Re: ONLINE-ADS>> Audio advertising

Kim M. Bayne/wolfBayne Communications (kimmik_at_wolfBayne.com)
Wed, 7 May 1997 13:34:11 -0600 (MDT)

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> Felipe <felipe_at_netcast.com> asked "Do any members have experience in or
> an opinion about audio-based advertising on the Web."

I'm not too keen on the audio hyperlink to an ad banner approach, because
I'm not convinced of its effectiveness in garnering an audience. Time will
tell. Right now, there are many ways to use audio to advertise your products
and services that are better in tune with the information culture of the
Internet.

I just wrote an article for the upcoming June issue of 'Internet Marketing &
Technology Report' on using audio to promote products and services. It talks
about the different levels of participation and production for using audio
on the Web. The information can certainly be applied to deciding HOW you
want to use audio on the Internet.

The problem with using audio in any capacity is that not everyone has an
audio enabled computer system. Even at Fortune 500 companies, whose presence
is well-known online, you find individual employees with computers that are
more equipped for storage and networking than for multimedia.

As 'nifty' as audio appears, don't put all your eggs in one basket by
relying on it to get your message across. You'll miss a major portion of
your audience for various reasons.

Kim

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Kim M. Bayne, president kimmik_at_wolfBayne.com
wolfBayne Communications http://www.wolfBayne.com
author, "The Internet Marketing Plan:
a practical handbook for creating, implementing
and assessing your online presence," 1997
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