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Customer Acquisition
2004-09 UPDATE - Market Snapshots
of the WEB
July 2004. In the paid ads that appear
in search engine results pages - Google's AdWords and Yahoo's Overture ads - the
difference between traffic clicking through on the ad at the top of the listings,
and traffic clicking on the bottom ad, for a column of ten listings, is tenfold.
Thus, the bottom ad at number ten position receives ten
times less traffic than the ad at Number one position.
Between the Number One ad and the Number Two ad, Google
shows a forty percent drop in trafic, but Overture shows a less pronounced difference.
Apart from the first-to-second place drop in Google, the
analysis of 41 million clicks across 400,000 keywords shows a very linear gradation
in results per position - the authors say this dispels the myth that the top three
positions are an order of magnitude more productive than, say, the fourth position.
-source: Atlas Institute
COLLATERAL. The four-page report
of the study's findings is available as a PDF file here:
How
Search Engine Rank Affects Traffic
See also our Advertising
Snapshots for more information on search-hosted, pay-per-click ads.
2004-01 UPDATE - Market Snapshots
of the WEB
December 2003. A study of technology vendors
finds that budgets for Web marketing will increase in 2004. The fastest growing
methods of lead generation are newsletters and webcasts.
Webcast vendors often supply a database or targeted lists that create a valuable
method for generating sales leads, and while 55 percent of respondents in this
industry used them in 2003, 73 percent will use them in 2004.
Newsletters are surging as people spend increasingly more time in their inboxes,
44 percent of these vendors used them in 2003 but 60 percent will use them in
2004.
Of other methods of prospecting, search-keyword purchase will rise from 49 percent
in 2003 to 58 percent, search engine optimization will rise from 53 percent to
63 percent.
Email promotion and banner ads will gain only one to two points in 2004. For offline
methods, direct mail will see an increase from 59 percent of respondents using
it in 2003 to 63 percent in 2004, telemarketing will rise from 51 percent to 56
percent, and print advertising will rise only from 48 percent to 49 percent.
Other methods of sales lead generation that respondents deem important are white
papers, case studies, analyst reports, and product literature.
-source: Bitpipe, Sam Whitmore's Media Survey
2002-03 UPDATE - Market Snapshots
of the WEB
February 2002. Fiore & Collins estimates
that in 2001, print ads cost $958 per new customer, but online ads cost just $21,
and e-mail ads cost $24.
- source: eMarketer "2001 Online Marketing Report"
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