Re: Why Online Advertising Sucks

From: Ganesan <ebistart_at_eth.net>
Date: Wed 21 Mar 2001 11:46:19 -0600

CHARLES LEWIS <webmaster_at_webprozone.com> WROTE:

>There is a reason why online advertising sucks -- and
>it is surely not the new form of media -- but those who
>use it foolishly. We as online advertising
>professionals must stop trying to incorporate traditional
>forms of advertising into the internet, and start
>realizing that it's a whole new world out here.


I agree with your views. I feel the primary reason for
the early demise of Dot.Coms is two-fold (i) Focus on
heavy advertising, esp. banner ads, without a clue on
how to convert the prospects (ii) Depletion of all
resources within the first few months, as if a tomorrow
would never dawn.

Balanced, frugal spending, with an eye on revenues, profits
and cash flow, and balanced advertising using all avenues
of marketing would have produced far better results.

Most clients have now gone to the other extreme of cutting
down on their online advertising and promotions, saying it
just doesn't work.

I only wish people read the pearls of wisdom, esp. 'the Law
of Resources' in the '22 Immutable Laws of Marketing' of
Al Ries and Jack Trout. When your pockets are not too deep,
stretch your resources over a reasonable time period, giving
your business the ability to stay on.

Ganesan
Director, SalesGraph,
www.salesgraph.com
email: salesgraph_at_eth.net



Received on Wed Mar 21 2001 - 11:46:19 CST