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


    Getting Ideas for Your Postcards

    If you're going to do postcard marketing on an ongoing... Read More

    Voice Mail Can Be Your Buddy

    Voice Mail is a classy name for "answer Machine". Problem... Read More

    Motivate Your Market Force

    IntroWant me to tell you something on how you can... Read More

    Take It To The Customer

    In the past, purchasing ad space was the solution to... Read More

    Build a Dynamic Business - 10 Steps to Start You Off

    It's where your employees are in a 'special place' when... Read More

    Have Something Good To Say

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

    Breaking The Voice Mail Barrier

    Even if you never place a cold call, you still... Read More

    A Look at Brochure Printing Services

    A brochure can be a wonderful promotional tool for a... Read More

    How To Market Effectively Even If No One Understands What You Do

    So how do you effectively market your product or service... Read More

    13 Lessons in Marketing, Super Bowl Style

    Each year, the Super Bowl provides marketers opportunity to study... Read More

    Thinking About More Business

    What does an old Russian joke have... Read More

    Are Corporate Awards and Corporate Gifts Beneficial for Your Business?

    With the increased challenges that all companies are faced with,... Read More

    4 Alternative Ways To Gain Lifetime Customers

    You will always have more people that turn down your... Read More

    People Arent Interested in You or Your Company

    Does your Web site talk about your company? Yes, I... Read More

    The Name Game

    Pop quiz! If you have to say goodbye to your... Read More

    Beyond the Booth

    With the advent of spring, trade shows begin to blossom.... Read More

    Private Practice Marketing: 3 More Things I Wish I Knew When I First Started

    1) Create systemsCreate systems for everything you do, especially those... Read More

    Free Sample Sales Letter: Example of How to Write a Persuasive Business Marketing Letter

    Here is an example of a business-to-business sales letter mailed... Read More

    Guide to a Profitable Marketing Mix

    You may have heard the term Marketing Mix used in... Read More

    A Quick Guide To Finding Reciprocal Links

    Trading reciprocal links is one of the best ways to... Read More

    Tradeshow Booth Cures - Knick-Knack Knockouts

    Okay, we were kidding about the smoke, but not about... Read More

    Marketing, Lead Generation, and Research: A 3-in-1 Solution

    I Hate Cold CallsLong before I started my business, I... Read More

    Marketing Planning Made Simple - Another Small Business Power Tool

    Marketing planning must be really difficult and complex, otherwise why... Read More

    Linking Features & Benefits

    I'm sure that you've had those Eureka! moments, too. When... Read More

    11 Powerful Marketing Tips

    Each of these 11 marketing tips is based on a... Read More

    Boost Your Direct Mail Response Rates with Mapping Technology

    On Superbowl Sunday, Domino's Pizza delivered more than 900,000 pizzas-and... Read More

    Features vs. Benefits vs. End Results

    If you've been in the copywriting realm for very long... Read More

    A Point in Every Direction is the Same As No Point At All

    Ever try to be something for everyone and find no... Read More

    10 Beer Budget Event Marketing Tips

    Are you planning an event or participating in a trade... Read More

    Keeping Your Mailing List Clean and Efficient

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

    How to Tie a Tie and How To Kiss - What Do They Have In Common?

    How to Tie a Tie and How To Kiss -... Read More

    Competitive Research and Google

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

    Build your Trade Show - Virtually

    Virtual trade shows are gaining momentum as a way to... Read More