Kaleidoscope Marketing & Communications Incorporated


	New media has many vehicles which are measured in different ways. It is important to determine what you are trying to measure while developing the program plan. What we must all consider is that success is really not based on one single marketing vehicle. It is the compellation of all marketing efforts that leads to a truly successful marketing program. Our continuing commitment to measuring all marketing initiatives takes this into account when we provide reporting.


	Web site: Tracking number of �hits� or unique visitors to your site is the primary focus of measurability. The internet has become an excellent marketing channel for many on and offline businesses. A proven method of increasing measurement results is providing online surveys and forms to customers that get their feedback. A Web site�s success is mainly based on brand strength, user experience and knowledge share.


	Opt-in email programs: Opt-in marketing is the gem of email marketing today. By providing tangible information and offers to pre-qualified target groups a successful return is highly likely. Opt-in email has a high level of success because the user is in control and has asked for the information. There are many ways that success can be measured, for example, number of respondents, percentage of user, or number of message responses. Direct email marketing has response rates of 5 to 15%. When calculating your return on lists, consider this. If you purchase a list of 10,000 names at $300 per thousand, the total cost is $3,000. With a response rate of 5 % which is considered a successful response rate, you can expect 500 responses at a cost of $6.00 each.


	Banner ads: It is important to understand exactly what you are paying for with banner advertising. According to Gartner research, more than 95% of all consumer-oriented sites carry banner ads that are 468 pixels by 60 pixels. They have click-through rates of between 0.3 and 0.5%. That is, 3 to 5 people per thousand viewers click-through the ad, with the medium skewed towards the lower end of the spectrum. If you are to purchase 10,000 impressions at $15 per thousand, you would pay roughly $150. At a rate of 0.3 % click-through you will have received 30 new visitors to your site at a price of $5.00 each. At a 0.5% rate which is exceptional, your cost per visitor will be $3.00 per visitor.