NONE: Re: ONLINE-ADS>> Repeat Visits Versus Clicks
Re: ONLINE-ADS>> Repeat Visits Versus Clicks
Mark Montgomery (markm_at_virtualfranchise.com)
Mon, 25 Aug 1997 09:54:01 -0700 (MST)
"Eric Ward | URLwire(tm) |" <netpost_at_NETpost.com> said:
>The fundamental flaw in click-through logic
>again becomes apparent (I know, I've preached this into the
>hurricane for years and been abused for it). A banner on a
>Web page delivers an impression regardless of the action
>taken with it. This in and of itself is a victory. In
>fact, I surmise that as time goes on some banners will in
>fact not click through to anywhere. They will be solely
>impression banners. O.K., I'll coin the term: IB's.
There is no fundamental flaw with click throughs, brand
building, revenue sharing, subscriptions, requested e-mail
advertising, classified, or any other model that doesn't do
harm to the whole, only different needs and objectives of
the parties involved and the creation of value.
I'll suggest that the majority of those who are investing in
the varied Net promotional and marketing options have
different objectives for each portion of the marketing plan,
and each product at various stages of the product's life cycle.
In some cases, the message will be as soft as a conglomerate's
image enhancement with no particular product pitch. Therefore,
in one instance a linkless banner is very appropriate while
for other purposes, the click through provides the reason for
the promotion.
The scope of promotions for all industries is extremely broad
and diverse, many of which are far less concerned with generic
brand building than a few years ago. In light of a far more
competitive global economy, brand awareness although still very
important, is less important than brand definition, which
can be communicated with a comprehensive Web site, including
transactions when and where applicable.
No doubt many will forgo the unnecessary expense of the
click through, or for that matter a Web site while others
have almost no need for a static banner for a particular
communication.
What should be discussed is not black and white issues, but
differing values that the functionality of the technology
brings, some of which like brand building, is available in
any medium, while others such as click throughs are not
possible with any other method.
This is definitely not an either/or issue, but a value
issue. The sooner all partners realize it, the quicker the
route to a self sustainable economic environment. One of
the primary reasons for the amazing growth of the Internet
within the business world is due to the increased competitive
pressures of the global economy, combined with the increasing
dissatisfaction of other alternatives, particularly for
specific needs (read-traditional broadcasting and publishing).
We should not forget that the value of the medium is in its
superior functionality and all that it can bring to solving
the significant challenges, particularly in the coming years
as the mediums continue to converge.
Mark Montgomery
Founder
GWIN- Global Web Interactive Network
http://www.virtualfranchise.com
markm_at_virtualfranchise.com
Voice: 1-520-632-4119
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