Various Marketing Methods: Pros & Cons

**Dale King** · 05-09-2008 11:21 AM

Anyone who has ever done pay-per-click advertising knows that click-fraud, is a real and legitimate problem. Depending on who you ask, click-fraud estimates range from 10%-30%. But let's compare that to the negatives of other marketing methods. For example, if you advertised in an online ezine or newsletter that has a readership of 100,000, does that mean all 100,000 subscribers are going to see your message? No. Here's why. Because of e-mail filters and unopens, approximately 25%-75% of subscribers are never going to see your message.

And if you did a direct mail campaign and sent out 10,000 pieces, approximately 90-99% of those who receive your message are going to throw it in the trash without even opening the envelope.

And if you advertise in a general audience medium like your local newspaper, most of the circulation is going tio be wasted, because the majority of the readership is not going to be interested in your offer.

The point is, there are pros and cons, positives and negatives, advantages and disadvantages...regardless of what marketing method you choose to use.

However, smart, educated marketers plan for and adjust accordingly for those various factors.

Dale King

**FUN-GUYZ!** · 05-09-2008 11:44 AM

Well, Dale, you are correct. Every medium has disadvantages. I believe the best marketing approaches are those that use several mediums to reach your audience, at the frequency you can afford in order to maintain a brand presence.

Advertising = Reach + Frequency

Depending on your product, price point, and cost of sale...if you can reach a response/sale rate of 1% with each medium, your in line with most industry standards and hopefully making money. Anything greater than that and your at the head of the class!

**GuyBBY** · 05-09-2008 11:49 AM

Thanks for the post Dale. Marketing is such a precise science if you ask me...it is amazing how much we get exposed to without notice, but by the same token how much we chose NOT to notice when filtering e-mail and throwing out snail mail.

Thanks again!

Guy