NONE: Re: ONLINE-ADS>> Web publishing vs content creation
Re: ONLINE-ADS>> Web publishing vs content creation
Annastasia Webster (webster_at_spaldingcompanies.com)
Tue, 25 Nov 1997 11:48:52 -0500
Peter Bull wrote:
>However, if the local ISP sales rep emailed me, or even walked into my
>store, and said to me "I guarantee that whenever anyone in Rockhampton
>logs onto the net tonight they will get an ad for your local store put
>in front of their eyes within the first 10 minutes, and again every
>half hour after that - regardless of whether they are chatting,
>reading their mail, or looking at CNN, Dilbert, the Israeli Tourist
>Bureau, or Playboy Magazine - and whenever one of them visits any of
>these 2,873 identified sports related websites or makes a sports
>related search request, then your ad goes into the top priority list
>and will be shown within one minute of that event. Or, alternatively
>we could build you a campaign targeting only the 1,147 people in the
>Rockhampton community who are between the ages of 14 and 35 and who
>spend more than 10% of their total web time visiting sports or active
>lifestyle websites", I would jump at the offer. Now youÌre talking
>about target marketing with the web.
I think this whole idea is really scary. I don't know about you, but part
of the reason the web is so appealing to me is that I am not *forced* to see
any ads. I decide which sites I visit. If I don't like a particular site
because they show too many ads or the ads they show are annoying, intrusive
or not interesting to me, I don't have to go there. And if I decide to
visit anyway, I know what I'm getting myself into.
The model you describe sounds exactly like all the worst things about T.V.
Sure the marketing would be more targeted, but that doesn't change the fact
that I am not given a choice. It would really anger me to have ads splashed
in my face when I am just trying to send email or do serious research - even
if those ads were targeted to me.
(And what if I visit a sports site, not because I'm interested in sports,
but because someone told me that they have great graphics or an interested
layout. Do I then get sports ads thrown at me for a year?)
I think that the problem with your philosophy is that it assumes that just
because the world has always been a local market place before it always will
be. The revolution of the web is that I will now buy things from another
state that I used to buy from around the corner (for example, books). I
don't have to get in my car and drive there, I don't have to shop all the
isles. I can go to Amazon.com and they will recommend books to me based on
my past orders and preferences that I have stated. They will send me email
to let me know when the books I am interested in come out.
I foresee that there will always be a place for the kind of ads you see
on T.V. or hear on the radio, but that doesn't mean that place is on the
web. I don't get on the web to find out what my local sporting good shop
can offer me (unless they are offering me something special because I
accessed them through their web page), I go there to buy directly from Nike;
to get a level of service or better price not available by walking in my
local store; to get a product I can't find locally. IMHO web commerce will
only be successful when it can offer something that people can't just go to
the local shop and get as easily, as cheaply and with the same level of
customer service. It HAS to offer something more.
Annastasia Webster
webster_at_spaldingcompanies.com
Spalding Companies, http://www.spaldingcompanies.com
Your source for promotional products!
Our web site is not operational yet. If you are interested in our products,
I will be happy to add you to our email list. Just send your request to the
email address above.
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