Tuesday, February 1, 2011

New Media and New Marketing VII

I love Roman numerals.

Well, the Facebook ad campaign is over, after four months. Did you see it? More than 2,100,000 pairs of eyes supposedly saw it in the English-speaking world, targeting Christians and readers. More than 270 clicked on the ad, which directed them to the Facebook fan page. Of those, it's hard to say but I think fewer than five "liked" the page. So who knows if it really had any effect.

So why then? Well, back in the day during the advertising class I had to take in college, I learned that direct mail is the most effective advertising there is. Electronic social networking ads are basically the same thing, but a lot cheaper. Judging from clicks, I had a .013% response rate. That doesn't seem like a very good return, but who's to say about advertising? In broadcast all an advertiser really knows is an estimate of how many people see an ad based on how many are watching a show. My real goal was just to get "The Job" and its cover in the subconscious of my target audience so if it does show up in book stores, they'll remember they've seen it before.

It's just another shot in the dark.

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