Re: ONLINE-ADS>> Mechanical Clicks

Ray Taylor (taylor_at_bizbiz.com)
Wed, 04 Jun 1997 22:07:54 +0100

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Michael Wexler wrote:

<snip> The "rules" of good
> marketing are the rules of direct mail, of tv and print mass ads, of
> billboards.

Michael, The rules of good marketing are the rules of good marketing.
The rules of direct mail are the rules of direct mail, TV, print,
billboards...

You are confusing marketing and media.

> The web is a new media, and as such, needs new rules (perhaps
> based on the old...).

TV was a new medium that adapted the rules of good marketing that had
grown up with radio and print.

> I would say, paraphrasing above, "when will people learn that new
> media means new worlds, and that folks are sick of the old?" Rather
> than the usual saw "30-40 yr old new net users are comfortable with
> the web as tv, and look for similar things so follow the old rules",
> lets try giving them something new, and give them time to bite.
> Don't duplicate magazines or tv shows, create something new!

AGREED, but don't throw the baby out with the bathwater (assuming this
translates into US English). New tools in clever hands can work wonders,
but by building on established principles, not ignoring them. Early TV
was hampered by being written like radio, with a few pictures thrown in.

But the rules of good drama are the same for TV as they are for radio,
as they were when the Gilgamesh was hammered out of stone. The trick is
to make best use of the medium.

On TV this means showing the product in action, rather than just
describing it on radio. On the Internet, it means making use of the
ability to interact with the customer, to target the message, to measure
to a fine degree the customer's behaviour, and to provide an almost
unlimited amount of background information and related product
information, enhancements to customer service, international sales,
etc..

But if you give a customer b/s you will get nowhere with Internet, TV,
radio, print, or the town crier. Internet customers are no longer
stupid.

Ray Taylor
(30-40yr old from London)

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