3. FOCUS ON "VIEW THRU"

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Uploaded by on Dec 29, 2007

Recommendation 3 of 12 for Business Marketers

Optimize online advertising campaigns around the "view-through" phenomenon. Like most online consumers, accounting and financial professionals are more likely to "self-navigate" to advertised Web sites (when they're good and ready to do so) than to click online upon first seeing them. Researchers found that more than half (52%) of the eventual response to advertising messages in business e-newsletters such as CPA Insider does not occur with a direct click on the ad the time it is first seen.

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