Re: ONLINE-ADS>> Where do they come from?

roBman (roBman_at_KnowWhere.net)
Tue, 07 Oct 1997 17:27:47 +0000

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: Dan Metcalfe: "Re: ONLINE-ADS>>Where does it all come from?"
• Archive Home Page
• Search
• Previous message: Kevin: "Re: ONLINE-ADS>> content advertising"
• Maybe in reply to: Mark Dolley: "ONLINE-ADS>> Where do they come from?"

Mark Dolley <mark_at_zapworks.com> wrote:

> But what about the poor folk who are pre-launch? Can we
> establish some general rules here? Where are the studies?

To help our clients with this problem we work with them to develop an
integrated marketing model. This helps them plan and track ALL of their
online activities. I'm constantly amazed at how many people seem to
randomly use email footers, newsgroups/listservs, webpages and banner
campaigns without creating a coherent strategy that integrates and
tracks them all. If you don't know what effect something had, then what
was the point of doing it!?

Experience has taught us that you can't just build a successful
website. You have to grow it. And like most growing things, you don't
know what it will look like until it has matured.

We often explain to our clients that if the website you end up with
looks just like the one you imagined, then you've probably done
something horribly wrong 8)

As far as general rules go...generally they don't work. Each site
should be an individual, otherwise it probably doesn't have a
competitive advantage. I'd hazard a guess that this is why there's very
few public reports on this topic. Who wants to have their confidential
marketing performance reports published for their competitors to see.

BTW: Nice thread Mark
...the number of responses show that this is an important issue 8)

--
roBman
Creative Director
KnowWhere Pty Ltd
mailto:roBman_at_KnowWhere.net

How can you setup a website with a pig, a light bulb, a cockroach and a
clock?  To find out how visit http://KnowWhere.net/index.html?oa001-97

--


----------------------------------------------------------------------
        This week's Online Advertising Discussion List sponsor:

Mecklermedia's Internet.com Network consists of the most popular sites
on the web for Internet-related content: Daily News, Directories, Buyers'
Guides and Software Resources. Visit: http://www.internet.com/mediakit

-----------------------------------------------------------------------
Online Advertising Discussion List      To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/                     to online-ads-request_at_o-a.com





 Next message: Dan Metcalfe: "Re: ONLINE-ADS>>Where does it all come from?"
  Archive Home Page
  Search
 Previous message: Kevin: "Re: ONLINE-ADS>> content advertising"
 Maybe in reply to: Mark Dolley: "ONLINE-ADS>> Where do they come from?"


       

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.