RE: interesting article

From: Wolter Tjeenk Willink <wolter_at_tjeenkwillink.com>
Date: Mon 21 May 2001 11:44:32 -0500

JAMIE KRASNOO <jkrasnoo_at_socal.rr.com> WROTE:

>For those who don't read eCompany. Here's an interesting
>article. Do you agree with it?

>Article: The Bright Future of Web Advertising
>http://www.ecompany.com/articles/mag/0,1640,11620,00.html

Regarding the article refered to in a previous Digest by
Jamie Krasnoo I have to say that Internet Advertising isn't
dead at all. In fact, this topic has been discussed many
times before in the digest and I think it's time to make
some things clear.

First of all, the economy isn't 'all that' at the moment
which is probably the main reason why Web Advertising
spendings aren't what they were several months ago. After
all, when income or turnover in business decreases,
promotional budgets are often the first to take the fall.

Second, the Internet just is the most cost effective way
to promote a business, product or service, provided that
the target audience is part of the online world. Several
years ago the Internet including it's capabilities from a
marketing point of view became a real hype and whatever
you did on the web, it was absolutely fantastic. This hype
is the main reason for the situation we are facing at this
moment. Marketing on the web isn't that different from
marketing in the tradutional media. You need to know were
your target audience is at, what their interests are etc.

Over the last few issues of the Digest I've seen several
articles questioning the effectiveness of banner ads.
Personally I don't think that banner advertising will be
totally replaced by other advertising methods, although I
do agree that there are more effective ways to advertise
using new media. Again, this is not different from
advertising in traditional media.

Therefore, in my opinion the only advertising agencies that
will survive the next couple of years are the ones that
combine the best of two worlds. Agencies that don't focus
on just one marketing channel (the internet) but spread the
marketing efforts over both new as well as traditional
media. But the most important fact we have to keep in mind
is that we try to reach a target audience in the most cost
effective way. If this means we have to choose other
advertising methods than banner ads or even e-mail
marketing (my personal favorite), so be it.

Wolter Tjeenk Willink (e-mail: wolter_at_tjeenkwillink.com)
Tjeenk Willink Consultancy
Almere, The Netherlands

http://www.tjeenkwillink.com



Received on Mon May 21 2001 - 11:44:32 CDT