•
clicks
• conversion rate
• roi
• unassisted revenue
(no added support personel cost)
• cost per click
He considers himself to have had a marketing success if he makes back
25 dollars for every dollar he spends.
When looking for new methods of marketing he may ask one of their
few agencies for any ideas, any new trends. And, of course, he watches
what his competitors are doing.
He prefers to advertise in places that are customer driven, such as
search engines and price comparison sites. He goes, he said, for easy
wins (low hanging fruit).
They have thousands and thousands of product pages, but they're all
database driven and have proven difficult to get spidered. Their solution
was to hire Quigo (who I've been hearing a lot about lately), who
spidered their site and created a feed to Froogle and other shopping
search sites.
An audience member asked what some of their more unique solutions
have been lately.
Eddings mentioned both their 3d modeling function, which allows users
to rotate products with their mouse in a 3d environment, and their
ability to generate unique 1 800 numbers with cookies. These unique
phone numbers allow them to track calls back to specific actions online.
Another audience member asked him how he gets more funding for his
division. He said that dollars come from ineffective programs or programs
that can't, with certainty, demonstrate their effectiveness. Hazy
results, he said, don't justify spend.
About the Author:
Garrett French is the editor of iEntry's eBusiness channel. You can
talk to him directly at WebProWorld,
the eBusiness Community Forum. |
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