What are the trends in online marketing? Plan well, spend cautiously and keep in mind tried-and-true direct marketing techniques. That was the consensus of the annual E-Com Town Hall at the MeritDirect conference in Stamford, CT, on Thursday, moderated by Regina Brady, president of her own e-marketing and direct marketing consultancy.
A Forrester Research study on how marketers pay for ad banners on the Web is an example of these trends. In 2000, 38% purchased ads on a cost-per-thousand (CPM) basis. In 2003, only 18% will use the CPM method of purchasing ad space.
And, panelists remarked, marketers are increasingly demanding the cost-per-acquisition (CPA) model in the e-mail list arena. “Last year, people could spend,” said Rob Sanchez, vice president of list management services at MeritDirect. This year, people only want to pay for acquisitions they get.
In business to business, list companies are not getting hit with a lot of CPA deals because there aren
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