Insights for Online Acquisitions or New Talent (1,129 words)
If you're hunting for online acquisition
bargains or new talent, read this
By Tim Dolan
For interactive marketers, the year 2000 came in like a lion and went out like a lamb. List and banner CPMs fell almost as fast as dot-com stocks, and many online retailers, list owners, and interactive marketing professionals awoke New Year's morn to the reality that the ride had ended.
So what does this mean for catalogers in 2001? Two things: Buyers of interactive marketing services for new customer acquisition are in a great negotiating position and there's a lot of new talent in the marketplace. List managers, list owners and Web site managers are navigating new terrain as the value of their opt-in lists and banner inventory are furiously being reconfigured. In other words, if your opt-in list and your Web site ad revenues are your entire business model, you may want to postpone applying for that second mortgage. With demand for these advertising channels down, the channel owners are ready to negotiate. So while you still can expect some resistance, persistence will pay off. If you can define your rollout strategy, and what it could mean for the list owner or Web site owner, you'll be more successful in negotiating a better CPM, CPC or CPA (cost per million, cost per click or cost per acquisition) for your campaign, particularly while you are in the test phase—and that's where you really want to maximize your dollars.
If your firm is still building its interactive team or seeking more seasoned talent, there's a whole new batch of people entering the marketplace now. Many of the sites on which you used to advertise no longer exist, or they're on their last legs. Combine this winter's downsizing of many firms across the Internet sector and presto, you have a ripe talent pool. Granted, most seasoned players in the interactive marketing industry have about 12 to 24 months of interactive experience. But, if you're picky, you'll find some stray lions. For the first time in several years, hiring managers have the advantage. Use it.