Electronic Retailer - February 2012 - 47

If you find yourself not having enough products to rotate in your ad inventory, then by all means sell those impressions. Remember, your audience is special because each individual has reached your site at least initially interested in buying your product or service. This is one example of how valuable your own media really is. You own those views as opposed to renting a theoretical impression. Plus, there is no click fraud. A dirty little secret in online media is that almost 20 percent of clicks are fraudulent. Online media sellers are not aggressive in ferreting out fraud because fraud makes them more money rather than less. Their goal is to keep fraud at a manageable level just to keep folks buying it. So owning your own media eliminates fraud and will perform several times better than any display advertising you will ever buy. But is your website traffic the only media you own? The greatest media asset you own is your customers’ email addresses. When a customer buys something from you

and you capture the email address, you have the right to send that person additional offers. Each person is an actual buyer and represents a golden opportunity to engage in an ongoing dialog. When you send someone a catalog, this is media. When you send someone an email, this is media. And the cost to deliver an email is extremely low. Using PulseTV as an example, we have more than 6 million email addresses and send out daily offers. This is like owning our own broadcast station as we “reach” 6 million people daily. I put “reach” in quotation marks because not everybody opens their email daily so emails that are not read are like banners that are not viewed. The difference here is that this is your own media and you can communicate with your audience daily. The email address is the most important piece of data you own. In the online world, data becomes media. In addition to mailing your own offers, more and more marketers are contracting with third parties to deploy offers. They augment their revenue by

utilizing this media for other offers. It helps overall conversions as the more people buy online from anyone, the more likely they are to purchase from you. It is a bit counterintuitive, but it is true. Another way to own your own media is to create or license content and get subscribers. In this way, you give subscribers value via daily jokes, recipes, random facts or articles for the right to include your advertising. These are called e-zines or newsletters. Over the years, PulseTV.com has alternated between selling advertising to companies inside these e-zines and selling our own products. When you own your own media, you have a great dea l of f lex ibi lit y. Understanding your online media assets and using those for cross-marketing products or selling the space to other folks is not a replacement for buying online media. You can do both. But first you need to understand that the most effective media you can possibly find is right in your own backyard.

Your Business Partner in Direct Response.

Advanced Technology Optimizes Media

TRACKING & ANALYTICS

Track Lifetime Value
SHIP TO HOME

INTERNET

DATA MINING MOBILE DEVICES

3rd party database mining to enhance target customer profiles

TELEVISION YOUR PRODUCT TARGET AUDIENCE

CALL CENTER CONSUMER

Demographic & Psychographic Analysis
RADIO

Use the power of direct response media to drive, support and track retail sales.
SHIP TO RETAILER

Complementing our media expertise, Chief is at the forefront of media results technology. We’ve developed intuitive tracking systems—TMO, our online visit and order tracking system which allocates (based on multi-level variables) unique web visits and orders back to each traditional media airing, allowing for a full analysis of media effectiveness and CONTINUUM customers against the original media source. Chief Media represents cutting edge, proprietary technology and unparalleled

554155_chief.indd 1

February 2012 | electronicRETAILER

9/28/11 2:49:24 AM

Electronic Retailer - February 2012

Table of Contents for the Digital Edition of Electronic Retailer - February 2012