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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...

Registered Users - Take a site’s count of “Registered Users” with a grain of salt

A website’s registered user count can be about as misleading as a magazine’s circulation. Just because someone registered, for free, to use a site at one time doesn’t mean they come back on a regular basis, or ever for that matter. Additionally, some people, for one reason or another such as a forgotten password, may register several different times and are thus counted in the total registered user count multiple times. Note that some sites, usually sites that have something to gain by it, parse their list on a regular basis to keep it realistic (i.e. HotMail cancels your email account if it becomes inactive for a period of 60 days). Other sites have less incentive, and so they probably don’t worry too much about the viability of their count. Nothing new here as we’ve all received five or six copies of the same free trade magazines for everyone at the office… and they all promptly go right in the garbage. Fortunately, as almost everything on the web is measurable, the better number a marketer should look at to estimate reach is unique users who visited during a specified time period, like say a month. Just remember the limitations discussed in the unique users section above.

>> Portals, Search Engines & Directories

Authored in 2001 by Stephan Aarstol
while Director of Business Development