Tag Archives: Acquisition

Will Facebook eventually replace the Windows & Mac desktop?

Had the privilege to meet up with Saul Klein, E-commerce VP at Skype and founder of the Open Coffee club, who was in the country yesterday. While chatting to him about the local online scene together with my colleague, Vincent Maher, we got talking about Facebook and other niche social networks. We articulated a thought […]

Online ads: What’s working?

Online advertising as we know it is crude. But it is entering a new era of sophistication….

The internet allows us to target advertising to an unprecedented degree, so why are most banner ads still served on such a hit-and-miss basis?

Publishers slap up an insurance ad on a homepage in the hope they will get the industry average 0,3% click-through rate or more. If they achieve that click-through rate, everyone is happy. But here is the question — what happened to the other 99,7%? Surely by any standards this is a pretty inefficient ratio? It may be at first glance, but that 0,3% is still valuable enough for advertisers to achieve major return on investment by forking out big bucks to be on the major sites.

The type of client found on local online publishers give us a clue as to what is working on the web. For example, insurance and car companies have had a very successful love affair with the internet. The one thing they have in common is that a single acquisition equals very high value for them, for example someone buying a car or taking out a long-term insurance policy. It’s also why the high-worth online audience, which can afford to pay regular premiums, works for their brand… (read on)

It’s about branding, stupid

Online advertising is not only about clicks, leads and acquisitions… branding is important too. There are a number of competing online advertising models on the net. By far the most dominant one used by online publishers is the Cost-per-Thousand (CPM) model. CPM is the closest online advertising gets to advertising in traditional media. The advertiser pays in advance to place an advert that will be displayed to the website’s readership base, which should generate return on investment. Through the campaign there will be branding for the advertiser, click-throughs on the advert, leads and hopefully acquisition of the product. Everyone’s happy?

Is Google a monster?

On Poynter emedia tidbits on which I am a fellow contributor, the big question is asked of the dot.com mega success story, Google: “Can someone please step up and say we’re facing a monster?” It goes on, referring to the Google Youtube acquisition: “As Google continues to grow, it has shown some stripes that clash […]

The changing web

At KUGM Online Marketing conference in Rosebank Never met Vinny Lingham before, although heard about him and know about Incubeta, the company he runs. It’s a successful, savvy South African online company which has most of its business and customers overseas, playing in the affiliate space. They are pay per click and google junkies — […]