Transcript On-line advertising drives traffic

How to Drive Traffic to Your Site
Jeff Kuerzi
Director of Sales
Internet Facts
The Internet is one of the fastest growing
mediums in history. To reach 50 million users
it took:
• Radio
• TV
• Internet
38 Years
13 Years
5 Years
Internet Facts
 There are over 3.6 million web sites and over
1.5 billion web pages on the Internet
 There are 4,400 new websites launched each day


There are over 196,000,000 web users
The web ads over 147,671 new users each day
Internet Facts
 There are over 3.6 million web sites and over
1.5 billion web pages on the Internet
 There are 4,400 new websites launched each day


There are over 196,000,000 web users
The web ads over 147,671 new users each day
Lexington Metropolitan Area Adults With Web Access
70%
60%
50%
40%
Lexington
Forecast
30%
y = 0.38Ln(x) + 0.0864
20%
10%
0%
1994
1996
1998
2000
Source: Customer Study, Clark, Martire & Bartolomeo, 1994, 1996, 1998.
Building Traffic
Internet Facts
Web pages
covered by the
best search engine:
16%
How the web is used is changing.
US consumers now regularly turn to the
Internet for news:


Only 3% retrieved news information
online in 1996*
Now 25% of US consumers go online to
obtain news at least 4 times per week.*
* Radio and Television News Directors Foundation
Brand-building advertising can drive
traffic
• Traditional media
– 60% of consumers
enter addresses of
merchants directly
into browser.
Harris Interactive, 2000
But it does “little” to effect online
spending
• Only 6% began
search online after
seeing an ad
“offline” such as
radio, print,
television.
• Not bad considering
thin market concept.
Harris Interactive, 2000
1
On-line advertising drives traffic
• Key word banner
ads for
Kentucky.com at
Yahoo.com
• Highly trackable by
ad, day, hour of day,
referring domain,
etc.
On-line Advertising drives traffic
On average, across multiple advertisers and campaigns tracked by AdKnowledge over the last 6 months, there
are more conversion events from users who only viewed an ad, but did not click, than from users who clicked.
This yields three important conclusions:
1. The potential ROI impact of Internet advertising is much greater than previously thought,
because advertisers only track sales from clicks and tend to ignore the brand impact on sales.
2. Advertisers who base decisions only on clicks or even post-click conversions may miss
important effects of their campaign, including the impact of an impression on the propensity to
convert.
3. As noted in our Q# 1999 Online Advertising Report, Repeat Conversions are also a significant
source of returns on an advertising investment.
Conversion Events
24%
44%
After viewing ad without
clicking on it
32%
AdKnowledge Q1 2000 Internet Advertising Report
Afterviewing and clicking
on ad
Repeat Customers
whether or not they ever
clicked on ad
Contests and Giveaways Drive Traffic
• 15,000
entries
• 10,000
unique
people
entered
E-mail Pushes Drive Traffic
•
•
•
•
•
•
•
15,000 addresses
9,800 e-mails sent
2,000 failed
7,900 net
26% or 2,054
1% unsubscribe
3% forwarded to
friend
• 40% of friends
entered
Affiliate Programs and partnerships
drive traffic
Types of dot.com shoppers
A breakdown of shoppers into understandable,
identifiable segments to help with site design
and marketing efforts.
Help your customers understand this to help
them sell more product and you’ll sell more
spots!
Types of dot.com shoppers
• E-bivalent Newbies
– 5%
– Older, reluctant.
– Concerned with
security
• Time-senstive
Materialists
– 17%
– Convenience; less
comparison, coupon
use
– Fast, easy processes
Harris Interactive, 2000
• Click & Mortar
– 23%
– Compare online, buy
offline
– Female, homemakers
• Hooked, Online &
Single
– 16%
– High income, single
males
– Game, download
software, bank
– Innovation needed to
capture
Types of dot.com shoppers
• Hunter-Gatherers
– 20%
– 30-49 yrs., with 2 kids
– Use sites that analyze an
compare
– Looks for endorsements
and testimonials
Harris Interactive, 2000
• Brand-loyalists
– 19%
– Go directly to site
of merchant.
– Spend most online
– Most satisfied
with online
shopping
– Spends more to
get what they
want.
94% of all Web shopping comes at
the expense of offline retailers.*
* - Jupiter Communications, a New York Internet Research Company
Topics Researched/Purchases Online
Base: # of web adults
198,315
Visitors:
61,478
Researched topic online &Visited Kentucky.com
past 6 months
past 30 days
%
Adults
%
Adults
Airline tickets/hotel/travel
43%
85,275
32%
19,673
Things to do-Destination
39%
77,343
54%
33,198
Entertainment/Sp. Events
32%
63,461
11%
6,763
Books
29%
57,511
37%
22,747
Stocks, bonds, etc
25%
49,579
26%
15,984
Computer hard/software
30%
59,495
40%
24,591
Music, cd's, tapes
25%
49,579
33%
20,288
Movie Listings/times
21%
41,646
41%
25,206
New & Used vehicles
22%
43,629
34%
20,902
Local things to do
18%
35,697
31%
19,058
Restaurant Info/Carryout
11%
21,815
15%
9,222
Consumer Electronics
18%
35,697
37%
22,747
Clothing & Shoes
14%
27,764
21%
12,910
Flowers/Gifts
11%
21,815
14%
8,607
Antique/Collectibles
13%
25,781
13%
7,992
Sporting Goods
14%
27,764
21%
12,910
Toys
7%
13,882
11%
6,763
Drugs/Pharm.
10%
19,832
16%
9,836
Autoparts/Accessories
11%
21,815
15%
9,222
Groceries/Food
5%
9,916
5%
3,074
Insurance
7%
13,882
11%
6,763
Other goods/services
15%
29,747
17%
10,451
None of these
15%
29,747
9%
5,533
Purchase made
& Visited Kentucky.com
based on web info
past 30 days
%
Adults
%
Adults
32%
63,461
47%
28,894
16%
31,730
22%
13,525
11%
21,815
17%
10,451
22%
43,629
27%
16,599
13%
25,781
13%
7,992
17%
33,714
19%
11,681
15%
29,747
19%
11,681
8%
15,865
15%
9,222
7%
13,882
11%
6,763
6%
11,899
8%
4,918
3%
5,949
6%
3,689
8%
15,865
17%
10,451
7%
13,882
11%
6,763
6%
11,899
5%
3,074
5%
9,916
3%
1,844
6%
11,899
10%
6,148
4%
7,933
6%
3,689
2%
3,966
4%
2,459
5%
9,916
7%
4,303
2%
3,966
0%
2%
3,966
2%
1,230
7%
13,882
9%
5,533
36%
71,393
26%
15,984