1. On the
Web, 10% is not always larger than 1.5%
Without realizing it, marketers
are basing their decisions to invest in a particular Internet
marketing solution on inaccurate data. When it comes to click-through
rates, 10% is not always larger than 1.5%.
Take, for instance, the most
popular Internet marketing tool at the moment: opt-in email marketing.
Email brokers have been quick to compare click-though rates across
the full spectrum of Internet marketing tools because email marketing
produces the best results. Or does it?
Consider two different online
marketing campaigns. One campaign consisted of an email marketing
program that generated a click-through rate of 10% while the
other used ad banner advertising to produce a 1.5% click-through
rate. At first glance, one would be inclined to infer that email
marketing produced better results (660% higher click-through
rate) and, therefore, represents a better alternative than ad
banner advertising. Exactly what email marketing brokers have
been saying; exactly what the entire marketing community has
come to believe.
However, when one looks at
all the data, a different picture emerges.