ONLINE-ADS>> international markets

ken bond (Ken_Bond_4_at_wow.com)
Wed, 23 Oct 1996 09:33:05 -0400

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It's becoming more apparent that many service providers are trying to make a round peg fit into a square hole. While some discuss the ability to develope a local or regional traffic identification system and others are working on a system of media account ability and verification - and most recently a response about the development of the 520 million population of Europe and the resulting opportunities of cross cultural boarderless marketing.

Traditional media recognizes territorial differences in creative approach and product design - the web does not differinciate by territory or design - individual sites may be in multiple languages - ie. Kuwait is both English and Arabic, Germany is German , English, French, Brazil is Portuguese, Spanish, English and Disney is all languages with a convertable currency.

Traditional media is broken into local, regional, national and international with correspondening responsibilities of media delivery into local spot or print, and network. If an advertiser utilizes WTBS, WGN, CNN, ESPN, etc., at no
additonal charge the advertiser will get at least 29 different countires in addition to the United States. Potentially the web can give you over 100 countires at a fraction of the cost - creating opportunities and problems in marketing that even the largest multi national corporations find tricky.

I have been unable to find reports on domestic web sites that receive international response - the nature of that response and the web site is of interest to me - could someone please point me in the right direction.
It's a small world after all.

If you can think it, we can do it.
Ken Bond

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