Re: ONLINE-ADS>> one:1 marketing / keyword ethics

Randall Farmer [Team 13429] (rfarmer_at_HiWAAY.net)
Wed, 13 Aug 1997 17:02:22 -0500 (CDT)

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Whether you can have true 1 to one marketing depends mostly on what you
call 1:one. The 'net is certainly a great medium for exact targetting --
for example, one idea I had (probably what SelectCast already does)
involved recording a user's browsing habits by category (i.e., how many
times they've looked at a page or clicked on a banner related to a
specific category) in a cookie, then using that and any other information
that can be scrounged up (current URL, referrer if given, user agent,
etc.) to create a profile on the fly and compare it to who clicks the
most on each ad.

In the tradition of hastily-made examples, that didn't exactly make any
sense, but my point is that on the 'net you *can* treat each user as a
different case (whether you call that 1 to 1 or not -- I just call it
targetting and avoid the issue :), a luxury you don't get with other
media.

---

I can't see any problem with using another company's name as your
keyword -- if someone goes to a search engine and types in "Xerox" or
"Amway," they're probably trying to find out about copiers or MLM schemes,
not the specific companies (after all, most people who are looking for
Xerox specifically would just go to www.xerox.com and not go through any
search engines). As far as the argument that doing so would have negative
results in that people would think of "Xerox" or "Amway" instead of
"Canon" or "Bob's MLM Company," don't worry -- most people don't bother to
look at the keyword lists. However, the best solution to the whole problem
is not to be involved in an MLM sca -- I mean, scheme in the first
place...

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Randall Farmer
    rfarmer_at_hiwaay.net
    http://hiwaay.net/~rfarmer


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