Apr 14, 2008

Marketing Adventures: Mass Marketing Pondering

Sometimes I ponder. Often times, the thoughts are about common sense subjects. Further, these thoughts arise because of daily experiences. Nevertheless, I need to convince myself about these ponderings. On a side note, knowing business is about having common sense and intuition. Business is not about smarts, but having smarts helps!

Anyway, I look at statistics for anyInput on a daily basis in Google Analytics. One of the statistics is “bounce rate.” The bounce rate is the percentage of visitors that entered anyInput on the same page that they left on. So if a browser visits the anyInput homepage and leaves, the bounce rate increases. A high bounce rate indicates that many browsers are not interested in your site.

The fact is, not everyone will be interested in your product. If you engage in mass marketing, then you are targeting everyone. What percentage of those people will be interested in your product? For anyInput, I can say that the maximum percentage is 2%. So at max 2 / 100 visitors are interested enough in anyInput to sign up for a free account.

Mass marketing is probably not effective for anyInput. The alternative to mass marketing is using targeting advertising. There are many ways to target advertising such as Search Engine Optimization of PPC search engine ads. Just remember, you need to know what your customers are searching for if you use targeted advertising!

No comments: