by Brad Smith
Copy:
My Mom’s favorite adage is “It’s not what you know, it’s who you know.” Well, here’s my new adage for B2B banner advertising – “It’s not what you say, it’s where you say it.”
We recently created an electronic ad campaign for a client as one of several vehicles to help introduce a revolutionary new product. Since seeing is believing, we wanted to drive traffic to the client's Web site to view a video of the product in action.
The side benefit to this was linking each electronic ad to a separate Web landing page. Of course these were actually multiple identical versions of the same page, set up solely for the purpose of measuring the hits or “click-thrus” from each banner ad.
Banner ads were placed on B2B publication Web sites and in the opt-in e-newsletters many trade publications offer. This was repeated in three different market segments.
The results of tracking after two months – of all the click-thrus received, 82% came from the e-newsletters.
Are you surprised? Are you seeing the same or different results? Let me know.
Copy:
My Mom’s favorite adage is “It’s not what you know, it’s who you know.” Well, here’s my new adage for B2B banner advertising – “It’s not what you say, it’s where you say it.”
We recently created an electronic ad campaign for a client as one of several vehicles to help introduce a revolutionary new product. Since seeing is believing, we wanted to drive traffic to the client's Web site to view a video of the product in action.
The side benefit to this was linking each electronic ad to a separate Web landing page. Of course these were actually multiple identical versions of the same page, set up solely for the purpose of measuring the hits or “click-thrus” from each banner ad.
Banner ads were placed on B2B publication Web sites and in the opt-in e-newsletters many trade publications offer. This was repeated in three different market segments.
The results of tracking after two months – of all the click-thrus received, 82% came from the e-newsletters.
Are you surprised? Are you seeing the same or different results? Let me know.
Flickr Photo Credit: http://www.flickr.com/photos/orangeacid/
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