As the dynamics of marketing on the Internet's World Wide Web
evolves, agencies and media brokers alike are rapidly witnessing
a major shift in the model of measuring the value of Web sites
and banners.
A successful site is no longer measured by its general broadcast
abilities or the number of hits generated. The new ROI model is
based upon the dynamics associated with traditional direct response
and the ability for site to generate orders or qualified sales
leads.
The placement of banners on generic, high traffic search engines
and directories (e.g., Yahoo, WebCrawler, etc.) will generate
massive numbers of hits to your client's sites. However, many
of the individuals linking from these sites are web surfers
who are looking for information and not necessarily interested
in purchasing or responding to a particular offer. That is, there
is little or no qualification with regard to the specific interests
of these visitors.
Agencies and media buyers need to rethink their
goals and media buying strategies.
The true emphasis should be on who is buying or responding
to the offer being presented. This qualification is the key component
to meeting and exceeding the ROI expectations of your clients.
Properly targeted traffic will generate the responses needed to
yield orders and qualified leads.
WebConnect, the media placement service
of the Internet, concentrates on generating targeted traffic
to an advertiser's web site, which is a critical component to
the new direct response model.WebConnect
banners and links, consisting of both graphics and text, are placed
on carefully selected sites based on the demographics, psychographics,
and buying habits of the visitors to that site. The overall
marketing message contained in the banner is presented to a refined
subset of the Internet community who will be responsive to
the products or services offered by your clients.
The more interesting or compelling the message delivered by
the banner, the larger the response. The banner itself is analogous
to the outer envelope of a direct mail piece. Successful mail
pieces aggressively sell on the outer envelope, using words like
free or special offer to get prospects to open the
envelope, just as WebConnect banners
tempt visitors of one web site to jump to another web site that
piques their interest.
WebConnect, at the core of Worldata's
Internet Marketing Division, has successfully brought the critical
direct response element of targeting to Internet marketing for
over twelve months. It allows agencies and media brokers
to harness the power of the Internet by delivering the qualified
visitors needed to elicit responses to an advertiser's site.
Understanding the new ROI model is key to helping your clients
be successful with their Internet marketing activities. It is
what will separate the amateurs from the pros in the great expanse
of Cyberspace.
