“The Internet is a direct marketer’s dream”
“The key is to help them find what they are looking for as quickly as possible.”
There are brand marketers, like Ford or Visa, don’t measure which advertising dollars are driving which revenue dollars and direct marketers, like Overstock.com, do measure which advertising dollars are generating which revenue dollars. Overstock.com advertises anywhere in online, so far as website is not illegal. The Internet is a direct marketer’s dream. Overstock.com developed an in-house tracking system that allowed them to track the performance of each online advertisement they did. They were able to remove poor advertisements and invest in the great campaigns. Overstock.com was one of the first companies that use such datas and it gave them great advantages over competitors. They can select advertisements efficiently. But increased competitor they find underpriced advertising deals and have spent a great deal of time optimizing their company. The companies who survive long-term are the ones that discover how to best meet the needs of their customers.
I agreed with a marketing plan which Overstock.com did. I think Overstock.com survived because of datas and analysis. Figure out needs of customers and select advertisements efficiently. But with many competitors, E-mails or online banner can turn away from customers. To survive online market, I think multifarious way of marketing is need like on & offline linkage marketing or advertising in online game or others. Massive Inc (Research & analysis Company) announced that advertisements in game raised recognition and consumer preferences of brand. Online is a huge place for a study of successful marketing.
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3 comments:
It's really interesting to see the different takes on how to do advertising. By reasoning only in terms of direct returns from advertisements, Hawkins is promoting more or less exactly what Jeffrey Glueck is bashing on page 55.
Glueck thinks that you have to relate offline advertisements that create brand awareness to the online clicks, and not just give all the credit to the final selling click ("last click attribution").
From reading Glueck it seems that he believes that you need offline efforts in the marketing mix, but there is no reason to only do brand awareness campaigns offline. They might as well go online, as with the game example taewoo mentioned.
Similarly, I don't think even banners are really about clicks. They might as well be used to create a brand awareness that can't be measured in clicks. Clicks are extras.
I'm more on Glueks line on this matter. I feel that brand awareness or brand recognition is one of the most important factors for online businesses. If people don't know your name, how will they find you? Sure they might see a ling to your page if the use google, but chanses are their eyes will be drawn towards some other link from a company they recognize.
Brand awareness is important for an offline store aswell, however much much more so for online. Simply becaus of numbers. Online you have allmost an unlimited amount of sites. Even if you specify towards a sertain product you will probably have several millions of hits. An offline store in a mall only have maby five compeditors.
Internet is really direct marketer's dream. Last month, my company had a workshop where each participant had to pay over 1,000 dollars, but, completely sold out, and I did it completely online promotion. So, I really agree on that point. In the future, it needs a sophisticated target analysis and data to make it a real success.
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