Not All E-letters Are the Same…Maximize Exposure and Generate Leads
So, it has happened…online BtoB advertising has recently surpassed print advertising in overall revenue dollars. Even in the high-tech and industrial markets, where there is an older engineering demographic that prefers print, online advertising still makes up a significant percentage of media spending.
But this shift isn’t necessarily bad news. As media data has shown, most BtoB pubs have two sets of readers: those that go online and those that still like to flip pages, and the overlap is very minimal. Online advertising not only provides the exposure to the segments of our target markets that tend not to read print magazines, but also can generate pretty heavy-duty leads, depending on the publication…an integral feature we use in our comprehensive media analysis.
So, just like in the good old days of bingo cards (any of you youngsters know what they are?), we can measure our return on investment for a given advertisement based on how many readers respond for information.
And the news keeps getting better – more publishers are taking advantage of advancing tracking technology to capture more detailed prospect information.
When banner ads started popping up on the Internet, measuring results was limited to the number of times an ad was viewed on a website (impressions), and the number of times someone clicked on the ad and went to the advertiser’s site (click-throughs).
When e-letters started making their appearance, we received similar information – how many recipients opened the e-letter, how many bounce backs occurred and how many recipients clicked through to the advertiser’s website.