“It’s clear that display advertising, despite a lack of clicks, can have a significant positive impact on:
- Visitation to the advertiser’s Web site (lift of at least 46% over a four week period)
- The likelihood of consumers conducting a search query using the advertiser’s branded terms  (a lift of at least 38% over a four week period)
- Consumers’ likelihood of buying the advertised brand online (an average 27% lift in online sales)
- Consumers’ likelihood of buying at the advertiser’s retail store (an average lift of 17%)”

Unlike search/keyword advertising, display advertising does not normally result in an immediate click, rather the display ad creates interest in the product or service which is realized at a later date as a vendor-specific site visit, search query, and/or a purchase.

Source: comScore, Inc.

Link to External Resource: How Online Advertising Works: Whither the Click?

See more Resources like this in the following Web Marketing Guide Section: Web Advertising

Tools to utilize interactivity for improving ad reach and conversion:
- Calculators: savings, ROI, benefit/impact, etc.
- User test/quiz (e.g., “See how much you really know about [topic]…”)
- Readiness assessment

Source: Northpage Research

Link to Resource: Google Messaging Ad Calculator: State of the Market Advertising Example

See more Resources like this in the following Online Marketing Microguide Section: Web Advertising

- Web Marketing Q&A and How-to
- Web Marketing Component Peer Review
- Web Marketing Tips
- Web Marketing Examples

The forum is available at: http://www.webserviced.com/forum/

Please register and help us to help others advance their Web marketing initiatives and projects. We look forward to meeting and interacting with you through the forum.

http://www.webserviced.com/online-marketing-component-strategy.html

Our first two items include the Web Marketing Component Map:

Also available is our collection of Web Marketing Component Examples. It is from this foundation that we will develop the Web Marketing Guide at webserviced.com

Nurturing Marketing defined:
- Initiating a conversation with prospects and customers over period of time
- Growing relationships by sending unique and valued messages to prospects and customers on a regular basis
- Leave a positive imprint in their mind until they’re ready to buy

Nurture Marketing is NOT:
- Sending out an e-newsletter periodically
- Randomly calling leads every six weeks to see if they are ready to buy
- Blasting your entire database with a new case study
- Offering content that promotes your company’s products and services and does not take into account your prospects’ interests

Source: Jennifer Culbertson, The Partner Marketing Group

Link to External Resource: Sowing the Seeds to Success – Nurture Marketing for Existing and New Customers | PowerPoint

See more Resources like this in the following Web Marketing Guide Section: Lead Nurturing