Promotion activities on the Internet are
generally highly effective, offering quantifiable benefits and low costs.
Compared to both off and online advertising, promotion activities offer lower CPV (cost
per visitor) rates, greater analysis potential and methods for developing barriers to
entry within markets. Promotion work is also extremely adaptable; allowing the successful
activities to be developed further whilst less successful ones can be improved or scaled
A Strong Foundation
Providing a balance between short and long term activities through both promotion and
advertising methods creates a strong foundation for audience building and performance
appraisal. As many of these activities are generally finite in nature, it is also possible
to calculate the likely costs and benefits in advance.
We generally advise that promotion activities and effective performance appraisal methods
are in place prior to large scale expenditure on internet advertising.