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Web
Advertising: Not Just Clickthroughs Anymore
According to the new Q3 2000 Online Advertising Report from AdKnowledge,
61% of websurfers who click through an advertisement are "converted"
(AdKnowledge defines a conversion as a purchase, registration or
request for information). As time elapses, the clickthrough-to-conversion
rate drops. The view-to-conversion rate, however, increases. (Click
for charts)
Is
Wireless Marketing Making a Mistake?
Remember the push technology debacle? No? Seems like Wireless marketers
don’t either. And they should.
The Wireless World’s Next Wonder: Digital Coupons
Marketers say it won’t be too long before PDA- and Web-phone-toting
shoppers hang up their scissors and download discount offers on
the run.
Is
Email Marketing About Relationships or Affinities?
Marketers talk about building relationships with customers via email.
But we form relationships with people, not institutions. Do our
customers even want to have relationships with us at all?
Good
CRM: The Ticket You’re Looking For?
What’s the buzzword du jour? "e-CRM" -- you hear it everywhere.
So let’s take a look at how Ticketmaster.com turned savvy customer
relationship management into great conversion and response rates
by sending follow up emails AFTER the sale. (Good case study)
Search
Results: More Valuable Than Ad Placements?
As unglamorous as search traffic may be from a creative perspective,
paid links (especially performance based) continue to offer more
options to advertisers for bringing quality traffic to their sites.
What’s the value for end users?
Studies
Highlight Changing Nature of Ads
Two studies from AdRelevance, a Jupiter Media Metrix company, show
a move away from traditional full-size banner ads and an emphasis
on branding rather than achieving click throughs. A study examining
the type of ads being used found that although full-size banner
ads remain the most widely used, more advertisers are buying smaller
sizes as click throughs for full-size banners decline. Eighty percent
of advertisers use full-size banners, and 97 percent of sites support
them. Still, micro buttons, short buttons and medium buttons are
gaining ground.
Training
the Turkeys
Thanksgiving Day, and you’re reading work-related stuff. Today is
the day for stuffing, not stuff. But since you’re here, let’s talk
turkey. Sometimes you have to train the turkeys who visit your site.
You know who I mean.
How
To Budget Online Versus Offline
How much should media planners be spending online? Don’t make it
arbitrary. You need to factor in appropriate influencers, which
could result in 20 to 60 percent of the brand’s marketing budget.
Online-ad
firm sued over privacy
Internet users have filed a lawsuit against online advertiser MatchLogic
Inc., alleging that their privacy was violated by the company’s
use of devices that track their Web browsing habits.
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