Rainmaker wrote:
>
> IMO, if you don't have a budget for promoting a site, don't build
> it.
>
> He goes on to say that a company should budget $40,000 for
> advertising the first year if you want to be a serious contender.
> I agree with him.
I'm not sure I'd agree with the $40k figure, as it really depends on the
defined objectives of the site and where it fits within the overall
communications strategy, the target audience and what their desired
action is, etc. (Can't think why I didn't respond to Adam's posting on
this - must have been too busy).
My experience, which has been born out in my time here at IBM, is that
as a rule of thumb you should devote 30-40% of the total site budget to
drive-to-web activities.
I agree there is much you can do yourself, but as George has pointed
out, it takes time. And time is valuable. If your time is worth, say,
$80 an hour and you spend 3 days a week on such activity, it's costing
you $8,500 a month. And as George has also pointed out, you'd be better
off spending that money on paid advertising, whether online or
dead-tree.
>
> I know that's not what you want to hear, but it is a reality.
>
> George
>
I'm afraid I concur with George. But then, in matters marketing, I find
that I usually do <g>.
frank
--
Frank Lee. Interactive Strategist, IBM Australia Ltd.
Member: Aust.DM Assc., Market Research Soc. of Aust., Web Consultants
Assoc., HTML Writers Guild, Internet Professionals Association.
http://www1.tpgi.com.au/users/franko
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