Re: UKNM: Response down - but aren't we just growing up?

[Philip Rooke]

If this isn't shooting the messenger, I don't know what is!  We hear the

same reports about banners, e-mails and everything else, and it's still not

true.


The best advertisers are getting increases in response rates.  Largely

because they have learnt from past experience and use the same rules that

work in every media.


When I worked in magazines & newspapers on direct response advertising, we

always ran across people who said exactly the same thing.  Our response is

not as good as it used to be.


Response is always affected by the same factors:


1) How good is your creative?  This gets more important as more advertisers

use the medium.  SO TEST & CHANGE YOUR COPY.


2) How many times has your audience been exposed to the same message /

product?  One person can only respond so many times.  SO LOOK FOR NEW AND

EXCITING SITES, ATTRACTING NEW AUDIENCES.  (We've got a few)


3) What motivation is there to respond or how does your product

differentiate itself?  Nobody is going to respond to something they can get

anywhere.  SO IF YOU HAVE A UNIQUE SELLING POINT TELL THEM, IF YOU DON'T GET

ONE.


If your response rates are falling, re-think what your doing and try

something or somewhere different.  


Philip Rooke

Sales Director

Carlton Online

t: 0171 663 3682

f: 0171 663 3664

www.jamba.co.uk

www.popcorn.co.uk

www.simplyfood.co.uk






-----Original Message-----

From: Mike Butcher [

mikebcentaur [dot] co [dot] uk (mailto:mikebcentaur [dot] co [dot] uk)

]

Sent: 15 February 1999 11:10

To:

uk-netmarketingchinwag [dot] com

Subject: UKNM: Response down - but aren't we just growing up?



As you'll see below from a new Jupiter report, reponse to marketing email -

whether it's spam or involves some level of targeting - is falling, just as

response to ad banners is gradually falling.


But isn't this just a function of a growing medium? Sure response rates are

falling - but the first ads on TV got much more interest than they do now.

Thoughts anyone?


Snip:


Direct E-mail - Report Excerpt

Online Advertising Strategies

http://cgi.jup.com/cgi-bin/jgo/jgo.cgi?68|16


E-mail as a marketing channel affords cost-effective implementation and

better,

quicker response rates than other advertising channels. Unfortunately, as

marketers embrace the medium, consumers are already tuning out to the

estimated

1,166 messages per user received in 1998. Jupiter estimates yearly messages

sent to users will nearly double to 1,606 per user per year by 2002.


"With just under one-third of consumers already ignoring e-mail messages

from

unfamiliar parties, marketers must focus on motivating recipients to open

and

read, not just respond to, direct mail messages," said Marc Johnson,

analyst.


  Mike Butcher, Editor, New Media Age magazine

  Online Advertising, marketing, publishing, e-commerce

  T: 44 (0)171 5777 254                F: 44 (0)171 9704 899

  50 Poland St, London W1V 4AX       http://www.nma.co.uk


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