There is a
level of samll-medium businesses that do indeed base
all their decisions on ROI, who can really balme
them:-)

Not to say you are incorrect because what you state is
true , just thought this would be a good add.

Wayne Browning
Homepagers Internet Solutions
Ottawa, Ontario,Canada






Received on Thu Dec 09 1999 - 10:08:15 CST