Getting In Print
Eyeballs don't spend all day staring at monitors. It's e-marketing time for catalogs, posters and mailings.
Up until last year, Jim Daniels spent most of his advertising
budget on various forms of Internet advertising, such as e-mails to
people who had requested solicitations. As owner and sole employee
of Smithfield, Rhode Island-based JDD Publishing (www.bizweb2000.com), a publisher of
Internet marketing books, services and software, Daniels, 35,
reached prospects by advertising in e-zines and targeting opt-in
e-mail newsletters. In exchange, he got visitors to his Web site
and opt-in e-mail addresses for his e-zine.
Although online programs worked well, Daniels decided this past
year to try a different approach, an offline one, via a targeted
direct-marketing program. After all, he'd already amassed a
large internal database of customers' names and street
addresses.
Daniels is just one of many e-tailers who started out using
online banner-exchange programs, e-mail marketing, search engines
and free links to spur traffic to their Web sites. But these days,
online tactics alone aren't enough. "Online marketing
should be just one component of an Internet [business's]
marketing, especially since right now, click-through rates are less
than 1 percent," says Tim Washer, vice president of media and
telecom practice at NFO Interactive, a market research firm in
Greenwich, Connecticut. "The majority of a campaign should be
offline."
Content Continues Below
Melissa Campanelli is a technology writer in Brooklyn, New
York, who has covered technology for Mobile Computing &
Communications and Sales & Marketing Management
magazines. You can reach her at mcampanelli@earthlink.net.
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