NONE: short vs. long-term
short vs. long-term
Bruce Milligan (bruce_at_boone.net)
Tue, 3 Sep 96 14:26:49 -0400
In a message on 9/2, Tony Glassman wrote:
>I suppose my ultimate question: Is this (group) the place to share ideas
>about engaging and endearing people to what the web can offer? Or is it a
>place for superficial discussions and transparent email signatures?
Hi List. Hope I don't show bad judgement by joining the conversation =
at this point... I've been lurking for a few weeks now. Tony's =
points and his feelings are very valid. Let me offer a slightly =
different take on the conversation for you all to consider.
I recently attended the Camp Internet conference in Colorado, hosted =
by Interactive Marketing Communications for interactive marketing and =
advertising professionals. I led a break-out session on behalf of my =
(soon-to-be-ex-)employer, Americe Online, about strategies for =
successful interactive marketing. I got feedback suggesting that my =
presentation was well-received by attendees -- I believe, in part, =
because I didn't say anything about how to design Web banners, get =
the most cost-effective buy of ad banners, or measure & analyze the =
click-through rate. These are all important topics, to be sure, but =
only for "today". We've already started to see the emergence of =
tools and technologies that can block online ads. And just as the =
advertising form has had to change on television into "entertainment =
programming" to get past the viewers' tendency to click away from =
ads, so in the (near?) future I believe online ads will have to move =
beyond mere buttons and banners.
(Don't get me wrong: I believe there always will be a place for =
buttons and banners on the Internet and the online services, just as =
there remains a place for spot ads on cable and network TV. These ad =
forms are very effective and efficient for some businesses. But Coke =
and Nike don't spend most of their production and media dollars on =
spot ads.)
Instead, at Camp Internet I focused my energies on investigating =
strategic themes for long-term success -- like integrating product =
messages into editorial and entertainment programming (a la the =
"subliminal" (sic) discussion of late on this board). And, better =
yet, how we "program the SHOPPING OPPORTUNITY", so that consumers can =
transact at their point of decision, rather than having to go to a =
store a day or more after they've made their decision to buy while =
surfing online. And, as Tony says, using the emerging technologies =
such as CGI and Perl scripts, as well as Java and Microsoft's =
ActiveX, for maximum benefit in targeting and building a relationship =
with customers and prospects online. (FYI: this medium is NOT a =
place for the technophobic, nor will it be for several years to come, =
if ever...)
So, to summarize, I believe the "how to" discussions on this list =
about buying and designing banners, rotating ads, and =
measuring/analyzing click-through rates are important for those of us =
who need to succeed in the prevalent programs of TODAY. But we will =
quickly grow through this "phase" of online marketing/advertising. =
And if we don't start discussing how to succeed at what's coming =
next, then those other guys who ARE having these conversations (yes, =
they do exist) will eat our lunch.
Ted Leonsis, now president of AOL, taught me: "Make dust or eat =
dust." A word to the wise is sufficient...
BTW: here's the opening paragraph from a recent article about new =
advertising tools...
GOING BEYOND THE BANNER
by Cindy Taylor, ADWEEK
As advertising banners on the World Wide Web have grown more =
ubiquitous,
they have also come in for more criticism -- from consumers and
advertisers alike. Many pundits have proclaimed banners dead, =
literal
tombstone ads that symbolize a strategy gone wrong. At the =
first general
meeting of the Internet Advertising Bureau, held in New York in =
June,
interactive executives stressed that getting =B3beyond the =
banner=B2 will be
crucial to the fate of advertising in the new media industry. =
In the
second half of this year, we=B9ll see how far =B3beyond=B2 the =
banner ad form
the Web can go.
For what it's worth... Comments? Thanks for your time and =
consideration.
Regards,
Bruce Milligan
