Archive for category Advertising
I don’t know if it’s just my cynical nature or that I haven’t got enough sleep lately but the article “The Top 50 Mailers” in Target Marketing got my attention. I was struck that only 9 of the top 50 do not rent lists. Now I’m happy that someone is making some money in this economy, but I’m beginning to see why so many people are keeping the free email market alive by using bogus or SPAM avoiding gmail, hotmail, and yahoo accounts when giving out their email addresses to organization they don’t trust or think they will sell their information.
Anyways, just wanted to send a shout out to the companies that took the time to create their own lists and making money with them: (in order of sales/revenue) Citigroup, Procter & Gamble, Mutual of Omaha, The Salvation Army, ALSAC/St.Jude Hospital, AARP, AAA, Gerber Life Insurance Co., Suarez Corp.
At some point with each of my clients the question will come up; Should I advertise here? The client, having seen how effective internet marketing can be, now begins to ask the age old marketing question of REACH. How do I expand my reach with this wonderful tool or environment? And if so, where? And if I stumble across somewhere, is this a good place to advertise?
Inside the question lies a misconception, a costly one. This misconception has been the death knell of many small business marketing plan’s attempts at internet marketing.
We hold these truths to be self-evident, that all ads and the locations they are found are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Attention, Re tension and the Guarantee of Profit.
Each failed attempt at increasing reach creates the awkward self-fulfilling prophecy that Internet Marketing doesn’t work in my business.
Russian Proverb: “Trust, but Verify”
The advice is simple, and profound. With each instance of advertising activity you must build in the process of measuring effectiveness. Internet Advertising has a distinct advantage over several other forms of advertising: rapid feedback. I think this is one of the reasons I like to work in the space.
Over time you will come to realize that certain activities produce results and others do not. The trick in moving forward is to build feedback loops into the campaigns so that your team and clients can understand the effectiveness of the new cost. Even more importantly, you will have the ability to answer the age old question; Should I advertise here?