'Beyond the Click' Research Report Widely Cited
AICPA researchers find marketers may be
missing more than 50 percent of online ad response.
missing more than one-half of all responses to their online advertisements,
according to the American Institute of Certified Public and Accountants
and Bay Street Group Beyond the Click, Maximizing Advertising
ROI in B2B E-Newsletters study. The latest research effort
from AICPA e-media team found that more than one-half of follow-up
to online ads occurred up to 30 days after the ads had appeared
in professional e-newsletters. Readers who were exposed to online
newsletter ads but did not click on them could recall the ads almost
as frequently as readers who did click on the ads (22% versus 28%).
The AICPA research
team, led by CPA Insider™ Publisher, Hank Berkowitz
and CPA Insider lead columnist, Rick Telberg, surveyed
more than 2,000 readers of their e-newsletters and tabulated both
pre- and post-campaign analysis for nearly two-dozen advertisers.
A number of
influential accounting and e-media sources picked up on the research
How to Maximize Impact of E-mail Newsletter Ads
and Delayed Ad Clicks
Study: Online Marketers Miss More Than Half of e-Ad Responses
Study: Financial Pros Click and Save
Missing Up to 55 Percent of Online Ad Response
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