ONLINE-ADS>> Who is deserving of a link?

Kevin Leathers (kevin.leathers_at_obgyn.net)
Mon, 06 Oct 1997 15:10:47 -0500

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I'm starting to see many commercial sites using tactics best served by
content, network or non-profit sites in order to get links. It is almost
like they perceve the value of a commercial sales message in the same
light as rich content. An example of a type of e-mail that I continue to
receive is:

>We would like to establish reciprocal links with your web page. We
sell.....

>Our web page has established significant traffic.....a reciprocal links
exchange between our organizations would be mutually beneficial. Do you
have an interest in a links exchange?

The answer to that question is of course no. Why? The words WE SELL. It
is obvious these types of companies offer products for sale to our
audience. Whether they supply any sort of content or not, they are in it
to ultimately sell them something. The amount of traffic a commercial
site has is not a reason to link to it.

This would be like Budweiser going to NBC and saying: "We have this real
cool Frog campaign that people think is funny, we will let you run it
for free if you want". I'm sorry to say, but if Bud wants anyone to see
the commercial, they are going to have to pay for it.

It is obvious that the lines of content/programming and commercial
messages are a bit dim when it comes to the internet.

If you want to promote a product or service you first need to have a
message that supports it (a totally biased brochure or web site),
secondly you need to reach your potential/target market with your
message (print, TV, sales reps, conventions, internet advertising).

I'm starting to see companies take the approach of: We are not going to
support any other web sites, because we are going to build our own. You
want to laugh when you hear this, but it is a fact, many companies have
lost track of basic marketing ideals when it comes to the internet.

The way I see it is you can only go so far in creating content/services
or other areas of interest to keep people coming back to a commercial
site that you are now in the internet development business.

My question is: how long will it take for companies/people to realize
that there is a difference in creating a product message (a company web
site) and positioning that message (advertising it on content rich
network sites)?

--
Kevin Leathers   PH:(512)451-2842  FAX:(512)377-5626
Director, Sales & Marketing OBGYN.net  <http://www.obgyn.net>
Austin, Texas USA 78756  mailto:kevin_at_obgyn.net
ONLINE MEDIA KIT: <http://www.obgyn.net/advert/advert.htm>

--
People with GREAT MINDS talk about IDEAS
People with AVERAGE MINDS talk about EVENTS
People with SIMPLE MINDS talk about OTHER PEOPLE


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