marketing information agency reports on “beyond the click, maximizing advertising roi in b2b e-newsletters”
newsletters and delayed ad clicks
marketers are missing more than one-half of all responses to their online advertisements, according to the american institute of certified public and accountants and bay street group “beyond the click, maximizing advertising roi in b2b e-newsletters” study.
more than one-half of follow-up to online ads occurred up to 30 days after the ads had appeared.
readers who were exposed to online newsletter ads but did not click on them could recall the ads almost as frequently as readers who did click on the ads (22% versus 28%).
“content-driven e-newsletters for financial professionals seem to have much longer shelf lives and reader acceptance levels than e-mail blasts and pop-up banner ads,” said hank berkowitz, director at aicpa, in a statement. “it’s essential that marketers grasp the power of this dynamic new medium.”
the aicpa sent online surveys to more than 2,000 readers of its most widely read online newsletter.
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