I was actually zapped to hear from a senior colleague of mine that there was a time when internet used to sold at Rs.800 -Rs.1000 CPM to which I thought that would be long before I was born. But it was actually not very long ago that this phenomenon prevailed. Yes I am sure none of us has seen anything like this happening in our times. We hear things like CPC, then came CPL and then latest way of throwing risk on publishers / networks, CPA/ CPS (cost per aquisition or cost per sale). Still there is a large section of internet spends being directed to lead generation. mostly by classified and finance companies. We all generate leads thousands of them every month on month, but as there was a huge issue of fradulant leads like we had click fraud. Click fraud lead us to moving one more step in the value chain and move to cost per lead and now thanks to fraudulant leads advertisers want to move one more step ahead and offer cost per sale. But are we forgeting some basics of communication here:
1. What is the role of creatives used on banners ?
2. What is the role of landing pages that the banners re-direct to?
3. Does the media/ publisher has 100 % onus of quality of conversion?
4. Who is responsible for the leads that are not converting into a sale?
These are some of the questions and topics I want to cover and discuss in this blog. Some learnings from my daily life as a internet sales guy and some learnings I get from the fraternity.
cheers,
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment