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)
Sat, 16 Aug 1997 21:10:10 -0500 (CDT)
On Fri, 15 Aug 1997, Bill Irvine wrote:
<snip, rip...there goes my post>
>
> 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.
OUCH! Why HASN'T launched a pro-cookie campaign again?
>
<snip crackle toss...three more paragraphs in the waste basket>
>
> I think that, in many cases, the quality of content is suffering because
> too much attention is placed on tech gimmicks.
I do know that there certainly is some gratuitous tech out
there...take Popular Mechanics' site for an example, or, on
second thought, don't, because it must take *days* to finish
downloading. As a user of Lynx (no tables, graphics, java,
plugins, stylesheets, colors, and only limited frames, but
other than that, it's a great browser), I notice with
disgust every little useless gimmick the Web tosses at me
(:P), and also notice when content suffers (sorta hard to
miss when all you can see is text anyway). However, I
haven't seen many cases in commercial sites where content
actually suffered because of an overuse of technology -- the
most major (and close to the most common) error I've seen in
the world of 'net marketing is the opposite, a site so
ineptly crafted that it seems more like a newspaper ad than
a website. Then again, I can't claim to have kept up with
all the corporations' sales pitches lately... :)
> 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).
Well, perhaps you should try to point out an exceptional TV
ad campaign with only five- or maybe ten-second ads (the
first campaign at all that comes to mind fitting that
criterion is the PointCast campaign, ironically). The
problem with trying to compare interactive and "old media"
campaigns is that they're totally different. Although things
like advertorials and full-screen ads are beginning to
change this, you generally don't have the same amount of
space or time to work whatever marketing magic you like. If
you want a look at exceptional campaigns, there's Microscope
(web-based magazine sponosred by DoubleClick, reviews
ads...forgot the URL if I ever remembered it in the first
place), but I'm not entirely convinced that these "good ads"
are really good; people seem to pay less attention to
banners than they do to TV spots -- a banner saying "Click
HERE for FREE STUFF!" gets as high a click rate (about 5-7%,
I think) as any of the clever banner designs featured in
Microscope.
>
> (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.
>
> TouchÈ! But I'm sure you've seen interactive developers who begin their
> efforts thinking of the technology capabilities first, message or creative
> second.
Definitely. A friend of mine, who I will address here as
"Phat Atta" (just a temporary pseudonym until the trial is
over...that's not quite true but almost is) has a web
publishing shtick without a bit of content on its own site
(well, he has some content, but I think the sum total of the
copy on his site is probably shorter than my PGP key :).
> This is my biggest gripe out the current crop of websites and interactive
> marketing campaigns (in case you didn't notice <g>).
---------------------------------------------------------------------------
Randall Farmer
rfarmer_at_hiwaay.net
http://hiwaay.net/~rfarmer
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