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网络广告的发展一直不太顺,备受争议的Banner点击率最近已不再被某些国外的网络媒体和网络行销公司所承认,不再用这个数据供广告客户参考。这是否意味着网络广告无法用互动的比率（点击率）来衡量?网络广告的特性又如何发挥呢?早就有专家指出,宽带时代的多媒体技术才是Banner广告的救星。然而在那个时代来临之前,无论如何,网络Banner广告现在确实已经面临着“故事说不下去”的困境。取而代之的,是目前在国内外都非常热门的E-mail行销。网上用户有两大行为,一是查找,二是电子邮件。从网络的特性来说,电子邮件是通往每台电脑的最佳途径,使用率甚至比浏览网站还高。而要进行直接行销,不可或缺的是名单。大型门户网站会员名单动辄就有几百万,对之辅以各种网上的行销活动来进行所谓的E-mail行销确实相当有力。
The development of online advertising has not been smooth. The controversial Banner click rate has not been recognized by some foreign online media and internet marketing companies anymore. This data is no longer used by advertisers for reference. Does this mean that online advertising can not be measured by the rate of interaction (clickthrough rate)? How to play the characteristics of online advertising? Some experts pointed out that the era of multimedia broadband technology is the banner of the savior advertising. However, before that era, however, online banner advertising has indeed now faced the dilemma of “the story can not go on.” Instead, it is currently very popular E-mail marketing at home and abroad. Online users have two major acts, one is to find, the second is e-mail. From the characteristics of the network, e-mail is the best way to access each computer, the use rate even higher than browsing the site. And for direct marketing, an indispensable list. Large portal membership list has millions at a time, complemented by a variety of online marketing activities for the so-called E-mail marketing is indeed quite powerful.