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Below I have provided excerpts of relevant and often quantifiable data
from various sources along with the respective link to more
information on the topic (I believe this to be the best format for
answering this question). Also, although a few links may be slightly
older, I found there still to be relevant information presented in
them that still apply.
1. The different methods that have proved themselves.
Banners May Be Best Customer Retention Online Format
http://www.marketingwonk.com/archives/2003/11/11/banners_may_be_best_customer_retention_online_format/
A University of Chicago business school study shows that the lowly
banner may be the most effective ad in helping retain customers, even
better than email or pop-ups. It seems that customers find the banners
much less intrusive than the other formats, and as a result react more
efficiently to them for additional purchases. Non-customers, on the
other hand, tend to be left cold by banners as a first means of
communication.
Study Says Revolving Ad Positions Increases Effectiveness
http://www.brandrepublic.com/digitalbulletin/news_story.cfm?articleID=197641&Origin=DB08122003
A new study from the Usability Company and Eyetracker has just now
found that viewers get used to same size ad positions on a website and
begin to ignore them. Another revelation in the study was that
animated ads and ads placed within editorial deliver higher recall.
Search Nearly One Third of Online Advertising
http://www.mediapost.com/dtls_dsp_news.cfm?newsID=225706
As part of the just released Interactive Advertising Bureau's and
PricewaterhouseCoopers' Internet Ad Revenue Report for Q2 2003, search
was found to account for 31 percent of all online advertising
activity. That's a three-fold increase over last year. Much of that
shift in revenue is at the expense of banners, which dropped from 32
percent a year ago to 22 percent in Q2 2003.
Case Study: PointRoll Wins for Wyndham
http://www.mediapost.com/dtls_dsp_news.cfm?newsID=218455
Wyndham Hotels, seeking to increase bookings at 20 of its hotels and
resorts properties in Florida and the Caribbean, called on Range
Online Media to help. Budget was tight, so it was somewhat surprising
that Range recommended PointRoll, a rich media tool. The results,
however, are impressive: the PointRoll campaign averaged five
reservations, 10 room nights, and more than $1,600 in revenue per day,
on sites including Weather.com. One of the reasons PointRoll worked so
well, Range reasoned, is the ads feature several different ad messages
in one unit, letting the users self-select what messages appeal most
to them.
Email Results Holding Steady Despite Spam
http://www.mediapost.com/dtls_dsp_news.cfm?newsID=218437&newsDate=09/12/2003
According to 2,327 marketers who reported their data in
MarketingSherpa's Email Metrics Survey last week, email marketing
results as evidenced by open and click rates are unchanged from 2002 -
despite spam overload. Only 5-6% of marketers say their open rates for
house lists have "decreased significantly," while 15% say they've
actually "increased significantly."
Netgain - dedicated to helping you make your business work on the net.
http://www.netgain.co.nz
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2. New methods that are looking good
The Rich Media Guide to Gift Giving
http://www.clickz.com/rich/rich_media/article.php/3097701
Thankfully, technology continues its march. New tools and gizmos
arrive every day that help answer that question. This month, we'll
take a closer look at some of the latest and greatest online marketing
and communication tools sure to create buzz.
Pop-Unders Made Orbitz Major Player in E-Travel
http://www.marketingwonk.com/archives/2003/09/19/popunders_made_orbitz_major_player_in_etravel/index.php
We do have quantifiable data, and what we've seen is that the more
games that we introduce, and the higher frequency we're able to change
these games out, the more consistently we're able to drive very, very
high levels of traffic to the site. We get, generally speaking, double
what the industry average is, on a pop-under click-through, from a
percentage standpoint.
What's Next: Better Methods
http://pf.inc.com/magazine/20030901/rcringely.html
Their secret is the Taguchi Method, which is a technique for designing
experiments that converge on an ideal product solution. Devised in the
late 1940s by Dr. Genichi Taguchi, then an engineer at NTT, the
Japanese phone company, the method that bears his name has long been
used in designing cars and computers. If you've ever wondered why the
quality of Japanese cars is so high, credit Taguchi. The first
American car designed using the Taguchi Method was the original Ford
Taurus, which quickly became the top-selling car in America. Now just
about every car from every manufacturer is designed using the method,
which literally builds customer satisfaction into the design.
ACNielsen and Yahoo! Introduce Measurable Online Marketing Service For
Consumer Packaged Goods Industry
http://www.acnielsen.com/news/american/us/2003/20030721.htm
Yahoo and ACNielsen announced a new service for consumer packaged
goods marketers to better target their online campaigns and help
determine ROI. Called Consumer Direct, the service aligns the offline
purchasing patterns of ACNielsen's Homescan consumer panel with the
online behavior on the Yahoo network to provide increased campaign
targetability.
