Equipment marketplace Kitmondo.com reports that the value of used assembly and semiconductor equipment listed in January 2006 exceeded $15 million, a record for a single month. Kitmondo is attributing this spike to the rapid uptake in online marketing channels such as Google pay-per-click and Kitmondo.com's pay-per-lead service. 'Traditional sales channels are starting to look slow and expensive', says Richard Barker, CEO of Kitmondo.com.
'Auctions for example, can take weeks to organise and cost 15 to 20% of the final sales value'.
'Many owners of assembly and semiconductor equipment realise they can sell equipment cost effectively themselves by using online marketing services'.
Figures for January appear to prove the point.
In addition to the record equipment value, the number of equipment listings in Kitmondo's PCB assembly and semiconductor category exceeded 2000 for the first time and visitor traffic grew by more than 35%.
Performance related advertising is fast becoming the norm for many dealers of used assembly and SEMI equipment.
Alden Lewis of leading equipment dealer NEA says: 'We have found that Kitmondo generates specific customer interest in our products and allows us to only pay for leads received thus eliminating upfront costs of advertising'.
'Online marketing with Kitmondo is both efficient and effective'.
Kitmondo.com does not charge to list equipment or ask for any sales commission.
Instead it charges the seller a small fee ($4-$16 depending on the value of equipment) whenever a potential buyer is interested in the equipment.
'Pay-per-lead really works for assembly and semi equipment'.
'There's no upfront cost and equipment can be listed for an unlimited period'.
'Transactions in this sector often involve a longish sales cycle so having time to kick the tyres gives buyers and sellers more opportunity to agree a deal'.