Directional (Not Direct) Marketing

Those who believe the web is not a direct response medium should think again. A recent study conducted by AdKnowledge and published in their recent "Online Advertising Report" suggests that 60 percent of total website conversions occurs in the first half-hour. In other words, based on the study the bulk of your visitors will likely buy within the first 30 minutes.

While that's pretty much conventional wisdom, an interesting conclusion one can make is this: You only have thirty minutes to compel visitors to take some kind of action. And similarly, if people do not buy within those precious 30 minutes, the likelihood that they will leave your site, never to return again (even if they bookmarked it), is miniscule at best.

On the other hand however, a previous report also found that "post-impression" conversions (i.e., conversions following multiple impressions of an ad) are slightly higher than those that came as a direct result of clickthroughs. This supports the view that the Internet is also a branding tool. Therefore, if the Internet is a direct marketing medium then how can this be so? The answer can be found in other findings.

The latest report mentioned that post-clickthrough conversion rates were on the rise. Of total conversions, the study also found that 44 percent were repeat conversions. And finally, keyword placements, while they cost more, were found to yield the highest clickthrough rates.

("Keyword placements" signify keyword-based banner impressions -- i.e., banners that appear on portals after specific keywords are searched. For example, if you searched for "music" on Yahoo, a banner for a music- related website will appear on the subsequent results page.)

From these findings, several conclusions emerge:

Websites are becoming better at direct marketing;

Advertising is more effective when targeted;

And people who buy based on brand preference alone do so

• If they bought in the past and are likely to buy again,
• Or if the ads were not targeted in the first place.

Essentially, the final conclusion one can make is that direct marketing, coupled with targeted marketing, seem to yield the greatest response. But a site that does not compel visitors to take some kind of action within the first few minutes, or one that does not target its prospects from the onset, will then have to seriously invest in, and rely on, branding efforts in order to encourage an adequate level of sales.

For larger corporations, branding alone is plausible since it requires a significant investment -- and risk. But for smaller businesses however, branding is costly and should never be the primary focus. In fact, while branding is important it should only be the byproduct of an effectively implemented, targeted direct marketing strategy. The more qualified your visitors are, and the more compelling your message is, the higher the percentage of website visitors that will buy within those crucial 30 minutes will be. That's "directional" marketing.

About the Author

Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.

In The News:

---

5 Tips on Establishing Yourself As An Expert In Your Community

Wondering how to get new patients into your practice? Wondering... Read More

Have Something Good To Say

If you don't get this right, you can just forget... Read More

3 High-Impact Fixes For Your Marketing Woes

How many times has your competitor gotten one over on... Read More

Notable News - Its Not About You!

You enjoy what you do. In fact, you love your... Read More

Whats Your Marketing Attitude?

Entrepreneurs pay a lot of attention to the mechanics of... Read More

The Seven Keys to Marketing Genius: The Complete Guide to Increasing Your Marketing IQ

How smart is your marketing? Do you follow the crowd... Read More

To Swag or Not to Swag: Tip to Brand Your Tchotchkes on a Shoestring

It's interesting to see how resourceful people become when starting... Read More

Dont Advertise Your Business - Market It!

Too many business owners believe that marketing their business means... Read More

4 Steps to Successful Offline Event Booths

A great way to gain more local sales is to... Read More

Read Your Markets Mind - 3 Great Market Research Resources

Starting a new online business, developing a new product, launching... Read More

The Secrets of?

A lot of advertising and mailings promise to reveal the... Read More

How to Promote Yourself Or Your Company Through Award Competitions

There isn't a day that goes by that I don't... Read More

How to Win a Price War

Any economics student can tell you that price is a... Read More

Full Color Postcard Marketing: 7 Reasons Why They?ve Become the New Direct Mail

The most crucial aspect of having a high response rate... Read More

Sponsorship: A Key to Powerful Marketing

Sponsorship is the fastest growing form of marketing in the... Read More

Consumer Thinking And Search Marketing

12/20/04According to a recent article by ComScore Networks, about three-quarters... Read More

Are We There Yet?

Small business marketing is not like taking a family vacation.Did... Read More

Value Proposition is the Key to Success

Value proposition is treated as the standards or service that... Read More

Cave Paintings, Baseball and Connecting

There's no such thing as a captive audience--any of us... Read More

Preventive Marketing Offers Small-Mid Sized Business Owners An Ideal Way To Maximize Their Results

As the owner of a creative services boutique - I... Read More

The Real Marketing Genius

I spend a lot of my time reading books and... Read More

Produce More Sales from your Email Promotions - Part 2

Do sales come from your ezine regularly? How many well-written... Read More

Overcoming Resistances To Marketing a Practice-Part 2

In Part 1 of this article, "Resistances to Marketing a... Read More

The Added Effectiveness of Promotional Products in Your Marketing Plan

Recently, I stopped by a new car wash in my... Read More

When, Why, and How to Use Mailing Lists

Mailing lists may be the cause of more heartbreaks than... Read More

Forget Conventional Marketing - Embrace the Web!

Tactical marketing processes are once again undergoing fundamental shifts from... Read More

Funnel Your Way to Marketing Success

A funnel is a good way to think of the... Read More

Everything Youve Ever Learned About Marketing Is Wrong

Everything you've ever learned about marketing and advertising is WRONG.... Read More

25 Ways To Get More Business

Special Requirements for Reprint: we ask only that... Read More

Top Four Marketing Secrets of Building a Professional Practice

Building a coaching or consulting practice can be rewarding and... Read More

50 Benefits Of Joint Venture Marketing

What Is A Joint Venture?A joint venture is an agreement... Read More

Are You Overlooking Your Hidden Profit Centers?

There are other names given to "Back-End Selling". You may... Read More

What is a Marketing Plan Anyway?

Building a business that grows steadily in size and profits... Read More