You must make the move to measurable media today
With the economy in the tank, there are a lot of people who are understandably worried about their businesses and their jobs. Companies that rely on marketing for revenue are especially concerned; historically, marketing budgets are among the first to be cut when there is a downturn. In the dotcom bust early this century, the slicing of marketing budgets directly contributed to the demise of several publications, including one that I worked for at the time.
I have said this before, and I will say it again now - if you are a media company that relies on advertising for revenue, you need to start offering a performance-based, ROI-based media option today.
If you don’t believe me, let’s look to someone who knows something about online advertising - Google CEO Eric Schmidt. Google just announced their earnings for the third quarter of 2008, and in the press release, Schmidt said this:
“The measurability and ROI of search-based advertising remain key assets for Google.”
Measurablility and ROI-based marketing programs are what are going to be the key assets to get Google through the hard time. I say, why not follow the leader?
Tags: advertising, Google, marketing, online advertising, Performance-based media
October 22nd, 2008 at 2:32 pm
Melissa, I’ve advised my mother, the bra lady, to move to ‘below-the-line’ advertising vehicles. Not only is this type of advertising accountable, it’s instantaneously editable for real-time updating. Please feel free to have a look at our pennies-a-serving approach to recruiting bra fitters, for example. I can tell you when people came to view the video, how long they stayed on the site, how many pages they subsequently explored, where they’re from, and I can even instantly guage their level of interest. Vive le digital entrepreneur! … and thank you GOOGLE. PS enjoyed your article on why it makes sense to launch during a recession. http://www.thestandard.com/news/2008/03/20/five-reasons-why-recession-good-time-start-company?page=0%2C1
Lastly, if you email me, I’d like to chat with you about improving US click-thrus AND 7 ways to raise money for start ups.
Kindly,
jeff@jeffchapman.com
June 19th, 2009 at 3:17 pm
[…] generate simple revenue by running advertising on their sites, but also by pioneering the idea of return-on-investment (ROI) and pay-for-performance media. No longer are advertisers satisfied to buy advertising on the […]