Online Ad Spend for Brands (retailers) with no e-comerce facilities
Convincing retail clients with minimal to non existant e-comerce facilities can be a hideous task. They tend to refuse to enter digital realm using anything other than a Cost Per Click basis - and unahcievably low CPCs at that.
Just had a meet up with sales team of NineMSN and Kathryn Byro (SYD Sales Exec) pitched some really inovative ideas for meeting traditional retailers half way.
Of course if they are already e-comerce enabled its much more effective, and Byro mentioned some cool social media efforts linking consumer discussion to point of purchase. However, if they refuse to develop their online functionality they will soon loose out to the larger international presences reaching to Australian consumers delivering more cost effective products and a more comptetive distribution rate.
However, my problem is proving effectivness for these retail clients, moving away from Cost Per Click, we need to start viewing it as a mass medium for them achieving as much reach as a traditional buyout. Furthermore we need to be more strategic as we wont be able to track post click activities as their are no online call to actions.
I am going to start looking into what online catalouge’s can do for traditional retail companies. What currently exists in the Australian market is weak and not optimised for online whatsoever. NineMSN have discussed new technology that allows product searching and product to phone display so as to make in store identification more simple the tech costs will be fronted by NineMSN and activity will be bought on a CPM basis.
Have you seen anything innovative for online retailers driving sales using online media beyond Brand Awareness?
2 years ago