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Friday, December 22, 2006

Survey observations

First, we didn't receive overwhelming results. I received more passionate replies proportionately on smaller lists when I asked for opinions of Toronto truck dealers, or the building permit administration in Ottawa. Nevertheless, within framework of the small survey sample size, I think it is representative of the industry. Respondents were fairly represented from large and small firms, over a large enough geographical area in North America.

The single most interesting result is that most people are not familiar with Google Adwords, and of those who are, an even smaller fraction use Pay Per Click advertising in thier marketing mix. This is impressive to me in that it suggests much untapped potential in the Google-style advertising approach. In Pay Per Click, results are directly meeasurable, and advertisers only pay if the ad at least draws traffic to their websites. Of course Pay Per Click is not quite the same as Pay per Order -- a marketer's dream (if the Pay Per Order price of course is low enough.)

Tomorrow we head on a vacation to New York City and then onwards to Vancouver. Of course I'll have the laptop with me and expect to post updates to this blog while travelling. The regular newsletter will resume in January.

Best wishes for the Holiday Season.

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