THE MILLENNIUM WEB

NOTE: This is a useful article from 1999 regarding different forms of internet advertising. I would be interested to see a current survey along these same lines to note any changes.

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The tail end of the current (soon to be "old") millennium saw the birth of new communications tool known as the Internet World Wide Web. Unlike the telephone and television before it, this inter-connected network of computers brings with it significant opportunities, particularly to business owners who recognize early on the marketing potentials that lie within this new phenomenon.

For the purpose of The Millennium Reports, we've collected reports, studies, and articles prepared by Internet / Media professionals who have a decent understanding of this new medium, and are generous enough to share their expertise with entrepreneurs who are interested in strategically including the Internet to their business plans.


WEB MARKETING STATISTICS
By Brian D. Chmielewski
mailto:newsletter@webpromote.com
< http://www.webpromote.com>

If you are a Web marketer, you certainly want to know how other Web marketers promote their sites and how effective those promotional methods are in generating traffic or sales. If you provide Web promotional services, you certainly want to know what the promotion market looks like. More specifically, you want to know the structure of your specific market. Answering questions like, what makes web marketers in my industry satisfied with online banner advertising and what make them want to use it again, can add steam to your campaigns.

In 1998, WebCMO, Inc. < http://www.WebCMO.com > conducted an online promotion strategy study. The research has shown some very valuable information that may offer explanations to the above questions. Here are some of the metrics that were revealed.

* Following are the most popular promotional vehicles chosen by Web marketers for advertising. Using a scale from 1 to 5, where 1 is "never use the method" and 5 is "use it very frequently," the survey resulted in:

Search Engine Submission / 3.36
Offline Advertising / 3.08
Banner Advertising / 2.75
Solicited or Opt-In Email / 2.67
Press Release / 2.57
Strategic Linking / 2.45
Discussion Forums / 2.37
Newsgroups / 2.24
Sponsorships / 1.66
Spam / 1.33

* When asked to rank each of the following promotional vehicles by their level of OVERALL effectiveness, Web marketers responded as follows. Again a scale of 1 to 5 was used, where 1 is very ineffective and 5 is very effective.

Search Engine Submissions / 3.35
Solicited or Opt-In Email / 3.34
Offline Advertising / 3.04
Press Release / 3.00
Banner Advertising / 2.85

* Using the same 1 to 5 scale as above, Web Marketers were asked to rank the following promotional vehicles strictly on the basis of their effectiveness in generating sales:

Solicited or Opt-In Email / 3.17
Offline Advertising / 3.12
Search Engine Submissions / 3.00
Press Releases / 2.81
Banner Advertising / 2.77

Most advertisers would agree that generating traffic and generating sales are the two most applied objectives of banner advertising. When asked to rank the factors about banner advertising by satisfaction levels, the WebCMO research revealed that more than 70 percent of satisfaction associated with banner advertising as an advertising model can be attributed to traffic and sales. Here is how marketers ranked five specific attributes of banner advertising. These numbers reflect satisfaction levels with banner advertising relative to all promotional vehicles.

A Tool for Generating Traffic / 39%
A Tool for Generating Sales / 34%
Reporting / 11%
Relationship with Media Agency / 7%
Banner Pricing / 4%

What factors influence Web marketers to continue their banner advertising practices? Both effectiveness in driving sales and traffic are major impetuses to future banner inventory purchases. Surprisingly, banner pricing was also a positive influence on future participation in continued support of banner advertising. It is not clear from the survey, but the advent or per-click models and the value associated with paying only for visitors could lend significant weight to satisfaction with pricing. So, these numbers reveal that about one-third of banner advertisers use the tools either on an ongoing or repeated basis.

A Tool for Generating Traffic / 33%
A Tool for Generating Sales / 28%
Banner Pricing / 26%
Reporting / 8%
Relationship with Media Agency / 4%

A more detailed report on this research can be found at < http://www.WebCMO.com >. Web Marketers know that Opt-In Direct Email and Banner Advertising are efficient instruments for meeting online marketing objectives. Now get those programs from the professional consultants at WebPromote. Either phone or get more information at
< http://www.WebPromote.com/de/nl.cgi > or at
< http://www.WebPromote.com/delivery/nl.cgi >


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LICENSE: You have the right to make copies of this Report and
distribute them commercially, without having to pay any royalties,
provided that you DO NOT remove, alter or modify this notice.
USA 1999. Reprinted from ScreenBook#1 "A New Millennium of
Opportunities" - (c) BCI ScreenSuccess - www.telepages.com.