1. On the
Web, 10% is not always larger than 1.5%
Are email marketing results
really 660% better than those of the ad banner campaign? Not
according to tables 1 and 2. In fact, the complete figures tell
quite a different story. Click-through rates may be 660% higher
but the results are not. Not only did ad banner advertising drive
more visitors to the advertiser's site but it also lowered the
cost per visitor by 12%.
The important thing to remember
is that you must really compare apples to apples and oranges
to oranges to identify the best Internet marketing tool(s). Otherwise,
you will end up paying far too much to attract customers online.
is calculated by dividing Budget by CPM. Cost per visitor is
calculated by dividing Budget by the number of visitors. In these
cases, the cost per visitor is $3.00 for email marketing and
$ 2.66 for ad banner advertising.
Are click-throughs that important?)