--G-jChapter 4 Beyond the BannerJohn: Come on, Dusty, can’t you tell we’re giving you the brush off?Dusty: The Dustbuster’s rotating brushes work better than ever now that the horse-power has been upgraded. And you can try it in your home for a week at no charge.Sally: Dusty, please stop the sales pitch, okay?Dusty: Okay, Sally.John: Yeah, Dusty. Whadda ya say we go into the Virtual Ping and I’ll clean the place upwith you!Dusty: That’s right, John. You can really clean up with the new, more powerfulDustbuster!Fred: I’m out of here.Sally: Me, too.John: Now we know why this place has had all the life sucked out of it.Double standard? You like Chatty Cathy, but think Dusty belongs in the dust bin? It’s the sameas unsolicited e-mail. Cathy is an opt-in method. You were looking for a book. Dusty is theuninvited and unwanted kind. Now, if Dusty just stood in the corner and waited for somebodyto saunter up and ask about Dustbusters, it would be different. But then, he’s probably oncommission.So Many Methods, So little BudgetToday you have electronic walls behind home plate, where multiple advertisers can share thesame “space,” divided by innings. It’s now possible to cover an entire bus with paint and still beable to see out of it. You can even have your company slogan appear in U.S. Postal Servicepostmarks for a price.As time goes on, there will be more and more ways to get your name out there. The Internethas exploded the possibilities as new ways to promote your products are being invented daily.That leaves one question:How do you know if the money you are spending on Internet advertising is providing a decentreturn on investment? 0.::z:~:~*_i ;;’ : : :‘-/: :’ 1 _ ‘-:tn -..n,iri”“” : 3 .::-..: :_” ./Measure for Measuen doth with us as we with torches do,Not light them for themselves; for if our virtuesDid not go forth of us, ‘twere all alikeAs if we had them not.”(Measurefir Measure, Act 1, scene 1, line 35)This is Shakespeare’s way of telling us not to hide ourtalents under a bushel basket We’re given gifts andshould make the most of them. If you can paint, you’should spend some time at it and let others enjoy theproduct of your talent, 3y the same token, it’s your job toshow off the talents of your product.Our products and &ces have fine attributes and if wedon’t let people know about it, we might as well shut downthe factories and close the offices.But it’s a tine art to boast of one’s products a$ serviceswhile keeping this side of hyp&&. You must Qe honestin your statements, but you want to provide the%@ pas-,,.sible picture you can. You have.wtedsay what you want. Therefore, knowlright becomes very important,I know half my advertising budg$*don’t know w&h half,You cannot ma&e that whicbli:“‘f’@.;~ *q;:: 2.“““.:; Pg*~- “? ..Sl.” “““iiCin:i- .,‘niir:,i,^~I “, ^’ :1461Chapter 5Measure for MeasureEverybody involved in Internet marketing and advertising is thrilled that the Net is the mostmeasurable medium this side of the cash register. How do you really know if somebody sawyour ad in a magazine? Heard your radio spot? Was in the room when your TV commercialaired?On the Net, every download, every click, and every order can be accumulated, tabulated, andcontemplated. So before you dig into placing ads for the best bang for the buck, you need toknow how to measure the bang. Before you investigate what creative techniques make anirresistible banner, you’d better know how to enumerate the results. qHitsIf you find yourself talking to somebody who wants you to buy advertising space on their Website based on the number of hits they get per day, week, or month, excuse yourself and leavethe room. Tell him you left the water running. Tell her you have to go pick up your dog. Tellthem they changed your mind.Hits, according to Katherine Paine, CEO of The Delahye Group, stands for How Idiots TrackSuccess.Hits are derived from your server logs and a record of how many files were downloaded. ThePathfinder Web site (http://pathfinder.com) racks up 17 hits when you walk in the front door(see Figure 5.1). My Web site, found at www.targeting.com, logs three hits (see Figure 5.2).FlG. 5.1Pathfinder has one pageand 16 graphics for atotal of 17 hits.,.:,1 Ip !7-P.s:i$‘7’,, I‘VIFIG. 5.2Target Marketing onlyscores three hits perhome page visit.TARCETMARKETINCS A N I' A11 A II 13 A ii AJim SIITE one of the most bnovb?d!zeable,hy&m-free pnctitionen of Web markering..:._:::a:i::!,Hov can Target Marketing help you?-PC bnxw ::i._.:_i!,.! .j.,I need help MUI Web ate sU’Ux%:<I’m looking for B. g& for OUT next confermceI mt to know about the book “Worlnj Wldr Web Mirilirbx”I want TV know about the near book ~“Cusmnxr Senwe on ihe Internet”Who IS J,,n Sterne? where will he be spa@ Can I red tyl m-h&s?y:‘:,,..:::*LWTm 10 the recent Campuwwxld KI‘ElmrnVwvh Sun steme about cummer sem% Internet..j’i@Recently Released:._i _;Customer Service on the Internet :p:Building Relationships, Increasing Loyalty, Stayingcompetitive:‘.‘_.,‘.Already wing yna Web me for mkeUn@ GoodNOK vhat myou do@ for the c~utomers pu alreedy have, l-us book takes IpractilookathovrtiIntemetochanglng thevmymanmgofcu31omer selYlCe,..,.,; :,3.:Tie Web B le”& u3 bvti rehmnshlps xnth ,nhidti cwtomrS,.*we computm ta sb~@ben those bonds and keep the compefi00ni:from pllfenng ow customer bme A’milable MW from Anmzon corn,,‘,,,t.bm book redefines customer c81fr for the next ten yeels‘1_!,OBest-Selling Book?!:i.:a:_LWorld Wide Web MarketingIntegrating the Internet Into Your Marketing StrategyTh book tm been a fwrinre amox Webmtsten end mk@&managen l&m@ for a the mew of ti Web from V,e make- s!de.: *;ij::. .Bufldlng a successful Web at% requres msrkew tectrd0.wBS well w computer technology TIE IS the book on ~chruque.In the top ten at AmEm cum for 8. full yeaIContact Tar@ IdarkhwTarget Markedng1130 Arbolado RosdSantaBarbm,CA93103(805) 965-3184 phone(805) 965-8687 faxlstermbwxewcornD 1994 1997 Target MarkeUq of Santa Barbara I TupPf scnen1481Chapter 5 Measure for MeasureThe Target Marketing home page has two graphics: the company logo/name and the little redball. The little red ball shows up twice, but is only counted once, because it’s only downloadedonce. The reason the server records three hits is that the page itself, the one containing thetext, is a separate file.Hits can be a valuable measurement when used to track