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15 Comments
Presence=>Not ROI
Excellent article by Jason Lee Miller!
Ditto! I have practiced this very "I offer you PRESENCE, not ROI" approach whenever I sell advertising spots on my authority/niche websites for medical coding and billing, and medical assistant students and professionals on the Web.
I offer extremely limited advertising opportunities, that are related to:
a.) Educational/Vocational Programs
b.) Career/Job Offers
c.) and Professional Certifications
pertaining to medical coders and billers, and medical assistants; that's it!
When advertisers that come to me are more interested in their bottom line, the ROI, than cornering the market through presence, I politely explain, that my goal is to offer them means that help them spark my visitor's interest in their product, like a friendly billboard (this was very well put in the article) that's always there.
My website's track record and results have proven the author's point, that this very approach does work for everybody. It's a win-win-win approach for the advertiser, the site visitors, and me, the site owner, and manager!
Danni R.
Advanced Medical Assistant Custom Web Design, LLC
www.certmedassistant.com
Check out this interview!
Digital Axle, an interactive agency based in San Francisco, recently got the chance to interview Martin Wesley, President and Founder of Blackfoot, Inc, which has developed a new data management system.
We've just posted Part IV on our blog at http://blog.digitalaxle.com, in which he talks about "going beyond the click," so it may of interest to you. The follow-up to this clip will be posted on Friday, March 16.
Check out this interview!
We got the chance to interview Martin Wesley, President and Founder of Blackfoot, Inc, which has developed a new data management system. We've just posted Part IV, in which he talks about "going beyond the click," so it may of interest to you. The follow-up to this clip will be posted on Friday, March 16.
Well Done
I liked this article,
it´s a little different and far-seeing !
Gino
http://www.kdock.com
Branding/Placement
Jason,
Loved your article on "Beyond the clickthough"! I am pressed for time, but I had to send you a comment. Please excuse the lack of spellcheck Avail...tony cox
tony@arrested.com
You hit the bullseye! "Cult-like following" is a phenomenon of the new marketing paradigm.
"Traditional Advertising" (including banners, keywords, link exchange,etc)have all moved to the back burner. Niche Marketing is on fire!
Mass Marketing... TV/Radio Broadcasting,Print & door-door campaigns are high priced, and they continue to provide fewer leads/sales per advertising dollar spent.
I use both traditional advertising and Interactive Marketing to brand my website. (www.arrested.com)
Time and time again, Interactive beats traditional.
Not only is it less expensive, INteractive delivers intant focused results.
Selling "Icecubes to Eskimos" is the sign of a great salesman. But why go through all that "bull"? You'll get more sales with less effort when you simply notifiy people who live in a desert that your buisiness delivers icecubes through the mail!
Sales are more of a by-product from knowing how to get your products or services in front of a focused interest. Make sure your message is current and time sensitive. It must be "Active". Passive advertising is dead wrong! You must have a call to action which relates to the situation.
Last week my site: www.arrested.com covered a news story about a Sacramento King's NBA basketball player Ron Artest. He was arrested for domestic violence. We were abe to post his mugshot first.
After posting the Artest mugshot, I googled "artest arrest". I found a forum that was full of "rants and raves" about the News. I added the Arrested.Com link along with a short (non-promotional) comment.
Craigslist, SportsFan.com and many other targeted forums, websites and blogs picked up on the link and instantly my traffic exploded exponentially!
Two northern California radio stations saw the postings and credited my site as the source of the story live on air!
My site's time spent visiting, and the depth of clickthroughs also increased.
The People who read the postings, or heard the broadcast over the radio were at that instant looking for what I had to offer them on my site. They are "very motivated" consumers.
I rank top 5 in the "artest arrested" keywords search in google. But it took hours before it was reflected in the search engines. The "Active" marketing delivered instant results.
When you have something to say or promote consider a narrow-cast, not a broadcast model.
There are countless numbers of people (potential customers) right now looking for what you have to offer online... GO FIND THEM!
Do not go gently?
Jason, I do not plan to die soon, and I will not accept your incipid analogy. Do not lecture me on how I must die in order to inspire me how to live.
But thanks for a good try,
Terrie
Moonbeam malls
Technically speaking, it's
Technically speaking, it's 'insipid' with an 's'. beyond that, I honestly have no idea what you're talking about.
Michael McDonald Managing Editor iEntry, Inc.
click throughs
After about10 years as an affiliate marketer, I am thouroughly convinced that the lions share of ineffective click-through commerce is directly attributable to the countless "poor" design and conceptual links that are provided.
Merchants need to develop a sense for what traffic is clicking on a non-discript, barely readable graphic link. So often I have scanned the available links, only to settle on the most genaric and easiest to read when often the merchant's name is almost non-discript. What are they thinking? I know damn well that the epc would be far greater if the client would find the product or service that they anticipated. I would rather not publish a link that looks amature, and face it, many are.
click through
Yiles! Get tot eh point...WAY TOOO much unneccessary FLUFF. Got bored after first paragraph
Branding definitely goes beyond the click
For marketers, the internet almost bits its nose to spite its face. Just because click throughs are immediately measurable, if marketers don't see that great ROI, they feel their campaigns may have failed. Nothing could be further from the truth.
At Soapdom.com (http://www.soapdom.com) our demo is women 18-54 with a predominance in the 21-34 range. Pretty prime target market. We've surveyed our members and visitors on a number of occasions and here's what we found out.
Of our respondents who do click on ads, only 3% immediately purchase or sign up for the offer.
Over 25% of our total respondents (46,860) notice online ads and remember the products when shopping in the store.
And over 16% purchased a product in the store thanks to seeing a banner or button ad for it online at Soapdom.com first.
Bottom line:
Marketers who only base the effectiveness and validity of a campign on it's immediate internet click through rate are missing the boat. Branding online equates to sales off line.
Linda Marshall-Smith
CEO, Soapdom, Inc.
http://www.soapdom.com
ROI
Clickfraudlist.com
I agree totally
I recently wrote a small post on my Utah Valley PR blog about online reputation management. It is important to understand that some of my clients may not be talked about in traditional media, but in the social media circle, there might be a whole conversation that a company is missing out on simply because they don't know it is there. I found a useful tool that searches many social networking sites for phrases and terms, which helps me keep tabs on my clients' reputation in the SM world. The truth of the niche market is something that rings true. And I believe this article spelled that out quite nicely.
Good article
There is a lot of good advice in this article. I will mention, however, that it is important to have a good developer.
I had a recent situation in which an old client came to me because a page was 6th on Google, but returned a 404. It was an old page I made, not the new developer.
All the markup I write is semantic, and all content is separated from presentation. My pages are light as feathers, but content rich and conform to standards.
It doesn't do any good to have great advertising when someone can't find the site whilst searching for it.
It also doesn't do any good to have a site that takes forever to load, and is either too complicated to use, or just isn't user friendly.
Ajax is a wonderful thing, but it, too is being over used, and does not always play well with others, especially if the user is a fast typist (like me).
Just a few words of caution....
Go BEARS!!!!!!!
your bears hat made me read your article.
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