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So, what is really the best Internet marketing tool?

by Claudie Clot, CEO of advancis.com

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.


On the Web, 10% is not always larger than 1.5%
Are click-throughs that important?
80/20 vision




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