[ Sponsored Links ]

Advertise here »

"Free traffic"

reply to message » post a new message » e-mail to a friend »
Subject:  "Free traffic"
Author:   NeilM:   view profile | all posts by this author | add to favourites
Date:   20:32:11 8 February 2004
 
Yes, I also see that a number of major retailers have “free traffic” but I think that this is only inevitable. Big brands can use their equity to acquire traffic at relatively lower cost. Usually even if you look at the traffic coming from (natural) search engines, most of the search terms are the retailers name or some variation of it.

So, why bother with any form of online advertising? Well, as with offline advertising, it can keep your brand “top of mind” and in someone’s consideration set for a particular purchase, ie you are essentially looking for branding effects as well as providing a direct response. This is certainly a challenge in terms of measurement but again the “offline world” has been trying to calculate the effect of advertising on sales for years! So the ability to understand the softer effects of online marketing is another requirement I see in the web analytics world over the next couple of years. This will require a fusion of hard behavioural response data with attitudinal data – combining the “what” with the “why”.
 
« Back to Internet Marketing Forum Previous Thread »  |  Next Thread »
  • Integrated Online Marketing and measurement / analytics, Ashley , 4 Feb 11:56
    From all that we see, and those we talk to, measurement and analytics is an increasingly hot topic. Not really surprising as we all seek to maximise ROI. However, increasingly the ...
    • Integrated Online Marketing and measurement / analytics, Jim Sterne, 4 Feb 15:45
      First of all, Ashely and I are in violent agreement here. But rather than posting a "Yeah, what he said" message, let me add the transitional component. In an ideal world, all t ...
    • Integrated Online Marketing and measurement / analytics, Obi Felten, 5 Feb 12:01
      Fully agree with Ashley that a customer-centric view is the ultimate goal. Direct retailers have had the concept of customer lifetime value for years, but it is now slowly filterin ...
      • Integrated Online Marketing and measurement / analytics, Ed Lamb, 6 Feb 12:30
        I agree with Obi's two challenges that retailers are grappling with. Regarding your second point about customers moving between channels for researching a product and then buyin ...
      • "Free traffic", NeilM, 8 Feb 20:32
        Yes, I also see that a number of major retailers have “free traffic” but I think that this is only inevitable. Big brands can use their equity to acquire traffic at relatively lowe ...
    • Integrated Online Marketing and measurement / analytics, NeilM, 8 Feb 20:17
      I completely agree with a “customer centric” approach and this is where I think that web analytics is ultimately headed. I don’t think that there is a single system on the market w ...
      • Measuring online driving offline sales, Obi Felten, 3 Mar 15:27
        I came across a good article by ex Philips marketer on tactics/measurement methods of how measuring the effect of online marketing on offline sales. Excerpt below, link to full ...
        • Measuring online driving offline sales, Jim Sterne, 3 Mar 16:04
          On 15:27:31 3 March 2004 Obi Felten wrote: >I came across a good article by ex Philips marketer on >tactics/measurement methods of how measuring the effect of >online marketing ...
« Back to Internet Marketing Forum Post a new message »
Subscribe for only €299