Directional (Not Direct) Marketing定向（不是直接）营销

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How many times since the commercial release of the Worldwide-Web have you seen sudden "breakthroughs" of great fortune-making potential come and go where just a few people were in the right place at the right time to be able to take advantage of them?多少次，因为商业发布的全球Web的，你突然看到“突破”的巨大财富的潜力来来去去的只是很少人在正确的地点在合适的时间，以便能够利用这些机会？ -- You're right ... -你说得对. .. very, very few.非常，非常少。

Article source: http://sitetube.com/ . 文章来源： http://sitetube.com/ 。 Used with author's permission. 用作者的许可。

Those who believe the web is not a direct response medium should think again.谁相信这些网站不是一个直接反应介质应该三思。 A recent study conducted by AdKnowledge and published in their recent "Online Advertising Report" suggests that 60 percent of total website conversions occurs in the first half-hour.最近的一项研究进行了AdKnowledge并公布在其最近的“网络广告报告”显示，百分之六十的总网站的转换发生在第一个半小时。 In other words, based on the study the bulk of your visitors will likely buy within the first 30 minutes.换句话说，根据这项研究的大部分访问者可能会买的第一个30分钟。

While that's pretty much conventional wisdom, an interesting conclusion one can make is this: You only have thirty minutes to compel visitors to take some kind of action.虽然这几乎是传统智慧，一个有趣的结论是可以是这样的：你只需要30分钟，以迫使访问者采取某种行动。 And similarly, if people do not buy within those precious 30 minutes, the likelihood that they will leave your site, never to return again (even if they bookmarked it), is miniscule at best.同样，如果人们不买这些宝贵的30分钟的可能性，他们将离开您的网站，从来没有再次返回（即使它们书签它） ，是微乎其微最好。

On the other hand however, a previous report also found that "post-impression" conversions (ie, conversions following multiple impressions of an ad) are slightly higher than those that came as a direct result of clickthroughs.另一方面然而，以前的报告还发现， “后印象”的转换（即转换以下多个展示广告）略高于那些是一个直接结果点击率。 This supports the view that the Internet is also a branding tool.这种支持这样的观点，互联网也是一个品牌的工具。 Therefore, if the Internet is a direct marketing medium then how can this be so?因此，如果互联网是一个直接的营销媒介又如何会这样呢？ The answer can be found in other findings.答案可以发现在其他的调查结果。

The latest report mentioned that post-clickthrough conversion rates were on the rise.最新的报告中提到，后点击转换率呈上升趋势。 Of total conversions, the study also found that 44 percent were repeat conversions.整体转换，该研究还发现，百分之四十四是重复的转换。 And finally, keyword placements, while they cost more, were found to yield the highest clickthrough rates.最后，关键字的位置，虽然他们花费更多，被发现，收益率最高的点击率。

("Keyword placements" signify keyword-based banner impressions -- ie, banners that appear on portals after specific keywords are searched. For example, if you searched for "music" on Yahoo, a banner for a music- related website will appear on the subsequent results page.) （ “关键字排名”意味着基于关键字的旗帜展示-即，横幅出现在门户网站后，具体的关键字搜查。例如，如果您搜索“音乐”在雅虎，横幅的音乐相关的网站将出现在随后的结果页。 ）

From these findings, several conclusions emerge:从这些调查结果，出现一些结论：

1. Websites are becoming better at direct marketing;网站正在变得更直接营销;
2. Advertising is more effective when targeted;广告时更有效地配置;
3. And people who buy based on brand preference alone do so和人民谁购买品牌的基础上优惠仅这样做
   • If they bought in the past and are likely to buy again,如果他们买过去，并有可能再次购买，
   • Or if the ads were not targeted in the first place.或者，如果广告没有针对性摆在首位。

Essentially, the final conclusion one can make is that direct marketing, coupled with targeted marketing, seem to yield the greatest response.本质上来说，最后的结论可以是，直接营销，再加上有针对性的市场营销，似乎产生最大的反应。 But a site that does not compel visitors to take some kind of action within the first few minutes, or one that does not target its prospects from the onset, will then have to seriously invest in, and rely on, branding efforts in order to encourage an adequate level of sales.但是，一个网站，不强迫游客采取某种行动的最初几分钟，或一个不其前景目标从一开始，就必须认真投入，并依靠品牌的努力，以鼓励适当水平的销售。

For larger corporations, branding alone is plausible since it requires a significant investment -- and risk.对于较大的企业，品牌仅仅是合理的，因为它需要大量的投资-和风险。 But for smaller businesses however, branding is costly and should never be the primary focus.但是，对于规模较小的企业然而，品牌是昂贵的，并绝不应该的首要重点。 In fact, while branding is important it should only be the byproduct of an effectively implemented, targeted direct marketing strategy.事实上，品牌是重要的应该只能是副产品的有效实施，有针对性的直接营销战略。 The more qualified your visitors are, and the more compelling your message is, the higher the percentage of website visitors that will buy within those crucial 30 minutes will be.更合格的访问者，而且更引人注目的是您的邮件，较高的百分比网站访客，将购买这些关键30分钟将。 That's "directional" marketing.这是“定向”销售。

Michel Fortin is a direct response copywriter, author, speaker and consultant.米歇尔福廷是一个直接回应撰稿人，作家，一位发言者和顾问。 His specialty are long copy sales letters and websites.他的专业是长期拷贝销售信件和网站。 Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.看他重写视频拷贝每个月，并获得提示和测试证明转换战略，提高应对会员国在其网站上http://TheCopyDoctor.com/今天。

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