RE: [uk-netmarketing] Re: Journo looking for rentaquotes

[David Shiell]

Fully agree with Leslie here Steve. 


If a campaigns objectives revolve around a full blown branding exercise, then a complete through-the-line approach will still give you the overall strongest awareness. However the beauty of online marketing is its ability to impact purchase decisions by combining message delivery with interactivity. A recent Forester report (Jan 2000)I read predicts, "... the growth of adspend will be linear with growth of customer databases." This is a logical progression given that more cost efficiency can be achieved by identifying consumers with a greater affinity to purchase....and then reaching them more often! All this of course depends heavily on intelligent targeting and re-targeting, as Leslie pointed out.


Marketers are focusing on buying media for results, not audiences - Digital marketing allows us to shift the focus away from traditional demos/targets like 25 to 54-year-old males to targeting people who are searching for specific products. We online can have the ability to look at different consumer goals, such as new customer acquisition or loyalty. Marketing managers can then match the media mix with marketing tools that will best deliver against those objectives.	No longer will we simply have to rely on using recall brand product studies for our ROI - we can track results in the form of click-through’s, leads, and even purchases....show me the Money!!.


Steve, like many digital marketers out there, I did my time in traditional media, and feel qualified to be able to see "both sides of the coin" with absolute clarity (well maybe a little bit of cloudiness!!). As another person mentioned in this string of emails, it really is a matter of just a few barriers to entry which are retarding the online usage growth (eg. access speed and flat-rate access and of course....time!). Once these hurdles are cleared, the online spend will see significant growth. The above Forester report also predicts that 63% of marketers currently agree they will draw from ATL To support online growth - either by allocating more money or cutting fat from offline budgets (ie.Press, magazines and especially direct mail)!


Dave 


-----Original Message-----

From: Leslie Bunder [

Leslie [dot] Bunderentranet [dot] co [dot] uk (mailto:Leslie [dot] Bunderentranet [dot] co [dot] uk)

]

Sent: 02 February 2001 10:13

To: uk-netmarketing from chinwag

Cc:

'SShipsideaol [dot] com

'

Subject: [uk-netmarketing] Re: Journo looking for rentaquotes



Steve (speaking purely on my own behalf and from what I have seen and learnt

over the last seven years...)


no doubt you are going to have tons of replies to what is a very good

question and goes into the heart of what the business is all about - trying

to make some money.... Anyway, here's my thoughts..


Web advertising, online advertising, e-mail advertising, whatever you want

to call it, can and does work only if it is 


1. focused and targeted - you've got to create the advertisements and the

copy in the style appropriate to the target audience you are trying to

appeal to. Plus you need to make sure those online adverts appear on the

most relevant and appropriate sites and services. Too many online ad

campaign alas go for the "mass market" when in fact by carefully targeting

can appeal to more niche audiences that are more likely to click when called

upon! And might even buy the product and service on offer... Also, the sites

being advertised may not perform in terms of traffic they might have claimed

to get. 


2. tracked - you need to make sure that the sites and services you are

advertising on are able to track you advertising and produce stats that

actually mean something. So you need to have the right ad tracking tools in

place and actually understand the results that are produced so you can act

on them.


and 'er 3. thought out.  Advertising online is about the creative

combination of the above. it is about advertising in the right places, on

the right terms and conditions and being focused about what you seek as your

ROI. Is it about brand building or it is about actually making money? Or a

combination of the two. And finally is the product and service you are

advertising really something people do want. Too many offers are around that

people may not want or need, yet vast sums are spent in trying to establish

them with poor results.


regards


Leslie


[Sam says: msg chopped]