Re: Branding Education...
OLIVER WILLIS <owillis_at_yahoo.com> WROTE:
>Are there any current "public service" programs, etc.
>running through organizations like the IAB educating
>media buyers on the branding capability
>of the internet vs. simple click throughs?
There has been a lot of "advertorial" education on the
sites targeting small business, Marketing 101 stuff
mostly with a Web twist. Granted many of the online
ad networks and/or affiliate programs have been penning
the articles, but they contain some solid basics.
E-Marketer http://www.emarketer.com/echannels/eadvertising/
Also, depending on what you're intending to use this
information for, I'd say it's not just media buyers
you want to target, it's Madison Avenue Types in
general. Speaking to clients about an online media
strategy these days usually elicits the same response
_ groans. I suspect much of this has to do with the
fact that most (offline) folks still perceive "marketing
online" as "banner ads". Wake up and smell the code.
Having a strong online strategy should be a part of
any solid branding / marketing plan.
A walk on the analog side may be insightful?
http://www.ama.org/sigs/Brand/
Anyway, good luck with your mission, may the force be
with you.
Christy Wolfe
Medium21 Consulting
Technology, Marketing & Intuition
E: christy_at_medium21.com
T: 310.721.9491
PS - As evidence to the blue chip agency reproach of
online marketing, flip through the March 19 edition
of The Industry Standard. . . . . .
Received on Tue May 08 2001 - 11:38:27 CDT
