Re: ONLINE-ADS>> one to one

Shane Lennon (shane_at_unifx.com)
Fri, 08 Aug 1997 09:58:31 -0700

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Hi,

First time to post after 6 months reading the list. I am the Marketing
and Business Development director at a software company, UNIF/X. I look
after the Web business.

I totally agree with Jim Sterne, the medium is very much a many to one
communications tool. It can also be for branding etc but its real
potential is being able to target content to one person based on his/her
requirements.

And to the people who say the technology & tools are not there yet, they
are, it is just that they do not come shrink wrapped and for most sites
probably never will. The idea of one to one web communication requires
skilled database design and custom applications running off the
database.

The business manager usually has to re-think his/her business if he/she
wishs to really move towards a one to one web communications model. I
have come across this very problem with several clients. The clients who
step back & make the decision to change towards gathering content for a
database rather than print, phone and personal medium, are the always
the clients who are getting nearer to the one to one web communication
tool.

It is not easy to change but the technology is there for those who do &
who have reasonably sized budgets.

Shane Lennon.

Keep up the great discussions.

----- DataSitters - we mind the data, you build the business ! -------

---- Content is your baby dont just give it to anyone, ----
---- trust UNIF/X for all your web needs ! ----

* * * *
Shane P. Lennon shane_at_unifx.com
Marketing Director
DataSitters
UNIF/X Inc. http://www.unifx.com
New York
(212) 406-1400 phone
(212) 406-1401 fax

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