Re: ONLINE-ADS>> one to one

Bill Irvine (wirvine_at_wolfgroup.com)
Fri, 8 Aug 1997 15:13:38 -0400

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> From: Shane Lennon <shane_at_unifx.com>
> 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 also based on his/her desire to provide you with enough information to
allow you to provide relevant content. This is the bigger problem. People,
in their general browsing habits, are normally reluctant to share the types
of details about themselves that would make these 1:1 concepts work.

> 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.

And muscular servers/storage devices with robust dynamic image engines to
generate truly custom content for a large site (large is > 500,000
visits/day).

1:1 marketing is certainly the "Holy Grail" of the commercial internet...
part myth, part hype and part reality to a select few.

Before it can work as we hope, there are several stumbling blocks. The
first are users and their browsing habits -- do they even *want* this 1:1
marketing hocus-pocus? The next is website design -- intelligent design and
copy writing for dynamic delivery isn't easy. As I eluded above, the
technology is a problem -- the horsepower needed for a large scale dynamic
site is expensive. And finally, how can we be sure our information is
reliable? According to the GVU surveys, over 60% of web users intentionally
falsify requested information on forms used for "site registration."

B i l l I r v i n e
Director Of Interactive Media
Wolf Mansfield Bolling Advertising
T h e W o l f G r o u p

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