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NONE: Re: Marketing: "The Tough Stuff"
Re: Marketing: "The Tough Stuff"
S. Finer (xerxes_at_clark.net)
Mon, 26 Aug 1996 14:05:51 -0400 (EDT)
I had a vastly different take on the point behind Hank's message than the
one Tony directed us to.
Clicks, banners, clickthroughs, hits , etc. ARE BORING.....but they are
important concepts in traffic measurement...such measurement is critical
to pricing policy. The concepts are necesssary and important....but they
are not sufficient.
Web sites are quite passive....they do not work well as ads carriers
unless they become more active about bringing in people, creating traffic,
(which MUST be measured!), grabing minds......
Three ways to approach this ....1. make sites more "compelling" so that
people want to go there.......still this remains passive, but it is the
favorite approach for those who champion absurd graphics, game gimmicks or
other incentives, more bandwidth, or bandwidth cheating technology such as
Java.
2. promote sites via cross media, i.e. in print, on TV and radio, on
billboards, in direct mail, in newsletters, at conventions....big media
concerns like this method since it leverages their strength....little guys
cannot do it, however, ...so it is a barrier to entry for them
3. use other functions on the Inet (lists and email) to promote the web
site.......reach out to users, and get them to go to your site, or sell,
or inform them by other methods entirely. To me, this last is most
exciting, since it is the least used and least understood at the moment.
Lists are a great way to advertise many types of products and services, IF
they match the interests of the people on the list. Free email accounts
that include advertising, a la Freemark and Juno, is another approach to
this method.
Bulk email makes some people livid, but many others do not mind this
approach if the topic sent to them matches their self-expressed interests
in some manner. If you can correctly target people via their own positive
involvement, then bulk email is a valid method as well.
For example, I rarely take time to visit MS Michael Kinsley's Slate site.
But I do receive the email from them, and I do read most of it. The
newest generation of email readers allow users to click on a URL in a mail
message, and be transported to the site. The new browsers incorporate
mail readers (not as good as Eudora unfortunately) that also have this
dual ability. Try reading newsgroups from Netscape sometime......being
able to go directly to URLs without switching apps makes a big difference
in usage style.
Over concentration on the web alone is a mistake. Most sites (not all)
need support from elsewhere. You must promote the site by means of
channels off the site. Either other media, or other Inet functions, or
other sites (via reciprocal links).
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