LETTER: Pay for Performance Is Way to Go

Share this article:
"Pay for Performance Gains on CPM" (www.dmnews.com/articles/2000-11-06/11460.html) emphasizes what I have been saying for 3-plus years. The dot-com turndown has only made dot-com marketers and investors start to reconsider this current flawed marketing approach.


Banner ads and expensive print ads are not the way to market a dot-com company.


Develop the user base and database for long-term dot-com viability.


Develop your vigilante marketer user base -- people who love you and your site "just because."


Develop the "bump into" factor in your marketing approach. Ubiquity breeds the perception of market strength and consistency.


Three cheers for AllHerb.com, a true Internet marketing example. I bet they have plenty in their coffers for this current dot-com downturn. Brands are not created overnight; they are created because people love what you do and you are consistent over time.


• Bert Blevins


bert@janeva.com


enfusion.com


janeva.com
Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Is the Next Mobile Already at Hand?

Is the Next Mobile Already at Hand?

Researchers quibble about just how big the Internet of Things is going to be, but a new report says it's going to be huge and that marketers need to pay ...

Sony Brings Data to Outdoor Advertising

Sony Brings Data to Outdoor Advertising

Norwegian moviegoers got front-row seats when Sony took dynamic digital ads off the Web and into theaters.

Ramp Introduces Video Platform for Marketers

Ramp Introduces Video Platform for Marketers

The cloud-based platform syncs with marketing automation and capitalizes on user behavior to extend view times.