Yahoo! News - Gold Mine Found in Web Searches
OK. I was just wondering about this and low and behold here it is. I really wanted to know exactly what a conversion cost across different media.
According to Piper Jaffray, the cost to acquire a customer is about $8.50 for search, $20 for Yellow Pages, $50 for online display ads, $60 for e-mail and $70 for direct mail. Data for television was not included.
In other interesting news found in this article:
Web search advertising revenue $8 billion in 2005
Global search advertising revenue, which was $369 million in 2001, is expected to hit $7.9 billion this year, according to research from Piper Jaffray & Co.
WebTrends data suggesting that 60 percent of marketers do not measure sales, leads or key actions resulting from campaigns.
[This is a dangerous number because that means you are competing with people who don't know what things are truly costing them. You need to be extra analytical when going head to head with this guy.]Based on Universal McCann’s 2005 advertising outlook, the Big Four U.S. television networks will attract nearly two times Piper Jaffray’s global search spending estimate. U.S. direct mail spending is expected to hit $57.2 billion this year.
[even though it costs them more per lead]
