Re: ONLINE-ADS>> One to One

Cliff Allen (cwa_at_allen.com)
Wed, 20 Aug 1997 12:22:16 -0400

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At 04:10 PM 8/19/97 GMT, Morpurgo wrote:
>"Mark J. Welch, Esq." <markwelch_at_ca-probate.com> wrote:
>
>> I want targetting based on geography and user demographics,
>> and NO ONE can deliver that today.
>
>I know this is a forum for Online-Ads, but we should all still
>remember that the Internet is not yet capable of providing strict
>targetting as required above.
>
>Traditional print still gives you the best shot, and your
>advertising/marketing mix should recognise that.

I think everyone agrees that magazines reach more people than the Internet,
and the editorial coverage of pubs helps move from "mass marketing" to
"targeted marketing" -- but the Internet today can take that further to
true "one-to-one marketing," just not to the quantity that print can.

For instance, we have a Web site aimed at helping people receive
personalized recommendations about improving their family life. There are
hundreds of pages of content, many of them containing personalized
recommendations written by experts. The profile database stores 193 items
of data about their problems, needs, and concerns that are used to create
these recommendations on the fly.

When you can identify a 47 year old woman living with her mother and a cat
who rides horses and is looking for investment guidance, that's one-to-one
communication that a magazine has a hard time delivering.

Cliff

Cliff Allen cliff_at_allen.com GuestTrack --
GuestTrack, Inc. 919/859-3073 Web Site Personalization
Raleigh, NC http://www.GuestTrack.com and Tracking Software

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