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3. How is online marketing able to deliver a better ROI compared to
traditional means.
Impact of Internet Advertising
http://www.dynamiclogic.com/press_release_dc041002.php
The study mapped the impact of Internet advertising throughout the
consumer purchase decision process. It found growth (in brand
awareness, message recall and sales) that was incremental to the base
levels achieved through TV, radio and print advertising. The sales
lift resulting from online advertising ranged from flat for two brands
up to 22.5% for a brand with a new line extension.
An analysis of Internet Advertising and Online Advertising; Why
Internet is an effective Branding and Advertising Tool?
http://www.internet-advertising-ia.com/
Internet advertising is easier and faster to test. A wide variety of
creative content can be tested in matched cell tests so as to come up
with the most effective approach as quickly as possible. Internet
advertising promises real-time interaction with consumers. Not only
are customers developing brand awareness from Internet advertising,
but they are also able to link directly to the seller?s Web site and
purchase a product. Internet advertising can compress the sales cycle
into one interaction with the customer (information gathering, further
research, company contact, and sale). No other medium can boast this
kind of customer interaction.
New cross media optimisation studies (XMOS) from Kimberly-Clark AND
Colgate-Palmolive is latest to highlight online advertising's vital
role in the media mix
http://www.xtramsn.co.nz/advertising/0,,10193,00.html
Among other findings, the ColgateŽ TotalŽ toothpaste "purchase intent"
data demonstrated that online advertising should be 11% of the overall
mix to best achieve marketing goals.
Several articles on the Effectivness of Internet Advertising
http://www.askabraham.com/1/effectiveness-of-internet-advertising.html
AdKnowledge Study Reveals More Conversions Come After Ad Impressions
Alone Than After Clicks
http://marketingtoday.com/research/ad_knowledge/more_conversions_after_ad_impressions.htm
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4. How measurable is the ROI online compared to off-line and why is that important?
Online versus Offline Sales & Marketing & ROI Differences
http://www.mednetmedia.com/pdfs/onlineversuso.pdf
Differences in the online and offline media should be carefully
considered and the strength of each mediataken into account and
utilized accordingly when healthcare companies are considering their
sales andmarketing strategies and tactics. This article will consider
a few of the key differences between these twowhen utilized in
healthcare sales and marketing.
Measuring ROI in a Web-Based World is More Than Meets the Eye
http://dmreview.com/master.cfm?NavID=193&EdID=5250
Just as in the offline world, strategic planning and tight execution
are needed to achieve online business objectives. The single biggest
obstacle preventing most companies from gaining a true payback from
their e-business programs is the lack of closed-loop analysis to
understand if, where, for whom and how Web programs are performing.
Meaningful online analysis is based upon an understanding of strategy
and an execution plan that enables measurement of key performance
indicators (KPIs).
An Ad Age study reveals that marketers believe TV advertising provides
the worst return on investment and that direct marketing - closely
followed by online advertising - provides the best. This shows rather
starkly that media executives have been getting the message over the
past few years that broadcast media messages are not necessarily the
best means to achieve their goals. Yet they find themselves incapable
of altering their spending habits, which have often been grooved
deeply into their firms' organizational structures.
http://www.marketingwonk.com/archives/2003/10/24/marketers_tv_gives_worst_roi/
Online a Vital Part of Marketing Coverage for Kimberly-Clark
http://advertising.msn.com/docs/Kleenex.pdf
XMOS studies showed that increasing allocation to online advertising
would result in an increased return on investment (ROI) without an
increase in budget. Briggs recommended that the Kleenex campaign
increase the online allocation of the budget to 10 percent.
Various whitepapers on Online ROI at e-consultancy
http://www.e-consultancy.com/knowledge/whitepapers/searchterms/1-roi.html
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5. Is it important to customize campaigns for specific types of
viewership since online marketing allows that? How far can that go
and how valuable in business terms is it?
Targeting Delivers 2,200 Percent Response Increase
http://www.mediapost.com/dtls_dsp_news.cfm?newsId=215362
A new case study reveals that audience targeting on the web actually
increases response. Granted, this is a no-brainer, but a 2,200 percent
increase is nothing to dismiss.
JUPITER RESEARCH REPORTS THAT WEB SITE "PERSONALIZATION" DOES NOT
ALWAYS PROVIDE POSITIVE RESULTS
http://www.internet.com/corporate/releases/03.10.14-newjupresearch.html
(New York, NY - October 14, 2003) -- Jupiter Research, a division of
Jupitermedia Corporation (Nasdaq: JUPM), today announced that
according to a new report from its Jupiter Research division, only 14%
of consumers say that personalized offers or recommendations on
shopping Web sites lead them to buy more often from online stores, and
just 8% say that personalization increases their repeat visits to
content, news or entertainment Web sites. This is in contrast to the
majority of consumers who stated that basic site improvements would
make them buy or visit Web sites more often -- 54% cited
faster-loading pages and 52% cited better navigation as greater
incentives. The report outlines why personalization efforts on Web
sites often fail and suggests other alternatives.
