A new ad strategy created by Standard & Poor’s interactive investment advisory service S&P Personal Wealth and interactive agency K2 Design contributed to a 200% increase in the number of new trial subscribers for the site, the companies said.
The new strategy involves extensive use of rich media and co-marketing partnerships. Direct response banners based on @Home Network’s Enliven technology allow prospects to sign up for a trial subscription within the banner and eliminate the need for users to leave their host site. The S&P ad can be viewed on @Home Network’s Enliven Web site.
Additionally, New York City-based K2 negotiated and implemented co-marketing partnerships with complementary subscription-based Web properties, including SureTrade and Wall Street Research Net. These partnerships allowed new SureTrade and WSRN subscribers to receive free trial subscriptions to personalwealth.com.
“What is significant is the return on our marketing dollar,” said Mark Roth, marketing director, Standard & Poor’s. “We’ve been online generating trials for four consecutive quarters now and K2 has continued to improve ROI.” Spending on the campaign was not disclosed.
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