Know-How Exchange : Other

This is quite a trick question because it depends on the policy of the owners of the websites your contractor gets your material published.

The easiest way is to embed a JavaScript tracking applet which will report back to you the numbers of hits and when they occur. Google adpages permits this, but many websites do not permit third party Java or make it very difficult by insisting that you prove that it is benign.

The simplest way would be to as for or to pay for a web counter on the page containing the advert or even better, get the site owner to put a counter in the code for your material.

Building in a voluntary response mechanism means that those who visit the page and look at the advert has the advantage of allowing you to build up a prospect list of those who show real interest, but this discourages those who want to browse if the reward for them getting more detailed information is the reason for them responding will put off many.

Chris Cardell, the UK based Marketing Coach has stated that 99% of site visitor do absolutely nothing and the remaining 1% contribute to your sales. His approach is to accept that the percentage of people taking action will always be small, but he concentrates in his course on how to increase that 1% to 2% or higher.

In a way, knowing how many item-hits you get is rather academic as it is real enquiries which drive a site forward as far as sales are concerned. Knowing that 1 or 2% of visitors actually read your marketing is academically interesting, but it only confirms what has been extensively researched – that is “Few do!)

If you want to go down the Java route, you will need to confirm that Java is permitted on the site and if it is possible to embed in your publicity. Only you an answer this question as you havn’t said what the format of your material is – for example, if it is pure text, then you can’t embed Java. If it is in HTML and especially if it contains links and images, then this is much easier.

Don’t forget the obvious – a tracking pixel is still pretty useful if the site owners will permit it.

If you need someone to do the Java – and if that is the right way forward – I could get one of our guys to do the work for you or you could post a project on this forum and ask for someone to do it – MP projects are very cost effective and you can call on a pool of people who really know what they are doing.

Good Luck

Steve Alker
Xspirt