NONE: Re: ONLINE-ADS>> one:1 marketing / keyword ethics
Re: ONLINE-ADS>> one:1 marketing / keyword ethics
Randall Farmer [Team 13429] (rfarmer_at_HiWAAY.net)
Thu, 14 Aug 1997 22:10:14 -0500 (CDT)
Bill Irvine <wirvine_at_wolfgroup.com> wrote:
<snip cut tear crackle toss...there goes the original post in the name of
space :->
>
> I'm not sure cookies will be reliable, especially since newer versions of
> both browsers come with a default setting which rejects cookies.
Not exactly by default...they come with it set to accept
cookies, but you can change the setting so that it
automatically rejects cookies. On a halfway related note:
here's an idea for DoubleClick or LinkExchange (or Aaddzz or
any other cookie-munching ad network): Set up an ad server
so that when a user/browser on a cookie-capable client
rejects a cookie, it displays an ad directing them to a
pro-cookie site or your network's privacy statement or
something like that.
>
> I think the reality of 1:1 marketing on the internet/web depends on the
> quality user's experience, not our behind-the-scenes hocus-pocus. Granted,
> a great deal of backend tech (hocus-pocus <g>) might be needed, but a great
> deal can be done to enhance the user's online experience with a brand
> through simple technologies.
Listen, man, it (the nonsensical paragraph that started
this) was only an example and all the example was was my
crazy idea for a targetting scheme on this ad-selling
site/network/etc that I may or may not ever create/found
anyway. I was trying to say that whether you call it one to
1 or not (I never worry much about the verbage myself), the
'net lets you treat a million people as more than
demographic segments -- in fact, you can literally treat
each one as a different case -- which is something you can't
do in television, newspapers, or radio...what's more, since
you have the aid of the computer, you can do so economically
even if you have a huge audience to deal with.
As far as the user's experience being paramount, I don't see
anything wrong with that. However, remember the user's
experience is more than just the low-tech stuff; all the
behavior-tracking, CGI, SSI, ASPs (yuck! ASPs!), and related
technological voodoo is enhancing the user's experience,
even when the work goes on in subtle ways like slicing and
dicing the content based on how the users are thought to
tick and fitting pages to work with their browsers.
On another irrelevant tangent (I'm beginning to think I
should split this up into two posts and devote the other to
quasi-related musings :-), all this fancy technology still
isn't quite to the point that it can be as personal as a
human being in most dealings (at least not on any large
scale yet; AI still has a ways to go...), but using it is
better than paying a sales force of thousands at a
staggering cost or, worse yet, dealing with a gazillion
potential buyers in a totally impersonal manner.
>
> Don't get so caught up in the abilities of the technology that you forget
> the needs of your users.
...And don't get so caught up by the mention of technology
that you think I don't know my users' needs.
---------------------------------------------------------------------------
Randall Farmer
rfarmer_at_hiwaay.net
http://hiwaay.net/~rfarmer
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
Want Your Advertiser's Message in Front of the RIGHT Audience?
SelectCast For Ad Servers 2.0***The Most Effective Way to Target Ads
>>>>>>> http://www.aptex.com/select.htm <<<<<<<
-----------
LinkExchange introduces new targeting across its network. For the first
time, any advertiser can target niche audiences from 1,600 site
categories. Visit LinkExchange at http://www.linkexchange.com
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
