Demographics Sell Advertising Space
Like every type of industry, the Internet lives and breaths demographics. The Internet is continuously defined and redefined by its user demographics.
Every day, market research companies like AC Neilson and Jupiter release demographic data on the Internet and its millions of users.
Demographics coupled with trend predictions actively shape the future of Internet development, e-business initiatives and potential investment opportunities. For example, a web site's visitor demographics help marketers decide which web sites to advertise on.
When I consider advertising on a web site or sponsoring an e-newsletter, I automatically request a media kit to determine whether their demographics match our products' target audiences.
These days, advertising funds are rare and as a marketer you are more accountable for each dollar you spend. Therefore I require a comprehensive media kit so I can make an informed decision.
So how do you produce a comprehensive media kit detailing your web site's visitors and e-newsletter subscriber demographics? Easy; you use a web site analysis tool to retrieve customer behavior data from your log files and then politely ask your visitors to answer a short online survey.
The types of visitor demographics a web site analysis tool will detail on your visitors behavior patterns is as follows:
- Identifies which region/country in the world your visitors are coming from. (Funnel Web also gives you a percentage for easy interpretation.)
- Total number of people visiting your web site including the number of unique visitors versus the number of repeat visitors.
- Type of industry your site's visitors are from (e.g. US commercial, government, education etc.).
- The average length of time a visitor spends on your web site and how deeply that visitor travels into your site's architecture.
- The number of page impressions over any designated period of time.
You can entice your visitors to answer your survey by offering them a discount off a product or a free tri-monthly subscription, for example, but not every visitor will answer your survey.
You should also limit the number of questions asked on the survey. The longer the survey, the less chance a visitor will answer all the questions. Therefore, consider the questions carefully before you ask. Below is a list of suggested questions:
- What is your job title/role in the company?
- Do you make purchasing decisions and if so how much would you spend each year?
- Do you ever purchase products/services online and if so which ones in particular?
- Are you female or male?
The great thing about an analysis tool like Funnel Web Enterprise is you can also use it to produce advertising reports for each client. If you sell advertising, you are expected to give an accurate click-through rate on each banner ad.
By giving your advertisers access to your Funnel Web reports, you can keep them up to date on the success of their campaigns on a weekly or even daily basis. Great customer service is the key to retaining your clientele regardless of the industry.
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