Whats Wrong with our Business!

From: Bob Gordon <bgordon_at_theautochannel.com>
Date: Fri 25 Jan 2002 09:40:58 -0500

 Dear Group;

 The argument over CPA v CPM v CP-anything is just a
subterfuge to cover up what is really wrong!

 It is time to tell the Emperor that he is naked!

 In spite of the fact that everyone is aware that
virtually all companies have Internet sites, very
little viewer traffic is ever generated by any one
of them.

 Additionally when you factor out visitors from:
internal company traffic; stockholders and financial
analysts; and a company's competitors, a site's
relevant targeted visitor count is actually
infinitesimally small(and expensive to reach).

 Why? Not since the early days of radio, when the
soap companies invented branded "Soap Operas," have
manufacturing companies invested the emotional and
monetary resources to finance an attempt to generate
meaningful advertising and promotion, through the
creation and distribution of proprietary content,
aimed at a company's market segment.

 Over the past 70 years, industry had learned from
experience, that producing "in-house" content and
programming for TV, Radio, and Magazines, no matter
how professional or extravagant, would never
deliver the impact and benefits that sponsorships
and associations with independently produced
information and entertainment could.

 Now, the seeming ease of entry onto The Internet and
the (mis)placing of interactive communications
responsibilities onto marketing-challenged IT
departments (who of course know everything about
the Internet), has "emboldened" manufacturing companies
to once again get into "show business."

 Over the past year mis-informed company executives
have disregarded the past and the historic odds against
success by approving investments in the creation,
production and maintenance of editorial content in the
hopes of enhancing their company's site.

 I believe that it is now time for honest marketing
executives to bite the bullet and reassess their (lack of)
Internet strategy and success.

In my opinion, it's simple, the World Wide Web provides
companies two opportunities;

1. The Technology to create and benefit from an Intranet
2. The Technology to instantly reach their complete
     distribution chain

 Smart executives who analyze the actual cost per customer/
prospect visit, will opt to realistically fund both of the
Internet's two distinctly separate attributes/opportunities:

1. Investment in advanced enterprise functionality, which
would include, relevant editorial content produced for a
visiting trade viewers and invited guests.( Go IT
Departments)

2. Investment and alliances with relevant un-biased
editorial content and entertainment sites.

 Wake-up Industry and get out of (no)show biz!

Bob Gordon
President and Co-Founder
The Auto Channel
www.theautochannel.com






Received on Fri Jan 25 2002 - 08:40:58 CST