BY aarrieta
To the traditional buying models of online advertising -. CPM (cost per thousand), CPC (Cost per click), CPL (Cost per lead), CPA (Cost per action), revshare and its more avant-garde variations of other media like CPV (cost per view), or CLTV (Customer Lifetime Value) – we can add a feature that is cost per conversation.
On the last SES San Jose, it was discussed de need of redefining the concept PPC (Pay per click) or PPC (pay per conversation). Bryan Eisenberg, Co-founder, Future Now Inc. and Brett Crosby, Group Manager, Google, was in charge of the talk.
This pay per conversation has nothing to do with Pay per call, it is a concept that tries to measure the “engage” with the brand. With a clear 2.0 vision of advertising, without falling into the inaccuracy of Cost per influence, over valued and at the same time so supported by my colleagues bloggers.
As a conclusion, I don’t believe that everybody is going to go running to buy per conversation, but I think that is an additional concept to put on the client’s table, so they can start including and maybe measure this way the engagement, and without a doubt is how an agency can differentiate its proposal from another agency offering a twist to the issue.