Driving Leads and Loans - When it comes to selling home loans online,
Town & Country Credit finds that personalization works wonders.
http://www.imediaconnection.com/content/2809.asp
?Since the initial 2002 launch of our Web site, it has played an
increasingly important role in lead generation,? says Michelle Larsh,
director of marketing for Town & Country. ?As we saw the online
marketing channel becoming a significant contributor to our overall
sales efforts, we realized that to maximize its potential, we needed
to enhance the site?s marketing and technological capabilities. White
Horse recommended a scenario-driven user experience powered by ATG?s
(Art Technology Group, Inc.) personalization capabilities, which has
optimized our online marketing efforts by providing a targeted,
meaningful experience for our customers. This strategic, customized
approach is helping us to generate more leads.?
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6. I would like to be exposed to the most sophisticated online
marketing tools and methods as well as service providers whom
contribute read to use solutions in some or all those areas.
The Rich Media Guide to Gift Giving
http://www.clickz.com/rich/rich_media/article.php/3097701
Thankfully, technology continues its march. New tools and gizmos
arrive every day that help answer that question. This month, we'll
take a closer look at some of the latest and greatest online marketing
and communication tools sure to create buzz.
Optimost
http://optimost.com/
In this instance, iWon instructed Optimost to improve the conversion
rate of its registration page. After a serious of tests, they managed
to increase the registration rate by 24.1 percent.
Leveraging the Internet for Segment-Based Marketing
http://www.clickz.com/media/agency_strat/article.php/2176241
One of our clients uses Claritas's P$YCLE segments as the basis for
its targeting. We've found it's possible to identify anonymous data
clusters with a very high probability of mapping back to our priority
P$YCLE segments. This has allowed us to extrapolate to a much larger
audience (i.e., the entire Web) our key target segments. Result? We
align the right messages with the right segments to address their
purchase barriers. This essentially enables our database strategy to
be executed across the masses.
ACNielsen, Yahoo! Launch Online Marketing Service
http://www.technologymarketing.com/mc/news/article_display.jsp?vnu_content_id=1938226
ACNielsen, a VNU business, which also owns Adweek Magazines'
Technology Marketing, and Yahoo!, the global Internet company, have
launched Yahoo! Consumer Direct, powered by ACNielsen, a new service
that enables consumer packaged goods (CPG) companies to reach
consumers more effectively online and directly measure the offline
sales impact of such efforts.
DealTime Launches ROI Tool
http://www.internetnews.com/IAR/article.php/2236531
DealTime has launched a new tool called ROI Tracker that provides
advertisers further metrics to evaluate how visitors use the site. The
metrics are conversion to click ratios, conversion to sales ratios and
cost of sales.
DoubleClick DART Motif Officially Launched
http://www.mediapost.com/dtls_dsp_news.cfm?newsID=212136
After months of beta, Doubleclick DART Motif has launched. The product
is a full fledged rich media management solution. It will allow the
creating, trafficking, placement, and reporting of rich media
campaigns. If it's as easy and wonderful as Bill McCloskey gushes in
the article, then rich media is poised for a tremendous take off.
Marketing Improvement -- marketing company with impressive clients
http://www.marketimprove.com/emarketing.html
Email and the web have become the de facto tactic for generating
qualified opportunities. They are a marketer?s dream. If you are not
already using it, you are already behind. If you are using eMarketing,
it will become tougher to use effectively: Clickthrough rates are
falling through the floor as prospects? email boxes get filled up with
spam. Upcoming legislation will make it illegal to send unsolicited
emails to people who have not given you permission. To continue to
get the most out of this medium, we believe that you must develop an
eCRM approach ? moving from using email blasts as a low cost way to
generate leads to narrow-casting and building customer dialogue.
ROI of the Google Search Appliance
http://www.e-consultancy.com/out.asp?url=http%3A%2F%2Fwww%2Egoogle%2Ecom%2Fappliance%2Fpdf%2Fgoogle%5Froi%5Fintranet%2Epdf&source=whitepapers&com=89153
Ever thought about using the Google Search Appliance within an
intranet to power search? This white paper, produced by Google, claims
that ROI is so high that the Search Appliance often pays for itself in
the space of a month. Includes real world examples and an ROI table.
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Select search strategy:
"measuring ROI" online offline advertising OR marketing
various combinations of advertising, marketing, emarketing,
ecommerce, ROI, internet, etc.
Additional Link:
http://www.clickz.com is a very comprehensive resource on these topics |
