Domain "type ins" represent more eyeballs than American Idol

The power of domain traffic is far from understood. But in most cases it is highly targeted and potent. What if I told you that type in traffic from domain names is a bigger number than the numbers American Idol pulls? What if I told you that instead of "Idol" doing it a couple times a week, with domain names that traffic is generated every single day of the year? And what if I told you that instead of having 50 million viewers with different interests watching the same commercial the domain name can give you the power to advertise to just one segment with the same interests?  Did you hear that? Do you understand what that means? The power these domains possess? Imagine what that would do to the sales of the end user. Imagine which way the rates would go if they doubled or tripled their business. 

In fact the daily visitor count for all combined domain names DWARFS American Idol and the buying power is off the chart. This does not even include type ins to brands like Microsoft.com, Dell.com, Amazon.com, Costco.com and millions of other companies. These are just generic, keyword domain names from visitors looking for something specific. You have their UNDIVIDED attention. Why is that important? Read on! 

Did I mention that when watching the commercials on Idol that 30% of the audience is peeing. 30% just opened the refrigerator, another 30% just are not paying close attention and the other 10% are arguing about Sanjaya not being there. Compare that to a visitor ACTIVELY typing in a specific domain name. That is a MUCH higher level customer and he deserves your attention. It can be either a brand like amazon.com or neimanmarcus.com or it can be a generic like colds.com or shoedepartment.com. All are actively looking to fill a need and you can either fill that need or lose another customer. The comparative numbers between the 2 forms of advertising are finally starting to be talked about. And that brings me to another subject. Click Fraud. That's just nonsense! As Dr. John Berryhill pointed out at a recent TRAFFIC convention, do you hear about fraud when the newspaper gets thrown away without reading? Do you hear about fraud when all those folks leave their TV's during the commercials?

It is my personal belief that this is just a red herring introduced by folks with millions to lose. But instead of running scared it is TIME for them to fully embrace the net and realize there are less blacksmith shops today then 100 years ago no matter what they tried to do to save their old set ways.

 

Comments

[owen frager]

Another home run! Excellent.
progress is being made. Barry Diller is turning to minorities; markets I've been cultivating. WSJ reports that shopping by TV is coming to PC and skin care products like Proactive, SaveMe and Geteven are HOTTT. But the WSJ failed to see that Ice.TV had not registered Ice.TV and was actually Ice.com with an agency twist on a TV brand. If WSJ doesn't get it... there's work to be done before traffic. You might start with this one reporter. Good luck:
jessica.vascellaro@wsj.com
http://online.wsj.com/public/article/SB117695063679475085-gSO1qXNhy8M5qr8PIiDBrHUD0Bo_20080419.html?mod=tff_main_tff_top

[Kevin]

Type-In traffic from the Web, pay-per-call and sms response from the phone, direct mail response from print, and other forms of direct response consumer initiated leads, by far, provide the most potent and valued lead generation prospects possible for a company's marketing.

You've got the consumer clearly striding in to your showroom floor saying "I'm Very Interested!" and in the world of selling that's half the job done right there.

Nothing can be more powerful in sales than having a customer tell you "I'm Here, Now Sell Me!"

[Basicity]

Love that comment by Dr. Berryhill about dumpster fraud (newspaper ads that go straight into the trash). First read it on Ron Jackson's article on Domain Name Journal. I refer to it often.

[kj]

Master of hyperbole and skewing facts. American Idol reaches out to 50 million people WHAT SINGLE UNBRANDED DOMAIN REACHES OUT TO 1% OF THAT? A HANDFUL IF ANY.