Re: Branding and Marketing
BRYCE WALKER <bryce_at_hotwebreviews.com> WROTE:
>The branding discussion has not focused enough on
>asking the question: What does the consumer associate
>with the brand?
Sites wishing to brand spend millions advertising and marketing
offline. This makes their sites expensive to advertise on. If
they are selling a product their acquisition costs for a
purchaser are ridiculously high.
Branding and marketing online can involve a CPA or CPC
campaign. Brilliant to get your name out. Almost worthless
to a publisher. Publishers must learn to say NO to these campaigns!
We have a consumer health site, HealthlinkUSA. It should be
cheaper to advertise on a site, like ours, that has not spent
millions on branding. HealthlinkUSA gets 1,250,000 monthly
visitors. Its a great audience to inexpensively market to. They
are all genuine, non forced, valuable health visitors. Perfect for
health advertisers and, with a 75% female audience great for
womens oriented advertising.
It seems likely that many of the well known offline branded heavily
marketed sites will be just a memory in the near future.
"Why brand?" It is not cost effective for anyone!
Regards
Simon Swanwick
HealthlinkUSA
http://www.healthlinkusa.com
email:sswanwick_at_healthlinkusa.com
Phone 201 767 8126
Received on Thu Mar 01 2001 - 09:26:51 CST
