NONE: Re: ONLINE-ADS>> One to One
Re: ONLINE-ADS>> One to One
Bill Irvine (wirvine_at_wolfgroup.com)
Wed, 13 Aug 1997 14:55:43 -0400
> From: J. Michael Holmes <Cybershark1_at_worldnet.att.net>
> Here is my point. Both targeted marketing and one to one marketing are
> possible and effective on the Internet. When a consumer comes to your
> website and fills out your form, hits the "reply to" in your emailing, or
> otherwise initiates a dialog, then one to one marketing can take place.
> However, targeted marketing (banners, emailings, etc.) must be used to
make
> the initial contact with him/her -- otherwise, no dialog can occur.
Targeted marketing? Possible, yes. However the implementation is difficult.
How do we really know who these people are who view our "targeted" banners?
We can target to different types of websites with niche audiences and
select certain keywords on search engines, but these aren't nearly as
effective as knowing the audience who reads a publication like "Modern
Maturity" for example.
One to one marketing (on the internet) should be much more than forms on
websites. We're working with a division of Kodak who desired some 1:1
techniques for both existing customers and potential customers on their
site. A combination of email user groups, threaded discussion groups,
personalized "launch pages," live chat rooms and an email list moderated by
experts within Kodak will turn a small corner of their site into 1:1
marketing engine. I think effective 1:1 techniques in internet marketing
should encompass a combination of technologies and ideas.
> I don't think it is really a question of whether or not the net lends
> itself to either type of marketing, but whether or not it is an effective
> medium for your particular business.
Weather or not this medium is effective is quickly becoming a moot point.
Nearly any business can benefit from a well thought internet strategy at
this point. The bigger question for many business is how much money to
spend on internet marketing (as opposed to deciding if they should market
on the net or not).
> I'm always suspicious of either/or
> propositions.
Me too... and even more suspicious of "this is the next great internet
technology!" Whither Shockwave?
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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