Re: ONLINE-ADS>> Web architect of record

Danny Sullivan (danny_at_calafia.com)
Tue, 18 Mar 1997 13:50:27 0000

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> I'd also like to know what people think about this concept. Is Web
> advertising different enough from traditional advertising that a company
> needs two different "of record" agencies? Any ramifications you can think
> of, positive or negative?

Having a web site is not advertising, so you can't compare hiring a
web design firm to having an ad agency. There are different skills
involved. You go to an ad agency to run ads. You go to a PR agencies
for public releations. You go to a web agency, if it's full-service,
to define your role on the week.

It's easy and unfortunate that so many people equate having a web
site with being advertising. They would never say, "I have a phone,"
so I have advertising. It a nutshell, a web site remains mainly a web
phone number. You give out the number; people call and visit to
gather the information you provie.

You can advertise your web site through banner ads or in traditional
media. Here, a traditional advertising agency could be of help.
Likewise, you can conduct a PR campaign. Again, a traditional PR
agency can help. Chances all, you'll still find yourself wanting to
tap into online expertise in these areas. If your "web agency"
provides everything from site construcition online PR and advertising
services, you are set. It's more likely that your "web architect"
will only do the design, and you'll still need to enlist the aid of
outside experts.

Danny Sullivan, Calafia Consulting
"A Webmaster's Guide to Search Engines"
http://calafia.com/webmasters/

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