Customer Interaction Magazine October 2005 - TMC's Digital ...

Publisher’s Outlook
Figure 1
TMCnet.com’s Daily Traffic Rank Provided By Alexa.com (2 year graph)
2000
20,000
40,000
60,000
80,000
100,000
© 2005 Alexa
2004 2005
Alexa.com, an Amazon Company is a third party verification of Web site traffic that ranks
Web sites by number to indicate the proximity to being the most visited Web site on the
Internet. Alexa computes traffic rankings by analyzing the Web usage of millions of Alexa
Toolbar users. The information is sorted, sifted, anonymized, counted, and computed,
until finally, it is posted as the traffic rankings shown in the Alexa service. For more information,
visit http://www.alexa.com. Source: 9/8/05 Alexa is an Amazon.com Company.
Neither Alexa.com nor Amazon.com endorse, or are affiliated with, TMCnet.com in any
way.
their marketing eggs in the online basket.
This is, in my opinion, completely
unwise because other forms of marketing
such as print, trade shows, exhibition,
etc. create the perception of stability,
dedication, longevity, awareness
and commitment of the company, not
to mention brand recognition and marketing
through education, which are
vital in the marketing process. As stated
above, no one buys anything significant
from a company they have never
heard of.
Here are some guidelines for online
marketing and beyond:
1. When thinking of doing online
marketing, don’t forget other forms
of marketing.
2. Check the reputation of the company
behind the Web site on which
you would like to do your online
2005 Sep 20
marketing.
3. More importantly, check the Alexa
(http://www.alexa.com) ranking of
the Web site on which you plan to
advertise. This step is by far the
most important part of selecting a
suitable online marketing vehicle
that has proper Web traffic.
Alexa.com is a division of
Amazon.com, and specializes in
auditing Web traffic of ALL Web
sites regardless of the type of Web
site. (See Figure 1.)
When looking at Alexa.com rankings,
it is vital to remember that
the lower the ranking number, the
greater the Web site traffic in
terms of bringing the necessary
eyeballs to that Web site. In other
words, you do not want to choose
Web sites that have higher ranking
numbers than 4,000 on Alexa.com.
As an example, the Alexa ranking
of TMCnet.com is approximately
3,000, plus or minus. As such,
TMCnet.com is ranked by
Alexa.com as being in the top
3,000 Web sites in the world! Web
sites with much higher numbers
simply do not have the traffic, and
it could lead to a waste of your
marketing dollars.
4. Compare the Alexa ranking charts
directly with competing Web sites
by super-imposing all of the competing
Web sites along with your
preferred Web site on which you
would like to advertise. This will
give you an idea of the suitability
of your chosen Web site. Once
again, these charts are vitally
If the “Renewal Rate”
is less than 90 percent,
don’t waste your money
advertising on that Web site.
important to help you judiciously
select and eliminate the sites with
extremely poor traffic.
5. Check the quality of the content.
Quality editorial matter brings
quality readers, and quality readers
become quality sales leads for your
products and services.
6. Investigate the WebTrends ® rankings
of your chosen site versus
6 CUSTOMER INTER@CTION Solutions ® October 2005
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