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Article: Rich media, richer response.(Internet marketing)
- Article from:
- Target Marketing
- Article date:
- June 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 North American Publishing Company. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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RICH MEDIA BOOSTS SAGGING CLICKTHROUGHS AND TURNS BANNER ADS INTO A TRUE RESPONSE CHANNEL
While internet usage and e-commerce have skyrocketed, banner ad click-through rates have dropped precipitously amid the clamor. While 83 million U.S. adults now have Internet access, according to IntelliQuest, an Austin, TX, market research firm, most industry analysts say the response rate to banner ads is less than 1 percent. There may be more consumers online, but direct marketers aren't interested in creating or collecting impressions - they're trying to make sales.
So how can they break through the deafening noise on the Internet to make messages standout? Some ...