Re: Why Online Advertising Sucks
CHARLES LEWIS <webmaster_at_webprozone.com> WROTE:
>1) Banners piss a lot of people off
I have to disagree about your statement concerning banner
advertising. While my company does not recommend banner
advertising for our ecommerce clients, they do however hold
a high level of importance to a branding campaign. I will
explain my point with a simple example. You cannot buy a
soda from a bill board, however Coca Cola still floods
highways and cities with these monstrosities. Why? I find
them absurd and overbearing. The answer is exposure and
recognition (branding). They are not looking to pad this
years bottom line. The purpose is to flood the 7 year old
sitting in the passenger seat with enough images that they
believe Coca Cola is synonymous with soda.
In this new industry, companies are fighting to make their
site/product/service the default people will be trained to
look for. The reason why most are failing is they did not
have the efficient backbone of the established brick and
mortar companies to hold them through the growing period.
These companies, pets.com for example, did not balance
their advertising efforts on ROI figures which ARE a must
if your company does not have a positive cash flow. Coca
Cola can leverage a branding campaign against something
new dot coms didn't have; PROFITS. That's why I'm still
sipping a diet coke with lunch, while pets.com only exists
in the memories of super bowl commercial fans.
I look forward to the day my clients can afford the burden
of a branding campaign. Till then we'll rely on targeted,
cost-effective, and performance based methods of advertising.
Cheers,
Greg Byrnes
SendTraffic.com
516.887.2600
greg_at_SendTraffic.com
Received on Tue Mar 20 2001 - 05:45:25 CST
