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:

    • pen paper and inkwell


    cat break through


    Marketing ? Like a Game of Chess

    Have you started thinking about your Valentines Day Promotion yet?It... Read More

    Competitive Research and Google

    It all started out with an email message: "I am... Read More

    How to Avoid Giving Away Free Consulting

    After spending 30 minutes in a coffee shop with a... Read More

    Fundraising: How To Avoid Three Common Mistakes

    I'm a board member of a local nonprofit and we... Read More

    Why Direct Mail Advertising Works And How To Lower Your Costs

    I met a lady who said she received a notice... Read More

    Why Do They Buy?

    A recent issue of Entrepreneur magazine included a marketing story... Read More

    Keeping Your Mailing List Clean and Efficient

    Your mailing list retains its value best if... Read More

    PowerPositioning: WillYouAcceptThisRose.com

    Positioning is a powerful concept in marketing. To illustrate, have... Read More

    How to Create a Countdown Marketing Calendar

    Just like there are reverse dictionaries, there is a reason... Read More

    Integrity and Marketing - Finding the Right Balance

    When marketing themselves to leads and prospects there are five... Read More

    Focusing Your Marketing Efforts

    One of my favorite quotes is often used to describe... Read More

    How to Write a Fundraising Thank-you Letter for Example (Includes a Free Sample)

    Thank-you letters are one of the most important letters that... Read More

    Online Communities - A Marketers Wildest Dream and Worst Nightmare!

    Online Communities are all over the Internet and attract lots... Read More

    Discovering The Benefits That Hook Your Prospect

    Benefits! They're what marketing is all about. No doubt you've... Read More

    Prepare Your Communications For Growth

    As the American economy emerges from recession, many businesses are... Read More

    Marketing Success Defined

    How do you personally define success? High income? Substantial net... Read More

    Finding Your Niche: What Do You Want To Be Known For?

    In my experience, there are two kinds of small business... Read More

    Generational Marketing

    Having run a multi-state franchise company with multiple brands it... Read More

    Direct Marketing Puts Information In The Buyer?s Hands

    Direct marketing is advertising from a manufacturer or front-end supplier... Read More

    Marketing Strategies: What Choices Do You Have?

    Most business people want to see improvements in sales and... Read More

    Discover the Winning Marketing Strategy Secrets of Donald Trump Apprentice Wanna-bes

    The highly entertaining Donald Trump's search for an apprentice turned... Read More

    Marketing Strategy - Spell Out Your Unique Value

    I attended a "Sales Focus" seminar a few years back... Read More

    How Effective Customer Surveys Will Help Innovate Your Business

    Have you ever wondered why the phones aren't ringing the... Read More

    10 Awesome Ways To Attract More Orders

    1. Create a free ebook directory on a specific topic... Read More

    Marketing is More Important Than Expertise

    Being a master of your craft, skill, or talent doesn't... Read More

    Client or Customer? There Really Is A Difference

    Some people use the words "client" and "customer" interchangeably or... Read More

    Profitable Marketing Programs Part 2: Figuring Break Even Point

    In Part 1 -- I discussed how to consider both... Read More

    Deciphering Marketing Lingo: Whats the Difference between a USP, Single Message and a Tagline?

    Maybe you've heard these different marketing terms, maybe you haven't.... Read More

    To All Internet Marketers - How To Get My Business?

    More and more people are realizing that the Internet offers... Read More

    Design Direct Mail Postcards Back-to-Front to Boost Response Rates

    Conventional wisdom says that the front of a direct mail... Read More

    Why Most Marketing Videos Dont Work

    Every now and then I will meet someone who has... Read More

    4 Steps to Successful Offline Event Booths

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

    How to Use Marketing Judo to Beat Big Competitors

    If yours is a small business and you have big... Read More