E-Marketing Budgets - How big is BIG? - So, how Big is BIG?
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If you're one of the lucky ones with over $100,000 to spend on the Web in a period of twelve months or less, then you can reach a very large online audience, and one that's targeted, to boot. If you have this much money to burn, you're likely to be working with an agency and don't need my advice. However, I will give you some food for thought when considering your agency's media plan. Make sure they diversify!
If more than two thirds of the budget is focused on one tactic such as pay-per-click ads, then you're missing out on other, valuable online channels that reach your target audience. For example, pay-per-click is a great targeted, response-drive tactic that makes agencies look great because the clickthrough rate is so high. But paid search ads do not tell the whole story, particularly if your goal is one of branding more than acquisition (e.g., for sites that don't directly sell a product, but want to get the "word" out).
The best plans diversify media so that you get optimal reach and frequency while staying targeted. Large budgets allow you to experiment with different types of media (e.g., Flash banners, streaming media, expandable ads, floating ads, etc.) which have shown much higher response rates than standard animated GIF banners. Just because something is hot and trendy doesn't mean it's right for your campaign, or it's the only option. Do some research and ask your agency about ad sizes, ad types and different online venues that are up and coming, such as podcasts and blogs.
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