Best Practice #8: Effective ROI
It's now taken for granted that clients demand accountability.
CPA, CPC, cost per ad nausea... effective interactive advertising is usually measured by dollars returned on investment.
Effective ROI is where you find it.
A stick of Bazooka gum still costs less than a tenth of a cent to make. At two cents a pack, that's a pretty good return on investment!
Online, the accepted means of getting the highest ROI is through search keywords and text links. But who would have ever thought it would exist in an IM window.
The adidas_1 product launch (I mentioned it back in Best Practice 1) included branded IM environments. ICQ, the popular instant messenger in Europe drew a 21 percent clickthrough rate, which contributed in driving half a million visitors to the adidas_1 website in the first week.
Instant Messenger
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To view the MSN Messenger Theme Pack just click on it.
