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“Half of all my advertising is wasted. I just don't know which half!” Many of you may think this statement is no longer true or relevant, citing obvious examples of how and why we are now able to track exactly which of our advertising efforts are effective and which are not, particularly on the Internet.

With metrics such as impressions, click-throughs, page views and call-to-action conversion rates, this question appears all but moot. Yet, on further examination, we see just how easy it is to massage the metrics and skew results, throwing our ad-savvy self-confidence into a tailspin.

Do you base your conversion rate percentage on the number of people visiting your site versus the actual number who purchase or opt in? Or do you measure conversion based on the number of site visitors who visited a specific order page and placed an order? The difference between the two is often significant and can wreak havoc on your planning. This issue's dilemma asks: With Internet technology at our fingertips, are we any closer to knowing which of our advertising is effective and which is not?

Think advertising is dead and not worth an opinion? Let us know what keeps you up at night. What dilemma do you take with you when you leave the office? Your peers would love to help. Write to us and ask our SWOT Team about your dilemma. Tap into the collective strength, wisdom and experience of this group. It works, and you could win a free copy of our book, A Marketer's Guide to e-Newsletter Publishing.

Revisit our previous dilemma—read below for your peers' best advice on moving from knowledge to action and “getting it done” in 2004.

Unite and make a difference!

This Issue's Dilemma

SWOT Category: Internal Weakness

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Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

Yvonne is a “customer engagement coach” and President of EVE Consulting, helping companies achieve sustainable market leadership through the power of customer engagement.