Re: Online 2 offline and vice versa

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 17 May 2005 09:34:26 -0500

Courtney Caldwell wrote thusly:

>You can bet your beautiful bippy that a bevy of folks from all sides of
>advertising will be running, not walking, to the online ad sales school of
>thought to catch a ride on the Internet train, which is now very much on the
>fast track to success. As well they should with most recent predictions at
>$26 billion in online ad sales by 2010. My inside sources, otherwise known
>as gut feeling, tell me that number will double with 2006 predictions.

Having bet more than a few of my most beautiful bippies, I can affirm
Courtney's comments. My experience is that most of these former
offliners really believe they can simply adapt their offline
buying/analysis experience to the online market, which IMHO is one
reason why online advertising stalled out and then failed:

They were trying the wrong techniques to the wrong medium, trying to
fit offline tactics into the online paradigm. THAT'S why online
advertising took the big hit - the old "square peg in the round hole"
thing.

As soon as these guys figure out it's not quite as easy as "point and
click, only instead of TV, it's the internet," they'll start getting
it right.

It's a hard lesson they're learning the hard way. About time.

--
Rob Frankel, "Yes, I really do turn users into evangelists for your brand."
Branding Expert http://www.RobFrankel.com
Yes, there's an RSS feed blog, if you can handle it:
http://robfrankel.blogspot.com




Received on Tue May 17 2005 - 09:34:26 CDT