Re: UKNM: FMCG marketing on the web and how to do it (was money / drain)

[Stefan Magdalinski]

"Houston, Richard" wrote:

> 

> agh! get off ray, you're hurting .. *pop* .. *pop*. aarrghh.

> 

> .....

> 

> ed hit the nail squarely on the head:

> 

> > Has the web site had a tangible, measurable,

> > or significant effect on sales?

> 

> absolutely. and does anyone know the answer to this question? nope. this is

> *the* measurable medium .. but hits are not sales. nor are page impressions.

> nor, indeed, are unique hosts.


I fail to see why it's any harder to measure this for the web than for a

traditional campaign. Did the Tango TV spots improve sales of Tango?


> 

> i think that the answer to the question which went along the lines of "are

> there any fmcg web sites of any use to anyone?" remains something like

> "sorry, we can't tell".

> 

> is anyone tracking user behaviour offline? 


I think a couple of market research firms make a very tidy penny doing

just that.


>how do you cookie a person?


Store Loyalty cards. and people think *cookies* are sinister.


> 

> while i'm about it: long lists of email addresses / postcodes aren't sales

> either. but what of fmcg email relationship marketing ... ?

> 


stefan


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