Advertising metrics: Branding and click-throughs.
Thanks to John for posting this on Inluminent. When you read Heisel's article, be sure to have a look at the NY Times piece on changing advertising metrics that he has linked to.
Chris Heisel's piece only really makes sense when you understand how it relates to the Time article. The Times is talking about Google and a new service they are offering. "A new feature allows advertisers to copy a string of software code from Google's Web site onto pages of their own sites. When users click on the advertiser's link from Google's Web site, Google follows the user's progress. ... Advertisers can log on to Google to view graphs showing how many visitors bought an item, signed up for an e-mail message or sought other information deemed significant. Armed with that information, marketers can determine if their ads are worth the expense."
Looks pretty good, huh? Chris points out the danger in taking those graphs too literally. He is also making a point about what branding is and why it is important and will continue to be important. Makes me wonder why I haven't done what Trinity Homes in Indianapolis has done. Go read the article.
Heisel: Beyond the click-through.
If there is one guy I'd hire based on something I've read that he wrote, it'd be Chris Heisel. I'd hire Chris Heisel to be an online advertising sales person, because he gets it. Example:
Heisel: Beyond the click-through.
Well written article about branding and online advertising and its long term effects... The article is a quick read and doesn't go into too many details, but it touches enough of the online advertising conundrum, that I see everyday in my client's questions and then decisions, to be worth reading. I'll hand it out to my sales people tomorrow. Thanks Chris. [inluminent]
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