Bill Gross, Founder of Idealab,
tells John Battelle in
The Search
“The more I [thought about it],
the more I realized that the true value
of the Internet was in its accountability.
Performance guarantees had to be
the model for paying fo media.”

That accountability has spoiled me.

Having paid for the first wave of marketing,
all internet based for the eBook launch,
I’m now looking at
print based advertising for the print launch.

With the web ads,
it is easy to track where traffic is coming from,
it is all done automatically by software.
With print,
I’m using “tricks” like special coupon codes
and even that is very unreliable.

The decrease in accountability
is painful.

This entry was posted on Saturday, May 10th, 2008 at 6:00 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.