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January 12, 2005

Marketing Sherpa (US): Marketing Wisdom for 2005: 105 Marketers and Agencies Share Real Life Tips

Excerpt --

Location, location, location … was the lesson we learned when a recent acquisition-focused online campaign was under-delivering. Over 13 million impressions across 30 of Canada’s most popular consumer sites and portals were averaging a generous 0.70% click-through rate, but producing poor conversion results. We reallocated 15% of the media buy to Yahoo! Mail exit screen, a channel that performed well in the past. One creative, one size, one area, generated more conversions within seven days than the multi-site approach did in three weeks.
Lesson learned? Test new ideas, build insight, monitor campaigns closely, and always have a plan B in mind.

Steve Mast, Vice President Managing Director, Delvinia Interactive

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