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According to the survey, those driven to a Web site from a magazine advertisement were most likely to request a prescription (46%), followed closely by those who found the link on a TV (44%) or radio (37%) advertisement. In contrast, only 19% of those who visited pharmaceutical Web sites via a search engine or other source indicated they would request a prescription. And only 14% of those visiting Web sites based on their physicians’ referral said they would request a prescription.
Has anyone else tracked conversion rates from offline sources such as magazines?
Numbers aside, here’s what you should take away with you.1. An integrated campaign should yield higher brand lift
2. There are optimization efficiencies within the media mixThe implications arising out of these conclusions are just as important:
1. Based on ever increasing online penetration, media consumption time and broadband access (to name a few), there is a substantial role for online to play in reinforcing and sustaining an idea.
2. Integrated planning – if undertaken in a collaborative fashion at the earliest possible stage – can result in significant optimization opportunities.What makes me even more hopeful is that this study used only banner and skyscraper units and we all know how much more is possible with larger and richer combinations MediaPost [mediapost.com]
MSN's study [advantage.msn.com]
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Yes, I've tracked conversion on a 1/4 page newspaper ad. Very targeted ad. Good position, too. $426 per click. YEOW!
Client "A" had a press report in a major market newspaper.
Web traffic showed no change even though it was about the client offering a free internet cafe in their establishments.
Client "B" had an interview during the 5:00 news in a top 20 market about a major event, the business name was mention serveral times, yet traffic was flat line.
Client "C" took out a 3 line classified advertisement in 4 mid market western newspapers which included their web address. Flat line again.
Now in any of these three cases whomever was directed to website via the exposure, would be highly pre-qualified and I am sure the conversion rate would be high per visitor.
In the case of Client "B" with a possible 1/2 million TV viewers at best 10 additional unique users visited the web site. A 44% conversion rate adds up to 4 buyers.
500,000/4 = one sale per 125,000 viewers.
Yet, even this did not happen, not even by phone.
During this period, the web site could easy receive 200 visitors from the search engines at the stated 19% conversion rate equaling 38 sales, while the TV spot yields 4 sales from 10 visitors at a 44% conversion rate.
Anyone else want to spin numbers? :)
Can anyone suggest or provide tried and tested ways to track visitors from an offline campaign to your website. I'm thinking placing a tracking url in adverts such as www.mysite.com/?source=mag would be highly ineffective.
Any ideas...
Thanks
Katey
