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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Paid Product Placements & Directory Placements

Paid product placements and directory placements are becoming more and more common as advertising on the web matures. In contrast to many interruption-based paid advertising options on the web, paid product placements and directory placements represent advertising that is the content users are looking for. As with the most effective marketing, it’s less about distracting your prospective customers and more about making it easy for them to find the information they want.

When accessing product placements and directory placements, keep in mind how metrics vary across different paid advertising platforms, especially when you contrast interruption-based advertising with ads-as-content type placements. Take unique user sessions for instance. 10,000 unique user sessions during a month on c|net’s digital camera category likely means nearly 10,000 prospective customers were researching a purchase, while 10,000 user sessions on “Outdoor Photography’s” homepage means 10,000 people likely came to read the latest photography articles. Which paid advertising placement is more valuable to a camera manufacturer: 1) The top banner ad on outdoor photographer’s homepage (even at 100,000 user sessions), or 2) the top product listing in c|net’s digital camera product category?

>> Ad Pricing Model Comparison

Authored in 2001 by Stephan Aarstol
while Director of Business Development