February 1, 2006

Advertising Campaigns That Drive Web Traffic

by Peter Kim

with Elana Anderson

Executive Summary (This is a document excerpt)

At the height of the dot-com bubble, millions of marketing dollars were spent on high-profile ad campaigns to drive Web traffic. When the bubble burst, many of the big spenders — like pets.com, epidemic.com, and netpliance.com — did as well. Today, most marketers look back and are determined not to repeat past mistakes. But, as more consumers shift online, firms recognize the need to meet them there. Offline advertising tactics are required to build awareness and drive site traffic. These campaigns require focus on three critical elements: (1) target audience engagement, (2) complete customer experiences, and (3) desired business outcome.

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