Kim Painley Talks About PPC and Banner Ads
Kinetic Marketing president Kim Painley is an expert when it comes to helping catalog retailers define their pay-per-click strategies, and she did a bang-up job talking with me about it Monday on MCM Radio (download or listen to the podcast here).
Now, one thing I asked her at the end was about the banner ads that pop up on my Yahoo Mail page. If I go to, say, Williams-Sonoma, for some research like I did today for an article we posted about its rough first quarter, I have to look at that company’s banner ad the rest of the day. Or at least until another merchant drops a cookie on my computer.
So I asked Kim, is this a good idea? She agreed with me: If a merchant like NFL.com or Spiegel doesn’t know why I surfed their site, but just knows I was there, they may be damaging their reputation.
OK, I’m a football fan, but just because I was looking for a Minnesota Vikings jersey on NFL.com doesn’t mean I want to shop NFL.com’s Vikings page (I’m a die hard Giants fan).
And unless I get a full-length mirror from a fun house, I’ll look awful in a one-piece swimsuit from Spiegel.
