| |
| |
|
Marketing Information |
|
Directional (Not Direct) Marketing
Those who believe the web is not a direct response medium should think again. A recent study conducted by AdKnowledge and published in their recent "Online Advertising Report" suggests that 60 percent of total website conversions occurs in the first half-hour. In other words, based on the study the bulk of your visitors will likely buy within the first 30 minutes. While that's pretty much conventional wisdom, an interesting conclusion one can make is this: You only have thirty minutes to compel visitors to take some kind of action. And similarly, if people do not buy within those precious 30 minutes, the likelihood that they will leave your site, never to return again (even if they bookmarked it), is miniscule at best. On the other hand however, a previous report also found that "post-impression" conversions (i.e., conversions following multiple impressions of an ad) are slightly higher than those that came as a direct result of clickthroughs. This supports the view that the Internet is also a branding tool. Therefore, if the Internet is a direct marketing medium then how can this be so? The answer can be found in other findings. The latest report mentioned that post-clickthrough conversion rates were on the rise. Of total conversions, the study also found that 44 percent were repeat conversions. And finally, keyword placements, while they cost more, were found to yield the highest clickthrough rates. ("Keyword placements" signify keyword-based banner impressions -- i.e., banners that appear on portals after specific keywords are searched. For example, if you searched for "music" on Yahoo, a banner for a music- related website will appear on the subsequent results page.) From these findings, several conclusions emerge:
Essentially, the final conclusion one can make is that direct marketing, coupled with targeted marketing, seem to yield the greatest response. But a site that does not compel visitors to take some kind of action within the first few minutes, or one that does not target its prospects from the onset, will then have to seriously invest in, and rely on, branding efforts in order to encourage an adequate level of sales. For larger corporations, branding alone is plausible since it requires a significant investment -- and risk. But for smaller businesses however, branding is costly and should never be the primary focus. In fact, while branding is important it should only be the byproduct of an effectively implemented, targeted direct marketing strategy. The more qualified your visitors are, and the more compelling your message is, the higher the percentage of website visitors that will buy within those crucial 30 minutes will be. That's "directional" marketing. About the Author Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
MORE RESOURCES: Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting |
|
|
|
RELATED ARTICLES
The Six-Step Process That Grows Your Business 1. Examine your clientele and define your idealclient. Networking Basics Turn Yourself Into A Profit Making Giant I would like to introduce you to one of my brick and mortar business I run. It is called AFM Computer Repair. How to Put Law & Order into Marketing Your Legal Practice First in a series of three articlesRegardless of your law firm's focus - criminal, civil, corporate, family, business, etc. - the greatest challenge most small to mid-size firms face is the lack of a strategic and disciplined approach to business development. Calling All Carbon-Based Lifeforms Many businesses want to market to all carbon-based life forms. They won't take the time to really understand their audiences from geographic, demographic and psychographic perspectives. Massage Marketing Made Easy: A Simple Nine Step Marketing Plan for Therapists and Bodyworkers Marketing is actually very simple. It involves telling people what you do. Notable News - Its Not About You! You enjoy what you do. In fact, you love your product and want to tell everyone about it. Be a Smarter Marketer - Learn the L-A-W for Trade Shows People attend trade shows because they are in a specific industry and want to learn more. They want to know what's new and how you will help them. When, Why, and How to Use Mailing Lists Mailing lists may be the cause of more heartbreaks than anyother single factor in mail order. A poorly chosen list, a weakmailing and the high cost of mailing to a list can tax theoptimism of a new dealer very, very quickly. What Are People Buying Online? Benefits, that's what!Whether you're selling in print or in person, it's a universal truth.And success in both worlds requires a counterintuitive approach. Why Great Companies Survey: Martian Logic! If an alien civilization from Mars was planning a friendly takeover of our planet they would seek to make sure they understood our way of life and our way of thought.The only way they could accomplish their objective would be by asking questions which they could genuinely understand and then plan a strategy accordingly. Marketing - Like a Game of Chess Have you started thinking about your Valentines Day Promotion yet?It may sound like a strange question on the day before Thanksgiving but it really isn't. When scheduling your promotions it is like a game of chess. Money-Makers Secrets to Renting Profitable Mailing Lists As an entrepreneur involved in selling and/or promotion ofsomething by Direct Mail, you should already know that mostimportant aspect of your mailing have to do with the sales letteror circular you send out, and the mailing list you use. Withthese thoughts in mind, and assuming you've got what should be anorder-pulling sales letter or circular, let's focus our attentionspecifically on the problem of finding mailing lists that produceprofitable orders. Packaging Trends You Cannot Overlook (Part #2) Part #26) Food safety is becoming paramount.What this means to you: No longer are the words tampering and bio terrorism buzz phrases. Five Most Common Mistaken Beliefs About Joint Venture Marketing Apart from being the fastest, easiest, and most profitable strategy for attracting clients and boosting profits in any small business, there are so many other advantages of joint venture marketing for all parties involved. So, why aren't all small business owners implementing joint ventures?Here's a partial list of the most common mistaken beliefs about joint venture marketing. The Power Of A Story If you want your marketing to be effective, you absolutely must connect emotionally with your prospects. And one of the best ways to do that is by telling a story. Customer Lifetime Value - The Key To Maximizing Your Profits! The greatest asset to your business is your Customer, specifically, your Customer Lifetime Value.In my many years in Sales and Marketing, I've met many CEOs and business owners who don't have much clue as to what Customer Lifetime Value is, much less its importance and the impact it has on their bottomline. Three Alternative Methods On Getting Quality Testimonials with Bonus Here are three alternatives to increase your testimonial numbers or their quality. Create an online diary or blog, use an auto responder method, set up a form on your web site or set up a survey. Tricks of the Trade: Design your Booth for Maximum Impact The fight for your customer's attention at a tradeshow has never been so intense. Budget cutbacks in the travel sector means that buyers spend less time than ever at shows. Freebie Seekers? Turn Them Into Clients and Referrers - or Turn them Far, Far Away Many service business owners these days are"giving away" their business services - and thenwonder why people aren't hiring them in droves. Inthe name of "marketing," business owners areproviding way too much information for free. Marketing Worksheet Even the world's best marketing strategy won't work for you if it's not well-planned, and the best way to do that is to develop a customized work sheet for each client. Here's how to start: First, list each company's top executives, products, and services.
|
| home | site map | contact us |