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NONE: Re: ONLINE-ADS>> Mechanical Clicks
Re: ONLINE-ADS>> Mechanical Clicks
Michael Wexler (mwexler_at_sig.bsh.com)
Wed, 04 Jun 1997 15:02:19 -0400
Just a different viewpoint, one that does not reflect that of my employers...
>Reasons for decline in CTR: poor marketing, confused message, awful
>customer service values, etc., etc., etc. The initial high rate was
>produced by people with time on their hands, mostly computer nerds.
>
>When will people learn that the Internet has not abolished the rules of
>good marketing, it has merely put some fancy tools in a lot of untrained
>hands?
Of course, we could make the claim that due to the influx of "marketing
groups", one of which I work for, the quality, cleverness, and general
coolness of banners has declined considerably. The "rules" of good
marketing are the rules of direct mail, of tv and print mass ads, of
billboards. The web is a new media, and as such, needs new rules (perhaps
based on the old...). The sooner we realize that, the happier we will be
with our banners and such...
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!
In a similar vein, give me an honest and clever banner, one that doesn't
try to fool me with "free software!" for a time limited demo, doesn't order
me around with a call to action like "click here NOW!", and doesn't rely
upon bait&switch to get me to visit.
Make the site quality and targeted, make the banners clever and
interesting, and you've got it. If the sites suck, the banners won't save
it. And if the banners are just tv ads posted on the web, your site never
has a chance.
Again, just one person's view...
Thanks,
Michael
---=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=---
Michael Wexler
Measurement & Analysis
Strategic Interactive Group
Boston, MA 617-867-1000
mwexler_at_sig.bsh.com
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