NONE: Re: ONLINE-ADS>> one:1 marketing / keyword ethics
Re: ONLINE-ADS>> one:1 marketing / keyword ethics
Bill Irvine (wirvine_at_wolfgroup.com)
Fri, 15 Aug 1997 08:33:27 -0400
> From: Randall Farmer [Team 13429] <rfarmer_at_HiWAAY.net>
> Not exactly by default...they come with it set to accept cookies, but you
> can change the setting so that it automatically rejects cookies.
There was a brief story which came over PointCast via
TechWeb about 2 weeks ago that the next release of Navigator
(It didn't elaborate on which version number) would ship
with cookie acceptance turned off. The article finished by
stating that MS was considering the same.
> Listen, man, it (the nonsensical paragraph that started this) was only an
> example and all the example was was my crazy idea
> snip < 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...
Don't get me wrong. I'm not trying to say 1:1 is
impossible... only much more difficult than some thing,
given the nature of the audience.
> 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.
I think that, in many cases, the quality of content is
suffering because too much attention is placed on tech
gimmicks. Just as people respond to exceptional print or
video campaigns, they'll respond to exceptional interactive
campaigns... I can't remember the last interactive campaign
I considered exceptional (or at least on creative par with
what is being done in other media).
(he he he... glad you see the reality of ASP!)
> ...And don't get so caught up by the mention of technology that you think
> I don't know my users' needs.
Touch! But I'm sure you've seen interactive developers who
begin their efforts thinking of the technology capabilities
first, message or creative second. This is my biggest gripe
out the current crop of websites and interactive marketing
campaigns (in case you didn't notice <g>).
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
----------------------------------------------------------------------
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
